A new chapter in redefining luxury
As we approach a decade of service, our purpose remains the same: Lowe Living is committed to fostering innovation and excellence, with our clients at the forefront. Recently, Lowe Living undertook a logo redesign, marking a new chapter in redefining luxury. “With the latest evolution of Lowe Living, our brand’s ethos continues to create an emotional connection with our clients, focusing on building long-term value and trust. The new wordmark captures the essence of who Lowe Living has become, reflecting our growth and evolving identity,” shares Emma Lowe, Managing Director of Lowe Living.
Emma highlights, “Building a brand is not a process that can be achieved at speed; it takes time to evolve a true brand identity. Our journey has been about more than just a logo—it’s been about creating a genuine connection and embodying the values of authenticity and innovation. We understand that our clients seek more than just a visual representation; they want a brand that reflects trust, quality, and a commitment to excellence. We know our clients value connection and authenticity from our brand. We want our clients to feel excitement and be reassured that Lowe Living is evolving and committed to providing quality and innovation. When you think of Lowe Living, we want you to have a clear and focused idea of our story and values.”
“The brief was simple: create a logo that reflects the sophistication, aspiration, and timelessness of the homes we create while ensuring longevity for the brand’s identity,” Emma continues. As part of this journey, Lowe Living engaged creative agency Cassette, to support the project.
Emma Lowe comments, “Engaging Cassette was an easy decision. Having worked with us over many years, they have a deep understanding of the Lowe Living brand—from the past, present, and our journey into the future.” Cassette CEO and Partner Jess White explains, “The wordmark has been typeset in a serif typeface that feels distinctive and luxurious. The chiselled details reflect the craftsmanship experienced in each development.” Emma Lowe adds, “It was equally important for Lowe Living to create a universally recognised visual language that stands apart in the market while giving the brand a unique identity.”
Emma Lowe comments, “The objective for us was also to find a brandmark that was authentic to our brand and recognisable to our clients; the right balance was essential.” The brandmark allows us to have a presence in certain creative applications, rather than simply showcasing our logo, cultivating loyalty through more subtle identifiers such as a symbol. Jess White explains, “The united L’s from the wordmark Lowe Living create a monogram that encompasses the uncompromising quality of the spaces Lowe Living delivers to their clients. Using the two L’s forms a seamless connection in a subtle yet effective way. We feel so privileged to be a part of this next chapter for Lowe Living”.
With a strategic focus on storytelling and building emotional affinity, multiple channels such as digital, print and physical sales suites will adopt the new brand identity. Our approach to branding emphasises customer loyalty and integrates a cross-funnel marketing strategy that meshes both brand and sales strategies. This ensures that both brand and sales specialists work closely together, taking a more holistic view of our storytelling and marketing efforts. Lowe Living places a high priority on its clients by involving them in the brand’s journey and ensuring they feel like integral parts of the experience.
The new logo is not just a design update; it’s a reflection of our brand’s evolution and the story we’ve been telling over time. It signifies a harmonious blend of our past achievements and future aspirations, and it’s intended to resonate with the core values that have always driven us. “We want every interaction with Lowe Living to evoke excitement and reassurance, reinforcing that our commitment to evolving and elevating our brand, product and service is unwavering”. “When you think of Lowe Living, we hope you see not just a logo but a story rich with authenticity, clarity, and a forward-thinking vision”, Emma emphasises.
With a clear understanding of our purpose, we are dedicated to fostering innovation and excellence by putting our clients at the forefront of everything we do. This unwavering commitment to quality empowers us to set a new standard in redefining luxury.
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