Stage two usually involves the creating the client's primary visual assets, business cards, documentation, letterhead, website, email signatures, etc.. The designer leverages the brand assets in a visually creative way but also maintains the integrity of those elements.

The third stage comes once all of those assets have already been established.

One one hand, this is less of a freely expressive exercise than stage 1 and 2. On the other hand it requires a different kind of creativity. You still have to come up with solutions that are visually arresting, communicate well, and remain faithful to the brand guidelines.

Inhous are a specialist property brokers operating in the UK and Ireland. They deal with highly valuable properties requiring specialised skills and knowledge alongside a great deal of discretion.

INHOUS decided to move into lettings alongside their existing sales service. As a result, they asked me to create layouts for letting out multiple properties.

There wouldn't be a lot of content given the expensive nature of the properties that they were offering.

I respected the established corporate identity (as every good designer should do) by keppeing to the existing website layout, colours and typography. Within those guidelines, I created an alternating layout that presented the properties in the best light. I was careful to remain consistent with the rest of the site while creating the new layouts.