Capital Commitment advertising

Capital Commitment is the name for Land Securities' London portfolio - a multi-billion pound collection of property that the company has been developing since its earliest days in the mid 1940s.

Those sixty-odd years of investment in London have allowed Land Securities to develop a knowledge of the capital that's difficult to beat.

The new capital commitment ad campaign - which I've created alongside fellow roster creatives Hat-trick - plays obliquely on that knowledge.

We dug out some of London's most peculiar legal imperatives, and have created a set of signs that imagines these peculiar regulations in full, public force. (They're all technically still on the statute books.) The strapline on the campaign is 'capital knowledge'.

The posters and press ads are now appearing all over London, and we also produced a little booklet of the ads that was tipped in to trade publications and Time Out.

You can see more of the ads as a slideshow on the Capital Commitment homepage.

Land Securities brand values book

As part of the launch of its new identity, Land Securities produced this little book explaining its core values.

The book, designed by Hat-trick and written by yours truly, sets out and illustrates the philosophy that sets the company apart. It's also a good demonstration of the flexibility built into Hat-trick's deceptively simple identity.

The little corner marks have a life of their own, picking out the relevant elements in visuals, type and just about anything. It's very neat - suitably corporate, but with a wit and charm that lifts it well above the run-of-the-mill.

To download the full book as a PDF (1MB), click here.