“Estate agents in Stuttgart are a dime a dozen”
With this statement the client set us a challenge: “Create a new brand that deliberately sets itself apart from other estate agents, yet doesn’t lose its connection to the group, LIBARE Holding.”
A brand with rough charm
LIBARE Holding — a successful merger of three companies with over 70 employees at three locations, specialising in the demolition, recycling and disposal of derelict buildings and industrial brownfields — came to us with the goal of founding a new company that deliberately sets itself apart from the crowded property market while keeping its ties to the group.
In a joint workshop, the project was first analysed for its unique selling point. Down-to-earthness and the company’s likeable, unconventional character emerged as its defining qualities. The design concept chosen was one that highlights the new company’s classic virtues and sets itself apart from the competition with rough charm: the Grundschmiede (“foundation forge”) was born.
Hammer meets fountain pen
The blacksmith stands for strength, honest work and precision. He transforms things, melts down old, worthless metal and forges something new from it — just as Grundschmiede creates valuable building land from useless ruins. The smith’s classic symbol is the hammer. For the logo it was combined with a fountain pen, emphasising the union of tradition and modernity. To frame the crossed symbols, a hexagon was chosen — elegant without being playful, and at the same time evoking a house, a property.
Web development in sepia
Here we deliberately wanted to stand out from the usual web presence of estate agencies. We completely avoided light blues and greens, working instead with a sepia-toned palette. Design and copy are intentionally simple and clear; the blacksmith theme runs through everything as a common thread — without ever tipping into the ridiculous or overwrought.
The client’s own appearance is likeable and down-to-earth too, far from the cliché of the slick agent. So the client can maintain content and send monthly newsletters independently, the website was equipped with a powerful content management system. And to be future-proof, it was of course optimised for mobile devices as well.
Ready for heroic deeds
The Grundschmiede is now ready for its first heroic deeds! We are delighted with a happy, satisfied client and look forward to continuing our good collaboration.
