Rebrand for agency group pushing financial services to the fore

The Belvoir Group, one of the country’s largest multi-brand property franchises, is rebranding to distinguish itself from the Belvoir lettings and sales agency brand - and to emphasise the growing importance of financial services within the company’s strategy.

Belvoir chief executive Dorian Gonsalves says: “As the Belvoir Group continues to grow and incorporate new brands, we felt it was important for the Group to have its own distinctive look to enable it to stand separately from the Belvoir estate agency brand. We also wanted to make it immediately clearer for investors and the media that the Belvoir Group is a multi-brand enterprise, with financial services very much at the heart of its business strategy.

“The rebranding process included liaising with individuals across all brands and levels of the business via a survey and workshops to help us understand what the Belvoir Group meant to people. We used this information to brief a professional design agency, who came up with the new look and we are delighted with the result."

He continues: “The Belvoir Group branding introduces a new style of font and navy as the new main colour. The Belvoir red is used as an accent colour for a shape meant to represent an open door to reflect the new strapline of ‘Opening the door to property, mortgage and franchise expertise.’”

Gonsalves says the response to the new branding has been “very positive” and the new imagery features in the business’s annual report as well as on its website.