From new challenger
To proven player

Lateral

Lateral is a property company built on a contrarian idea: create places where everyone wins. Success followed success. But with this came more scale, bigger developments, higher stakes and a brand that no longer matched the reality of the business.

  • Evolving the brand meant keeping the challenger energy that made them so different while creating a brand that would help the business to grow. Working with the founders, we helped them find a new positioning and identity. It all came from one brand platform: Look sideways. Tied to the name, true to the challenge to see what others don't and find the opportunities they miss.

    From there the rest followed; a voice that's quietly bold with gravitas and understatement and an edge that sits outside the usual property-investment tone. All to help create a brand that feels established, sophisticated yet lateral to its core.

Design partner
Ascend Studio

BRAND NARRATIVE

When you look sideways, you see what others don’t. You spot what others miss.

At Lateral, we sidestep conventional logic to create uncommon places that work in the long-run — for everyone involved.

Each project is personal for us, however big. We are a founder-led team covering every aspect of development. It means we have acres of experience navigating often complex initiatives over many years.

So when you invest with us, you get a partner who throws everything at turning property into places. And places into prosperity.