Brand development for shopping centre management group


Lend Lease has extensive expertise in the retail sector, and has a portfolio of development and investment properties across Australia, Asia, the UK and US. We were engaged by the Australian retail management group to assist them with defining the DNA of the Lend Lease Retail brand.

There was a desire to ensure the individual retail center management teams were all aspiring to deliver on the same brand experience for their retailer and shopper stakeholder groups. Each center has its unique physical characteristics, but within these there was a desired to ensure that the shopping experience was one that delights.

We worked collaboratively with relevant groups within the business to define the DNA in a way that not only expressed the essence and values of the brand, but also what they would add up to from a customer/shopper and retailer perspective. The outputs were expressed in a brand book that captured the desired personality of the Lend Lease Retail brand.


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