HANDING AN ESTABLISHED ESTATE AGENT THE KEYS TO A NEW IDENTITY

Brief

Worthing-based estate agent Jacobs Steel has been part of the property game for over 35 years, establishing itself as an expert on the south coast. To reflect an evolution in its leadership, the company needed a new brand design, something that would convey its personalised approach to property marketing.

Overview

We came up with a new visual identity and built them a slick new website.

Why PMW?

Our experience of working in the property sector, and our exceptional design and web capabilities meant we were ideally placed to provide Jacobs Steel with all its branding and website needs.

We’re as passionate about branding as our clients are about their business

The team at Jacobs Steel pride themselves on their personalised approach to property marketing, taking the time to understand their customers’ needs in order to provide them with the right service. It’s this approach, together with extensive local knowledge, that sets the company apart from other estate agents, and allows the team to deliver an unparalleled customer experience.

To communicate this approach, PMW developed a new company slogan, ‘Living property’. It speaks to the fact that, for Jacobs Steel, property is more than just a job, and that for most people the process of homebuying is about more than just a transaction – it’s one of the most important things that can happen in a person’s life. ‘Living property’ states that Jacobs Steel will go the extra mile to ensure its customers find the property that’s right for them.

A sophisticated service deserves a sophisticated sub-brand

To promote Jacobs Steel’s premium property listings, PMW created a stylish sub-brand, JS Signature. The sophisticated design of this sub-brand communicates the special service that Jacobs Steel offers to sellers with exceptional properties. The exclusivity of the JS Signature is designed to create desire, both amongst sellers looking to list, and buyers in search of stand-out properties. It achieves this through its comprehensive list of premium services, and elegant, refined imagery.

When it comes to rebranding, it’s about the details and the execution

Rebranding an established company like Jacobs Steel requires a comprehensive approach. Following the design of the new Jacobs Steel branding, a huge amount of collateral needed to be revised, from shopfront signage and estate agent vehicles to company software and brochures.

Our talented design team worked tirelessly to produce a full suite of newly-branded assets ready for a full-scale release. The company’s profile was transformed almost overnight, with bright new boards adorning properties up and down the south coast just one of many ways in which Jacobs Steel proudly announced its new direction.

With six branches in and around Worthing, hosting hundreds of properties along the south coast, Jacobs Steel needed a well-structured website to give house hunters a clear path to its listings.

Our web team created a simple, well-defined layout free of clutter, providing an uncomplicated and intuitive user experience. Stunning photography highlights a range of impressive properties, and, supported by straightforward, informative copy, engages users and advertises the superior service on offer.

The property search function is located front and centre for convenience and efficiency, and search results are presented in a clear and organised manner. Finally, elements of the vibrant Jacobs Steel red provide a strong visual thread throughout the site and highlight important features to aid navigation.

The result is an attractive and highly-functional site that delivers clearly-presented information through a smooth user experience, while communicating the exceptional service that Jacobs Steel offers.

The rebrand has generated an excellent response from the market. Many customers are describing it as modern and classy, which is exactly what we set out to achieve. Our ‘For Sale’ boards now stand out far more than before; people say they are the only ones they notice, and they are dominating the area!

Matt Jacobs, Managing Director, Jacobs Steel


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