Land Securities Offices, UK
by Hat-Trick Design
We were asked to create environmental office graphics and a relocation campaign for the Land Securities London team, after they moved into a new space. Spanning two floors, we were asked to decorate any wall, pillar, roller rack or internal window.
We wanted to express their extensive knowledge of London, its history and modern developments. The tone required was corporate and sophisticated but with a touch of humour, showing a softer side.We did not want corporate values plastered all over the walls, so a relevant theme was required to extend through both floors. Their business is London-centric, so a focus on their core business, their association with London’s history, and their deep knowledge and understanding of the Capital was required.
Maps needed to play some part in the scheme; to identify where Land Securities assets are and respond to the MD’s request ‘I want a map of London in my office’.
What was the strategy of the communication or campaign? Please include the reasons for your choice of media and how your creative solution addressed the strategy.
Applied to walls, postcards and a website. We took the one parameter of needing to incorporate maps into the scheme as our starting point, and extended this into a more abstract theme of ‘mapping London’. An A-Z series of 52 maps (26 on each floor) were created, that mapped everything from prehistoric remains, to noise levels, markets, parks, galleries, Wren’s churches, famous clocks, football teams, lost rivers, interesting street names etc.
We treated the maps as interesting pieces of abstract art in their own right, and each was captioned with a plaque. We liked the thought that each day a staff member could see something different, as well as learn something interesting about London that they may have not known. To further engage the team, we also asked each member to identify their own favourite shops, pubs and restaurants; with this information we were able to create three maps bespoke to the team and their view of the ‘best bits’ of London.