Dixon Baxi has created a new visual identity for Digital Property Group, creating separate identities for its websites Primelocation.com and Findaproperty.com, as well as an identity for the core brand itself.
The consultancy was invited to a four-way strategic pitch in September 2010, following a brand strategy overview held earlier in 2010 with consultancy Haines McGregor.
Sheraz Dar, marketing director of the Digital Property Group, says, ’We felt the look and feel of the existing brand was a bit tired.’
He adds, ’We wanted to evolve the designs and develop new identities, which brought some freshness and vitality into the brand, without losing the heart of where it came from.’
The project involved a complete redesign of the identities and creating brand guidelines for their application across the websites and all collateral including business cards, brochures and window stickers. Dar says that while the Digital Property Group wanted to retain certain core brand colours, Dixon Baxi was given a fairly open design brief.
For Findaproperty, the consultancy retained the ducks icon. Aporva Baxi, co-founder and creative director of Dixon Baxi, says, ’The ducks are quite an unusual and iconic symbol for the brand. We used a cloud icon to contain and group them it reflects the aspirational quality of a group or family moving home.’
The identity for Digital Property Group aims to be businesslike, yet approachable.
Baxi says, ’We fused the “D” and “P” in a simple symbol to create a defining icon that gives a really identifiable, distinct identity that combines professionalism and approachability.’
The Primelocation identity launched last week, with the Findaproperty and Digital Property Group identities launching at the beginning of May.
- In November 2004 Findaproperty.com was acquired by Associated Newspapers, the publisher of the Daily Mail, the Mail on Sunday and Metro
- Findaproperty.com and Primelocation.com each attract more than two million unique users a month
- More than 4000 UK estate agents list all of their properties on Primelocation.com