ABOUT

TYC were asked to redefine how Landsec are perceived within Retail & Hospitality as part of a move to break away from stereotypical perceptions of landlords and build a new voice and understanding of partner needs.

We were given some guidelines, it had to be: something to believe in and inspires us and our partners; a retail personality that can be realised in different and ownable ways; and a splash to gain eyeballs and raise awareness of Landsec within Retail.

The task spanned across repositioning their entire offer, creating a naming nomenclature and a national launch campaign.

TYC began by chairing a series of roundtable discussions, internally and externally. Our aim was to understand how Landsec were perceived, how they communicated, and how we could align similarities. We extracted a theme around ‘Partnerships’, listening and understanding and providing tools to help brand partners achieve.

The repositioning looked to productise the Landsec offer into four products. For a potential customer, this makes the selection process of the most suitable location super easy and allows them to focus in on finding that perfect unit.

We then designed a campaign, the Story of Two Halves. This campaign gave a unique opportunity to narrate in a softer human way, seeing both perspectives – your success is our success. Aesthetically the campaign was designed to stand proud, yet compliment the Landsec parent brand. TYC selected a colour palette as far from a traditional retail brand as possible, strategically chosen to stand out across social channels.

The campaign followed a day in the life of four partners, sharing their journey without the corporate gloss. Was it a success? It increased engagement by 340% and smashed all KPIs. By veering away from corporate positioning, they succeeded in changing the entire category for good.