'The brand work gave us real clarity and confidence in how we talk about Flex - it captured what makes us different and why our customers choose us. Putting people at the heart isn’t just a line; it’s genuinely how we operate, and now our brand reflects that.'
In a category dominated by square footage and property-focused messaging we spotted a gap. To showcase a people-first brand strategy, centred around one simple truth: making working life easier for customers.
Challenge
GPE needed a clear proposition and positioning that would differentiate Fully Managed within the fast-growing Flex market.
The sector was crowded with functional messaging, empty office visuals and feature-led marketing. The challenge was to create a brand that connected emotionally and reflected GPE’s customer-first approach.
Approach
We identified an opportunity to shift the conversation away from property and towards people.
Building on GPE’s strong customer experience and exceptional NPS score, we developed a positioning focused on ease, care and human connection – supported through messaging, tone of voice and visual direction.
The positioning: “Your people are our priority.”
Result
By shifting the conversation from office space to workplace experience, GPE has established a distinctive position in a crowded market. The strategy has translated into measurable commercial success, with Flex now representing more than 28% of GPE’s office portfolio and 654,000 sq ft of operational space delivered.
Just as importantly, GPE has earned recognition as a genuinely people-first workspace provider. An industry-leading NPS of +49.1, compared with an industry average of +13.6, reflects a customer experience that sets the business apart.
