Cityloop Design - Brand Identity Showcase (Just Landlords)

The Brief

Project Overview

Develop a brand proposal created by an agency, consisting of one promotional video and four hand-drawn digital illustrations (bottom of the page). Using the defined visual style, produce both digital and print brand identities. The website redesign served as the primary focus to improve the onsite experience and increase the conversion rate. Just Landlords is a brand that provides specialist landlord and property-owner insurance in the UK.

Audience

Primary: UK landlords (individual landlords, portfolio owners, first-time landlords, and property investors). Secondary: Letting agents, property managers, brokers, and industry partners who engage with the brand.

Key Insights

Emphasise trust signals such as Trustpilot reviews and the Defaqto rating. Landlords often search for insurance during stressful periods (new tenancies, property issues, or legal concerns). The brand, therefore, needed to convey calmness, authority, and clarity.

The Concept/Ideation Development

The first projects that shaped the branding were social media posts. The hand-drawn digital illustrations received positive feedback from stakeholders, which led to the decision to minimise the use of photography and place greater emphasis on illustration.
At the time, the social media strategy involved mixing product-focused content with generic yet friendly posts, such as National Day celebrations. The use of animation made the content more engaging.