Whilst we were working on the pitch, we called a couple of the Franchisees to speak to them about their perspective on the personality of the business and what they thought made Northwood different from other Lettings agents. During the rebrand project, we took some of the key themes from these conversations and developed a knowledgeable, friendly brand personality and tone of voice which was based on the agents’ anecdotal knowledge and affection for their area, and their ability to match that information with their customers.

The strapline we developed: ‘Over & Above’ reflected their focus and reputation for excellent customer service. The creative stage of the project included redesigning their existing logo and choosing a new typeface.

We also commissioned an illustrator to draw a set of illustrations based on local knowledge and an understanding of what customers wanted to know, and this, combined with our tone of voice, logo and strapline, ensured that Northwood were able to stand out in a crowded marketplace with a brand that emphasised the values which had built their success.