Black Blanc

Black + Blanc – The Estate Agency Redefining South East London Property

Illustrated poster with “Proud to be Croydon” above four diverse cartoon people. Side text reads “Croydon’s Best Estate Agent 2019* Supported by Rightmove.” Designed by a strategically‑led branding studio for creative that converts.

Black + Blanc approached us as ambitious founders looking to disrupt the traditional estate agency model in South East London. Founded in 2017 by two brothers with a vision to reshape the ferociously competitive property industry, they had already established themselves in Croydon and were planning expansion into West Wickham and Beckenham. However, they needed a brand identity that would reflect their fresh approach and help them stand out in the notoriously competitive estate agency market. We saw the opportunity to work with a company that genuinely cared about their local community and wanted to offer something different – a no-nonsense, personalised service that put people at the heart of property transactions. This collaboration would challenge us to create a brand that could compete with established estate agency chains whilst celebrating the founders’ proud Croydon heritage and commitment to local regeneration.

A hoarding under a railway bridge reads “Proud to be Croydon” with illustrated portraits of four diverse people. This sign, created by Growth by Design, promotes local estate agents and stands out on a quiet city street.
Colourful illustrated portrait of a smiling bald man in glasses and a sports jersey next to a woman with a beehive hairstyle and hoop earrings, both framed on teal—capturing Creative that Converts for Growth by Design.

Black + Blanc came to us facing several critical branding challenges that were limiting their ability to grow and differentiate themselves in the crowded estate agency market: Indistinguishable from Competitors: The estate agency sector is notorious for generic branding and similar service propositions. Black + Blanc needed a distinctive identity that would help them break through the noise and establish themselves as the go-to agents for discerning property buyers and sellers in South East London. Local Heritage vs Professional Credibility: The founders were proud of their Croydon roots and wanted to play a role in the area’s regeneration, but they also needed to project the professional credibility required to compete with established national estate agency brands. Balancing local authenticity with professional polish was a key challenge. Unclear Value Proposition: Despite having a genuine commitment to personalised service and a no-nonsense approach, Black + Blanc struggled to articulate what made them different from other independent estate agents. Their unique selling points weren’t being communicated effectively to potential clients. Expansion Brand Strategy: With plans to expand beyond Croydon into West Wickham and eventually Beckenham, Black + Blanc needed a brand identity that would work across different local markets whilst maintaining their authentic, community-focused approach. Maximum Impact Requirement: Operating in a highly visual industry where first impressions matter enormously, Black + Blanc needed a brand identity that would deliver maximum impact across all touchpoints – from shop fronts and property boards to digital platforms and marketing materials.

Turquoise text on a light blue background reads "PROUD TO BE CROYDON," with "CROYDON" in bold uppercase, all slanted upward—showcasing Creative that Converts and reflecting Growth by Design.

Working closely with the Black + Blanc founders, we went deep into strategy to create a distinctive identity that would help them own their unique position in the South East London property market: Brand Discovery & Heritage Exploration We began with intensive workshops to understand the founders’ vision, values, and deep connection to their local community. Through collaborative sessions, we explored their Croydon heritage, their commitment to regeneration, and their genuine desire to offer a more personalised, honest approach to estate agency services. Competitive Market Analysis We conducted thorough research into the local estate agency landscape, identifying opportunities for differentiation and understanding how Black + Blanc could position themselves uniquely amongst both independent agents and national chains operating in South East London. Brand Positioning Strategy We worked with Black + Blanc to define their position as “The Home of People and Property” – a positioning that emphasised their people-first approach whilst maintaining the professional credibility required in the property sector. This positioned them as local experts who truly listen and support clients through every step of their property journey. Visual Identity Creation We developed a bold, contemporary visual identity that reflected Black + Blanc’s maximum impact approach whilst maintaining sophistication. The black and white colour palette was both striking and timeless, allowing the brand to stand out dramatically in a sector dominated by corporate blues and reds. Brand Guidelines & Application We created comprehensive brand guidelines that ensured consistent application across all touchpoints crucial to estate agency success – from shop front signage and property boards to digital platforms and marketing materials. The system was designed to deliver maximum visual impact whilst maintaining professional credibility.

Award Recognition: Won Gold in the 2023 British Property Awards and South East London’s Best Estate Agent Grew from one to three shops around South London

Illustration of a smiling man in glasses and a red-and-blue striped football shirt, next to text reading "PROUD TO BE CROYDON." Logos for Rightmove, Property Academy, Best Estate Agent Guide, and Black + Blanc appear below. Growth by Design.
Stylised illustration of a woman with a beehive hairstyle and hoop earrings. Text reads "Proud to be Croydon." Featuring logos below, this image embodies growth by design and scalable growth strategies for start-ups.
Illustration of a smiling person with dark hair and a spotted shirt. Large teal text reads "PROUD TO BE CROYDON." Featuring award graphics and logos, this Creative that Converts highlights Growth by Design for impactful recognition.
The image features the phrase "PROUD TO BE CROYDON" in bold, orange capital letters, slightly slanted and underlined, on a plain white background—perfect inspiration for any strategically-led branding studio seeking Growth by Design.
Turquoise text on a light blue background reads "PROUD TO BE CROYDON," with "CROYDON" in bold uppercase, all slanted upward—showcasing Creative that Converts and reflecting Growth by Design.