Making property more personal with Belvoir
Belvoir brochure

The rebrand has been really well received, and Fluid have been very easy, to work with.

We wanted an agency that we could work with over a long period of time, and we all felt that Fluid would be progressive, whilst allowing us freedom and also guaranteeing the creativity that would deliver a really successful brand refresh.

- Sam Martin, Belvoir

A more personal brand

With the rising threat of online estate agents, Belvoir’s commitment to a caring, transparent and face-to-face service on Britain’s high streets is something to admire.

But despite being the UK’s largest property franchise on the high street, their brand had become tired. It no longer distinguished the company in the eyes of either landlords or buyers, and failed to leverage Belvoir’s biggest single strength: its people.

We wanted to change that. Because property is personal with Belvoir.


Brand identityTone of voiceCreative campaignsGraphic designArtworkingTemplate designVideo & photographySocial media managementSearch engine optimisation

A flexible system

The initial idea came fairly quickly. As did the stories behind the brand. But the identity system and execution took a lot longer.

We embraced the ‘property is personal’ message, shaping an identity system that would allow its use as both a logo extension and a sign-off. The lightweight logo was given more visual presence through sensitive adjustments to its spacing and weight.

Belvoir leaflet
Belvoir leaflet

A new brand voice

And we redefined the language and tone of voice to anchor emotion at the heart of everything:


If your properties are ever empty, we feel a bit empty too. Because property is personal with Belvoir.

Belvoir photography
Belvoir brochure
Belvoir window
Belvoir photography
Belvoir photography
Belvoir photography

An integrated campaign

The brand was brought to life through bespoke photography, a new corporate video, social media stings and a TV ad for ITV Hub. We also created a comprehensive suite of brochures, advertisements, mailers and all manner of editable templates for use by Belvoir’s 170+ UK franchise owners.

Belvoir ITV hub
The Cambridge
Stretching the boundaries of financial branding with The Cambridge