When Stewart & Smyth first came to us, they were already a well-established local real estate agency. Initially approaching us for a rebrand, our brief was to effectively communicate what sets them apart from their competitors and breathe new life into their business. We were approached to rebrand a local, well established real estate agency. As the business was owned by two people – one tech savvy and focused on modern technology and the other ensuring the old school traditional real estate values were upheld – this was the essence of their point of difference and a key feature of our approach.
Through several in-depth brand discovery sessions, we established the company’s target audience, identified their key competitors in the industry and developed a strategy for how we could set them apart. In a saturated market where franchised estate agencies tend to soak up most of the attention, it was important for the brand to have character and for the messaging to be engaging. The entire brand needed to remain professional but exude an edge.
Drawing on their ethos of “traditional values, modern approach”, we opted for timeless black and white for the colour scheme as well as a beautiful serif typeface that communicates a trustworthy, traditional feel. The ‘modern’ aspect was reflected in the simple, minimal layouts that featured ample white space with timeless typography. Picking the perfect font is always fun but also challenging; there are literally hundreds of possibilities. We normally shortlist somewhere between 10-20 and then compose the text in several ways.
In addition to the final logo, we also created a seal, which is a great accompaniment to the brand. It’s important for real estate websites to integrate with internal systems and connect with popular real estate websites so this was a key aspect of the backend development. With this website, we integrated the real estate software ‘REX’, which works seamlessly with WordPress.
The Team at CSQD were thoroughly professional, supportive and creative from the brand exploration discussion through to the rollout of the branding and digital architecture and then in providing support after execution. Have referred them to my clients many times since.
Rebranding can be quite daunting, especially when you consider how many touchpoints there are for a brand. Before the launch of Stewart and Smyth we made sure that all accompanying collateral was designed and ready to go for a seamless transition. With ample planning, the process unfolded smoothly and effortlessly for the client and we are still getting great feedback as a result.