JLL Brand

Following its 2022 rebrand, JLL faced the challenge of scaling a cohesive global identity across a workforce of more than 113,000 employees. Centered around the brand positioning See A Brighter Way (SABW), the rebrand established a clear strategic vision that differentiated JLL within the commercial real estate industry through optimism, intelligence, innovation, and human-centered experiences.

Guided by JLL’s mission to “shape the future of real estate for a better world,” our Global Brand Creative team was responsible for translating this positioning into a scalable brand ecosystem that could support every region, platform, and business line while maintaining consistency and flexibility worldwide.

SEE A BRIGHTER WAY: The positioning that cements the brand

See A Brighter Way became the North Star that informed every aspect of the brand experience—not only how JLL looked, but how it communicated, collaborated, and delivered value. The positioning reinforced JLL’s focus on intelligent, AI-driven solutions, sustainability, and deep industry expertise to help clients navigate increasingly complex real estate challenges with clarity and confidence.

A key challenge of the refresh was evolving the brand while maintaining the legacy equity of the existing logo and established market recognition. We shaped the visual identity to support the SABW mission while ensuring the brand consistently showed up as optimistic, collaborative, and intelligent across both internal and external experiences.

The execution that championed and grew the brand

Building scalable systems

To operationalize the new identity globally, we developed a comprehensive suite of scalable brand tools and frameworks. This included templates, illustration systems, stationery, motion and video toolkits, and self-serve resources such as a custom email signature generator that was adopted organization-wide.

These systems were designed to scale efficiently while allowing for localization across markets, empowering teams around the world to execute the brand consistently and independently. We also designed a comprehensive internal brand portal to educate, inform, and enable teams with accessible resources and guidance.

Cross functional collaboration

As the organization’s digital ecosystem evolved, we partnered closely with the product design team to extend the brand system into product experiences. Together, we expanded the color palette for data visualization and developed product naming frameworks that improved clarity, usability, and consistency across dashboards and digital tools.

This collaboration ensured that the brand identity could flex seamlessly between marketing, product, and enterprise experiences while maintaining a unified visual language.

Campaigns and human-centered experiences

Beyond systems and governance, we led creative execution that brought the brand to life across campaigns, activations, and immersive experiences. This included global photoshoots capturing authentic representations of JLL’s people and workplaces, environmental branding, event experiences, and large-scale activations.

We also championed the adoption of emerging AI-driven creative tools and workflows, helping the organization explore innovative ways to scale content creation while maintaining creative quality and brand integrity.

Global training and enablement

To ensure long-term adoption and consistency, we worked closely with internal marketing and design teams, executive stakeholders, agencies, and third-party production partners around the world. Through recurring training sessions, governance frameworks, and collaborative partnerships, we established a shared understanding of the brand and elevated creative standards across markets.

This approach enabled teams to move faster while protecting and strengthening brand equity at a global scale.

Impact

The result was a scalable, globally adopted brand ecosystem that empowered teams through accessible systems, templates, and governance while creating a consistent and recognizable experience across every JLL touchpoint.

By combining strategic positioning, scalable systems, and high-quality creative execution, the brand evolved into a more unified, flexible, and future-focused identity that reinforced JLL’s role as a trusted and innovative leader in commercial real estate.