Brand identity & positioning

Your home in your hands

We were approached by iProperty, a company planning to reshape the marketplace with a forward-facing brand that puts the consumer in control. We needed to relaunch the world’s only free-to-list online property selling and letting service. The brief was to come up a with clear positioning, new name, values and an exciting identity that underpins the brand’s purpose, community and future aspirations.

The name ‘Proppio’ was adapted from ‘Propio’, Spanish for ‘own’ – a focus word that reflects the empowerment that people gain through owning the process of selling a property. ‘Prop’ is a natural abbreviation for ‘property’ as well as the ‘props’ you need when selling or buying. To create a name that was purely bespoke, we added an extra ‘p’ to represent the core vision – bringing people and property together. In keeping it simple, short, snappy and easy to pronounce, we created a memorable and playfully unique word.

The new logo uses a continuous line to form a home, and at the centre of the symbol a nod to both a the letter ‘P’ for Proppio and a ‘For Sale’ sign. The single key-line links the functions of Proppio and represents the movement through the buying and selling journey. The logo mark is complemented by a bespoke logotype with a digital and contemporary feel.

Proppio’s overall bright, contemporary brand identity expresses empowerment and a bold new approach to the property industry, establishing and differentiating the brand in a highly competitive marketplace.

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Proppio Brand identity & positioning

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