04 / Brand & Experience · John Lewis Partnership
From customer insight to a distinctive Living brand.
Connecting people’s needs with the proposition, experience and identity of a new rental business.
The ambition
Translate a trusted consumer brand into Living: understand what residents value, what the retail brand can credibly promise and how homes and service deliver it.
Katherine’s role
Katherine connected consumer insight, retail brand values and residential operations. She directed MindFolio and Design Bridge and Partners to shape a proposition that worked for customers, the business and the teams delivering it.
The results
- Clear customer insight
- A focused Living offer
- A distinctive brand
- A shared resident promise
From insight to experience
Know the customer
Who they are. What matters.
Shape the offer
Homes and services shaped around people.
Define the brand
A clear promise. A distinct identity.
What it took
A retail brand’s promise, translated into homes and everyday resident experience.