Case study · branding and web design
A North West London property firm with forty years behind it, an off-market specialism, and five quite different services to explain without losing anybody.
Sales, lettings and management, plus property finding, development and investment, acquisitions and probates. Each one speaks to a different person with a different problem, and a single homepage has to route all of them without becoming a menu.
The answer was to let each service own a clear block with its own explanation and its own way in, rather than compressing everything into one paragraph of 'full service property solutions'.
In property the decision is about whether to hand someone a large amount of money, so the page leads with longevity and a real client account rather than with stock photography of keys.
Off-market work is the genuine differentiator and it is stated plainly at the top, because it is the reason a certain kind of seller picks this firm over a high street chain.
A restrained identity that could sit next to million-pound listings without shouting, and hold up across a valuation request, a brochure and a window card.
Property branding fails when it tries to look like a luxury fashion house. The job is to look competent and current, which is a lower ceiling and a much more useful one.
