One of the most valuable assets a business owns - arguably the most valuable for many companies - is its brand. So, when Jones Lang LaSalle rebranded itself as JLL, it was vital that the new brand was represented correctly right across the business.
As a world leader in real estate services, JLL is spread across a network of 300 offices in 80 countries. This can mean the myriad of reports, presentations, websites and apps produced by the 85,000-plus employees could potentially all look very different - providing a big challenge for a consistent brand.
The solution was for Huddle to produce an interactive process for naming assets. The resulting guidelines allowed JLL’s employees to independently create a name for any document or asset and ensure the name fits with the brand guidelines, before it is approved at brand level.
Despite there being many complexities (a Huddle speciality), the key to solving the problem was to keep everything straightforward through a seven-step process.