Form follows function
When Jaimie Beers, managing director of Madley Property, approached us, it became clear that this boutique agency in one of London’s hippest postcodes, had rather loftier ambitions than most.
He and his business partner, having worked in the London property business for decades, understood that the traditional estate agency model simply didn’t work. So they were setting out to rethink the entire approach, from the starting point of what vendors, buyers, landlords and tenants actually need, rather than from what makes life easier for individual agents.
‘Form Follows Function’ – the rallying cry of the modernist movement – led the way for the brand identity that developed. Uncompromisingly modern and pared back in its aesthetic, rigorous and uncompromising in its application. Primary colours, a regimented grid based on the simplest of shapes – the square, a single typeface in a single weight and photographs of London buildings which embody modernist values. Stripping out all the nonsense and starting again with what’s needed and what works.
It’s estate agency. Rethought.