Patrick CusackProduct DesignerDublin, Ireland

Brand Identity / Brand System / Property

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Keatons

Keatons project

Overview

Keatons is an estate agent in East London. Its identity had fallen behind larger, more polished competitors such as Foxtons, and it needed a brand that could hold its own on a busy high street.

Workshops with the Keatons team explored what the business stood for and how it wanted to be seen. The direction that came out of them was iterated on and refined into a modern identity built from reusable elements, a brand system that can be applied in flexible ways from business cards to shopfronts.

A mark built from simple parts

Workshops with the Keatons team set the brief: a modern identity that could stand alongside the bigger agencies without losing its local character. The direction was refined over several rounds into a K made from three rounded forms, a tall stem and two leaf-like shapes, set above a light, rounded lowercase wordmark. A deep burgundy and a warm orange give it a palette that is easy to spot from across the street.

The Keatons logo, a burgundy K built from a tall rounded stem and two leaf shapes, above the white lowercase wordmark keatons on orange
Two Keatons business cards, a burgundy card with the orange mark resting behind a white card with contact detailsBurgundy Keatons business cards fanning out as they fall, each printed with the orange mark and white wordmark

A system of reusable parts

The three shapes of the K work on their own as well as together. Filled with horizontal stripes they become a pattern for envelopes, backgrounds, and shop windows. Each piece can be cropped, scaled, or recombined, so the brand stays recognisable without the full logo on every surface.

The leaf shapes of the Keatons K filled with burgundy horizontal stripes on an orange surface

Carrying the brand

Across stationery the system switches between burgundy and white cards, orange envelopes with a striped K, and letterheads that keep the mark small and the typography quiet.

A flat lay of Keatons stationery, including burgundy and white business cards, a letterhead, a burgundy folder, burgundy pencils, and orange envelopesRows of alternating burgundy and white Keatons business cards laid out on a diagonal grid

On the streets of East London

Keatons now competes on equal footing with the larger agencies around it. The striped pattern wraps its shop windows, the mark hangs from flagpoles above the pavement, and the K is painted large on walls. Around Bow and Hackney in particular, the logo has become a familiar part of the streetscape.

The Keatons K painted in orange with a dark drop line on a textured white wall
Next projectGenerative Art

ModVisuals