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    • Andrews Property Group
    Brand refresh. United Kingdom, 2016.
    Completed at Siegel+Gale.

    Squeezed in the middle of the UK property market, Andrews suffered pressure from online estate agents who could offer lower fees, but often at the expense of a lower quality of engagement. Andrews was also competing with more prominent property brands that could command greater fees for their services. With an identity that hadn't been reviewed for 35 years and a disengaged workforce, Andrews needed to future-proof its brand by conveying what they stand for now, and in the future.

    We gave them a new brand platform based on deep market insights paired with distinctive customer service, “Refreshingly Reassuring.” This allowed Andrews to rest its offering on the strength of its core purpose: to connect people with property in reassuring and refreshing ways.

    With this new story in place, we distilled the Andrews logo into a simpler, stronger shape charged with confidence, channeling an active symbol for its customers — guiding them, reassuringly, forward in an often-tricky market. Beyond the mark, we redesigned every aspect of the brand experience ranging from digital touchpoints to branch interiors.

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    The brand experience was designed to empower the agent and allow them to move away from purely transactional customer interactions into partnerships where trust plays a key role.

    With the aim of creating a refreshing and welcoming in-branch experience, we dramatically reduced the use of red (perceived as urgent) to instead work with red accents over neutral colours and natural materials.

    "This has been a truly rewarding and enlightening experience. We are all, without exception, delighted with the outcome, which has provided us with a clear point of view in a highly competitive marketplace and a source of great pride amongst our staff."

    Nick Moir, Andrews Head of Marketing

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