CastleBrae had operated as a trusted West Lothian estate agent for two decades — but their brand hadn’t kept pace with who they’d become. We built a brand system from the ground up: strategy, personality, messaging architecture, visual identity, and a guidelines document built to give them distinction in the market.
Project summary
Brand design
Estate agent
Brand Strategy
Messaging
Identity Creation
Asset Creation
Brand Design
CastleBrae had operated as a trusted West Lothian estate agent for two decades — but their brand hadn’t kept pace with who they’d become. We built a brand system from the ground up: strategy, personality, messaging architecture, visual identity, and a guidelines document built to give them distinction in the market.
Project summary
Brand design
Estate agent
Brand Strategy
Messaging
Identity Creation
Asset Creation
Brand Design
CastleBrae had operated as a trusted West Lothian estate agent for two decades — but their brand hadn’t kept pace with who they’d become. We built a brand system from the ground up: strategy, personality, messaging architecture, visual identity, and a guidelines document built to give them distinction in the market.
Project summary
Brand design
Estate agent
Brand Strategy
Messaging
Identity Creation
Asset Creation
Brand Design
CastleBrae had operated as a trusted West Lothian estate agent for two decades — but their brand hadn’t kept pace with who they’d become. We built a brand system from the ground up: strategy, personality, messaging architecture, visual identity, and a guidelines document built to give them distinction in the market.
Project summary
Brand Design
Estate agent
Brand Strategy
Messaging
Identity Creation
Asset Creation
Brand Design
The challenge
CastleBrae came to us with strong bones: twenty years in Bathgate, a reputation built almost entirely on personal recommendation, and a team that genuinely knew their patch. What they lacked was a brand that showed any of it.
The existing identity — generic copy, no distinct visual language, nothing that reflected the warmth and expertise behind the door — could have belonged to any agent in the country. The rebrand needed to surface what made CastleBrae genuinely different, without making it feel unfamiliar to the clients who’d been with them for years.
The challenge
CastleBrae came to us with strong bones: twenty years in Bathgate, a reputation built almost entirely on personal recommendation, and a team that genuinely knew their patch. What they lacked was a brand that showed any of it.
The existing identity — generic copy, no distinct visual language, nothing that reflected the warmth and expertise behind the door — could have belonged to any agent in the country. The rebrand needed to surface what made CastleBrae genuinely different, without making it feel unfamiliar to the clients who’d been with them for years.
The challenge
CastleBrae came to us with strong bones: twenty years in Bathgate, a reputation built almost entirely on personal recommendation, and a team that genuinely knew their patch. What they lacked was a brand that showed any of it.
The existing identity — generic copy, no distinct visual language, nothing that reflected the warmth and expertise behind the door — could have belonged to any agent in the country. The rebrand needed to surface what made CastleBrae genuinely different, without making it feel unfamiliar to the clients who’d been with them for years.
The challenge
CastleBrae came to us with strong bones: twenty years in Bathgate, a reputation built almost entirely on personal recommendation, and a team that genuinely knew their patch. What they lacked was a brand that showed any of it.
The existing identity — generic copy, no distinct visual language, nothing that reflected the warmth and expertise behind the door — could have belonged to any agent in the country. The rebrand needed to surface what made CastleBrae genuinely different, without making it feel unfamiliar to the clients who’d been with them for years.
The approach
We started with strategy — working to understand what CastleBrae’s long-standing clients actually said about them, and why. The patterns were consistent: honest, calm, known. Not flashy. Not overselling. The kind of agent where you’d get a straight answer and the kettle would already be on.
That became the brand idea: Trust in Every Door. Built on three qualities — credibility earned over two decades, a quality-led way of working, and an open-door welcome that applied equally to a first-time buyer and an established landlord.
The brand expression, Done Properly, became its outward face. A Scottish marker of understated quality: doing things right, without announcing it. The full stop is deliberate — a quiet close, no flourish.
The approach
We started with strategy — working to understand what CastleBrae’s long-standing clients actually said about them, and why. The patterns were consistent: honest, calm, known. Not flashy. Not overselling. The kind of agent where you’d get a straight answer and the kettle would already be on.
That became the brand idea: Trust in Every Door. Built on three qualities — credibility earned over two decades, a quality-led way of working, and an open-door welcome that applied equally to a first-time buyer and an established landlord.
The brand expression, Done Properly, became its outward face. A Scottish marker of understated quality: doing things right, without announcing it. The full stop is deliberate — a quiet close, no flourish.
The approach
We started with strategy — working to understand what CastleBrae’s long-standing clients actually said about them, and why. The patterns were consistent: honest, calm, known. Not flashy. Not overselling. The kind of agent where you’d get a straight answer and the kettle would already be on.
That became the brand idea: Trust in Every Door. Built on three qualities — credibility earned over two decades, a quality-led way of working, and an open-door welcome that applied equally to a first-time buyer and an established landlord.
The brand expression, Done Properly, became its outward face. A Scottish marker of understated quality: doing things right, without announcing it. The full stop is deliberate — a quiet close, no flourish.
