ON THE MONEY REBRANDING
Claypenny Properties is a letting and management agent for student properties in Sheffield (which has one of the largest student populations in the UK). As a family-owned and run business with over 25 years of experience, it has built an excellent reputation for providing high-quality and affordable housing with an emphasis on outstanding customer service.
As an accommodation provider to students predominately aged under 21, the Claypenny brand had become dated and along with all of its competitors, had a very corporate brand image and website design which was in danger of becoming unappealing to this demographic. Our proposal was to give the brand a complete refresh, to be more disruptive and to reposition Claypenny as a modern, relevant and high-quality private letting agency that is very much in-tune with youth/student culture and the needs of its tenants. Simultaneously, retaining the key elements of brand collateral such as their existing colour palette without appearing to be too formal.