RN
CLIENT
The Right Now Residential business engaged Jard Studio to help them to develop their brand in line with an expansion and clarification of their services. From their roots as a traditional estate agency, recent years have seen significant growth and evolution. Today, they are a multifaceted, tech-first property service provider, engaging with a broad and diverse group of stakeholders. To better serve our expanding audiences, Right Now is restructuring into two distinct sub-brands:
Right Now Residential and Right Now Living.
Our job was to bring these brands to life in a way that clearly reflected the breadth and modernity of their service offer. We were to do so in a way that also maximised impact with each business’ target audience.
Type
Art Direction
,
Brand Identity
Year
2024
Strategy
We began by understanding the USPs of each business. This allowed us to start to map out a brand architecture and work out what set each business apart and also, crucially, their points of commonality. This would allow us to deliver consistent brands stylistically and thematically, but also with their own, clear identity. Both businesses share the ideas of being people-first but underpinned by data, AI and technology. This balance is something we wanted to make clear through brand positioning, creating content and language that would accurately articulate each business and its purpose.
Right Now Living – A service for landlords to help them to maximise asset value by creating destinations that are appealing to the rental sector.
Right Now Residential – An estate agency service directed at tenants covering leasing and property management.
Voice
There are subtle tweaks in tone from one business to the next. For Right Now Residential (aimed at renters), we wanted to establish a trusted, reliable and approachable tone of voice. This ensures the most positive experience for renters. Meanwhile, for Right Now Living (aimed at landlords), we wanted to get across professionalism, knowledge and experience. A safe pair of hands and a business you can partner with in confidence.
We developed language that was inspired by the ‘people-first, tech-led’ ideas that we had established through our research and development stage, informing our strategic approach. Right Now Living – Intelligent community curation. Powered by data. Built for people. Right Now Residential – Powered by intelligence. Perfected by people.
Identity
The master brand, consistent across both businesses is a combination of two simple themes: the company name and the property industry. The fundamentals of the Right Now Residential brand are born out of a desire to create impact and to challenge notions of a traditional estate agency. Aligning with the aspirational Residential sector aesthetic. Inspired by multiple dwellings or buildings, the intersecting typographic charterers create a unique and memorable symbol. This brand, its identity and positioning have been delivered with a full Brand System; social media toolkit; commercial decks; video templates and a new website.
