Re-positioning a leading North East chartered surveyor’s to reflect their national vision and growth ambition
Naylors Chartered Surveyors is a leading independent firm of commercial property consultants in the North East. Naylors had grown organically over the years offering a full spectrum of property consultancy services. With their 25th birthday approaching, it was the perfect opportunity to evaluate their brand and re-focus the company vision to start the next leg of their journey.
To fully understand Naylors’ vision and objectives for their organisation and the brand, we facilitated workshop sessions with the directors and staff. This was an invaluable exercise making sure everyone was listened to and truly involved in the inception of their new brand.
We established a core essence for the brand, ‘A different kind of property business’ and we reflected this in a marque which cleverly integrates the N for Naylors with an infinity symbol, reflecting their seamless approach, joined up services and strong client partnerships.
Importantly one of the key threads that came from the workshop sessions, was just how large their team was and the depth of their skill set. This influenced the brand strategy in that we developed 12 sub-brands to reflect these teams, giving presence and raising awareness of the depth of services Naylors offer. The brand was translated across all communications, from their office interiors and print materials to new photography and website.
The brand journey really helped define our vision and indeed, what makes us different. The new brand really underlines what we are all about. We are Commercial Property People and it is our passion for working with people and property that drives us forward.