Ryden - Delivering brand clarity
Founded in 1959, Ryden is the largest independent commercial property advisor in the north of the UK with 44 partners and 110 staff across seven offices in Aberdeen, Edinburgh, Glasgow, Leeds, London and Manchester. Its main focus is buying, selling and letting commercial property and development land whilst the rest of its team provide specialist advice on planning, research, valuation, rating, management, building consultancy and project management.
Recent research highlighted a lack of clarity on what made Ryden different and why clients should buy. Furthermore its marketing materials were seen as looking dated, bland and lacking in confidence.
Our objectives were to provide clarity and structure for the Ryden brand, defining what makes it different in a crowded market. A new sense of confidence was to be communicated backed up by years of heavyweight experience. Lastly, consistency was required across all forms of communications to ensure prospects and clients are engaged effectively.
WHAT WE DID
Phase one of this project started with looking at brand architecture and how best to organise the Ryden brand and its various sub brands to bring clarity and consistency. Once complete we ran a series of workshops with stakeholders from across the business to look at key audience types and competitors to understand more about what made Ryden different. This was used to inform the development of an outward facing proposition and a series of key messages that could then be used across all marketing materials.
The next phase focused on the visual delivery of the brand by creating a bolder, more confident look. This was delivered via a series of clean and graphic document templates, followed by brand guidelines and a new logo suite ensuring the brand was rolled out consistently across the business.
More recently, we have completed the design of Ryden’s 85th Scottish Property Review which makes use of the brand’s bolder and more confident look and feel and was issued as a downloadable pdf with an accompanying summary video.