Prior to its merger with the Residential Landlords Association to create the NRLA, The National Landlords Association was the largest residential landlords organisation in the UK, with over 40,000 members. The dated brand identity and all marketing and membership materials were in need of a complete redesign.

The rebrand was redeveloped from the ground up, looking at mission statements, brand strategy and all aspects of member touchpoints. A supporting strapline ‘The Knowledge Network’, was created to reflect the depth and breadth of the shared experience of NLA management and membership.
The new, member-centric approach emphasised the human connection and sense of belonging in a playful, yet professional manner, talking to a broad range of landlords, from ‘accidental’ (through inheritance) through to property portfolio businesses. Photography proved to be too limiting for much of the technical and financial messaging, so a vibrant new illustration style was commissioned with illustrator John Devolle.

A fresh, bold colour palette and brand identity system was developed for print and digital marketing, incorporating a bespoke range of icons. The introduction of new layouts for documentation and guide literature helped make them clearer and easier to use.
Within 12 months, the new NLA branding contributed to stronger member retention and overall growth of membership by 20%.