Magpie Studio has created a suite of promotional print items to support estate agent Knight Frank’s activities.
The materials, launching this week, include key values and seasonal messages to be used locally by Knight Frank’s network of offices nationwide.
Magpie was invited to a competitive credentials pitch last June, following a referral from Hat-Trick Design.
Hat-Trick revamped Knight Frank’s identity and branding in September, and sugges-ted consolidating the company’s direct mail and print activity.
The brief, according to Magpie founder Jamie Ellul, was to create a suite of print items as part of a nationwide campaign that would consolidate the myriad messages created by individual offices around the country.
‘It was a real mess, with a load of different consultancies working on different projects, with stock images being used and no brand consistency,’ says Ellul.
Magpie opted for an illustrative creative route taking a key – which Ellul admits is ‘a property cliché’ – as the basis for the visual communications. ‘Initially, we were a bit wary about using any key imagery, it’s so common as a logo among estate agents and property developers, but we soon realised that it was going to give us the flexibility we needed for the range of messages, and that we could have quite a bit of fun,’ says Ellul. ‘We’ve used artistic licence with the illustration. While the posters on their own are probably clichéd, it’s the repetition and number of them altogether is where the strength lies,’ he adds.