Industry picked up awards for two clients, Veyo and Cluttons in seven categories:
• Best creative strategy
• Best strategic/creative development of a new brand
• Best visual identity from the professional services sector
• Best visual identity from the property sector
• Best visual identity from the technology, media & telecommunications sector
• Best brand experience
• Best brand development project to reflect changed mission/values/positioning
Industry, working alongside Veyo, has been responsible for the development of the product proposition, name, identity, marketing strategy and creation of the advertising, promotional literature and website. Veyo, developed by The Law Society and global IT solutions specialist, Mastek UK, will electronically bring together all the processes, checks and documentation prepared and undertaken by solicitors and licensed conveyancers in the sale and purchase of residential properties.
Far more than just a stylish new design, Veyo’s bold brand identity set on a bright orange background, has been created very much with the end user in mind, ensuring the portal is intuitive and user-friendly. Working in partnership with well–respected illustrator Noma Bar, the outcome is sophisticated and modern, representing the innovative and modern way the home buying process will be handled in the future.
Sholto Lindsay-Smith, strategy director at Industry, comments on the name: “With Veyo being derived from the Latin stem of conveyancing and being short, easy to pronounce and easy to Google, we believe Veyo will become a household name that is synonymous with a more efficient, transparent and speedier home buying process. Veyo will do for conveyancing what Rightmove has done for house purchasing.”
James Packer, creative director at Industry, comments on the visual identity: “The hare logo represents the speed and efficiency delivered by the service and is intended to be instantly recognisable from an app, to a window sticker on a solicitor’s high street office. We worked with the illustrator Noma Bar to create a set of witty and intelligent illustrations that communicate the product features and benefits.”
The campaign has been very high profile with, for example, The Veyo banner prominently displayed as perimeter advertising at Twickenham Stadium in November 2014, and twice at the Millennium Stadium this year for the 6 Nations, including the game between Wales and England.
Elliott Vigar, CEO of Veyo, comments: “Veyo is a market-changing product. It was and still is important for us to get the brand identity right, to ensure we are able to convey our USPs to all our key audiences including conveyancers, estate agents, panel managers, lenders and home movers.
“Since the launch of the company nearly half a year ago, our marketing and brand awareness campaign has made a huge impact. The industry and consumer media are talking about us in eager anticipation. Veyo is set to become a household name. Already over half of conveyancing firms have registered interest in our product prior to launch and many companies have signed up, ready to use Veyo as soon as it rolls out. Industry has been instrumental in helping us develop our proposition and bring it to life – we’re delighted with the result and the impact we are making.”
The new identity for Cluttons was reported as a ‘brave play’ in the estate agency market, with a radical modernisation of the brand and a switch from red to blue, creating more effective standout.
James Packer, creative director, Industry said: “The new brand proposition, ‘we make it easy’ is brought to life through every touchpoint, from ‘how to’ guides to the newly refurbished estate agency branches which are modern, inviting and sympathetic to their environment. The new logotype complements Cluttons’ premium positioning. The switch from red to blue will not only help Cluttons stand out from its competitors, it also signals to the market that Cluttons is changing.”
Aimed at ensuring Cluttons is one of the top four players in all markets where the company operates, the ambitious plans for growth have included reorganising teams into five divisions. The reorganisation has been accompanied by investment in international growth and new technology to improve delivery to clients, including a new website.
Matthew Allen, Head of Marketing and Communications, Cluttons said: “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.”
Over the last 250 years, Cluttons has been instrumental in shaping the real estate profession through its reputation for client service and technical expertise. The company is now the market leader in the Middle East and the telecoms sector and one of only a handful of players with genuine expertise in both the residential and commercial markets.
For further information contact: Sholto@industrybranding.com