Bringing a touch of Kensington and Chelsea home to Pinner
Andrew Pearce is an estate agent and chartered surveyor with a recognised and established presence in North West London for over 40 years. Sub@omic worked with Andrew Pearce on the branding of their brand new agency.
Having co-founded an agency named Baker Pearce back in the '80s Andrew Pearce was poised to focus all his experience and expertise of the property market by breaking away from the existing partnership after 25 years and forming the eponymous business Andrew Pearce. Andrew Pearce needed the business to emerge from the recession with the strongest brand in the marketplace, one which reflects the stability and professionalism the market so badly needs to be shown.
The competition on Pinner High Street was believed to be inaccessible and ruthless in their pursuit of new instructions and, in that pursuit of new business, had lost sight of the needs and wants of the Customer. At a time when there was not much volume in the market and when other agents in Pinner were either cutting their rates to a flat 1% or grossly over valuing properties in order just to secure instructions, Andrew Pearce made the strategic decision not to drop rates and to pursue the higher value properties and court their vendors. The estate agent needed a premium quality brand to help them achieve that repositioning.
In breaking out, Andrew Pearce had the enviable position of starting out from a clean sheet of paper and, loaded with 40 years experience, knew just what the market was crying out for. You never get a second chance to make a first impression and, from the day the new brand was launched the agents put clear water between themselves and the other Agents in Pinner by delivering a clarity of message and a visual identity that whispered high end quality.
Sub@omic set the visual reference point for the project as an imagined high class jeweller situated in London's fashionable Kensington and Chelsea - the jeweller's shopfront would be faced with black marble and just a few select items would be placed and brightly lit in the jeweller's window. This visual concept became the reference point for a brand that strikes to the heart of the personal nature of the Pinner estate agent's business and allows Andrew Pearce to communicate their core message of stability, professionalism and accessibility.
The deployment of a very strong visual identity that has prompted the competition to rebrand in the face of the new competition.