FITCH teams in London and Seattle worked for months interviewing the leadership team within Lend Lease, industry experts and Lend Lease customers to uncover the essence of what sustainability means to Lend Lease, and to develop a solid positioning and messaging around all sustainability topics. FITCH then created a new visual identity and designed a new website and related collateral.
One of the largest real estate developers in the world, Lend Lease has centered its culture around sustainability for more than 50 years. Lend Lease realized that sharing this part of their history was critical, but needed to avoid the appearance of “green washing” or pandering to current trends.
The new Sustainability brand language employs several key elements that represent Lend Lease’s commitment to sustainable values through time. Arcs represent connections in time, events or people within Lend Lease; the bright color palette references natural elements; and the use of transparency and reflection illustrates Lend Lease’s transparency in social and environmental issues. In addition, photographs of Lend Lease “green” projects represent ongoing innovation, and the use of people in photos highlights the focus on caring, the human side of safety and the desire to design and build “people” places.