Touchstone Residential Lettings
In 2008 thehouse refreshed the Touchstone identity, incorporating a bevelled stonemason’s ‘T’ and natural stone colours. This new identity was underpinned by the brand proposition ‘Protector of people and property.’
In 2009 Touchstone acquired a well-known lettings agency called Castle Estates. The old brand was out of date and did not fall in line with the Touchstone brand proposition so the view was taken that the company should be re-branded and re-named.
What we did
- brand development
- brand identity and design
- advertising
- communications
- visibility
We were briefed to undertake this work and started by coming up with the name ‘Touchstone Residential Lettings.’ As part of Touchstone, the new company would inherit it’s visual DNA, but while Touchstone is a corporate brand, Touchstone Residential Lettings is more main stream. Therefore, the challenge was to make the identity more relevant to it’s audience without alienating anyone by appearing too corporate and stuffy.
To reinforce the new identity we came up with the idea of using the Touchstone ‘T’ within phrases that communicate the benefits of what they do. To visually differentiate from the main Touchstone brand and for more stand out on the high street we used the blue from their palette more prominently.
As part of the new identity we also commissioned a photoshoot and created an image library of ownable imagery for use throughout communications.
We have applied the new identity to various different applications including stationery, advertising, branch design, landlord guide, to let signs and website. Branches are now going live nationally and the new identity has enabled staff in the branches to communicate the brand in a really clear way.
