John D Wood & Co. is one of the oldest and most prestigious real estate agencies in the United Kingdom, with offices in Kensington, Chelsea and Mayfair, and an international network of partners; they provide the highest-quality properties and services to discerning clients both in the UK and internationally. These clients range from young professionals to overseas property investors, to career landlords and developers.
But, despite their prestige and enviable list of clients and properties, John D Wood & Co pride themselves on keeping things personal and deeply human. This extends to their branding and marketing which maintains the appearance of perfect professionalism, but isn’t afraid of a little tongue-in-cheek, nod and a wink humour.
The John D Wood story is as important to its customers as the visual brand. A sense of history, professionalism and integrity is essential to re-assure customers. To help the JDW staff to communicate these values, and the history of the brand, a ‘Brand Book’ and Marketing Guide were created to supplement the standard brand guidelines.
This on-going campaign for John D Wood illustrates perfectly the brands character and tone of voice. It speaks to an older, higher-end demographic, but one that stays up-to-date and current, all while enjoying a sense of tradition and doing things ‘the old fashioned way’. It toes the line – poking a little fun at the expectations of the wealthy, old-money audience, while inviting them in on the joke to show that the brand understands their needs, preferences, and lifestyles.
This on-going campaign for John D Wood illustrates perfectly the brands character and tone of voice. It speaks to an older, higher-end demographic, but one that stays up-to-date and current, all while enjoying a sense of tradition and doing things ‘the old fashioned way’. It toes the line – poking a little fun at the expectations of the wealthy, old-money audience, while inviting them in on the joke to show that the brand understands their needs, preferences, and lifestyles.
Alongside their online and OOH campaigns, JDW also produce a regular print magazine which serves the dual purpose of advertising their high-end properties and educating customers about elements of the sales process and market changes. This helps to position them as an authority and build trust and visibility for the brand.
Under the John D Wood brand are numerous sub-brands, each focussing on a specific type of property and customer. Variations on the base branding were developed to differentiate these business areas, while still maintaining the consistency of the overall brand. Shown here are some examples which display these variations in typography, illustration and imagery, but still look harmonious together as a collection.
