The Avery Group
A luxury brokerage whose own materials made the properties look cheaper than they were. We rebuilt the identity around the one asset that mattered: the photograph.
- Client
- Year
- Scope
- Live site
- Visit
The problem
Avery sold eight-figure homes through a website that put a gold gradient, a script logo and three badges on top of every photograph. The properties were extraordinary. Everything wrapped around them said otherwise.
The brief we were given was “make it feel more premium”. The work was mostly removal.
What we did
- Removed the gold. The palette is now paper, ink and one grey. Nothing on the page competes with the photograph.
- Set a photography standard and dropped the agents who wouldn’t meet it. Consistency across listings was worth more than volume of listings.
- Redesigned the listing page so the first screen is one image and one address, and every fact below it is scannable in a fixed order.
- Made the print brochure and the web page share a grid, so a listing can be produced in both from one layout.
- Kept the name and the serif, redrawn. The brokerage is thirty years old in a business built on familiarity; erasing that would have cost more than it bought.
Outcome
- Time on listing pages roughly doubled after launch.
- Brochure production dropped from two days to about four hours per property.
- Agents stopped making their own materials — the shared grid was faster than improvising.
