BNP Paribas Real Estate and Strutt & Parker Future Driven campaign

The future in perspective

Helping one of the UK's largest real estate groups put the future into perspective through a unified brand campaign that brought three brands together under one vision.

BNP Paribas Real Estate, Strutt & Parker and John Clegg & Co. share more than 150 years of expertise across commercial, residential, rural and forestry sectors. While each business had its own strengths, they needed a campaign that could communicate one shared ambition, bringing their ‘Future Driven’ strategy to life while reinforcing the group’s expertise in growth, technology and sustainability.

Our challenge was to create a unifying campaign platform that could work across multiple brands, audiences and sectors without losing the individual character of each business. The result needed to inspire internal teams while providing a flexible system for advertising, digital, events and everyday communications.

The heartbeat
That thinking inspired ‘The Future in Perspective‘, a brand campaign that celebrates the confidence, guidance and foresight BNP Paribas Real Estate and its family of brands bring to every client relationship. Rather than focusing on individual services, the campaign positioned the group as a trusted partner that helps people understand tomorrow’s opportunities today.

A distinctive framing device became the centrepiece of the identity, visually placing every subject within a future-focused perspective. Combined with bold imagery, motion and a flexible grid system, it created a recognisable campaign language that could adapt across every sector while reinforcing one consistent story. Supporting the creative was a comprehensive toolkit that enabled internal teams to activate the campaign confidently across every touchpoint.

The impact
The campaign provided BNP Paribas Real Estate, Strutt & Parker and John Clegg & Co. with a unified creative platform capable of supporting multiple brands without compromising their individual strengths. It launched across advertising, digital, events and internal communications, creating a consistent identity that continues to evolve as the businesses grow.

The Future in Perspective brand campaign established a shared way of communicating the group’s expertise, helping colleagues, clients and partners see the value of three specialist brands thinking and working as one.

Services

Sector
Real Estate, Finance

The ‘hive mind’ approach

The challenge for this project was to find commonality across all three brands and real estate sectors without compromising on the message. Therefore, the new creative and value proposition had to not only translate the future driven strategy, but also sit centrally to all three brands/divisions – created a hive mind – three brands thinking as one. In order to do that we had to understand the differences, the similarities, the behaviours and the appetite/openness for change. We also needed to understand how customer relationships worked so that we can adapt messaging through a hierarchy system.

As part of the project and through a multitude of workshops, we produced a discovery document that pooled all research and the collective thoughts, both internally and externally, which helped us to find direction, themes, and most importantly, customer need and value. ‘The Future In Perspective’ was an idea that was felt by all that not only best represented each brand’s ambitions and values, but was something they could easily champion.

Framing the future

We wanted the campaign to be digital first whilst still representing the traditional value of the customer base and group network. Our framing device and supporting elements were as important as the imagery or videos within. So creating characterful movement through a morphing frame helped to transition through an array of subject matter whilst capturing attention of the customer.

We established a versatile set of grid systems across everything from digital ads to press, outdoor to events, and everything in between. This meant that each communication could form it’s own unique layout and design, whilst happily sitting in a family of campaign material.

Campaign toolkit.

A 50-page campaign toolkit was created to provide a comprehensive overview of all the elements required to launch the campaign and beyond. This document included an extensive library of digital and press activation templates and a detailed breakdown of the methodology behind creating the visual identity for the ‘The Future in Perspective’ campaign.

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Hayley Walker – Head of Brand BNP Paribas Real Estate I Strutt & Parker

“Our business has never had such a comprehensive campaign guide and toolkit to help keep it future driven in an ever-changing world. Managing to utilise one campaign across three brands, multi-sectors and the wide ranging audiences that naturally occur with those, is nothing short of a miracle!”

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Hayley Walker – Head of Brand BNP Paribas Real Estate I Strutt & Parker

“The Hatched team dug deep throughout the development process to help us overcome the challenges that stemmed from such a complex brief. We are over the moon with the end result, and look forward to its continued evolution.”

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Charlotte Williams – Head of Marketing & Communications BNP Paribas Real Estate I Strutt & Parker

“I’m so chuffed to see our new UK brand campaign go live. It’s been a real pleasure working with such a talented team to put the future in perspective.”

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