Better the devil you know … linking arms with old comrades
Landlink was never going to just grow old
gracefully. As one of Victoria’s largest property valuation and
advisory groups with eleven offices throughout Victoria, it possessed
all the energy and momentum needed to stay young at heart and lead the
way in its industry.
The
existing Landlink branding was based on a design executed by DDG around
8 years ago. The business has since grown phenomenally and
re-positioned itself at the forefront of property and valuations
services in the state. Quite simply, they had outgrown their image and
a rejuvenation was definitely in order.
Landlink called for
ideas from three design teams, before selecting DDG’s concept as the
one that best matched their business objectives. Creative Director,
Fred Thompson, explains, “Having some history with Landlink meant we
knew how the organisation had evolved and could better understand their
needs in terms of a contemporary image. This understanding can give the
creative team quite an edge in developing a successful concept.”
When
looking to update their look, businesses frequently test the waters to
see what alternative agencies have to offer. Often the finest proposal
still comes from the creative team they know best, and that’s no
coincidence. A good design process (and a professional team) will
leverage and springboard from legacy elements and evolve them into
something novel, yet fitting the true character of the client.
Landlink’s
Executive Assistant, Katie McMahon managed the project from the client
side, liaising between the DDG team and Landlink CEO, Andrew Noseda.
Katie
says, “The DDG team understood where Landlink had come from, and where
we wanted to be. The new look reflects this – very corporate and sleek,
yet simple and uncluttered.”.”
 The
resulting logo design, places the Landlink wordmark front and centre,
in a contemporary, angular font. The colour palette is sleek and
sophisticated - a strong, deep blue contrasting with white, and
highlighted with the premium feel of metallic silver. Much more
grown-up!
“We are delighted with the results,” says Katie. “The
feedback from our offices around Victoria has been nothing but
positive. Everyone loves the simple, clean look and it suits our
business style so well."
Landlink are putting their new image to
the test, applying the logo and colour palette right across their
visual communications materials - signage, brochures, stationery,
business cards.
“DDG have partnered us in incorporating our
new logo and colours across our operations,” says Katie. “They’ve
collaborated on design and production, and smoothed out any hiccups
that arose
DDG has now re-designed and fully updated
Landlink’s website, distilling the logo concept into a contemporary
on-line presence that befits Landlink’s premium market positioning.
In
business, nothing is as predictable as change itself. Although
Landlink’s new logo and image have been designed with longevity and
flexibility in mind, the business continues to grow and evolve. When
the time comes (and inevitably it will) the DDG team will be only too
ready to help with an update.
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