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Business Pivot and Brand Reposition Drives Growth in New Sector

Business Pivot and Brand Reposition Drives Growth in New Sector

”Chris Heighton came to us with a branding proposal that blew us away. We’ve been working closely ever since, developing our brand, website and marketing materials.“ Joe Arnold, Managing Director.

We’ve been working with Arnold & Baldwin Chartered Surveyors for more than 10 years.

So when a changing marketplace demanded they pivot – and do it dynamically – we stepped in to help make sure things not only went smoothly but to help maximise the new opportunities.

Based in Croydon, Surrey, Arnold & Baldwin RICS approved Chartered Surveyors service both domestic and commercial customers around London and the South East. Spearheaded by Joe Arnold RICS, they have rapidly established themselves as a leading UK player.

Arnold & Baldwin have always been positioned as honest, approachable experts.

Our challenge was to help them negotiate a change in focus, vision and structure.

With fluctuations in the market, particularly in the commercial sector procuring mortgage valuations, the board decided to target the consumer market. We’ve delivered a brand that still aligns and resonates with their B2B clients and connects with their consumer marketplace.

Our Creative Director, took time to carefully understand the business’s new vision and values, taking into account the strength of the brand in the commercial sector and how this could be applied effectively in the consumer market.

That meant making the brand purpose, “Protecting Your Investment”, meaningful to a consumer audience by building in the established values: “Honest, Approachable Experts.”

With both brand values and position statement defined, we crafted a new identity design and suite of brand marketing touchpoints.

Those included a website and tools that delivered record leads and sales exponentially in the first 8 months and an initial brand return on investment within 5 months.

CREDIT

  • Agency/Creative: Heighton Agency
  • Article Title: Business Pivot and Brand Reposition Drives Growth in New Sector
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: United Kingdom
  • Agency/Creative City: Heathfield
  • Market Region: Europe
  • Project Deliverables: Rebranding
  • Industry: Real Estate
  • Keywords: Branding identity, brand design, website design, marketing, brand positioning, identity guidelines, interior design, print design

  • Credits:
    Creative Director & Founder: Chris Heighton

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