Lowe

We helped a real estate company champion people as the most valuable asset in real estate.

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Challenge

In 1972, Lowe Enterprises was founded as a private real estate development, management, and investment company based in Los Angeles. Since then, the company has expanded into new offices around the country, building a broader range of properties and offering a wider range of services.

With growth came opportunity, but also difficulties communicating the company’s unique market position. New business units had been established, however its visual identity and communication assets (e.g., website) had become dated, and were no longer an accurate representation of the company’s culture and services.

As part of an initiative to establish a more cohesive identity, Lowe Enterprises changed its name to Lowe, and partnered with Innovation Protocol to evolve the brand for its next generation of growth.

Insight

In the midst of adopting a more unified business strategy, the company was also transitioning leadership to a new team, and needed to define its story in terms of the strengths of the company more broadly. This meant evolving from a benefactor and regionally driven brand, to a brand driven by its core values, competency, and ideology.

A deep audit of Lowe’s place in its ecosystem revealed that the company’s primary strength and differentiator lay in its people, who were recognized as bringing a special blend of innovative development and attentiveness to the needs of each unique customer, tenant, and local environment. It was based on this insight that we built the Lowe brand around the idea of Real Estate Beyond Buildings.

Solution

With a new strategic position, we developed new verbal and visual systems, as well as corporate brand guidelines to bring this message to market. These included a new articulation of the brand story and corporate values, a new visual identity, and the launch of new assets based on that identity, including a new website.

Outcome

Lowe successfully launched its new brand, which has been embraced enthusiastically across its branches nationwide. The website was redesigned and Lowe is actively developing content and assets based on the new brand system and guidelines.