Landor & Fitch, the WPP brand transformation company, has helped transform the new brand identity of Local Residential.
Local Residential has entered the residential property market to reshape the way Australians think about housing, developing and managing communities of apartments built entirely for renters.
The new branding, created by Landor & Fitch, reflects Local’s commitment to community and social responsibility.
Local Residential was established in 2021 by Dan McLennan and Matt Berg in conjunction with a fund managed by Macquarie Asset Management Real Estate.
The company is opening the door to a better and more secure way of renting, giving Australians the opportunity to live where they want to be for as long as they like. Local is committed to providing homes and buildings designed with the environment in mind, fully electric, maximising renewable energy and minimising waste to operate at net zero.
Local approached Landor & Fitch to create a refreshed brand that reflected the true nature of what being part of their community stands for.
Landor & Fitch created a brand identity that emphasises the coming together of people and place — highlighting similarities and celebrating differences too. The new brand puts Local at the heart of the suburb, becoming the start of an enduring community dialogue.
The work features Melbourne-based artist Jeffrey Phillips, whose editorially inspired and personality-filled illustration style brings to life the communities of Local, highlighting the brand’s diversity and distinct charm.
Megan Hondromatidis, head of marketing and communications of Local Residential, said: “Landor & Fitch has done a great job creating a brand identity that we’re really proud of.”
“Local’s new look and voice represents the communities we’re building. They’re exciting, welcoming and in thriving areas where people want to live. We believe our new identity will resonate with our future residents as we continue to build connected modern Australian communities where your neighbours know your name and everyone feels welcome.”
Trish Folan, general manager of Landor & Fitch Australia, said: “It’s not often you get to work with a start-up with a unique and relatively new proposition to the Australian market that needs a new brand. The team’s vision for the brand and passion for what they do make this one of the most exciting and rewarding projects we’ve worked on in a long time.
“We’re thrilled with the results too – we’ve created a brand that is breaking conventions in the market to offer something unique – which is exactly what Local is all about.”
As a leading brand consultancy, Landor & Fitch are experts in modernising Australian brands and driving innovation. They thrive on pushing boundaries and breaking conventions to create meaningful, impactful brands that resonate with modern Australian consumers.
With a focus on disruptive thinking and cutting-edge design, Landor & Fitch has helped companies such as Petbarn, Australian Open, nib, QT Hotels and several Olympic & Paralympic Games, including Atlanta, Nagano and more, achieve meaningful growth.