Over the last 250 years, Cluttons has been instrumental in shaping the real estate profession through its reputation for client service and technical expertise. Operating in over 50 countries, Cluttons is now the market leader in the Middle East, with strong expertise in both residential and commercial property.
With its ambitious plans for growth, Cluttons wanted to position itself as a challenger to the big four property consultancies. A key challenge also was to develop a positioning that would resonate with both corporate and residential clients.
We designed and conducted extensive in-depth interviews with corporate clients and ran consumer surveys to review needs and current perceptions. Our research showed Cluttons needed to raise both brand awareness and clearly differentiate its services. Research also showed that existing clients particularly valued the Cluttons partner-led service and the depth of their technical expertise, which helped clients simplify complex property issues.
The resulting proposition ‘Making it easy’ provided the springboard for the new brand identity and communications platform.
The radical switch from red to a calm sky blue suggests peace of mind and creates stand out from its predominantly red and green competitors. The elegant new logotype echoes the language of luxury brands and underpins Cluttons’ premium positioning. The new trade advertising campaign uses striking imagery and bold headlines to showcase Cluttons’ full range of work. The new residential sales advertising is designed to build the brand as well as support the marketing of properties.
The redesigned estate agency branches are open, light and inviting – a clear point of departure from competitors whose branches are seen as intimidating. Focusing on the proposition ‘we make it easy’ Industry worked with the management team to integrate this ethos into everything from reporting formats to internal operations.
"Our new brand has successfully repositioned the Cluttons business within our core markets and enabled us to make huge strides forwards. There is a renewed sense of positivity within our teams, clients understand our proposition and want to work with us, and we’re attracting a higher calibre of new recruits. By transforming our business our brand is now benefiting clients across Asia Pacific and Africa as well as through our longer established UK and Middle East offices."
Matthew Allen, Head of Marketing and Communications, Cluttons