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FitzPatrick Group
Project type
Existing Brand
Sector
Real Estate, Property Development
The business had moved on. The brand hadn’t.
Fitzpatrick’s original identity belonged to an earlier version of the business. As the company evolved into property development and asset management, with ambitions to operate at the higher end of the market, the brand no longer reflected what it had become or where it was heading.
This wasn’t a case for a light refresh. The shift in the business demanded a shift in perception.
The brand was rebuilt around a more sophisticated position, moving away from its dated roots towards an identity that felt considered, established and appropriate for the calibre of property Fitzpatrick wanted to create.
A more refined visual language brought greater confidence and consistency across the group, while the digital experience gave the business a stronger platform to present its developments, capability and growing portfolio.
The transformation wasn’t about making Fitzpatrick look more expensive. It was about bringing the perception of the brand in line with the ambition of the business.
When a business changes direction, sometimes the brand has to change with it.
