Pawfect Properties, 2025
Pawfect Properties
Putting pets at the heart of the rental market.
Introduction Pawfect Properties is a conceptual estate agency brand identity designed for the next generation of renters, placing pets at the centre of the housing experience. Created in response to the growing challenges younger renters face when searching for pet-friendly accommodation, the brand aims to challenge traditional perceptions of the rental market and advocate for more accessible housing for pet owners.
Overview
The Approach Strategically positioned towards Gen Z renters — increasingly recognised as the generation of “forever renters” — the project responds to a growing cultural shift within the housing market. With 48% of Gen Z prioritising their pets over themselves, the emotional connection between renters and their animals became a central focus for the brand. Despite this, only 7% of rental properties are currently considered pet-friendly, highlighting a significant gap within the market.
The identity was designed to feel bold, expressive, and emotionally engaging within an industry often dominated by more corporate and conventional visuals. Through playful typography, custom illustration, and energetic compositions, the visual language creates a more approachable and community-driven experience for younger renters.
Visual Identity Typography played a central role in shaping the personality of the brand. The primary typeface was customised to soften sharper edges and introduce more rounded forms, creating a visual language inspired by the warmth and familiarity associated with pets themselves.
Competitor analysis across both the property and pet sectors revealed an opportunity to occupy a richer and more distinctive colour space, leading to the development of a deep blue-led palette designed to stand apart within the housing market.
Applications across signage, packaging, and branded touchpoints pushed beyond the expected conventions of estate agency branding, extending the identity into playful elements such as treat pouches, tennis balls, and custom rental signage.
Illustration Details Illustration became a key part of the identity system, introducing a more personable and characterful layer to the brand. Loose, hand-drawn assets were used throughout the visual world to create a sense of warmth, friendliness, and individuality, helping reinforce the brand’s connection to both pets and their owners.
The Outcome The final identity creates a bold and ownable presence within the rental market, offering a more relatable and emotionally driven alternative to traditional estate agency branding. By combining playful visuals with a socially conscious message, Pawfect Properties positions itself as a brand designed not only to speak to a younger audience, but genuinely advocate for them.