Maxey Grounds estate agency website homepage, shown on an iPad in portrait orientation. Maxey Grounds estate agency website homepage, shown on an iPad in portrait orientation.

Relaunching a brand originally established in 1792

Maxey Grounds brand identity did not reflect the advancements the business has made in recent years. It was our job to bring the brand into the 21st century.

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Relaunching a brand originally established in 1792

Maxey Grounds brand identity did not reflect the advancements the business has made in recent years. It was our job to bring the brand into the 21st century.

Play the video


The client

Maxey Grounds is a four-office estate agency based in the Fenlands. The business has been trading since 1792 and offers both residential and professional services.


The challenge

Known as Maxey Grounds & Co, the business was a familiar face on the high street within in the local area, but many potential customers perceived that Maxey Grounds was not the right agent for them. They were potentially seen as being out of touch, which was in contrast to the forward-thinking nature of the business. This was also not helped by their visual identity which was traditional and dated.

With the increase in online agents, Maxey Grounds saw the need to update its approach to maintain relevance and appeal to the local community it serves.


Expertise provided

  • Advertising
  • Brand Identity
  • Brand Strategy
  • Brand Workshop
  • Design for Print
  • Social Media
  • Video Production
  • Web design and development
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Maxey Grounds logo.

The Honest approach

The company was renamed to Maxey Grounds and we created a new identity that reflects the four areas of the business: residential sales, residential lettings, professional service and auctions. A modern typeface and colour palette was adopted to give the brand a younger and more contemporary feel.

The new identity was rolled out across all stationery, internal and external signage, digital templates, ‘For Sale’ boards and ambient media.

Maxey Grounds strapline on brand colour background.

Strapline and imagery

We also developed a strong tone-of-voice to reflect the genuine approach Maxey Grounds takes to supporting its clients. The strapline “We’re right up your street” was created to bring to life not only the presence of Maxey Grounds on every major Fenland high street, but the business has no tie-in period and most of its sales packages are no sale no fee based.

Maxey Grounds website homepage screenshot.

Website


To overcome the challenges faced by online agents, we worked with Maxey Grounds to simplify their offer into easy to understand packages. For residential sales there are three packages, Digital, Premium and Premium Plus. The packages are designed to enable the homeowner to decide how they want to sell their property and how much support they need from Maxey Grounds during this process.

The site was created to simplify how a user access property information and professional services information, with dedicated landing pages for each section to help guide visitors through to the section they are looking for.

Maxey Grounds Google+ social media profile page shown on an iPad in portrait orientation.

Marketing

A series of campaign materials have been created that will be seen throughout the year across press, DM, social advertising and window displays. The creative focuses on the core benefits of the business and each campaign is created to bring to life these different brand themes.

Illustrative style


A distinctive illustrative style was developed for the brand, to enable stronger use of marketing activity. Campaigns such as ‘Want to Upsize?’ or 'Do you want to sell in March?' was created to reinforce the locality of the business and this was supported by a unique illustration that was created for Maxey Grounds.

Maxey Grounds Google+ social media profile page shown on an iPad in portrait orientation.

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