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Product Branding

Daft.ie

Exploring Ireland’s No.1 Property Website

Goal.

Reconstruct the Daft.ie visual identity as the product develops & expands to allow the brand to become instantly recognisable by its users & customers. Focus on creating a feeling of innovation, modern & high-tech across the brand collateral.

Answer.

Pivot to using new brand elements, such as a new colour palette & brand imagery for a product-wide visual rejuvenation to push the identity further into the future.

What I Did.

Visual Identity
Brand Implementation
Marketing Collateral
Social Media Templates
Stakeholder engagement

Human-focused imagery.

The users are at the heart of what Daft does. Featuring them in the imagery shows that Daft understands their needs and concerns. These images will help the brand to connect with its target audience on a more personal level, highlighting the human elements that make the brand unique.

Colour palette pivot.

Using light colours like white and grey as the primary colours, with the traditional Daft Blue as an accent, allowed the brand to pivot and look more modern while still keeping the familiar feel of the old Daft brand identity.

Crafted Illustrations.

Since the goal was to create a more human-focused brand, I decided to ditch the old, more iconography-based brand elements in favor of a new style of illustrations.

These new illustrations are crafted in such a way that people can easily connect themselves to the human element of the brand.

Crafted Illustrations.

Since the goal was to create a more human-focused brand, I decided to ditch the old, more iconography-based illustrations in favor of a new style of illustrations.

These new illustrations are crafted in such a way that people can easily connect themselves to the human element of the brand.

Agent-focused outdoor campaign.

Another focus of the visual identity we wanted to represent was the agents that use the Daft product daily. As part of the new identity, I’ve created a new visual agent-focused outdoor advertising campaign.

Don’t forget Blue.

We found in the audit that “Daft Blue” was synonymous with the Daft Visual Identity, so we incorporated it into the new visual identity.

Standardising the Daft Blue use cases as a secondary colour for elements such as section breaks & web banner ads allowed us to achieve the familiar feel.

Daft visual rejuvenation.

As part of the new Brand Identity, I updated all the brand collateral using Daft for automated marketing. This involved updating the Social Media & Mailchimp templates, Daft Brand Guidelines, and imagery to ensure the company could use the new visual identity.

Daft visual rejuvenation.

As part of the new Brand Identity, I updated all the brand collateral using Daft for automated marketing. This involved updating the Social Media & Mailchimp templates, Daft Brand Guidelines, and imagery to ensure the company could use the new visual identity.

Go on, it’s on the house.