The client
Loncor Homes is a London
residential property developer -
an amalgam of several ventures
with a cumulative history of more
than 40 years of success.

The challenge
Loncor Homes was looking for
a brand identity that reflected its
commitment to creating homes
with intrinsic value and quality,
challenging the market trends
that have for decades been
driven by location prominence
and speculative investment.

Loncor Homes:
Building a contemporary
brand proposition on
traditional values

Our role
Market appraisal, brand identity,
communications strategy, website,
marketing communications.

The solution
We saw Loncor Homes as a dynamic,
contemporary business with a ’traditionalist’
understanding of the value of a home. In
wishing to project these values as integral
to their brand personality, we created a
visual identity based on a strong association
with craft guild heraldry, interpreted in
a fresh and vibrant way. The underlying
brand narrative conveys the practical and
emotional relevance of Loncor Homes’ beliefs
emphasising their acute sense of what
counts when it comes to quality urban living.

The outcome
By creating a visual language that
successfully expresses Loncor
Homes’ philosophy, we have
enabled them to be openly proud
of what they do and how they do it.
The new brand narrative articulates
convictions about tradition and
sense of home that is now better
understood and appreciated
by both agents and the buyers
alike. As a result, Loncor Homes’;
recent development sales have
been remarkably successful.