Connells Group
One group, six distinct personalities.
Services
Brand Identity
Tone of Voice
Signage Design
Client
Connells Group
Info
Connells Group is one of the UK’s largest estate agency networks, bringing together dozens of individual brands across six brand families. Each family has its own audience, personality and services. The project focused on redesigning the physical branches for each family, alongside refreshing the brand identity for each one.
Behind the scenes
Exploring Each Family's Look
I was given six moodboards, one for each brand family, with a different look and feel for each. From there, I developed a brand style for each family, with my senior overseeing the process and working through things with me when needed. Each style then became the basis for how that family would look across its branches.
Finding the Right tone of Voice
Alongside the visual identity, each brand family needed its own tone of voice. I developed one for each, thinking about its audience, how formal or casual it should feel, and the kind of language it would use. This helped keep each family distinct and consistent across both its visual identity and across tov.
Signage and Handover
Towards the end of the project, I helped with the signage pack for some of the families. This meant choosing appropriate materials, working out the correct dimensions for each piece, and producing files the contractors could use directly on site. I also created some of the signage pack documents, detailed specs covering measurements, colours and materials, so everything could be reproduced accurately.z