Match a Property
New branding and website to make Match a Property stand out in a crowded marketplace.
The Goal
Match a Property (MAP) were not happy with their visual identity or website but were not sure what they needed to change so they required a comprehensive strategy for their brand identity and positioning.
This strategy resulted in new branding.
Their current website lacked impact, it had poor use of imagery and the layout was confusing so we determined that a complete rebuild was required.
Challenges
We had to consider physical branding as well as digital branding as it was important that their estate agent boards stood out for passing people.
The website needed to pull down data from a 3rd party property portal. This had to happen automatically so that the website reflected the same information available on property websites such as RightMove.
We needed to incorporate a stamp duty calculator and a mortgage calculator.
The website needed to appeal to different audiences: buyers, sellers, landlords and renters so we needed to make sure that people could easily get to the right information fast.
Solution
We started with the website strategy where we deep dived into MAPs business and competitors.
We determined that their current brand identity looked old-fashioned compared to some of their competitors so we worked on a new branding identity.
We concluded that red would help their sales boards stand out against others. Their current logo was red too and that meant that it wasn’t going to be a massive departure for them. We softened the red by using grey and pink and used the M of Match to recreate rooftops, making it clear that they are a property company.
Old logo
New logo
We kept the overall colour palette simple – using greys, reds and pinks so that the branding would have a clean, sophisticated look:
We chose fonts that were friendly but professional-looking as one of MAP’s strengths is their personal service:
We designed a new board for them which they started using immediately:
Sitemap
Next, we created a visual site map so we could agree on the page structure and the customer journey through the website.
We identified some gaps in their current website and recommended that we add Local Area Guides to the new website which will not only show that they are local experts but it will help with SEO too.
UX and UI
Once the sitemap was agreed, we started on the design stage.
We wanted to get users to the right page for them as soon as possible so we worked on having a simple menu structure that would allow people to get to where they wanted depending on whether they were buying, selling, renting or letting.
We produced mockups of each page so that MAP could visualise each page before we started the development work.
We followed the new branding guidelines to produce an overall clean look with hints of pink and red.
We used a mixture of branded photos and stock imagery to bring the website to life and let people know that the website is a property website straight away.
We included Buying / Selling / Landlord / Renting Guides as well as introducing testimonials for social prrof.
Development
Once the mockups were agreed, we started on the development of the website. We built each page according to the mockups.
We set up the website to pull through the data from the 3rd party property portfolio. New properties are uploaded automatically, any property change are updated and sold properties are automatically deleted, thus cutting down on their admin.
We included a stamp duty calculator and a mortgage calculator (and learned a lot about stamp duty in the process!).
