New Folk identity gives Spires additional reach

Sawbridgeworth consultancy Folk is set to complete a major rebranding programme for Cambridge estate agent Spires.

The last phase of work for the business encompasses a website, brochure, newsletter and vehicle livery design. It follows a renaming and identity exercise that launched last month and included redesigned store interiors, signage and promotion boards.

Creative director Andi Jenkinson is leading the project and it is the first update of the company’s identity in 14 years.

Squires has recently acquired a second company, Anglia Residential, and the group was appointed with a remit to position the company specifically as a lettings and investment product specialist.

‘Spires wanted to appeal to a wider audience, so we’ve made the brand more consumer-focused. It works on lots of levels, from student renters to corporate investors,’ explains Folk managing director Matt Butterworth.

As part of the rebrand, sale boards will be changed seasonally, the company’s name has been changed from Squires International to Squires and photography has been updated. ‘The work avoids lots of property images and photography is more sparse and aspirational,’ says Butterworth.