The National Landlords Association is the largest residential landlords organisation in the UK, with over 40,000 members. The brand identity and all marketing and membership materials were in need of a complete redesign, as the original materials had become very dated.
The brand was redeveloped from the ground up, looking at mission statements, brand strategy and all aspects of member touchpoints. A supporting strapline was created to reflect the depth and breadth of the shared experience of NLA management and membership: The Knowledge Network.
The new design work makes the human connection in a playful, yet still professional manner. NLA membership encompasses a broad range of landlords, from ‘accidental’ (through inheritance) through to property portfolio businesses. Photography proved to be too limiting and repetitive, so a new illustration style was created to make the marketing materials have a greater impact and better engagement.
Illustrator John Devolle was commissioned by Earth to create the bespoke imagery, and a fresh, bold colour palette and brand identity system was developed for structure and legibility. A bespoke range of icons was drawn up for digital and print usage and the introduction of new formats for literature were implemented for marketing and outreach programmes.
Within 12 months, the new NLA branding contributed to stronger member retention and overall growth of membership by 20%.