Wates, one of the UK’s leading construction and property companies, wanted to stand out in a fast-evolving market. Despite a century-long legacy, its diverse business areas lacked a unified brand story. The challenge was to express a purpose that reflected both its scale and its human impact: reimagining places for people to thrive.

The creative idea centred on Wates’ enduring empathy and responsibility, grounded in family values and long-term progress. A brand refresh was developed around three ideas – reimagining places, helping people thrive, and staying grounded.

Design execution brought the new brand to life through a refined visual identity and storytelling system. A softened, modernised colour palette and a balanced typographic approach bridged progress with heritage. A distinctive illustration style conveyed the idea of reimagining, while fresh reportage photography captured people thriving in authentic, human moments. Central to the refresh was the introduction of the “Wates Flourish” — a continuous, looping line symbolising a thread of positive change through the built environment, reflecting Wates as dynamic, agile, and always moving forward.