New Town Property: one identity for two sides of the property business

TwoFifths Design, a brand identity and website design studio in Edinburgh, designed the identity and built the website for New Town Property. The firm runs two services from the same Edinburgh office: New Town Property Investment, which sources high performing property for clients as far away as Saudi Arabia, the UAE and Hong Kong, and New Town Estate Agent, which sells homes for people living in Scotland. The brief was to give both services one identity that could hold them apart as clearly as it held them together.

Two audiences, one address

An investor in the Gulf buying a rental flat in Dundee and a homeowner in Edinburgh selling the house they live in are not looking for the same thing, even when they are calling the same office. New Town Property Investment leans on 25 years of sourcing experience and an international client base. New Town Estate Agent leans on 50 years of combined selling experience and a promise of the same two people from valuation through to completion, not a call centre. Both had to read as the same firm without either one feeling like an afterthought.

One mark, two doors

The identity is built around a geometric NT monogram, set above a serif wordmark that reads New Town Property. It sits over both businesses rather than belonging to either. The homepage puts that to work directly, a split screen with New Town Property Investment on one side and New Town Estate Agent on the other, so a visitor picks their own door in the first few seconds rather than reading their way to the right page.

A Properties section that scales

The estate agency side needed somewhere to list homes for sale, and the brief was for something that would not turn into a new page build every time a property came to market. We built a reusable Properties section modelled on the way a case studies database works. Each listing carries its own status, For Sale, Under Offer or Sold, with filters for location, property type, bedrooms and price. Once the structure was in place, adding a new listing became a filled in form rather than a new page, roughly ten minutes of the client’s time.

The result

New Town Property now runs both services from one identity, with a website that lets each side speak to its own audience and a Properties section the team can keep current themselves. newtowninvest.com is live and trading.

Running more than one service under one roof and need an identity that can hold both apart? Let’s talk about it.

Visit the site: newtowninvest.com