A brand identity for a property services consultancy.
Edify
Edify is a property management consulting firm founded by industry 'fixer’ Erin Kielo. Erin is sought after in her field, providing support and coaching to New Zealand real estate businesses, predominantly in the Auckland area. Her expertise in property management allows her to empower teams with the skills and confidence to excel. As a new business, the brand identity needed to reflect her approach, feeling dynamic, engaging, and professional.
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No. 23 were enlisted to develop an identity for the brand, including a name, strategy, and select marketing collateral.
The word edify means to advise and educate, to improve and uplift. Inspired by the company’s roots in property, the name is also drawn from the word edifice, meaning ‘building’.
The logo is created by taking elements of the ‘E’ and ‘Y’ letterforms to create a house-shaped icon. The first and last letters are used intentionally to imply that the company takes care of the start, finish, and everything in between. A dark charcoal, bold orange and crisp white create a differentiated palette designed to stand out, while complementing the brand colours of other real estate agencies, should co-branding be required. The brand is polished and professional with a level of accessibility which fundamentally represents the approach Erin takes to her work.
“The brand is polished, professional and accessible, reflecting the approach Erin takes to her work.”
Services & Deliverables
Brand Analysis
Brand Messaging
Brand Story
Brand Values
Strategy
Brand Identity System
Brand Stationery
Colour Palette
Graphic Design
Iconography
Logo and Logotype
Typography
Design
Brand Collateral
Copywriting
Content
Key Outcomes
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Professional and cohesive branding that builds credibility and trust.
First impressions matter and customers make snap judgements based on what they see. No. 23 developed a comprehensive identity system for Edify that signals established expertise from the first touchpoint. By ensuring every asset—from the name to the digital presence—feels unified and professional, Edify could bypass the new market entrant hurdle, moving the brand immediately into a position of reliability. This cohesive foundation builds the instant credibility required to shift the conversation from "Who are they?" to "How do we start?"
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Clarifying what sets the business apart.
Launching into a crowded landscape, Edify required a sharp, proprietary visual and verbal language to carve out its own space. We distilled Edify’s unique value proposition into a strategic identity that positioned the brand in the customer’s mind from day one.
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A strategic filter to align teams and guide decision-making.
As a new organisation, Edify needed a brand framework to provide clarity and guide future growth. The brand identity provides clear guidance on how the company communicates and represents itself, both internally and externally. The new branding creates a strategic filter that anchors all future decision-making to collective company goals. When a brand is clearly defined, teams and customers alike connect more deeply to its purpose, fostering a more cohesive company culture and greater loyalty.
