Using our head for haart
Our long term partnership with haart continues. Five years since our last repositioning work, and the world of estate agency has changed massively. Again.
Traditional estate agents struggle to provide a compelling offer, ubiquitously falling on emotional claims which simply don’t ring true. So we proposed a radical shift of pace for haart – by focussing on the head.
Instead of claiming to be everyone’s best friend, we honed in on the tangible differences in their offer that actually matter for clients. A game-changing social media marketing tool and huge investment in staff training: the tech to get it seen, the people to get it sold.
The consistent sign-off ‘Sell smart: think haart’ clearly and succinctly positions them as the logical choice.
The visual language takes inspiration from innovative tech branding – with clear, spacious layouts, minimal copy and imagery. A radically pared back toolkit use gradients to bring their existing brand colours to life, and a helpful array of icons to show, not tell.
Behind the scenes we have worked with them on communication hierarchies, to streamline internal collateral creation and bring consistency to the vast array of documents they produce. And we’ve created a messaging framework to explain the differences as clearly and consistently as possible.
And the work continued online, working to streamline and simplify customer journeys to reflect the way clients actually use the site. The design is spacious and clean providing all the functionality of an estate agency site with the feel of a lifestyle magazine.
What We Did
- – Brand strategy
- – Brand identity
- – Printed collateral
- – Web design
- – Messaging
- – Communication hierarchies
