Client:
Delivered:
Strategy, Brand Identity, Print, Social media
Evolving the brand identity of Wales’ No. 1 property auction house
Established in 2001, Paul Fosh Auctions is a leading property auctioneer with a strong reputation in the sector, particularly within Wales and the wider UK market. Known for its bold brand presence and reliable service, the company has built a loyal client base but recognised the need to evolve in order to better connect with modern B2C audiences and reflect its personable, forward-thinking values.
The Brief
The objective was to modernise the brand while retaining the familiarity and confidence it had built over the years. The existing identity, though recognisable, lacked the warmth, clarity and emotional connection needed to engage with a broader B2C audience. Alongside this, the structure of the wider Paul Fosh Group needed to be more clearly defined to support the business’s expanding service offering.
The Design
The rebrand centred on developing a more engaging and human-centred identity, one that would speak directly to clients, feel personable and confident, and remain flexible across touchpoints. Drawing from the company’s heritage, a new logomark was introduced as a symbol of trust and integrity, anchoring the visual identity. The design system was built to introduce warmth and movement through considered typography, layout and colour, while also incorporating hand-drawn elements and human-focused language to reinforce approachability.
Beyond the visuals, the tone of voice was refined to feel more conversational and grounded in expertise, helping clients feel reassured, informed, and personally connected to the brand. The result is an identity that doesn’t just stand out, but stands for something, with the clarity and depth to grow alongside the business.
The Delivery
The refreshed brand positions Paul Fosh Auctions as a modern, human, and dependable leader in the property auction space. It brings the company’s values to the forefront, deepens engagement with its core audiences, and creates a future-ready identity that supports long-term brand recognition, service clarity and business growth.
