Parello, Brand Transformation
Situation
Ellenbrook Estates had established a position as the largest dedicated letting-agent in the UK’s largest and most competitive rental market.
Despite its size, company CEO Nick McCance recognised that the company’s reputation and resonance with audiences failed to live-up to its scale.
Following a competitive pitch process, Bert were selected as Ellenbrook's brand transformation and digital partners.
"Bert quickly proved themselves to be head and shoulders above most of their direct competitors.
They speak a different language".
The outdated identity was also failing to resonate with time-poor, ambitious landlords and was restricting the business geographically. Bert was appointed to help the business build an identity befitting the scale, ambition and service excellence of the business.
Transformation
Our process began with a series of interviews and co-creation workshops. In a homogenous service industry examples of real differentiation were almost impossible to find. Our search for insights and inspiration went global, both-in and outside the category, to discover how micro-innovations to the service proposition could differentiate the business.
Insights from professional property investors made it clear that digital and service innovation paired with ‘boots-on-the-ground’ local knowledge and delivery was paramount in choosing an agent. In addition the North-West of the UK was fast-emerging as the UK’s leading rental market, attracting interest from international investors.
These insights helped us reposition the business from a sales and lettings agency to a specialist property investment partner. The service proposition and narrative was developed, which led us to identifying the shortcomings of the current name.
The name 'Parello' was created, a pairing of the word partner with the beginning of the old name. This was tested at length with audiences feeling the new name, paired with Parello’s stance as Property Investment Partners, better reflected the modern, innovative and inclusive business they experienced. Parello was adopted as the company’s new name, and was registered with social and premium domains sourced and secured.
"Bert rapidly understood our challenges and aims and then created an identity that encapsulated everything we'd been thinking, but had struggled to express before."
The logo was developed around the concept of opportunities made possible by Parello. The opening in the ‘o’ acts as a distinctive brand asset capable of housing imagery, colour and illustration. The palette and wider visual language represent the digital-native, dynamic and socially engaged brand Parello is today.
The website underwent a complete redesign to provide a more informative, user-friendly, and immersive experience. And a comprehensive content strategy was implemented to better communicate the value unlocked by Parello's commitment to the highest standards in service design and delivery.
The brand has also been executed at Parello’s stylish new HQ at 1 Bridgewater, a hub for drop-in landlord surgeries, industry talks and community events.
See the work: www.parello.com
"It was like being drop-shipped directly into our future.
Their work has radically re-shaped who we are, how we're perceived (by talent and our customers) and it’s changed our trajectory".
Nick McCance. CEO. Parello.
