You belong here.
Client
Lodge
scope
Strategy
Identity
Motion
Interior by Designwell
sector
Property
overview
For over 50 years the Lodge business has grown on the back of their reputation and they are now a one-stop shop for all things real estate. The growth they have experienced in recent years has lead to the need for a new Lodge HQ. With this project underway an opportunity presented itself to evaluate with fresh eyes what the Lodge brand is all about. We worked closely with the team at Lodge to redefine their internal values, external values, their unique selling proposition and who makes up their audience. We were then able to write an extensive strategy document with a deep understanding of the current brand and where it needs to go before launching into the design solutions. The purpose was distilled down to ‘The bridge between people and place — connecting people to our community one property at a time.’ The positioning statement ‘You Belong Here’ functions as a tagline that brings together the brand values, purpose and promise in a succinct, memorable and own-able way, speaking to both the customers and agents.
The final design concept explores the confident use of a refined wordmark and introduces a more own able and local symbol drawn from iconic Hamilton landmarks. The brand icon is a symbol of both the physical location — drawn from the bridges at the heart of our city that link Hamilton across our awa, the Waikato River — as well as a visual metaphor for the brand purpose as the bridge connecting people to place. The launch of the new brand has achieved a more consistent, responsive, and impactful brand that truly reflects who Lodge is.