The approach
We started with strategy — working to understand what CastleBrae’s long-standing clients actually said about them, and why. The patterns were consistent: honest, calm, known. Not flashy. Not overselling. The kind of agent where you’d get a straight answer and the kettle would already be on.
That became the brand idea: Trust in Every Door. Built on three qualities — credibility earned over two decades, a quality-led way of working, and an open-door welcome that applied equally to a first-time buyer and an established landlord.
The brand expression, Done Properly, became its outward face. A Scottish marker of understated quality: doing things right, without announcing it. The full stop is deliberate — a quiet close, no flourish.
The outcome
The result is a brand that reads as CastleBrae has always wanted to feel: calm, expert, local. Every element, from the for-sale board to the email sign-off carries the same quiet assurance.
The guidelines document was built to last: not a reference file to consult once, but a shared standard for every piece of work that follows. As the brand itself puts it, if it feels like the kettle is on and the phones are down, it’s doing its job.
Visual identity
The visual system was built to match the brand’s character: quietly confident, with a nod to heritage that never tips into nostalgia.
The logo draws from Lubalin Recast Serif, modified with 55-degree cut-outs that give it forward movement without aggression. A CB monogram — incorporating a keyhole shape — reinforces the Open Door idea while working at social-profile scale.
The colour palette is distinctive without borrowing from London agency conventions: deep forest green, warm cream, and a burgundy-to-ruby range — colours that signal quality and rootedness in equal measure. Google Sans Flex pairs with Lubalin in body copy, keeping the system legible at every size.
A tartan-derived pattern system — built from 55-degree lines — gives the brand a Scottish grounding and a flexible graphic device for layouts, signage, and collateral.
Visual identity
The visual system was built to match the brand’s character: quietly confident, with a nod to heritage that never tips into nostalgia.
The logo draws from Lubalin Recast Serif, modified with 55-degree cut-outs that give it forward movement without aggression. A CB monogram — incorporating a keyhole shape — reinforces the Open Door idea while working at social-profile scale.
The colour palette is distinctive without borrowing from London agency conventions: deep forest green, warm cream, and a burgundy-to-ruby range — colours that signal quality and rootedness in equal measure. Google Sans Flex pairs with Lubalin in body copy, keeping the system legible at every size.
A tartan-derived pattern system — built from 55-degree lines — gives the brand a Scottish grounding and a flexible graphic device for layouts, signage, and collateral.
Visual identity
The visual system was built to match the brand’s character: quietly confident, with a nod to heritage that never tips into nostalgia.
The logo draws from Lubalin Recast Serif, modified with 55-degree cut-outs that give it forward movement without aggression. A CB monogram — incorporating a keyhole shape — reinforces the Open Door idea while working at social-profile scale.
The colour palette is distinctive without borrowing from London agency conventions: deep forest green, warm cream, and a burgundy-to-ruby range — colours that signal quality and rootedness in equal measure. Google Sans Flex pairs with Lubalin in body copy, keeping the system legible at every size.
A tartan-derived pattern system — built from 55-degree lines — gives the brand a Scottish grounding and a flexible graphic device for layouts, signage, and collateral.
Visual identity
The visual system was built to match the brand’s character: quietly confident, with a nod to heritage that never tips into nostalgia.
The logo draws from Lubalin Recast Serif, modified with 55-degree cut-outs that give it forward movement without aggression. A CB monogram — incorporating a keyhole shape — reinforces the Open Door idea while working at social-profile scale.
The colour palette is distinctive without borrowing from London agency conventions: deep forest green, warm cream, and a burgundy-to-ruby range — colours that signal quality and rootedness in equal measure. Google Sans Flex pairs with Lubalin in body copy, keeping the system legible at every size.
A tartan-derived pattern system — built from 55-degree lines — gives the brand a Scottish grounding and a flexible graphic device for layouts, signage, and collateral.
The outcome
The result is a brand that reads as CastleBrae has always wanted to feel: calm, expert, local. Every element, from the for-sale board to the email sign-off carries the same quiet assurance.
The guidelines document was built to last: not a reference file to consult once, but a shared standard for every piece of work that follows. As the brand itself puts it, if it feels like the kettle is on and the phones are down, it’s doing its job.
The outcome
The result is a brand that reads as CastleBrae has always wanted to feel: calm, expert, local. Every element, from the for-sale board to the email sign-off carries the same quiet assurance.
The guidelines document was built to last: not a reference file to consult once, but a shared standard for every piece of work that follows. As the brand itself puts it, if it feels like the kettle is on and the phones are down, it’s doing its job.
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The outcome
The result is a brand that reads as CastleBrae has always wanted to feel: calm, expert, local. Every element, from the for-sale board to the email sign-off carries the same quiet assurance.
The guidelines document was built to last: not a reference file to consult once, but a shared standard for every piece of work that follows. As the brand itself puts it, if it feels like the kettle is on and the phones are down, it’s doing its job.