The consultancy helped Brickworks develop a number of ‘pledges’, including offering fair fees, no individual sales commissions, no cold-calling and 2.5 per cent of profits going to charity.
Baxter and Bailey creative director Dom Bailey says, ‘We asked them some quite tough questions and helped them work out their value propositions.’
The look and feel for the new company aims to evoke the idea of ‘home’. Bailey says, ‘We wanted to communicate the value of a real home, rather than idea of a postcode or empty rooms.’
The Brickworks identity references ‘the facets of London bricks’, Bailey says, and uses a typeface created from scratch.
Baxter and Bailey creative director Matt Baxter says, ‘Many people find the identity of an ethical estate agency oxymoronic, rather like military intelligence. But the team behind Brickworks have considered their ethical positioning very carefully and stand by every word.’
The full Brickworks website launches on 1 September.
Baxter and Bailey worked with Like Digital Media on the website building and Alys Tomlinson on photography.