British Land names DixonBaxi as brand agency partner.

British Land, one of Britain’s biggest property companies, has chosen DixonBaxi as its brand agency as it continues to innovate in the face of a highly disruptive market.

Defining the future
DixonBaxi was first entrusted to name and create the Storey brand identity – British Land’s flexible workplace business – which led to the long-term partnership between the two companies. Over the past four years British Land and DixonBaxi have worked together to create a brand strategy and identity framework. This forward-thinking vision is being applied across their diverse portfolio of mixed-use neighbourhoods in London and other major developments.

“We chose DixonBaxi for their cross-category expertise and bold, intelligent approach. They challenge industry norms, introducing innovative thinking and applications and are therefore the ideal partners.” – Katie Mansfield, Marketing Director, British Land

“We’re thrilled to work closely with the teams at British Land to define and design brands that help shape the future of responsible urbanism and create valuable, inclusive destinations that push a progressive and sustainable agenda.” – Aporva Baxi, Co-founder, DixonBaxi.

Pioneering placemaking
Earlier this year, working in close partnership with British Land, DixonBaxi created a new brand identity for Regent’s Place, a pioneering destination in the centre of London with a deep sense of responsible urbanism. Through sustainable architecture, thoughtful green spaces and deep community connections, it’s a place where big ideas take shape, and bright futures shine.

“Helping to brand a place is almost the ultimate strategic challenge. Thinking about not just how a brand looks and behaves, but how people will live with it. It makes you think about brands in the widest possible sense, and ensures you truly ground it in real human understanding, to ensure it’s genuinely meaningful.” – Dave Blendis, Head of Strategy, DixonBaxi.

DixonBaxi continues to work with British Land on creating brand strategy and identity systems for transformative new developments across London. The partnership is now focussed on building brands that are future-proofed, responsibly integrate into the community and evolve over the next decade.