RIP Henry Davidson, long live HDD

Brief

Henry Davidson Developments – a retail-led developer specialising in mixed-use developments – has been part of Development Securities plc since 2010. As years passed, the HDD brand and materials no longer reflected the team’s passion and expertise. We were asked to conduct a comprehensive review of communications collateral to address this.

Solution

We carried out a perceptions audit of clients, stakeholders and staff to determine the elements of the brand to retain, the ones to refresh and the ones to change. We also consulted with staff to identify the values they wanted to see encapsulated in the new brand.

Outcome

As a result of the insights gained from the audit we were asked to create and manage a full rebrand. We gave the company a new name, new logo, website, corporate brochure, bid documents, PowerPoint templates and stationery. Following the launch of HDD, the client summarised the results in three words: “it’s looking smashing”.