• Brand & Culture
  • Communications
  • Campaigns

U+I

Driving distinctiveness

With a reputation for creativity, U+I isn’t the same as other property companies. It voices its opinion, loves art and doesn’t like putting property images in its collateral. It stands out from the crowd, so its brand experience needs to stand out too.

We were asked to evolve its new identity into a powerful brand experience, ensuring every communication made a bold statement about U+I’s distinctiveness. Development involved reviewing multi-channel comms, ranging across digital, social, print and film.

One of the key communications vehicles was MATTER magazine, a platform initiated by Luminous that showcased U+I’s disruptive ideas, explored thought-provoking themes and lifting the lid on U+I’s approach to regeneration. Each edition was produced as a microsite and limited-edition printed broadsheet and launched via a social campaign. The microsite broadened the audience reach, gained insight into readers’ interests and drove traffic to U+I’s website.

  • Video poster, click to play
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The initial three editions were hugely succesful, enjoying high traction and audience engagement.

  • 2,500+

    unique users
  • 450+

    downloads
  • 2:30 mins+

    average read time
  • 1,500+

    twitter engagements

To help internal marketeers and roster agencies manage multiple brand channels in an innovative way, we developed a U+I ‘Brand Hub’. The online portal acts as a resource to inspire creativity. It is a playing field to create and have fun on, rather than handcuffs to be bound by.

Users can explore the roots of the brand and also find the practical tools they need to implement it. To make application easy, there are several resources such as image and tone of voice guidelines and downloadable logos, icons, fonts and templates.

Awards

Best Corporate Publication, CorpComms Awards

Best Use of a Visual Property, Corporate Content Awards

Best Thought Leadership, MPF Awards

Mark Litchfield, Executive Creative Director

This challenge was all about applying distinctive creativity in the corporate world and pushing forward, rather than reigning back, in areas such as investor engagement.

Have a similar challenge? Get in touch.

justin.boucher@luminous.co.uk

Related work

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  • justin.boucher@​luminous.co.uk

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