The Modern House, which describes itself as "Britain's premier architectural estate agency", has launched a new website (themodernhouse.net) and brand identity.
The website brings together the properties the company has for sale in the UK with a directory of architects and designers, an online architecture journal, and a portfolio of modern holiday lets throughout the world.
The new design takes its cue from details of some of the country's finest modern architecture, as well as from the print works of renowned modern artists such as Richard Serra and Ben Nicholson. Original architectural photography, commissioned specially for the project, is used throughout the site. Subtle, short animations are used in selected sections to accentuate the visual content.
The company has given photography greater prominence on the site, and the sales particulars for many of the houses contain a researched history section, including archive imagery, as well as information about the architects.
Matt Gibberd, a Founding Director of The Modern House, said: "The new identity and website forms part of a celebration of our tenth anniversary. We wanted the new branding to acknowledge both our forward-thinking approach and reflect the modernist principles of clean and simple forms that we champion through the homes we sell. The new website will greatly improve the online experience that we offer, particularly on mobile devices, which account for 40% of our traffic."
Tom Watt of design company Field Projects said: "Taking lead from the great architects that The Modern House celebrate, we used a variety of materials to bring the brand to life, through papers, print techniques and moving image pieces for the website. In architecture there is often a contrasting use of textures, such as glass next to concrete, and we wanted to develop this in the identity in a slightly imperfect way."
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