National UK Estate Agency Campaigns
With over 90 estate agency brands across Connells Group, company-wide marketing campaigns need to work across a diverse range of audiences and brand identities. To streamline campaign development and delivery, the brands are organised into six distinct brand families, each with its own demographic, visual identity and communication style.
The 2026 Summer Campaign is an example of how this approach works in practice, bringing the six brand families together through tailored creative concepts designed to resonate with their respective audiences while maintaining a cohesive campaign identity.
Moving away from traditional, property-led advertising, the creative focused on the feeling of a summer home - capturing the warmth, atmosphere and everyday moments that make a house feel like home. Each concept adapted this idea to its audience, encouraging people to imagine not just where they could live, but how they could feel there.
The 2026 Summer Campaign: Six Creative Directions
Each of the six brand families has its own creative direction, with tailored messaging and a visual identity designed to connect with its audience while remaining part of the wider campaign.
From sun-soaked summer moments to playful takes on the home-buying journey, the approved concepts established the creative foundations for the campaign rollout, informing the development of supporting assets across multiple channels.
From concept to campaign rollout
Once the six creative concepts were approved, the project moved into the rollout phase, translating each direction into a coordinated suite of campaign assets.
I created a central overview board in Figma to map the rollout across all six brand families (and 2 sub categories), organising assets by format and customer touchpoint. This provided a clear view of how each concept would be adapted across different placements, while giving the wider marketing team a central reference point to support communication, coordination and consistency throughout the campaign.
The overview board below shows how the creative directions were translated into a structured, multi-channel rollout.
The overview board is shown below:
Bringing a brand family to life
Taking Family 2 as an example (which covers 18 brands), the approved concept was adapted across a range of customer touchpoints, from physical estate agency window displays to digital placements across desktop, mobile and tablet, alongside printed materials such as canvassing cards and customer letters.
Each application was adapted to suit its format while retaining the core creative elements, ensuring the campaign remained recognisable across different touchpoints.
The examples below show how the concept translated from the original creative direction into physical and digital campaign assets.
