Chard aims for differentiation

Upmarket London lettings agent Chard Associates has a new identity and interiors by SEA. The agent, now called simply Chard, has been repositioned to differentiate it in a crowded, but mostly poorly branded, marketplace.

“Differentiation is absolutely vital… we realised how similar we all look,” says Chard founder Andrew Chard.

SEA’s “no nonsense” image aims to better pitch Chard against its main competitors Foxtons, Winkworths, Savilles and Faron Sutaria. Foxtons’ identity was redesigned four years ago by Stocks Austin Sice, while Faron Sutaria’s interiors have been revamped by architect Murphy Davé (DW 1 August 1997).

SEA has colour-coded Chard’s five divisions, and created a monthly lettings brochure and advertising posters, says consultancy partner Bryan Edmondson.

The interiors will be fully implemented at Chard’s Pimlico site on 14 July.

See News Analysis, page 7