You belong here.
Client
Lodge
scope
Strategy
Identity
Motion
Interior by Designwell
All Projects
sector
Property
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.
"We first became acquainted with Daymark and Designwell when searching for a design company to lead the re-fit of our central city office. At the time we were also interested in updating our marketing strategy which had, overtime, become misaligned. Alexander convinced us of the value of updating our strategy first so it could be reflected in the environment and workflow of the renovation. The Daymark team led us through a process from research to final strategic vision that was revelling and compelling. It helped set both our marketing direction and embedded our values within all aspects of the business. Designwell then integrated this into the process of designing the re-fit. Concepts such as transparency and being local were physically interpretated and materialised and Lodge’s distinctive livery was integrated into the design. Not only does the finished product give our team comfortable modern spaces to work within it provides them with a real time, everyday sense of who we are. In addition, Designwell created a branch design brief which incorporates elements from our head office into branch offices to create a familiar environment across each of our seven branches."
Jeremy O'Rourke, Managing Director
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