Branding estate agents to be more appealing to students
With the branding of Pavilion Properties, the brief was to develop a brand that wasn’t typical of an Estate Agents. Crate47 pursued a brand strategy that would assist our clients in achieving their goal of building up the student lettings side of their business without it having a negative effect on their property sales. This meant developing a visual identity that would appeal to a more youthful market on one hand while retaining their more traditional buyers on the other.
We delivered: Branding | Print
The logo design used hand lettering for an unconventional feel
We looked at several styles of typography for the core logo design while always bearing in mind how and where it would be used and what sort of graphic elements could be employed to back it up. We explored graffiti letterforms and associated components such as drips, etc. as well as handwritten lettering. The chosen logo design took the form of a ‘signature’ and had an unconventional feel. To ‘ground’ it visually this was set against angular shapes that helped to anchor it when used on assets that required graphic design.
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Our rebrand included a bright colour palette for student lettings
We also developed two colourways to set the different sides of the business apart. We paired a dark blue with a salmon pink for the student lettings, while a more sober black and white were used for sales and higher-end properties. These two distinct looks were carried through onto the stationery, car liveries and signage. This included their ’to let’ and ‘for sale’ boards that were designed to resemble geo tags. The overall outcome was a strong brand identity for this forward-looking client.
Brand creation and application
Things always begin with brand strategy. This means market research and focused discussion. Once we’ve established the direction that a brand should take we then explore our initial ideas with sketches. After that, we move into the digital realm to work up the strongest concepts into finished logo designs and develop any sub-branding such as typography and patterns. We’ll also look at things like the style of imagery to be used and any other elements of the brand’s visual identity.
We then prepare the chosen designs for presentation to the client. Once their final choice has been selected and undergone any fine-tuning, we can proceed with the application of the brand. This can cover any touchpoints required, including the website, print items, adverts, marketing collateral, and so on.
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