With a demographic of young (16-45), incredibly successful, extremely well-paid, high-profile clients, our goal was to express the Savills Sports & Entertainment department as a ‘young private’ office through the creation of an aspirational new visual style. This would promote the services, experience and expertise of the Savills SME team, and directly appeal to these exclusive clients, their intermediaries and families.
Our proposition was to create the Savills Inner Circle. A most confidential service, dedicated to whatever their clients needed. From the pitch to the plane, the studio to the car, home becomes even more important to these people – it is the home for their most precious possessions, for their family, for themselves to simply be themselves. We wanted to communicate the thought that trusting someone to find that perfect, private space just got easier.
We established a tone of voice to the copy that was the embodiment of trust, warmth and security. A discreetly personal service that positioned Savills within their clients' inner circle. A team that work with the person, not the public personality.
Achieving a beautiful finish was paramount in our minds. We carefully selected the paper stock, and decided to bind the brochure with a yellow thread that provided a subtle splash of the Savills brand colour, and echoed the yellow line that flowed throughout every page. Silver inks and foil completed the highly premium look.