Symonds & Newey Brand Identity

I was asked to redesign the visual identity for a regional property developers, conveying the quality of the construction and design through their existing text style and creating a new visual and tone identity for their collateral.

Tone of voice/personality was pitched to provide their clients and the surrounding community with the feeling that they are approachable, friendly and understanding. That they as a developer, want to work with them to build homes and places to live, rather than appearing as a stereotype and ‘above’ them. It was also established to be aspirational in tone, especially when describing developments and properties.  

Tone of voice, wasn't the only area that should be aspirational in nature. The use of colours such as golden tones, can represent  luxury and prosperity, while more earthern warm tones lent themselves towards feeling of home. Gold combined with Anthracite was the lead for site boards giving them a luxury/premium feel.