Irvings Estate Agents brand strategy and website design

A trusted local agent ready for a brand of his own

Liam came to CreativeHutch after building a strong reputation as a successful estate agent with eXp.

As he prepared to leave the eXp platform and join forces with his wife Gemma, they needed a brand and website that reflected the business they were building together – not one that still felt tied to a templated national model.

Their reputation already preceded them. Local people came to Liam and Gemma because of trust, recommendation and the personal care they brought to every move.

But to support the next stage of growth, they needed a stronger brand presence that could stand out in a crowded estate agency market across Carlisle and the surrounding areas.

To support this shift, Irvings needed:

• Clearer brand positioning as Carlisle’s people-first estate agents
• Messaging that reflected trust, honesty, care and local knowledge
• A distinctive visual identity that felt fresh, warm and professional
• A brand system that stood apart from traditional estate agency branding
• Social media templates, sale boards and branded marketing assets
• A bespoke, accessible website with a stronger user experience
• Property listing technology that could support growth and pull listings through from key platforms

What we changed

We started by getting under the skin of why so many people already chose Liam and Gemma.

The strategy focused on the emotional and practical side of moving home – recognising that people are not just choosing an estate agent, they are choosing someone to guide them through a big life moment.

From this, we developed:

• Clearer positioning around personal service, local knowledge and professional results
• A brand story built around Liam and Gemma’s partnership
• Messaging that reflected clarity, care and confidence
• A tone of voice that felt warm, steady, reassuring and human
• A refreshed visual identity designed to feel different from other local estate agents
• A flexible brand language for the website, signage, social media and marketing materials

Brand identity and messaging

The existing brand had equity, but it needed refining to better reflect the personality, professionalism and point of difference behind the business.

We evolved the identity into something fresh, confident and memorable — warm and approachable, but still polished and professional.

The arrow within the wordmark became a key part of the brand story, representing how Liam and Gemma help people move forward, whatever stage of life or property journey they are in.

That idea shaped the wider brand language, supporting messaging across the website, signage, boards and marketing assets.

Website design and development

The website was initially planned around an existing property framework, but the system did not give us the flexibility, accessibility or user experience we wanted for Liam and Gemma.

So we built a bespoke WordPress website that could properly reflect the brand, support future growth and connect with the right property listing technology.

The result was a clearer, more accessible and more flexible estate agency website – built around user experience, local search, property journeys and the trust-led decision-making process of buyers and sellers.

What made the difference?

A distinctive estate agency brand with room to grow

Irvings Estate Agents launched with a brand and website that better reflected who Liam and Gemma are, how they work and why local people trust them.

The new identity helped them move away from a templated estate agency feel and into a more confident, memorable and people-first position in the Carlisle property market.

Since launch, Liam and Gemma have gone from strength to strength, building their position as go-to estate agents in the city for homes of all sizes – including partnering with Halston Homes to sell a high-end townhouse development in Carlisle city centre.