Creative Inc rebranded one of Ireland’s leading property agencies Gunne Residential to Quillsen. Starting with the name, the project involved the design of an identity system for all communications material from external signage and displays to the full spectum of printware and advertising.
Gunne Residential was required to change it’s name due to a management buy-out and the new management approached us to handle the rebrand including the new name. They wanted something fresh and distinctive which would set it apart from the more established competitors of DNG, Sherry Fitzgerald and Lisney. The challenge was to design an identity which would be easy to manage and which would have impact when seen in it’s environment and have an attention to detail lacking in the other players brand collateral.
The logo had to play a significant part in the overall identity system as it needed to stand alone and work effectively across the main real estate collateral of boards and signage, signalling change and sending a message of strength and renewed focus to the property marketplace.
After consultation with key stakeholders, the decision to launch with an entirely new name was made. We generated the Quillsen name, an amalgamation of the directors initials, giving it a sense of place without being a typical family name common to every other competitor in this sector. We chose the typeface Karbon for it’s simplicity and strength, crafted and tweaked it for overall balance and symmetry. Due to the nature of it’s application, particularly digital, the Q had to become an important stand alone symbol. To give it distinction in a busy marketplace as well as help define the sector it’s in, we looked to give a key like appearance to the Q without it being overtly contrived. Integrating the typical TM symbol into the Q helped solve the dilemma and gave us a key without the need for any extra embellishments.
We chose a simple, contemporary colour palette consisting primarily of a bright turquoise blue complemented with neutrals of white/grey/black. The new brand identity is an accurate reflection of a company with an eye on the future, leading the way with a strong and dedicated management team.
Creative Inc implemented the roll-out of the identity across all print, digital, advertising and environment, with the interiors and signage branding playing a key role in the on-street visibility of the new identity. From selecting stocks and finishes, project managing signage installation, the look and feel of the website to crafting copy, art-directing photoshoots and advising on launch.
Quote from the client:
Director, Marian McQuillan stated, “We are delighted to be able to launch our new name and logo. The timing of this rebrand reflects the real confidence we have in our business, in our people and in the Irish property market. It is an extremely exciting phase for us and we look forward to working with both new and existing customers as Quillsen”.