Brand identity · London & Dubai
MAINTAINED
A quiet, luxury identity for a company that looks after high-end homes. The wordmark sits in the background of beautiful houses, on a brass plaque by the door, debossed into a leather wallet, foiled on the cover of a report.
The mark, at rest
The brief
A maintenance company that should feel like a concierge
Maintained looks after luxury houses in London and Dubai, the management and the day-to-day upkeep of homes most people only see from the street. Property maintenance is usually a category of van wraps and clip art. The clients here are not.
So the brief came down to one word. Discretion. Something understated and clearly expensive, that a homeowner is comfortable seeing on a report, a wallet, or a brass plaque by the door.
Two
Cities, London and Dubai
One
Wordmark, quietly confident
Four
Colourways across the system
Au
Gold foil, deboss, leather, metal
The mark
One wordmark, four colourways
The system
Stationery, drawn from the houses
Charcoal navy, brushed gold, leather brown and cream. The colours read like the finishes inside the homes the company looks after, so the brand feels of that world rather than stuck on top of it.
Rolled out across
How we approached it
01
Quiet is the whole brief
The clients are people who notice everything and want a loud contractor brand on the doorstep of nothing. Maintained had to feel discreet, trustworthy and expensive. The kind of name you are comfortable handing your keys to.
02
Match the houses, not the trade
Most property maintenance branding looks like a van wrap. We pulled the palette and the materials from the interiors of the homes instead, so the brand sits alongside the marble and the joinery rather than the toolbox.
03
One wordmark, many finishes
The identity is deliberately simple so it can be rendered in gold foil, deboss, leather or brushed metal. The luxury comes from the materials and the restraint, not from decoration.
04
Built for two cities
London and Dubai share a certain kind of client but not a certain kind of taste. The system reads as high-end in both, without leaning on either. Neutral, premium, at home in a Knightsbridge townhouse or a villa on the Palm.
Need a brand that whispers, not shouts?
Property, services, anything sold on trust and discretion. We build restrained, premium identities that look the part in any room.