Feature
The process MPL started with designs for the all-important For Sale boards that can often be overlooked. Get the boards right to lay the foundations for everything that will follow - vital with something so important as branding. Although starting from scratch and with a need to watch the costs Robinson Residential were after a blend of modernity and elegance so MPL used a traditional font for the name with a vibrant and contemporary colour scheme and then added some dramatic features to the interior design which otherwise was to say sophistication and class in small print. An eye on the branding of established
competition cannot be forgotten and a clear understanding is needed of your target market and what type of offi ce environment will make them feel most comfortable without, of course, being pretentious or, come to that, breaking the bank. The outcome Any new business has to shout “hey look at me I’m diff erent better than all the others” and Robinson Residential has done just that. Blending black leather seating with violet tinted low level Perspex window displays for example, with trendy chairs in the reception area. Whichever way at look at it, even if most
buyers fi nd their way to a particular estate agency via the internet, sellers or landlords mostly choose their fi rst agent by the appearance of their offi ce however subliminal this might be, so getting it right is crucial.
VIS-COM AND FINE & COUNTRY Background The Fine & Country brand, with branches across the country appeals to a particular niche, usually positioned at the upper end of the market, but this particular client wanted the full offi ce refurbishment to refl ect this upmarket image on a very tight budget of under £20k. The process The front of the offi ce was cladded to support the traditional look and make it stand out in a modern shopping parade. The street presence was further enhanced by putting 32 spot lights on the high impact window display on which the hook on and off pockets were all A3 landscape.
Gold leaf was used on both the fascia and
internal graphics to give the offi ce a timeless elegance with a modern twist. Walnut was selected with mirror fi nish stainless steel legs and brushed stainless steel modesty panels; these were complemented with cream leather client chairs with walnut and stainless steel detailing –smart and very stylish. The soft seating area was a design to enable
clients to sit in comfort and discuss their requirements with the agent, again the cream leather chair, walnut and stainless steel. The Outcome The fi nal look was a timeless classic design which appealed to their discerning clients – and within budget.
40 ● September 2012 ● TheNegotiator
Vis-com’s design for Fine & Country.
“Less is more, open up the shop window and make sure it’s not full of stickers and mixed
messages.” Gary Gosney Kremer Signs
PROFESSIONAL TIPS
KREMER SIGNS Kremer Signs’ specialist area is in external offi ce fascia signs, along with any internal wall mounted signage. If there is a tight budget to work to on a small offi ce, then the procedure still should be the same as for any other job, large or small – listening to the clients’ requirements, surveying with artist impressions then delivering the job. The most important thing is not to install
a sign that will look out of place; think elegant, professional estate agency rather than loud, lary Pound Shop! To ensure that the offi ce has a real high
street presence Kremer always suggest illumination for the fascia, normally a Para beam (strip) light above the sign will be enough, especially on a tight budget. The external sign will be made from a composite aluminium sign tray with either CNC stand-off lettering in 5mm Perspex or vinyl graphic decoration. The agency’s external signage is key to
looking professional, standing out by using illumination and vibrant colours (even with a smaller budget) and Kremer Signs can match the branding of the For Sale boards and To Let boards to off er an excellent corporate image.
Kremer: maintaining corporate image.
MID WEST DISPLAYS Agents on a budget should consider what aspects of the display are important to them. Just because the budget is low doesn’t mean that the display will be dull or tacky. A popular option is the reliable cable and
pocket kit. The cables provide a sophisticated display whilst the pockets allow easy access to change property details. A kit of 4x A4 portrait pockets and cables costs around £47.80. Lights can also be added. Before buying a cable display kit it is important to check that the ceiling is strong enough to support the weight. The 1.5mm cables are extremely strong and will hold weight up to 120kg and the 3mm cable will hold up to 200kg. Cable displays are reliable and easy to
update, which is why they have become such a popular display option. Hook on acrylic pockets are easy to use, hassle free and look great. The pockets hook onto a 6mm rod that can be either wall mounted or suspended using fl oor to ceiling fi ttings. Hook on pockets make ideal window and interior displays, it is also possible to mix and match diff erent paper sizes on to one display. A 4x wide wall mounted A4 portrait pocket kit costs around £37.50. Wall Mounted Acrylic Panels make a very
exciting and attractive display option and are available in a range of sizes and fi nishes. ●
www.thenegotiator.co.uk
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