Christie’s International Real Estate was established in 1995 and is aiming to establish its profile as ‘the world’s foremost international real estate company’ according to Saffron.
Saffron, which won a three-way pitch in November 2012, says that the brand taps into the ‘language of connoisseurship’ associated with Christie’s auction house and applies it to the property brand to give ‘a sense of luxury through detail and insight in a way that only Christie’s can deliver’.
A redrawn identity has been placed in a translucent box, which overlays contextual commissioned photographs revealing details of the property for sale.
Saffron principal Ian Stephens says, ‘We wanted the brand to show a discernment and an attention to detail and we’ve done this by telling the stories of the properties and treating them like pieces of art.
‘The box brings you into the property; we’re trying to weave together the property and the brand in the viewer’s mind.’
The brand has been presented ‘with crisp copy, clear facts and pin-sharp photography’ according to Saffron, which is it was hoping to achieve ‘an understated, elegant, thoughtful and composed,’ result.
Stephens says, ‘In a market dominated by hyperbole, we focused on the fine detail, heritage and provenance, bringing in a new perspective on luxury in a property world’.
Guidelines have been created for the brochures, which have been designed to sell individual properties, and a new website has been designed but is yet to go live.