Castle Acre branding

New branding for Castle Acre Complete Home Management Services

Julian is an expert in Facilities Management. His long-time dream was to create an FM-style business providing a portfolio of complete home management services for residential home owners, landlords, property developers and property management companies. He wanted to research the value proposition and create a new brand name and logo. Then to develop a full range of marketing materials including business cards, flyers, stationery, van branding, uniform and website to communicate the range of five core services.

Strategic Start Points

The new brand name, logo and strapline must support the value proposition and instil confidence in the new business.
It must look professional and well-established and sit comfortably with stalwart British brands such as Waitrose, John Lewis, Aga, Jaguar, Hayter, V&A, Tate, Mulberry, Paul Smith and Hiscox.
The key emotional qualities are peace of mind, confidence, satisfaction, reliability and desirability.

Branding Deliverables

Brand name

The Castle Acre brand name was chosen after a thorough process that included client interviews, group discussions, creative brainstorming and an online poll.
It successfully conveys aspiration along with security, protection and reliability.

Castle Acre brand colours

The combination of sophisticated blue-greys with claret and white provides differentiation from the dominant greens of garden suppliers.

Brand logo and icon

The castle shadow is a device that supports the adage that ‘home = castle’ in an understated manner.
It can be used alone or in conjunction with the brand name and strapline.