St. Modwen, the expert developer and regeneration specialist, today reveals its new brand and visual identity. Contemporary and flexible and with a softer feel, the new look reflects St. Modwen’s core business purpose and the shared values which underpin its new strategic direction.
Mark Allan, Chief Executive of St. Modwen, said: “We have a fantastic heritage of delivering exciting, complex and ultimately very innovative regeneration projects. But we needed to take that forward, to make it relevant for the next 20 years, and really refocus on bringing our purpose to life. We wanted our brand to be part of a much bigger picture and capture our aspirations as a business.”
St. Modwen worked with both multi-disciplinary design agency, Hemingway Design, and strategic brand consultancy, Appetite, to create the new brand around the business purpose of ‘Changing places. Creating better futures’. Wayne Hemingway said: “We totally understand that businesses have to be profitable. But, to me, there isn’t much point in a business making money if it doesn’t leave the world a better place than it found it. St. Modwen’s purpose meant that the brand development flowed easily. They are thinking in a very modern, human-centred way. I can’t think of any other development companies whose vision feels so right for now.”
Mark Allan continued: “I think of a brand as being what people say about you when you’re not in the room. The colour of your logo, or what it says, is irrelevant if the customer experience is saying something different. The truth comes out in the products and the service you provide. A brand goes to the very heart of the business, its purpose and culture. That’s a much longer journey than the physical rebranding of signage or hoardings.
“St. Modwen is ultimately defined by the people who work for it and I think many of them see, as I do, an opportunity to do something more than a just a job. We are capturing that purpose in our brand going forward, igniting something in them and others and bringing people together in a way that makes the business far greater than the sum of the parts.”
The new corporate website for St. Modwen is launched today and features a short film of Mark Allan and Wayne Hemingway discussing the role and purpose of a brand and the different approach taken to create a new visual identity that can capture aspiration and imagination.