Since the beginning of the year, I’ve been working with an amazing business called Hamilton Chase – a family run estate agents based in Barnet.
They approached me with a view to rebrand their business (see original logo left). They had bought the company almost a decade ago and had inherited the logo and the shop décor. and now thought that it was time to make their own mark and celebrate their tenth year anniversary.
The client knew their stuff. They had done their homework and were very clear in their briefing and I feel that I ‘got them’. The brief was, amongst other things, ‘To be a Purple Cow’. What coined this phrase is a book titled: Purple Cow: Transform Your Business by Being Remarkable by Seth Godin. It explores and defines how a business can make themselves stand out from the sea of competition.
So how did I approach this rebranding commission? Research!
I took an afternoon off to walk down the High Street where Hamilton Chase (let’s call them HC for short) are based. To say that competition is fierce down there is an understatement. With over ten estate agents along the one mile long high street, you could safely say that they are in each other’s pockets. There are the usual suspects such as Foxton’s, Winkworth’s and Savills but I was also keen to meet the independents which there are a lot of. I took my trusty camera and took photos of every agents shopfront. I went undercover as a landlord wanting to rent out my property and spoke to some of the agents. I wanted to get a feel for how they operated. Were they easy to talk to? What marketing material did they have? Did they have a certain type of property on their books? What could they do for me? How did they obtain new customers/clients?
I came out feeling that some of the businesses were really switched on when it came to marketing and their brand. Others, not so much so. How could I make HC be the purple cow that you noticed? They didn’t want to blend in. They wanted to stand proud and make people say, ‘Look at them!’.
The design that was chosen is based on four quarters of a circle to illustrate the fact that the agents are all encompassing. Whether you’re a buyer or a seller, a landlord or a tenant, HC caters for all sectors and you don’t really need to go anywhere else.
The logo is all about the emblem and how it works as a brand. My idea was to make the emblem recognisable as a pattern. You know when you see images of the Burberry checkered material or the Louis Vuitton bags? They’re instantly recognisable right? Well I want HCs logo to be recognised all over Barnet as this will aid in brand recognition. Here’s what I started with.
The pattern is based on the emblem. And really and truly, it’s okay to see other things in the pattern. Some people see a twirly flower, some a backwards HC emblem. It’s all good.
The final logos
The final logos are clean. Classy. Professional. And a little bit retro. The words ‘Hamilton Chase’ are quite wide ( a bit like Absolutely Kareen!), so an abbreviated design was also devised. And how about the succinct .co.uk version. Not bad eh?
The project was all encompassing. With the design of the logo came the stationery, signage, the marketing brochure, the property boards, the newspaper adverts, the newsletter and the window display boards. I even leant a helping hand in the internal decor of the office! Below are just a few examples of what was produced. I loved doing the illustrations for the brochure. They’re so…Hamilton Chase. You’ll notice that the four main colours are predominantly used in the design of all marketing material as well as the pattern/emblem. Please use the arrows to navigate to different projects.