Luma
Planning for a brighter future
Hazeley Group
Cultivating branding excellence for property development
We were approached by Humphrey Farms in summer 2023 with the task of rebranding the organisation to become Hazeley Group, as they transitioned their business interests out of farming and agriculture to focus on property development. With a goal of developing both residential and commercial properties, as well as providing tenancies for high quality office and industrial spaces, the brief was to create a brand that facilitated this transition as well as bringing alignment to their subsidiary brands Hazeley Developments and Hazeley Enterprise Park.
Services
Sectors
What we did
Whilst working closely with the key stakeholders, we ran a series of workshops to understand the DNA of the businesses. We identified that despite the change of brand name, the Humphrey Farms legacy, ethos and experience would still be very much present in the new chapter for the company. The strength of this legacy culminated in the brand idea ‘Cultivating Excellence’ flowing throughout a monolithic brand architecture. The idea mirrors the unwavering commitment of the organisation to giving 110% effort to all they do both past and present, from farming and developments through to their excellent customer service.
The ethos of Cultivating Excellence allows the brand language to use nature inspired vocabulary throughout their marketing collateral, allowing their agricultural roots to support both their experience and legacy, as well as tying it to their rural work environments.
We introduced the brand idea to the visual identity by creating a brand suite with a strong adherence to the fibonacci sequence, a naturally recurring theme through nature’s wonders. Flowing this through typography, signage, logo systems and web design we ground the identities’ with a natural aesthetic that brings a tangible consistency through the various brand touch points.
“The whole process was collaborative, professional and enjoyable. They guided us through a series of workshops which allowed us to identify our brand positioning and identity, that we were instantly drawn to. All parts of the project were provided on time and to budget, and the team has been a joy to work with.”
Nikki Bream,
Group Managing Director
Excellence by nature
Once we had established the corporate brand, we worked with the stakeholders to create a new identity for Hazeley Enterprise Park to spearhead their extensive redevelopment of the park. The four-year project will see the existing site continue to evolve into a modern business destination, with a mix of office and light industrial/commercial buildings alongside a central hub with café and meeting spaces. We created the brand identity to fit within the corporate guidelines, with additional colour palettes inspired by nature to seamlessly work across website, signage, marketing and social media assets.
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