GCW is one of the UK’s leading property consultancies, working for clients including Fat Face, JD Sports, KFC, Lidl, O2, Specsavers, Tesco, and Wagamama. Retail in 2019 was a challenging market, and with a new leadership team in place, GCW was keen to signpost a new vision to staff and clients alike. We needed to capture GCW’s expertise in all the potential uses for town centre properties while preserving its retail legacy.


Squad undertook a programme of research to understand the ethos of the business. We consulted with people at levels in the company as well as gathering industry insights. We distilled the brand down to one potent word: change. This was about the changing town centre landscape and GCW’s unique ability to help clients navigate this. The position was supported by five pillars to drive the activity and behaviour of the business going forward.

Making the change happen
We captured and dramatised the idea of change through a vibrant, dynamic identity. A bespoke, more recognisable logoface left room to play with the other elements of the identity to create a living brand. We worked with GCW on a launch event to announce the new position internally, with the brand film we created being the centrepiece. The brand roll-out included exhibition stands, literature, stationery, website as well as office interiors designed to reflect the new ethos. We also armed staff with the words to help them communicate the new direction, along with brand guidelines to inspire and direct the branding.

“Squad really sought to get under the skin of our business and understand what made us tick and differentiated GCW in our marketplace. The way they work made it feel like a genuine partnership, and despite what must have seemed like endless questions, their enthusiasm never waned. Ultimately, they delivered a wow moment that really encapsulated everything we wanted to achieve in our rebrand and more. They’re just great people to work with.”

Simon Morris – Partner at GCW