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Squad unveils new position for leading property consultancy

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GCW Brand guidelines.

The brand-building firm who specialise in position, Squad, today announced they are behind the new brand position and identity for GCW.

GCW are one of the UK’s leading retail property consultancies, working for clients including Fat Face, JD Sports, KFC, Lidl, O2, Specsavers, Tesco, and Wagamama.

The brief was to reinforce perceptions of GCW as experts in all uses for town centre properties, not just retail. With a new leadership team in place, GCW was keen to signpost this vision to staff and clients alike.

Squad undertook a range of research to understand the unique ethos of the business. The team then developed a position rooted in the changing town centre landscape and GCW’s unique ability to help clients navigate this.

GCW often talk of seeing the person not the property. This led to the idea for the visual language, which was inspired by data visualisations of population movements towards towns. This ever-changing graphic pattern, made up from circles, creates the backdrop for GCW’s dynamic identity.

Squad produced new brand guidelines and handled a full roll out across GCW’s exhibition stands, literature, stationery, website and office interiors. They worked with Grosvenor on the interiors and D2 Interactive on the website.

Rob Gray, Strategy Partner at Squad, said: “The retail landscape is rapidly changing. GCW are ahead of the curve on this but needed to put this approach at the heart of their culture and convey it to clients. The new branding is about helping them change the conversations they have with clients.”

David Barraclough, Creative Partner at Squad, said: “All the competitors in this industry adopt very similar positions. GCW want to be bold and different. We’ve sought to capture this personality in how we’ve brought the position to life across all their communications.”

Simon Morris, Partner at GCW, said: “Squad really sought to get under the skin of our business and understand what made us tick and differentiated GCW in our marketplace. The way they work made it feel like a genuine partnership and despite what must have seemed like endless questions their enthusiasm never waned. Ultimately they delivered a wow moment that really encapsulated everything we wanted to achieve in our rebrand and more. They’re just great people to work with.”

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