Introduction to Landor


Our story began in 1941 when Walter Landor opened for business on a boat in San Francisco Bay. Landor Associates was the first of its kind; a new kind of agency dedicated to authoring compelling brand stories and creating vivid brand experiences – an agency that effectively inspired the birth of the branding industry.

Walter’s belief in strategically driven ideas attracted a breadth of local and global clients right from the start. Today, we are 800 insatiably curious minds housed in 26 offices across 19 countries. We partner with a diverse group of clients – from leaders to challengers, local to global, corporate to consumer – across traditional and new categories. We build agile brands, internally and externally, across channels and borders.

Landor’s Destination Branding Expertise



A snapshot of Landor’s destination branding portfolio



Defining a country through an immersive experience

Sri Lanka

Branding a place like no other

Despite being one of the world’s fastest-growing tourism destinations, Sri Lanka was lacking a compelling and unifying way of articulating its distinct identity and experience. Our task was twofold: to increase pace of growth and attract high-spending tourists. Hence, we crafted a new brand positioning – So Sri Lanka – that also inspired the new visual identity for the destination brand. The core idea of the new brand lied in attracting the new type of tourists through unique experience offerings coupled with distinct accommodation. The new brand was launched in November 2018 at the World Travel Market in London.


Creating a flexible future–focused image

The City of Melbourne Council asked Landor to develop a cohesive brand strategy and new identity system. Our challenge was to reflect Melbourne’s cool sophistication on the world stage, capture the passion of its people, and provide the city with a unified, flexible, and future–focused image. The new identity overcame political complexities, improved cost-effectiveness of managing the brand and united the disparate range of stakeholders. Our work resulted in a 4.5% p.a. increase in international overnight visitors between 2008 and 2012.


Building a brand poised for the global spotlight

Sultanate of Oman asked Landor to create an identity for Oman in line with its vision of attracting international tourists and foreign investments. Our challenge lied in developing a comprehensive branding initiative for Oman that not only branded it as a destination, but also as a nation. We defined a brand platform based on the concept of Natural Growth, and then designed a brandmark inspired by Oman’s diverse sea and landscapes, local textiles, historic sea trading and sacred frankincense. Brand Oman gained national acceptance and attracted worldwide attention.


Etihad Airways

Delivering a remarkable reinvention

Joali – Maldives

Inspiring a luxury destination

Gürallar approached Landor with a mission to build a unique luxury resort in the Maldives. The challenge lied in setting the destination apart from the major players in the luxury hospitality space. Landor developed a unique brand positioning – Joy of Living – that brings to life the quality of storytelling. Then, we came up with the name Joali that was inspired by a locally crafted suspended chair – a story about Maldivian trade history. We also defined tone of voice, brand book and messaging. Hence, Landor designed a sophisticated globalista’s luxurious island retreat and a full 360º brand experience.

One & Only

Creating an effortless luxury experience

One&Only was planning an expansion into new places and markets around the globe, and to support their ambition, they needed a brand that built on the existing equity of understated luxury and rareness and could span beyond beach resorts. After conducting a series of audits to define the brand priorities and opportunities, we identified that high net worth individuals could afford any service at any hotel in the world, but what they really wanted was an effortless and seamless luxury, every step of the way. We then developed a new brand idea – We create joy – that not only inspired staff training, but also revolutionised customer experience to support the brand’s global expansion plan and business growth.

Golden Tulip

Re–inventing hospitality for business travellers

Golden Tulip decided to leverage its existing old-fashioned hotel brand, to offer something far beyond traditional premium hospitality. Landor took every seemingly insignificant moment, habit and ritual that define hotel stays and played along with the game, creating experiences throughout the customer journey. Everything – from regular room service, to boring amenities and door hangers – has a twist. The new identity was launched in 2016 in the pilot hotel in France, and the perception of the value of a one-night stay has increased by 17% on average. The new brand identity will be deployed in 180+ hotels worldwide by 2020.


World Trade Center 

Defining the rebirth of an icon

Comcity – Moscow

Crafting an outperformance environment

Comcity was constructed 20KM outside of Moscow, which posed a significant challenge in securing companies to occupy the office space. Landor’s job was to forge a powerful identity to reassure leading entrepreneurs that it was a first choice for business. We developed a unique visual identity that accurately reflected the intelligent aspirations of Comcity, and brought to life the original and innovative mantra that existed at the heart of our strategy – the culture of outperformance. The exceptional brand positioning instilled confidence in investors and businesses, and ultimately elevated the perception of Comcity beyond the expectations.

Burj Dubai

Developing a destination aiming higher

Emaar was planning Burj Dubai – the tallest structure ever built, and as radical as it was to design on this scale at the time, Emaar knew that eventually the building would be surpassed. Landor proposed building something that could not be: the Burj Dubai brand. We saw the potential to create a brand that was not so much about the world’s highest structure, but rather the world’s highest aspirations. Thanks to a unique identity and look and feel created by Landor, the Burj Dubai area became one of the most iconic and sought after real estate locations in the world.

NOMA – Manchester

Revitalising the North of Manchester

The Co-operative Group were regenerating a major district within Manchester’s city centre, and approached Landor to create a new brand to attract funding from diverse stakeholders. We developed a brand that encompasses the major role the area played throughout history, but also provides a future-focused and encapsulated mixed-use nature of the district. Landor also created the name NOMA that stands for the North of Manchester. Then, we defined NOMA’s strategic platform, that was built on a simply unifying idea – The fabric of a new society.

Our client testimonials

Landor considered us as advisors, and were a great collaborative partner. The assigned team was really passionate about the project and that definitely took us a long way, and enthused us to giving over 100% to created brand we are truly proud of!
H.H. Sayyid Faisal Al SaidCEO Hawiya, Brand Management Unit
Landor have been our brand and design agency for over 8 years. They bring a deep knowledge of the airline category to deliver clear strategic guidance and breakthrough design concepts. They partnered us to refresh our brand platform and created a comprehensive brand identity re–launch culminating in our amazing new livery design. We have a very committed team on our business who provide the important continuity we need. 
Andrew WardVice President, Marketing
We are lucky to find you guys, the Landor team, a multi-cultural team coming to Baku, Azerbaijan for 7 weeks. I think it is amazing what we have reached together in this very short time, from all the productions to everything that was rolled-out, that we have created is fascinating, unique, and the brand which is super differentiated from the competition.
Florian SengstschmidCEO
Landor led a WPP integrated team to deliver a 360º launch for NEOM in record time. From Naming to Identity to Advertising, Media and PR, the Landor team steered us through some of the most challenging milestones Marketing has ever known – the launch of a start-up nation! I wholeheartedly congratulate the Landor team and look forward to next steps with them on NEOM.
Tall BawazirExecutive Director Marketing

Four critical dimensions to consider when building a destination brand

Connect with one of our destination branding experts on HELLO@LANDOR.COM 

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