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Propergate is a powerful new web app to explore property investment opportunities, uncover over 350+ potential risks, and connect with trusted providers. It is being developed by GurreyMoody, a property investment advisory company.
I was brought on to assist GurreyMoody with their brand, identity, and wireframes for their new web app. I developed a new logo for the GurreyMoody parent company, and created a new brand for the web app which we named "Propergate". I created the Propergate logo and website wireframes to reflect the new look.
The GurreyMoody team needed three things: 1) a new logo for their advisory company, 2) an identity for the web app and 3) wireframes to match the new look. They were in the early days of developing the app so wanted to create a strong first impression with beta testers and focus groups. Ultimately they wanted the app to inspire confidence and certainty as their audience for the web app was aspiring or amateur property investors. Therefore the final brand package, including wireframes, needed to be approachable and accessible.
I started with a brand proposal, ideating on how to develop the existing GurreyMoody brand into one that projected confidence and professionalism. At the time I was brought onto the project, the web app was also called "GurreyMoody", and I mooted ideas on how to strengthen the app name and look so that it could stand apart from the GurreyMoody parent company, in case the owners ever decided to move on and sell the business. I developed four new brand concepts for GurreyMoody, and three new ideas for the web app.
The new logo concepts were taken to a focus group of amateur property investors, who gave feedback and indicated the concepts they found most appealing. The decision was made to run with the golden GurreyMoody logo (below) for the parent company, a bold circular mark that is balanced by the text alongside. The "GurreyMoody" logotype is in a contemporary serif font, indicating a company with established experience. "Property" underneath is displayed in a light sans-serif font, with clean lines reminiscent of the logo mark. The combination of these three elements makes a logo that speaks of assurance and success.
The web app was renamed "Propergate", a name derived from the words "property" and "gate", as in, "your gateway to property investment". "Propergate" is also a homonym of the word "propagate", the process which grows new plants from an existing resource, such as seeds or cuttings. For the web app, we used this meaning to indicate growing your wealth/investment portfolio using the resources available to you on the website. I developed this logo (below) around a shape that could be interpreted as an upwards arrow or the outline of a house, indicating the upwards progression of the users' property investments. This shape is encased in a hexagon of layered shapes that outline and wrap around it, indicating the protective safety net that the web app offers in its risk assessment function. In combination with the bold sans-serif typeface, this logo represents a confident and established tech company.
Once we had the new look for the web app, it was time to start on the wireframes. The web app was already in development at this time with a functional prototype, so it was my task to clean and freshen the existing design to reflect the new branding. I created wireframes for the home page, area search. I developed an isometric illustration style to use across the site, and created a set of hero images and icons in this style.
An interesting UX challenge was integrating partner advertising into the area search in a way that would ultimately prove helpful to the user.
The app is nearing completion for its first release, expected later in 2020.
Flavia Rose: Brand identity design and developments, wireframes
Jared Gurrey: Procurement Lead
Ryan Moody: Digital Lead