Prickett & Ellis
CREATIVE DIRECTION
BRAND strategy
brand creation
print & digital design
photoshoot direction
Prickett & Ellis is a family-led estate agent based in North London. With the celebration of 250 years of experience, the brief was to create a brand identity that aligns with their heritage and future ambitions. The brand was suffering from inconsistency throughout its communication where I was tasked to create an evolved identity that would allow the brand to be represented to its fullest.
I was the creative lead and developed their entire brand system, look and feel, strategy, and tone of voice that would elevate the business and represent 50 years of serving North London. The historic aesthetic dominates throughout the visual branding, strategy and tone of voice, I created a distinctive identity elevated by design and purpose.
Brand identity
The new identity conveys a sense of history through modern execution – a balance of heritage and modernity. The logo family showcases a bespoke sans-serif typeface that has elegant calligraphic foundations and is housed within two lines to reflect protection.
Strategy and brand communications
Throughout the collateral, a clear visual tone of voice was established to offer a friendly but premium aesthetic and communicate a clear message through different mediums. Within the brand strategy, I defined the purpose of the brand with core brand values, business strapline and a clear structure for the business to align to. It was vital to build a brand structure that would standard out in an oversaturated market where the values speak and connect to the audience.
Art direction
Working with Photographer James Williamson I art-directed and liaised the shoot with an aim for the photography used for Prickett & Ellis was to feel warm, welcoming and natural. Reflecting part of the buying and renting a new home journey with natural scenes relatable to everyday life. I wanted to have a library of images for P&E of photography that shows emotion and no cliche staring into the camera poses.
Digital presence
The final part of the brand system was to create a strong, functional and user-friendly digital presence. Taking the new Prickett & Ellis brand identity, strategy, and tone of voice as the base I designed a website that is fresh, modern, playful and contemporary. Throughout the website, there are interactive areas, and detailed illustrations with a balance of flat colour panes and clear space to allow content clarity without distraction.
