Hamptons

The Estate Agent You can Love (Yes, Really).

Expertise

Brand Positioning and Proposition

Brand Identity

Brand Application

Branded Experience and Interior Design

Launch and Awareness Strategy

Web Design

+37%

Increased Traffic. Direct Dialogue up 105% YOY

+20%

Increased Brand Awareness

90

Locations Concept Rolled Out Across the UK

Find Out How We Transformed The Hamptons Experience
The challenge

To revitalise a 150-year-old legacy with a fresh, modern brand that elevates Hamptons’ positioning as “The Home Experts”.

With a long-established reputation for exceptional service, Hamptons chose to work with us after research revealed they were being held back by a brand image perceived as outdated, cold, and unapproachable. A brand concept and refreshed image that was warmer, more human and modern was required – to be applied across every touchpoint, including printed & digital communications and physical spaces.

The big idea

A life-led celebration of the emotional meaning and power of ‘Home’.

Heritage + Modernity

A warm & fresh multi-layered identity combines the reassurance of traditional cues with surprising contemporary motifs. The new strapline ‘The Home Experts’ pops in ‘electric coral’ beneath the Hamptons logotype crafted in ‘stencilled serif’ on a deep, rich blue. A calligraphic ‘h’ brings more humanity to the identity while photography reflects ‘home’ and ‘relationships’, and a cheekily playful tone of voice expresses the best of real life at home. Boards say ‘BUY ME’ instead of ‘FOR SALE’.

Emotionally Engaging

We expressed Hamptons' true stories as a fresh 'Rooted Progressive' image: Drawing on their impressive heritage, while at the same time being mould-breaking, contemporary and playful. The essence 'We're in this Together' links with a deep expertise around all aspects of life at and around home. Homes are venues for real lives, and Hamptons are 'The Home Experts'.

All Challenges, Every Touchpoint

We combined & applied the suite of visual assets across printed and promotional material, digital experiences, property boards, and high-impact store fronts across the wide-ranging branch network. We also created the ‘PRIME’ sub-brand for their premium bespoke service.

I-AM really blew us away when they translated the strategic thinking into the creative and design ideas. They really get how to bring a brand to life.

Fiona Stewart, Head of Marketing and PR at Hamptons

A Community Inspired Branch Experience

With the general trend of reduced footfall across the network due to digital migration, we helped Hamptons rethink the role of their branches for their customers and community. Three anchor principles; a warm welcome, purposeful settings and meaningful engagement, underpinned an interior design palette of real craft, beauty and attention to detail, reflecting the service Hamptons themselves give their clients every day.

Our process

Behind the scenes

Branch Audit

Our audit of the brand’s positioning showed a brand tone that was distant and traditional. This gave us the insight for a total brand transformation that delivered tradition in a modern way by creating a healthy tension between the past and the present. The new logo and identity elements merge traditional cues such as a serif typeface and a richer dark blue with modern motifs, such as the stencil style applied to the main, bespoke-drawn logotype.

Strategic Workshops

With the goal of improving the quality of people’s lives by helping them make important and life changing decisions about property, we set out with a full brand key workshop with top level management of Hamptons. Having a primarily female board of directors, the team at Hamptons provided us with the very valuable insight of combing a feminine warm and empathic energy to a primarily business focused male dominated sector. The preferred ‘Archetypes’ CAREGIVER and EVERYMAN provide an obvious starting point for our brand transformation.

Site Rollout

After three pilot sites for the full new external and internal branch-based brand experience, Hamptons then commissioned us to set up, guide and provide individual site schemes for every branch across the UK network of 90+ locations, including varying levels of refurbishment and new sites.

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