HAND were brought in at the very beginning to create a brand for a new Buckinghamshire based estate agency.
The client came to us with the name “Citrus”. We thought it sounded a bit, erm, beverage… and we advised that the name should be much more relevant to the industry and asked if we could come up with a few suggestions. We couldn’t believe that Place was not already being used?!
Location, location, location
We agreed that moving houses was all about location and every location is a place… The inspiration for the logotype came from place names on maps – usually the place name is next to a dot marking the exact location.
We used an slightly enlarged full-stop at the end of the typography to create a clean, modern and understated logotype. A logotype which we were proud to have included in the book Logotype by Michael Evamy.
Type was to be a key part of the brand strategy and the font was selected to match and compliment the logotype to allow it to be integrated into headlines. A strong colour palette of pink and black was chosen for maximum impact in advertising and signage. We also created branded elements that were an extension of the logotype utilising the ‘dot’ graphic device. We also extended this device to form ‘ripples’ to symbolise a central location.
We developed a brand strategy and initially acted as brand guardians and created all the touch-points for brand launch across print and digital, including the stationery, promotional flyers, website design, mobile app design and signage.
Everybody in the place
We created a detailed brand identity manual for use by everybody involved with Place to read and understand the brand quickly. The client was planning to use many different suppliers to produce collateral for Place and the brand identity manual was essential in keeping everything ‘on-brand’ and cohesive.
The manual covered everything required to implement the brand in digital and in print. All aspects of the brand were covered in the manual including the logotype, colours, typography, copywriting, printed collateral, digital design, signage and advertising.
A leaflet drop to around over 750,000 homes in the Chalfont area to coincide with the brand launch brought in early business and the company broke even after the first few months.
The guidelines document was a success in ensuring all branded collateral since launch was created in-line with the company strategy and brand look and feel.
We ensured the brand design had longevity and so no further changes or creative development were needed in the following years. This established Place with a solid brand equity and as a result the company has gone from strength-to-strength and now operates from three branches across Buckinghamshire.