UK Land Estates is a property investor and developer in the North East of England.
It owns whole estates, including the Team Valley Trading Estate, and more commercial buildings than any other business in the region.
But its brand and marketing didn’t match the scale of the business, and it had brought in the experts.
Cool Blue Brand Communications was tasked with reviewing its brand strategy and positioning, creating a brand that better represented UK Land Estates and its future ambitions.
As part of that work, Cool Blue’s Head of Creative had identified a creative niche for UK Land Estates, one which showcased both the range of properties available and the number of thriving businesses occupying its spaces.
I was brought in shortly after the branding had been agreed with the client. Cool Blue briefed me on the photographic requirements of the new brand, and tasked me with creating the look.
To create a cohesive photographic style across UK Land Estates’ portfolio, bringing to life the creative vision of the design team at Cool Blue.
Despite the variety of locations and businesses that were to be involved, the brand photography had to have a uniformity and consistency. It was to be used across the full marketing mix, initially on the redeveloped website and marketing materials, and then wider across sales brochures, event and exhibition stands as well as PR and social media.
The concept was to showcase the businesses thriving in the buildings, to support the core message of ‘buildings for business’.
The imagery was to be a mix of wide angle shots of the business ‘at-work’ as well as close up abstracts of components of that industry, to be used to depict the business sector and create uniformity for the UK Land Estates’ brand.
The brand photography so far has included shooting at 10 businesses on the Team Valley, capturing abstract and wide-angle shots of the businesses, as well as exterior shots of the premises. Alongside that, there is a need to showcase the new developments that are being built, and architectural and interior shoots are taking place as new premises are completed.
This is a live project with regular shoots taking place across the portfolio, to support the strategic marketing activity that Cool Blue is delivering.
Sophie O’Mahony, Account Director, Cool Blue Brand Communications: “We’ve worked with The House of Hues for nearly a decade now, and Bec is our ‘go-to’ for brand photography.
“She offers more than images that meet the brief, she’s integral to the development of the photographic style. She listens and understands the designers’ concepts, offers ideas and solutions to potential glitches, and always delivers the goods. And more.
“It’s always a pleasure, never a chore, and the results are fantastic. What’s more, the clients enjoy working with Bec, especially when they have to have their photos taken too!”
One of the UK's major deep-sea ports, the Port of Tyne operates in a global market across five diverse business areas, and helps some major importers and exports get their products to market.
Adding £710m to the North East economy and supporting 14,000 jobs directly and indirectly, these guys are big business.
But above all else they value the importance of their people and their integral role in the wider community of the North East of England.
The Brief: Relishing any opportunity to work to the Port's guidelines, my focus over the last 5 years has been to develop a style of photography that's synonymous with the Port.
I always look to produce striking and sometimes abstract images, but also capture real people getting on with real work. Nothing orchestrated or staged, false or pretentious. It's an absolute pleasure to work with such a large commercial and industrial organisation that values and welcomes creative commercial photography.
The imagery I produce is used by the Port of Tyne across a wide variety of marketing collateral and publications that cover the breadth of the Port's stakeholders in business, government and the wider community. www.portoftyne.co.uk