Since its inception to the market in 1986, Martin & Co have seen exceptional growth. With close to 200 national offices, they had become a familiar face in the property world. Over time they have transformed their business model. What started as a lettings specialist has become a full-service estate agency, one which caters to all property needs regardless of whether you’re buying, selling, letting, or renting.
Its impressive growth came as a double-edged sword. Having a vast number of locations comes with various marketing challenges. Martin & Co highlighted that each branch has an individual voice. One that deserves to be heard. Their old website was stifling this. Recognising that a one size fits all approach was not appropriate, we needed a strategy with the diversity of the network in mind.
The Martin & Co site needed to modernise. They needed to appeal to both ends of the clientele and the property portfolio. Our mission was to transform the look and feel of the site to demonstrate the service offering. We needed to create a website that was comprehensive with straightforward navigation. It needed to accommodate all users, whether they’re looking for a ￡10 million pound penthouse in Mayfair or a one-bed terrace in Aberdeen.
We established what worked and what didn’t work well with the existing design. As the core assets were recognisable, we decided to maintain them. We loved the gradient of the logo and the strong colour palettes that offset against a fresh white background. As lettings are the core of the company, we wanted to push property to the forefront of its branding and maximise the appeal to landlords.
We adopted a two-pronged approach. Martin & Co needed a balanced website. One that reflected the full range of services and properties. Alongside a clean layout with welcoming imagery, we crafted a bespoke set of icons. These allowed us to streamline the user’s journey and make it easy for the user to find their way around the site. Each branch then hand-selected pictures to use to convey a personalised look and feel.