Strategy • brand identity • visual look and feel • communications • guidelines
SavillsIM wanted to escalate their online brand equity and commissioned Firedog to help create a new positioning followed by a full brand refresh and revitalised communications and visual identity. The SavillsIM brand stands for so much more than bricks and mortar and the new positioning needed to communicate this promise.
A new positioning statement was created to establish the enhanced offer to prospective clients. “We see property from all angles” is the creative hook on which the brand identity is built. We capitalised on the idea of angles being a dimensional property and looked to create a flexible system which could communicate this value in a simple yet refreshing medium. We arrived at a concept entitled “Reflections” which utilised the square logo device coupled with positioning statement and combined with an extended colour palette and evocative imagery. The imagery features a double image with people reflected in glass. This technique adds depth and hints at the “all angles” narrative. It also allowed us to use established stock imagery, with a new twist which ensured unique ownership.
The rebrand has been a great success and Firedog continues to work with SavillsIM on subbrands and tactical campaigns. Our most recent endeavour features a European focussed city ranking microsite which measures numerous cities’ investment status across the region. Have a look at dynamiccities.savillsim.com for more.