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Project Commissioner
Project Creator
Project Overview
Lendlease is a leading global property and infrastructure solutions provider. With twenty years since Lendlease's iconic blue canopy logo was introduced and nearing 65 years in operation, the time was ripe for Lendlease to unveil an exciting new chapter in the brand's rich history.
Team
Alex Toohey – Creative Director James Calpis – Design Director Olivia Maguire – Account Director Andy Smith – Senior Designer Stephen Cannon – Senior Designer Michelle Whitehead – Designer Gian Lacanilao – Designer Stuart O'Brien – CEO Jo Lilley – General Manager Paul McGrath – Global Head of Marketing & Brand Vicki Halpin – Group Brand and Sponsorship Manager
Project Brief
Lendlease is a leading global integrated property and infrastructure solutions provider, operating in Australia, Asia, Europe and the Americas. With twenty years since Lendlease's iconic blue canopy logo was introduced and nearing 65 years in operation, the time was ripe for Lendlease to unveil an exciting new chapter in the brand's rich history. Our aim was to create a new brand strategy and identity that aligned with the evolved business offering. The target audience stretched from Lendlease employees, B2B and B2C.
Project Innovation/Need
To celebrate the diversity of the business, we created a new multi-dimensional identity - 'The Fold', an organically changing form that represents the forever changing and adapting business that is Lendlease. The Fold provides a unique graphic language that stretches from consumer to business, enterprise to government partnerships and local to international markets. Colour is a critically important element of the new identity. Having one corporate colour limited the ability to truly represent our diversity, so we broadened the colour palette, allowing a multitude of applications across all touch-points. The new extensive and adaptable design system allowed flexibility and differentiation across all parts of the Lendlease business. The new identity has been created for people across the world, a brand for all, that reflects Lendlease's vibrant and colourful Places.
Design Challenge
The main challenge was to create an identity that stretched across their diverse business from consumer to business. The design system can adjust to position high-end Lendlease products and can refresh in appearance over time by utilising the rotating fold and colour system. One of the other main challenges was implementing the identity and creating an extensive brand guideline that would work effectively across the globe through brand roll-out.
Effectiveness
The new extensive and adaptable design system allowed flexibility and differentiation across all parts of the Lendlease business. The new identity has been created for people across the world, a brand for all, that reflects Lendlease's vibrant and colourful Places.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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