the science of branding
January 18th, 2012
Brand positioning put under a microscope for Jones Lang LaSalle
As a trusted partner, Jones Lang LaSalle came to PJD when they sought to create their first venture outside of the JLL umbrella. Prior to this venture, their umbrella of services were strictly housed under one brand. The new offering manages laboratories for optimum efficiency for the Life Science industry. Using research and interviews we established a strong case for why this service offering should become a separate brand. We then developed the brand positioning, messaging, company name (Labwell), and built the visual brand.
To help build distinction for Labwell’s visual identity, we created kaleidoscopic images based on cost-effective stock photography. The kaleidoscopes, when paired with the original images, show how Labwell looks at laboratories from a unique perspective, then creates comprehensive solutions to make the complex simple.
To learn more about our brand work for Labwell, including website, logo, and print and e-collateral, visit the case study page. To learn more about other brand work for Jones Lang LaSalle, visit our website.
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