Client
We are PROPA
Sector
Professional Services
Year
2025
Deliverables
- Brand Workshop
- Naming
- Brand Strategy
- Brand Identity
- Brand Guidelines
- Deliverables
The Challenge
Formerly, Hardy Booth Recruitment was growing but it quickly became apparent that their brand, once built on CanvaPro, was no longer serving its purpose. Their expertise wasn’t being reflected in their commercial appearance and they recognised that it was time for a change.
As an independently owned property recruitment company operating across Manchester and Cheshire, the team behind the business are proud to grow brilliant teams the PROPA way; with heart, humour and, in their own words, ‘a healthy dose of straight-talking common sense.’
To support their growth ambitions and shift in commercial strategy, Hardy Booth Recruitment needed to build a brand that was “bigger, bolder and far more ‘us’”, to quote Director, Sophie Booth.
Working with Charlie, Craig and the team at Lyfe Studio has been an absolute dream.
When we approached Craig, we’d been trading for a year and felt that our branding didn’t reflect the business we had grown. We started with a workshop hosted by Craig where he really challenged us to think about our why, our mission and our goals. It made us tap into areas we hadn’t ever really thought much into before and we left with much more clarity over what we wanted our brand to communicate.
The visuals that followed were mind-blowing. The team were somehow able to come up with exactly what we wanted, without us really being able to articulate what we wanted. As soon as Craig and Charlie presented us with the first concept, it just clicked. We knew that was exactly how we wanted our brand to look – it perfectly matched everything we’d discussed in our workshop.
The brand guidelines that we received were flawless, and Charlie worked tirelessly to deliver all of our brand assets including email signatures, business cards (that have already had so many compliments!) and social media assets. Nothing was ever too much trouble for him – communication was slick, thorough and everything was delivered on time. We were never kept in the dark or kept waiting for anything and we had a good laugh along the way too.
We now have a brand that is far more ‘us’ – we’re being recognised and generating interest from prospective clients already! And above all of that, it’s something we are so proud to say is ours.
Thank you, Team Lyfe Studio for everything.
Sophie Booth
Director
Our Approach
A strong synergy
This project was a journey we undertook together, collaborating closely with the team from the outset. Beginning with an early brand and strategy workshop, we worked to establish who they really are, the values they represent and what the new identity should stand for, all the way through to brand concepts, design development and execution.
“Working alongside clients, that we have a strong rapport with, is really important to us. I met Sophie and Sarah at a local networking event and got to know them and their business really well over a number of months. Once they had decided, with a bit of gentle encouragement, that the time was right to elevate their brand, it seemed really natural that we would work together to realise their true potential.”
While the identity needed to properly reflect and align to their long standing values as an ethical, honest, people-first property recruiter, led by two highly credible, powerhouse women.
After really getting under the skin of the brand during our brand workshop, we established what ‘Hardy Booth’ wanted to say and ‘We Are PROPA’ was born. A confident, unapologetic yet personable identity that perfectly represented who they are – a business proud to do things the PROPA way. Whilst the tagline potential was endless, it was actually their delivery framework that made PROPA the perfect name: Persuit, Reality, Options, Pinpoint & Action.
Although the fundamentals of the business remained unchanged, the new PROPA framework now acts as a vital foundation as the new re-faced brand continues to grow. Paired with an almost retro identity, oozing with 80’s and 90’s nostalgia, it positions We Are PROPA as a relatable, approachable, honest recruitment business for the future.
Looking Ahead
Equipped with solid Brand Guidelines, the business has already brought the new identity to life with a range of initial brand deliverables with our support, from business cards, email signatures and more formal business collateral, even a mug for a PROPA brew.
With big plans in place, the year ahead promises to see We Are PROPA going from strength to strength, powered by confidence and a brand that’s unapologetically bold or a Sarah Hardy perfectly put it, “cool as f*ck”.
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