EASY PROPERTY
Making every move easy in the home property market
Industries
Retail
Property
What we did
Built smart strategy and a rich identity to launch an iconic brand in a new sector.
Deliverables
Strategy
Tone of Voice
Verbal Identity
Copywriting
Visual Identity
Design System
Illustration
Digital sales platform
The Savvy Choice
Relaunching a ubiquitous brand name into the UK property market, easyProperty needed to leverage the power of their mother brand to maximum effect. We were tasked with imbuing easyProperty with the same spirit found in its famous flying sibling: whether jetting off on holiday or moving round the corner, easy helps you move from A to B in the simplest, easiest way possible.
Feels like home
This new strategic vision informed a new tone of voice and verbal identity that celebrated the peace of mind and inherent simplicity in the easy experience. To give the brand a recognisable visual voice, we crafted a bespoke typeface that referenced the iconic curves of the easy logo.
All in the name
We repositioned easyProperty around one simple idea: make every move easy. A promise to consumers, a challenge back to the business. Opportunities for growth into additional services, and raising the bar for the online estate agency sector as a whole.
All in the name
We repositioned easyProperty around one simple idea: make every move easy. A promise to consumers, a challenge back to the business. Opportunities for growth into additional services, and raising the bar for the online estate agency sector as a whole.
More than just orange
Simple ‘squiggles’ inspired by the marks made on moving boxes brought an immediate energy that complimented copy. Refreshed photography reflected the demographics of real buyers and sellers. A suite of illustrated icons injected charm into the functional aspects of selling a home online.
Real people, real local
As an online agent, easyProperty delivers seamless tech 24/7 to serve its customers. But integral to the buying and selling experience is the people of easyProperty: dedicated experts, in your neighbourhood, IRL. We celebrated this authenticity with tailored marketing using local dialects and idioms, and the human insights into life in their area that each agent brings.
Beyond bricks and mortar
A digital sales platform brings the brand to life online. Whether buying or selling, customers can find and speak to real agents local to their area as well as quickly booking viewings and valuations. Intuitive navigation and focused functionality help ensure every user’s experience is as smooth, simple and easy as possible.
“The Playground have been nothing less than magnificent from start to finish: thought-provoking, reliable, effective, helpful and inspirational are just a few superlatives I feel when thinking about the role you have played.”
Jason Bull
COO — easyProperty
Thank you
Jason, David, Roy, Ellie and the whole easyProperty team.
Credits
Creative Direction:
Simon Menhinick
Strategic Direction:
Francesca Abbott, Simon Menhinick
Brand Story:
The Playground
Copywriting:
Jo Heintz
Design:
Ariadna Vialta, Ana Claudia Neves
Custom typeface
Miles at Newlyn
Illustration:
Ana Claudia Neves
Account Management:
The Playground
NEED YOUR BRAND TO FEEL MORE HUMAN?
Find us
25 D’Arblay Street
London, W1F 8EJ