Office to Residential Conversion Symposium
view videoSouthern Land Company
As Southern Land Company expanded nationwide, they tasked Streetsense with conducting a refreshed brand image to reflect the company’s growth, strong fundamentals including their mission and values, and in-house offerings.
APPROACH/
In order to conduct a refreshed brand image that better aligned with Southern Land Company’s current identity while honoring its history and core values, the Streetsense team conducted deep research that included: a digital review of current brand sentiment and digital footprint, stakeholder interviews, an online survey to measure employee perception and sentiments, a competitive audit to determine market opportunity, as well as audience insight reporting that determined value propositions for each segment.
BEST-IN-CLASS BRANDING/
Streetsense then established a brand foundation and creative platform to inform all future branding and marketing collateral, developed new brand architecture system that repositions the company as a national presence (instead of just southern), refreshed the logo that modernized the Southern Land Company and differentiated it from competition, defined the external-facing visual identity and messaging, and launched new audiences in both the B2B and B2C spaces.
RESULTS/
We helped the client achieve a fully refreshed brand more in-line with Southern Land Company’s current identity, but true to its origin, with best-in-class visual identity, new and defined audiences, and key competitive differentiators.
In the one-month period after the site launch, it acquired over 13,000 visits, over 10,000 of which were new users—a KPI for the brand. Compared with a similar period of time with the old site, the new site has seen a 7% increase in overall sessions and a 4% increase in new users, showing that the refreshed brand is reaching new audiences while maintaining engagement with existing followers.
MORE CASE STUDIES
Laurel, Grand America Hotel
A modern American brasserie in a re-imagined Neoclassical space
