Rebranding

Working across a wide range of industries, Line Management helps global organisations plan, build and manage the systems, and infrastructure they need for productive workplaces and efficient data centres.

They asked us to help clarify their offer and leverage as much value from their brand as possible by looking at ways in which they could improve the visibility and perception of their core and constituent businesses.

Extensive workshops with staff and client interviews highlighted that Line Management consistently provided expert advice, so we suggested that in a sector of specialists they should be the authoritative voice. We defined their brand story as ‘Building Intelligence’, precisely encapsulating the company’s purpose and its ability, through innovation, to deliver cutting-edge solutions. Why? Because as a verb, it alludes to intelligence being acquired (both by Line Management and their clients) and as a noun, it alludes to Line Management having intelligence about buildings.

During the process, it also became clear that the use of Line Management Group and LMG was confusing. LMG had become the shorthand initialism for the business, but married with the long form web and email addresses it appeared disconnected and convoluted. Alongside that, Line Management suggested telephony, engineering and staff appraisal so wasn’t aligned with the business’s vision going forward. Our advice was to use the initialism and suffix the online presence with “IQ” to tie in with the new brand strategy – this became a fundamental part of the new brand hierarchy.

The new identity is based on the infinite looping design of Solomon’s knot, symbolising connectivity, partnership, wisdom, security and positivity. This was married with a portfolio of generative art created with data derived from LMG’s building management systems, which along with a refined tone of voice, has been rolled-out across a variety of branded applications.

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What we did
Brand strategy / Brand identity / Brand communications: Website / Presentation design / Brochures / Promotional material / Signage / Art direction