HERN & CRABTREE
Striking a delicate balance between tradition and modernity
Striking a delicate balance between tradition and modernity
Adding vibrancy and character to an established estate agency brand.
Established over 175 years ago, Hern & Crabtree Estate Agency has an enviable reputation for integrity, reliability, and excellence in customer service. Keen to stay ahead of the pace of change and consolidate its place as a leading agency in Cardiff and the surrounding area, Hern & Crabtree recognised the need to evolve without compromising the timeless values that defined its legacy.
Brand Strategy, Tone of Voice & Messaging, Brand Identity, Brand Guidelines, Print Design & Production, Website Design, Digital Assets
For the housing association Valleys to Coast, the way that the repairs and maintenance arm operated was broken. The entire process from customer to company was fragmented and frustrating, thus needing a new sister company to adapt to the needs and expectations of its clientele.
The challenge
Hern & Crabtree Estate Agency approached us with a desire to revitalise its brand identity without losing any of the valuable brand attributes that it had established over its 175-year history.
This was to be more evolution than revolution.
The solution
Following our research and insight-gathering phase, it became clear that Hern & Crabtree was totally committed to leading the way in terms of customer service and guiding their clients through the intricate process of finding or selling their homes. This was reflected in client feedback and staff interviews.
For the team at Hern & Crabtree, they very much consider themselves to be partners with their clients, not just ‘agents’.
The brand idea
Our brand idea focussed on the power of partnerships, collaboration, looking ahead, or making the next move. To support this idea, we retained Hern & Crabtree's iconic ampersand symbol but gave it a fresh interpretation.
We developed the concept of ‘the power of AND’.
The key to Hern & Crabtree's success lies in its ability to forge meaningful connections between clients and properties. It’s about being uncompromising in its commitment to customer service and understanding individuals' needs.
They don’t settle for this or that. AND signals partnership, connection and collaboration. It’s about going beyond expectations and working together for successful outcomes.
Developing the Brand Identity
We created a whole new visual and verbal identity for Hern & Crabtree. This toolkit is adaptable to the whole business's needs, providing a platform for them to remain vibrant, interesting, and personable across all brand touchpoints.
We introduced bespoke typography, to modernise the core logo without losing any of its core characteristics or familiarity.
In addition to the visual elements, we redefined Hern & Crabtree's values and messaging to align with their brand refresh. Our focus on fusing 'tradition and modernity' as a core brand pillar inspired the new strapline: "good old-fashioned service with a modern way of thinking."
With its subtle yet impactful changes, the new identity effectively presents Hern & Crabtree's values and supports its business vision. The refreshed brand identity received overwhelmingly positive feedback from the internal team, partners, wider stakeholders, and, importantly, their client base.
Find out more
If you’d like to learn more about how we collaborated with the team at Hern & Crabtree to move them to a better place, feel free to get in touch.
Maybe you’re an estate agent brand that needs to evolve and is keen to get ahead of the flock.
Call us on: 01443 237717
Email us: whistle@brightcollie.com
We’ve been extremely impressed with the quality of Bright Collie’s work and the communication from the team. Their friendly and professional approach makes working with them a breeze. It wasn’t long before clients were complimenting on how much they like our new brand and it has made such a big difference to our business. Thank you for all your hard work, we couldn’t have done it without you.
Mike Baillie – Director at Hern & Crabtree