Landor & Fitch will become Landor as part of a rebrand, in a move that is the culmination of a five-year strategy that has seen WPP’s consulting, design and experience offer expand dramatically.
The brand’s new ultramarine identity is inspired by water, in a fitting tribute to founder Walter Landor, who founded the business on a ferry boat in a San Francisco harbour.
In addition, the brand welcomed workspace and architectural design experts BDG and motion design specialists ManvsMachine.
The business has also bolstered its consulting capabilities with a rapidly growing Brand Performance practise, and has also uplifted its retail experience through a merger with Fitch.
It comes after WPP recently poached Landor & Fitch executive Jane Geraghty to come on board as its chief client officer, following her success at growing Landor & Fitch by 50%.
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“Over the last five years, our business has evolved, and our offer has expanded significantly. We’ve welcomed specialists in sonic, motion and workplace design, and today, most importantly, we have come together as one team with a shared culture,” said Global Group CEO Jane Geraghty.
Global chief creative officer Teemu Suviala added: “Our new brand charts an ambitious course for our future. We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category”.
“Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around the network, just as we would do for our clients, to create a brand that comes to life in every facet – from visual and verbal to sonic and motion”.
