Aliclare Estates was an exciting brand to develop—an offshoot of the well-established Movo Properties. The challenge was to create a visual identity that maintained a sense of synergy with Movo while establishing Aliclare Estates as a distinct, standalone entity.

Our goal was to craft a creative direction that would lay the foundation for this emerging brand, along with a logo that could sit both alongside and apart from Movo Properties, striking the right balance between heritage and modernity.

Our work with Aliclare Estates began with an in-depth exploration of their vision for the new business. Through discussions, questionnaires, and workshops, we uncovered key insights that helped us distill the essence of Aliclare Estates into a clear, compelling identity tailored to their target audience.

From the outset, we aimed to position Aliclare Estates as a brand that exudes trust, professionalism, and longevity. More than just a property business, it needed to feel like a heritage brand—a long-term partner with deep industry expertise. While rooted in tradition, it also had to convey a forward-thinking approach, adapting to clients’ evolving needs with modern sensibility.

Building on this foundation, we developed a color palette anchored in deep, earthy greens—symbolizing growth, prosperity, and responsible development. Soft gold and dusty blue accents were introduced to add warmth and a human touch, reinforcing Aliclare’s commitment to relationships and client care.

Design elements throughout the brand were crafted to communicate both stability and sophistication. Soft curves convey approachability and trust, while strong, structured forms evoke security and reliability. Refined loops and balanced arcs bring elegance without feeling overly decorative or feminine.

For the logo, we opted for a monogram style that reflects both heritage and modernity. The interwoven ‘A’ and ‘C’ create a unified symbol, with one half looking back to tradition and the other forward to innovation—representing both deep market understanding and future-focused vision. The design draws inspiration from classic architectural details, such as the elegant forms of traditional key handles and the geometric patterns of heritage floor tiles. The central star motif subtly evokes the intrigue of peering through a keyhole, inviting a sense of discovery.

With a refined creative direction and distinctive visual identity, Aliclare Estates is ready to establish itself in the market. The brand now has a strong foundation that embodies its values at a glance, providing a cornerstone for growth and evolution in the years to come.