Standing out in the property world | Stanhope

The challenge
With a portfolio that includes some of London’s most iconic buildings, including Tate Modern, Chiswick Park and the future Bishopsgate Tower, credibility and reputation were never a problem for Stanhope. But getting heard in such a competitive landscape was proving tough.

After a few years under a new CEO, they were ready to step out of the shadows and make themselves known as a leading property developer.

So they asked us to create a new brand positioning – one that would not only make them stand out from their competitors, but which would give them a stronger, more opinionated platform to speak out from.

The thinking
After getting to know Stanhope, we realised what made the special is a culture which had a healthy disrespect for the usual architecture and industry platitudes and instead rewarded those that took a longer view.

From the big ideas to the everyday practicalities, they’re constantly trying to ‘out-think’ the problem; to improve the way they work, and to create places that have a positive and lasting impact on people’s lives.

This intelligent and tenacious approach to property development inspired the new positioning: ‘Think Harder’.

The outcome
'Think Harder' is a philosophy that applies to all aspects of Stanhope’s business and audiences – from architects and landowners to councils and tenants. It’s also a philosophy that allows them to voice their opinion on industry issues, beyond the obvious arguments.

To help them showcase their projects and opinions, we created a magazine-style website. It challenges visitors to join Stanhope in ‘thinking harder’, by inviting them behind the scenes to meet the team and to see the rigorous planning that goes into each project.

The site uses editorial, interviews, photography and film to bring their projects to life – a huge contrast from the glossy CGI shots and fact sheets of most property developers.

www.stanhopeplc.com

Before

Photographic style