The personal touch



In an increasingly homogenised real estate landscape, JLL were struggling to stand out in a clichéd world of business imagery and language. JLL understood the value of their brand in protecting their market leading position but wanted a more differentiated brand that captured their story and ambitions.


Lambie-Nairn was tasked with creating a brand that would ensure they stood out in the sea of sameness and would connect with their clients and 77,000 JLL employees across the globe.


To deliver the brief, Lambie-Nairn deep-dived into the organisation, extracting the universal brand truths that had driven their success for the previous hundred years. A new brand narrative focused on elevating their humanness and was encapsulated in ‘The Personal Touch’ brand idea. This strategically shifted the focus from buildings to people, and reflected JLL’s leadership as a professional services expert.


From this narrative, a bold and engaging new visual personality was created, using painted brush strokes and canvasses that instantly distanced JLL from their peers. A new tone of voice added more warmth and steered everyone to using more friendly and everyday language rather than hiding behind the normal default cold terms.

The new brand narrative and identity strategically shift the focus from buildings to people.


The new brand successfully launched in February 2017 across all 280 offices across EMEA, Asia Pacific and the Americas. It was brought to life through print, digital communications channels, and physical environments. JLL’s intranet has been awash with positive comments and photos from employees as they embrace the new brand.


Lambie-Nairn continues to work with JLL, optimising the brand and ensuring it works hard to support and drive JLL’s business objectives.

“Working with Lambie-Nairn as our brand partners has been a fantastic collaboration – helping create the differentiation we need in a very noisy marketplace and ultimately helping significantly drive our key business objectives.”

Charlie Stopford, Global Brand Director, JLL