A fresh identity for Landlink: Vibrant, Dynamic, and Recognisable.

The goal of this project was to help Landlink refresh its brand identity to better communicate the company’s energy, passion, and expertise. With over 30 years in land development, Landlink was looking to clarify its brand’s story and positioning before launching a new website. The challenge was to refine the existing brand identity — not create a completely new one — and produce practical guidelines for consistent application across both digital and print materials.

The initial brief provided us with the foundation to guide the design process. Although the brand positioning wasn’t final, it gave us insight into the company’s core values and vision. Our primary focus was on refining Landlink’s visual identity to align with their leadership in land development, which includes surveying, planning, engineering, and project management. This meant balancing a professional, expert-driven image with a warm, approachable tone.

Research & Discovery

We began by diving into Landlink’s history, understanding its services, and exploring its audience. Landlink works with a diverse range of clients, from individual property owners to large developers and councils. Each audience had unique needs and expectations, but all shared a desire for professional expertise and reliable, thoughtful outcomes. We also explored the competitive landscape, noting that many competitors used green and industrial imagery (machinery, construction sites), which made it important for us to differentiate Landlink with more human-focused, community-centric visuals.

Refining the Brand Identity

While we didn’t create a new logo, we did refine the existing design to make it more modern and aligned with the company’s fresh, ambitious approach. The colours were adjusted to bring more vibrancy and energy without straying too far from the established brand palette. We also updated the typography to ensure better readability across all platforms, from the new website to business cards.

(WHAT WE DID)

• Mood Boards

• Visual Identity System

• Art Direction

• Graphic Elements

• Brand Guidelines

Company: Freelance project in partnership with Nicki Stephens

Client: Landlink

Position: Designer

Project: Brand positioning, visual design, website design (Phase two).

Role:  Strategy, concept development, illustration, art direction, visual design of all assets