The challenge
With a network of five offices in Hertfordshire and Essex, Intercounty are regarded as a leading independent Estate Agency. Over the years they have built on a reputation of unrivalled local market knowledge and core customer service values, which has resulted in local brand heritage and loyalty. But, in an increasingly competitive market, driven by informed and demanding consumers, Intercounty felt that their brand did not communicate their market leading position or their modern, forward thinking approach.
The thinkingOur objective for the rebranding was simple: to portray Intercounty in a consistent, modern and distinctive way and develop a compelling, ?future-proof? visual identity. We began with a communications audit researching all branded marketing collateral and from this identified the core brand components.
The creativeThe existing logo was ?fussy? and difficult to implement on a variety of applications. It incorporated a gold bird flying above the Logotype which upon research, had long since lost any real meaning for the company or its clients alike. Our approach to the logo was to keep things simple. We retained their key brand colour (dark green) made Intercounty one word and removed the visual ?clutter?.
Following the logo we devised a visual identity including a new corporate typeface and brand photography style. The tone of voice was ?friendly? and ?modern? so language and imagery reflected this wherever possible.
We worked closely with the client team to develop and implement new marketing collateral and advertising. By adopting a staged approach to the rollout of the new standards, we could pilot and test on a project-by-project basis, ensuring that the staff had the necessary items they needed to implement the new system effectively.
The resultThe response to the new identity has been extremely positive. The project has helped to re-motivate the staff and has relaunched Intercounty as a modern, progressive Estate Agency whilst maintaining their core brand heritage.