Helping a business redefine and reinforce its potential
Leah Jay is the Hunter’s leading property management company and were the first to pioneer as a specialist property management service in Australia over 20 years ago. We’ve been privileged to get to know the people behind this successful business and help them forge forward to lead the way in their industry. We formed a strategic partnership to keep the brand at the forefront and embody their drive from the inside-out.
Uncovering meaningful insight
During the clarity phase we worked with the leadership team to uncover insights around the deeper purpose of the business, the inherent values that supported their vision, their differentiating attributes and their target market. We had conversations with clients to build psychographic profiles and detailed maps of their individual property investment journeys.
Common themes began to emerge as the data grew. Uncovering the values, needs and beliefs that form a common bond between you and your customer is key in building a brand that is authentic, relevant and engaging for both your team and your customer. A brand built on deep human insight has incredible power to influence business growth, because it will bring meaningful engagement internally and form a resilient connection with customers based on shared values.
We discovered Leah Jay and their ideal customer had a lot in common – resilience, tenacity, forging paths, progressing, building competence – going further than most to achieve their goals or find their potential. People who invest in the long game and are willing to make a path where there isn’t one.
Strategically aligning a visual identity.
We worked together to build a new visual identity system that retained the recognition they’d built in their existing brand but more distinctly embodied the values and vision of the true Leah Jay. Testing the new visual brand and language holistically across all of their channels and assets ensured that the final brand solution could be effective and salient in all future applications, enabling Leah Jay to continue to build share of mind and trust in the market.
Building clarity and cohesion
We built a Culture Guide for Leah Jay, defining an actionable framework for their purpose, values and point of difference as a company. We worked to connect meaning to all facets of the business, aligning behaviours, initiatives and mindsets with their values and future ambitions.
We continue to work with the team at Leah Jay to build the new brand narrative with both their local and national audience of modern property investors and define a marketing plan that will support their business goals.