What we delivered
- Corporate brand identity
- Logo & logomark
- Brand story
- Tone of voice
- Brand assets
- Website design
- Scheme page templates
- Brand film
- Video case studies
- Artisan Makers film series
The project
Luxgrove Homes have appointed us on nineteen projects to date, among them Artscene, The Rosemont, Ivy Gardens, Montpelier Mews, and Queen’s Park Residences. We had been building their scheme brands for years: each development looked considered, and the corporate identity sitting behind required the same attention to detail.
The brief followed from that: give the company a brand that matches how good its projects already look. A new logo and logomark, the story and tone of voice, a full asset set, and a website that would hold every scheme rather than losing them to separate microsites.
The identity
The wordmark is a fine high-contrast serif, LUXGROVE set large with HOMES letterspaced beneath it. It is deliberately restrained — a developer’s identity should not compete with the homes it is selling.
Alongside it sits a drawn logomark, a fine line device that works where the full wordmark cannot: as a stamp on film, a favicon, a detail in a corner. The palette runs olive, cream and warm stone, documented as tonal placement sheets so anyone applying the brand knows which weight to use where.
The story
We updated the company story and the tone of voice that carries it. The positioning line does the heavy lifting — we are homemakers, storytellers and homesmiths — and a family of supporting lines was written around it, each one an expression of what Luxgrove stands for.
The brand story
“Luxgrove Homes crafts living spaces that blend aesthetics, quality craftsmanship, and a sense of belonging.”
“Founded in 2010 by Luxgrove Capital Partners, our team sees every property as a new story waiting to unfold. With a passion for imagination and an eye for detail, we pour our hearts into designing homes that reflect our homeowners’ uniqueness.”
The website
The site leads on the same language — homes as living tapestries of unconventional style, homes artful beyond compare — with the photography and CGIs from the scheme work carrying the pages.
The important part is structural. Rather than build one site and then a separate microsite per development, we built page templates for individual schemes, so every future project can be published into the same site and link back to developer’s home page. For sale and upcoming projects sit together, which means a buyer arriving for The Rosemont finds Artscene and Montpelier Mews on the way in, and each launch adds to the domain instead of competing with it.
The films
The rebrand was supported by a series of films. A brand film introduces the company and the story; a set of case study films covers the current schemes; and Artisan Makers is a series about the UK-based suppliers who actually make for Luxgrove — the people behind the joinery, the stone and the finishes.
The brand film
Artisan Makers
Video case studies
Each current scheme was given its own film, built from the same identity and cut to sit on the scheme’s page inside the new site.
Video case study — Montpelier Mews
Video case study — The Rosemont
Video case study — Ivy Gardens
Video case study — Fifty One
This project was delivered under the Ademchic brand.