TK were experiencing many issues with their existing logo and wider brand application, not least the logo’s limitations across modern online devices and platforms – the contained name became illegible when the logo was used at small scale. TK recognised that, as well as the application practicalities and restrictions mentioned above, their brand on the whole needed a reset, a rethink and a refresh, to invigorate the company both internally, and within their local community.
The new brand we created revolves around a simple yet extremely versatile and effective icon. Two minimal “locator” arrows, when composed correctly in tandem, form a dynamic “TK”. The theory of order and composition behind this icon plays out across the wider brand – it is intrinsic to layout, messaging and hierarchy of information. Keeping TK’s original signature orange, we teamed it with a complimentary deep aubergine for a striking and memorable result which is distinctive from their competitors.
We rolled the new brand out across all aspects of TK’s business, including new office interior and exterior design, internal communications, promotional and sales collateral, and a new customer and client focused property website. The roll out and launch of the new brand had the desired effect, and helped reposition TK as Hampstead’s most knowledgeable and trustworthy estate agents. A warm and welcoming brand that potential home buyers and sellers can trust. Your home is where TK’s heart is.