The name. There’s no excuse for an ad agency to get a brand wrong when you have a blank sheet of paper. And once you get to know John, you realise his brand can live up to something different. The real estate market is full of ‘I want my name on the door acronym’ company names. We landed on Occupy.

It has attitude. It’s a transitive verb. 

To occupy a premise. To take possession. Take control of. To occupy the time. Or occupy your mind. It’s a powerful motivator. Just like John.

And the corporate identity needed to reflect this. Act confident. And stand out from its competitors.

We created the logo with modular type. Architectural almost. Bold. Caps. Blood red. (It just had to be). We then played with the configuration of the logo. Horizontal, representing a street of buildings. Over two lines = double stories. Over three lines = larger offices. And vertical, representing a tower or city. This dynamic logo rolled out as an animated email signature.

Overall, it demonstrates how nimble Occupy Property is and the ability to adapt in today’s world. Customised. Diverse. Anti-templated. New school.

Accompanying the logo was a tagline that summed up the positioning. On another level.

This sets the tone and personality in spades. Says disrupter. Challenger. Filters out clients who want vanilla. Vanilla is fine for ice cream, but Occupy is dark chocolate with strawberries.

So the brand was born. The business cards even demonstrated the attitude. We had to use both sides just for the logo. All imagery was photographed in black and white by Alex Buckingham. The website was unusual too. You start at the bottom, just like a building, and go up the different levels.