| Knight Frank
2010 REBRAND 100 Winners > notable
Industry: Business - Professional Services, Property Development and Management
Enterprise Rebrand
Country Base: UK
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Founded in London more than a century ago, Knight Frank has grown to become the world’s largest independent global residential and commercial property consultancy. Knight Frank and its New York-based global partner, Newmark Knight Frank, operate from 207 offices, in 43 countries, across six continents. More than 6,340 professionals handle in excess of US$886 billion (£594 billion) worth of commercial, agricultural and residential real estate annually.
As Knight Frank moved into its new, contemporary global HQ which represented the firm’s coming of age, it was imperative that the development of the global brand made a similar statement. Last refreshed 10 years ago, global internal and external research told us that we needed to enhance our brand and foundations in order to continue building a single, global powerful, brand.
Challenge - The brand objectives were clear, Knight Frank wanted to:
• Achieve consistency and coherence in all aspects – visual and cultural
• Stand out from its peer group and be distinctly recognizable
• Represent professionalism and stand for a highly skilled and trusted global property consultancy
Strategy
A branding program was put in place commencing with an Immersion and Analysis covering:
Internal interviews and workshops to build an understanding within the firm of the importance of branding and the project, to get to grips with how Knight Frank works, the environment in which the staff operate and how that may change in the future.
External interviews across a section of important clients from our key markets to understand why they choose us, what differentiates us and what they value most about us and with industry experts and journalists that report on the sector.
Visual audit to look at the main messages that emerged from our current materials.
Result
The brand has been launched and is rolling out successfully across the global business. Continuous feedback is encouraged and analyzed. After each application or piece of material was launched we implemented a “100 day rule”. This has proven very successful and has allowed the Marketing team to collate feedback and views on new material. It also allows enough time for an application to be in circulation to allow for change adjustment and to evaluate its impact.
Credits:
Client: Knight Frank - www.knightfrank.com
Brand Strategists/Designers: Knight Frank Team - www.knightfrank.com
| |
