We worked closely and often with the client to create the proposition and purpose for the brand. And in the end, it was simple. It mimicked the actual concept of the entire business – to bring people and property together.

We created a brand that empowered people to take control of their homes in buying and selling directly to each other. Your home is a place where you have created memories, you have an emotional attachment to it whereas an estate agent does not. So who better to sell it? On the other side of the fence, people buying homes are looking for a place to create a future, therefore you’d want to hear directly from the owner about it.

We wanted to harness this emotional significance both in the name itself and the strapline. It was important to the business because of the unique direction they were taking the industry that it was original and signified new direction. We also needed to find a url that made sense, after all, Proppio is a digital business.

In keeping the name simple, short, snappy and easy to pronounce, we created a memorable and playfully unique word.

The strapline that was born out of the proposition was ‘your home in your hands’. This is about putting the user (digital) in control of everything and having all of that literally in their hands. From the listing to all the decision making, buying or selling, you own it all.