C.M.Eldershaw

C.M.Eldershaw is a new sales and lettings agency offering a progressive, holistic approach to moving home or business. Polytechnic were commissioned to consult on creative strategy and design the brand identity, digital assets, website and printed matter.

The inclination for an uplifting and personal tone anchors the founder’s name in the identity and steps away from the anonymity of many existing estate agencies. There is a warmth in the curve to all of the Friz Quadrata letterforms. The specifically unusual glyphs such as the lower-case a, b, d, p and q with their open counters – and the many hooked serifs and swash-like uppercase letterforms, made this typeface highly recognisable and a strong choice for the logotype and headline face.

The characterful Agipo is used as the supporting typeface, with its splayed uppercase M and the round tittles. It echoes Friz just enough whilst clearly bringing a tidy secondary voice but with a strong contemporary voice.

The positive outlook and approach of the business is further reflected in a warm and energising colour palette. Colour foil used in combination with coloured papers makes for crisp communication, and a range of custom die-cut formats add interest to the printed matter.