CRAFTING EVERYTHING BUT ORDINARY

PROPERTY

BRAND MODELLING • LOGO & VISUAL IDENTITY • WEBSITE DESIGN & DEVELOPMENT • DIGITAL DESIGN • PRINT COLLATERAL • CAMPAIGN DEVELOPMENT

THE APPROACH

Working as part of a team with Tim Lewis, brand strategist, and Redwood, LM’s Comms agency, we carried out an in-depth review of their standing, interviewing and conducting workshops with key stakeholders and members of the team, reviewing the business plan, and performing analysis across all of the information obtained.

From these findings, we developed a full brand model, consisting of values, purpose, proposition, their narrative and strategic approach.

Once the new elements were established, we built a clear brand character to guide the development of the visual identity and underpin the connectivity between the brand model and its realisation.

THE IDEAS

Our core idea drove the development of the brand character and creative: Everything but Ordinary – Developed from the idea of being truly unique and different in the retail and leisure sector. Our creative development combined multiple bold and truly different aspects seen in the sector, reflecting the core underpinning aspects of being inspired by originality, driven by consistency and powered by people.

The name was shortened. After 40 years of building experience, we moved from Lunson Mitchenall to LM – This is how they are known in the sector and have built enough equity in their brand to be able to do this.

This abbreviated name gave us the opportunity to create a sharp, geometric, structured icon-style logo of which reflected the future-focused nature of the organisation and team. A secondary logo with their strapline of ‘International retail and leisure advisors’ provides positioning and context, as well as geographical location.

The colour palette is equally as bold and striking as the logo. Bringing in digital-first colours with electric blue and a purple gradient, and a dark navy blue undertone to have a little nod to the corporate aspect of their work and the sector. Supporting colours include lime green, yellow, pink and orange and are used to represent the three business divisions.

Moving away from the standard type styles, we selected a bold condensed typeface for headlines, to make an impact – used in both block and outline to bring emphasis to messaging. We then used a widely available body font, which has paired nicely with the heading font. Open, easy to read and approachable to reflect the values.

We also devised our own typeface for LM, bringing true ownership to their messaging. This was originally devised by looking at the strufture for the L and M for the logo and worked backward from there. This is for use on OOH marketing and comms.

The LM brand now provides the direction, drive, ambition and determination they have as an organisation to really showcase how they are Everything But Ordinary

“It’s an important moment for LM as we step into a new era with an identity that honours where we’ve come from while capturing how we work today. This rebrand has been carefully developed with our team and industry partners to ensure it represents the business we are now, and the ambitions we have for the future.”

“While the name has been streamlined, LM continues to carry the weight of decades of experience and proudly symbolises our innovative, ever-evolving approach – challenging convention in retail and leisure, embracing fresh perspectives, and delivering advice that makes an impact across the sector. At a time when the retail and leisure industry continues to evolve at pace, LM is focused on helping our clients navigate change, identify opportunities, and deliver results.”