Native Land is a prestigious London based property developer whose pursuit of excellence has distinguished them from their competition for the past 12 years.


The business was expanding to incorporate new audience segments. This dictated the need for a full re-design of the existing identity (we have been responsible for the brand guardianship since it was created in 2006 by Rand Creative Director Jay Flaxman). As the company’s corporate design lead agency, Rand evaluated the effectiveness of the existing identity and worked closely with the client to redefine it’s look and feel, implementing it across all touchpoints.


We considered the development of the brand and how it would communicate to various stakeholders.


Our research covered:

  • Company purpose, history and values
  • Structure and tone of voice
  • Long-term business objectives and legacy


Internal and external insight informed the brand positioning process that provided the platform for the development of an updated look and feel. The new identity was executed across:

  • Brand summary and guidelines
  • Website
  • Full collateral suite


The new visual identity and corporate website was launched in the Autumn of 2014 to wide praise. It has facilitated the company’s geographical and practice expansion – increasing the brands relevance to a growing audience and clearly articulating a new set of values.