GL Hearn | UK

GL Hearn recognised that in order to compete successfully as a leading property consultancy they needed to convey their service offering in a more coherent way. After initial research, the brief was to create a new identity that would reflect their modern approach and future aspirations.

We developed a brand platform with the essence centred on GL Hearn's strength in uniting its complementary skills to deliver smart solutions to clients. We called this ‘Combined intelligence’ and distilled their approach to four pillars: to create opportunities; to develop potential; to protect assets; to enhance value. This was visually encapsulated in a new logo comprising four interlocking elements, presented in a distinctive colour palette unique to this sector.

External brand awareness was increased through an advertising campaign that involved placing adverts within adverts, by positioning a series of billboards in the context of the property environments in which GL Hearn are involved. Taking a cue from the brand’s intelligence essence, I built the copy theme around an array of playful homophones – words with the same pronunciation but different meanings – which demand a double-take from readers, such as 'Time and a gain', 'Industry in sights' and 'To daze solutions'. The campaign was launched in print and online across the UK property press.

Applications included communications templates, advertising, signage, stationery, business forms, exhibition banners and marketing collateral. A digital guidelines manual enabled consistent roll-out and ongoing implementation of the brand. Ultimately, the rebrand succeeded in providing much needed alignment for the future of GL Hearn’s business.