Working with property developer A.C. Lloyd to create a consumer-facing brand that establishes them as a true local leader.

Insight
A.C.Lloyd, a respected home builder with a quality track record, approached us in May 2016 looking for support to refresh their brand identity. With competition from the major developers intensifying in the South Warwickshire property hot spot that is centred on Leamington Spa, they recognised that they needed to up their game.

A.C. Lloyd is a local leader in the Warwickshire area – their buildings have shaped many communities and are local landmarks. But the company’s previous brand, marketing materials and customer experience weren’t showcasing the quality customer service and exceptional build standards that sets them apart from the competition.

Ideas
For the project to be a success, we recognised that the whole team would need to be on board, to ensure buy-in. After conducting extensive qualitative research with the team, residential customers, partners and members of the public, we could really understand current perceptions of the brand and develop the insights required to move them forward.

Working closely with the team, we developed a clear messaging platform, crystalising A.C. Lloyd’s positioning as a local leader and reaffirming the company’s culture and values.

Impact
With a more compelling story to tell, we then approached the brand identity. We started with an updated logomark and a shift to the name A.C. Lloyd Homes, with its own look and feel to clearly distinguish it from the Commercial branch of the business.

The new colour palette matches the warmth and sophistication of their homes. The introduction of a script font adds a personal feel and the unifying ‘roof’ device, taken from the logo, is used as a distinctive mark to make all materials recognisable as A.C. Lloyd’s.

We have since rolled the brand out onto a host of implementation materials, for both internal and external audiences. This has included identities for new developments in keeping with the new brand guidelines, a range of brand basics, office interiors, social media assets and a fully responsive website, transforming the face of the business.