Ideas Factory

Benham & Reeves
Identity Development
Benham & Reeves approached Ideas Factory to audit their existing brand and brand personality. Building on a solid history of over 50 years within the business of residential sales, the time had come to enhance and reposition the brand. 

The challenge was to develop a new visual identity; a fresh creative approach which would reconnect with the target audience, communicate confidence and generate wider appeal. To some extent the existing brand colours of blue and gold needed to be maintained to ensure recognition within the local area but they needed to have greater impact and overcome certain production issues.

By taking a strategic approach to the business challenges, we created a brand personality that connects with the audience and maintains a strong link to their previous identity. Underpinning the new brand, we developed the positioning of 'The Simple Life', ensuring all business and brand decisions are taken with a clear, logical and simple philosophy.

Vibrancy and personality has been injected into the brand through the use of colour, such as bold yellow, reflecting the energy and enthusiasm of the company. The colour palette is also supported with equally bold typography, copywriting and illustration that playfully highlights Benham & Reeves' experience and expertise. The original logo was modified into a 'B&R' marque of quality, maintaining a strong link to the past whilst creating a unique identity.

The re-brand has provided a contemporary edge to this well established estate agency. The success of the re-brand has armed Benham & Reeves with the tools to become the leading estate agent in their area.

"Ideas Factory has given Benham & Reeves a new lease of life through their considered, contemporary designs. The new marque for B&R is brilliant, fulfilling the brief of keeping our heritage but adding a contemporary twist. We couldn't be more pleased with all of the hard work that they have put in, and their attention to detail is second to none. Let 'The Simple Life' begin!"

James Morton
Benham & Reeves