Without puts people first in rebrand of P-Three

What if tomorrow’s retail was shaped by the foodies, shoppers and leisure-lovers on whose custom its value depends? With a people-first approach, Without has rebranded leasing agency P-Three to bring a consumer mindset to a traditionally corporate industry.

The world of leasing often feels inaccessible and dominated by the language of consultants: renders of spaces yet-to-exist, talk of square footage and photos of empty rooms. P-Three is a new breed of leasing agents, building its business around people and creating  places they love to go to. Without’s rebrand needed to speak the language of foodies, shoppers and leisure lovers, not bricks-and-mortar.

The rebranding centres around a new strapline – Place-to-be makers – positioning P-Three not just as consultants, but as visionary partners and advisors in shaping the destinations of tomorrow. The new positioning sets the stage for creative, tailored messaging across client communications, like “Making Bankside Yards the next place-to-be” or thematic variations such as “A place-to-be active” and “A place-to-be indulgent”. A new manifesto outlines what P-Three does (and doesn’t do).

A series of illustrations by Peter Ryan bring to life characters from the high street and the world of leisure, retail, and restaurants. Central to the new branding, these illustrations are woven into headlines, logo applications and other corporate comms, reflecting the people at the heart of the brand. 

The illustrations are complemented by the font, Bricolage Grotesque, which was chosen for its intellectual, editorial feel, alongside some playful, human touches.

The team portraits were shot by Bella Howard on-site at Caravan’s latest Covent Garden restaurant. Full of joy and energy, the images capture the team in the spaces they represent.

Without created a newspaper to announce the new brand, which was circulated to current and prospective clients. Content ranged from the latest news to P-Three’s analysis of the trends impacting the real estate market today and in the future.

Hannah McNamara, co-founder at P-Three: “We had long searched for a way to describe the two parts of our business; agency and strategic consultancy, as well as developing our brand to continuously stand out from the competition. Without embraced this challenge. Spending a huge amount of time getting under the skin of how P-Three are different, speaking to our clients and going to some of the places that we have created. We have been absolutely delighted with the time, care and love Without have shown in creating our brand refresh. We are so proud of it and are confident that it will fuel a new phase of growth as we articulate our differentiation and the value we can add to clients.”

Adam Evans, Design Director at Without, added: “P-Three’s new identity reflects the world they know better than most. It’s rewarding to breathe life into an otherwise impersonable category, and I’m confident this work will keep them at the forefront of the industry.”

The new branding is being rolled out across all touchpoints, including a new website, throughout the Summer.

Source: Without

  Branding, Marketing, P-Three, Rebrand, Without