Landor Associates: Strategic thinking

Go behind the scenes at Landor London with our Studio Life documentary, at the foot of this article.

The legacy of strategic branding pioneer Walter Landor spreads both far and wide. With 21 offices in 17 countries around the world, Landor Associates is – by anyone’s standards – a global behemoth of the design industry, with a proud heritage that includes seminal rebrands such as Levi’s in the 1960s, Coca-Cola and WWF in the 80s, FedEx in the 90s and BP in the early 21st century.

The fact that many of the company’s archives are held in the world’s largest museum and research complex – the Smithsonian – says it all: as a man, and as the agency he left behind, Landor is an integral part of the history of branding itself. “Clients come with very high expectations, which is great as that challenges us,” admits Jane Geraghty, managing director of the London studio, which recently relocated into a large open-plan space overlooking the river Thames and Tower Bridge, heralded by an extensive self-initiated campaign to advertise the move.

“We do certainly draw from our past experiences, locally and globally, to inform our solutions,” she continues. “But the really exciting part is when we break new ground, as Walter did at the start. Our advantage at Landor is that while our experience reassures clients, the pioneering, innovative spirit that defines the agency gives us permission to devise new and exciting ideas.”

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