Creating a trail-blazing brand to redefine an industry
In the cut-throat and crowded world of estate agency, Foxtons had the ambition to do things differently and challenge the model. Our initial task was to design a branded livery for their fleet of cars. We saw an opportunity for this project to be more than just a logo on a car, and delivered the ‘Team Foxtons Mini’, making a real impact on the capital’s streets. Our next brief was a total rebrand to create the most recognisable, dynamic brand in the sector.
Solution: London's Estate Agent
It wasn’t enough to be London’s finest, oldest or biggest – Foxtons had to become THE estate agent for Londoners. We created shops that were ‘living billboards’, unmissable sale boards and marketing initiatives such as Sunday Market, 0% Commission and ‘Rare’ magazine to continually promote the brand and keep two steps ahead of the competition. Foxtons is a service brand for people living a fast-paced, time-poor existence who demand results.
BEAR was appointed sole creative agency in 2001. Since then, the iconic minis and café-style offices have redefined the industry, elevating Foxtons from also-rans to best of breed. Foxtons sold for £390 million in 2007, with its brand a lucrative battleground on the balance sheet. We continue to work with Foxtons today, more than 15 years later, developing tone of voice guidelines and crafting compelling campaign copy.