Lakehouse was a UK building and property services group that operated under the Lakehouse name until October 2018, when it was renamed Sureserve Group plc following the sale of its construction and property services divisions.[1] The company’s visual identity was refreshed by the London-based design agency Unreal, with the project documented in a portfolio case study by a designer who worked on the account.
Design and History
The Lakehouse identity project is documented in a portfolio case study by MrBragg, a Sydney-based freelance designer who previously spent five years working in London.[2] The case study describes Lakehouse as “a respected building and property service provider in the UK” that “required a new identity to reflect their outstanding customer relations, community focus and commitment to providing a safe, quality environment for all its stakeholders.”[3]
The design concept, described as the “Lakehouse World,” was brought to life in graphic form to depict the services the company provided and its areas of business focus. This graphic identity formed the basis of the company’s interactive website and print communications.[3] The project resulted in “a complete refresh of the Lakehouse brand identity” that helped maintain the company’s image as a leading UK property service provider.[3]
The logo database LogosBrands attributes the original Lakehouse symbol to Unreal in 2007, though this source is a logo archive rather than a primary design reference.[4] Unreal was an independent, award-winning design agency based in central London operating since 1995, with a heritage in branding, advertising, print and digital work.[5]
In October 2018, Lakehouse plc changed its name to Sureserve Group plc after selling its former core construction and property services operations.[1] The group’s rebranding programme was noted in its interim presentation earlier that year, which stated that a refocusing of the group was “likely to involve a rebranding programme.”[6]
Meaning and Symbolism
The documented design concept for the Lakehouse identity centred on the idea of a “Lakehouse World” brought to life in graphic form. The stated purpose was to provide “a clear depiction of the services they provide and areas of business focus,” rather than to convey abstract symbolism.[3] The identity was intended to reflect the company’s customer relations, community focus and commitment to providing a safe, quality environment for stakeholders.[3]
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