More Than Words: The value of super-prime brand identity
Every new property development in prime central London purports to be "luxury", so how can developers make their projects really stand out in such a crowded landscape? It takes more than words to build a successful super-prime identity, says Lee Barfield of brand design agency Felix&Friends...

Lee Barfield is Creative Director at Felix&Friends
Case Study: Identity’s light bulb moment in Wandsworth
Scoopers of the gong for Best Residential Scheme (New Build) at the recent Property Marketing Awards, design and branding agency Identity has been explaining how its strategy helped a new scheme exceed…
By Prime Resi
Over a third of available prime London stock reduced from original asking
New stats have revealed some pretty chunky - and widespread - price cuts going on at the top of the market.
By Prime Resi
Property lender brings in Candy branders for ‘brand evolution’
Real estate finance house Omni Capital has hired a design studio run by the duo that used to take care of Candy & Candy's brand image to provide "a full range of strategical design services and capabilities."
By Prime Resi
Most read
Big-brand super-prime brokerage names new MD; reveals bumper H1 results
United Kingdom Sotheby’s International Realty says it racked up nearly £600mn in sales during the first half of 2025.
Interiors lead appointed at super-prime Pimlico scheme
'Landmark' One Bessborough Gardens project is transforming a former Government spy agency HQ overlooking the Thames.
From Manhattan to Mayfair via Miami: Where the world’s $30m+ set call home
New research charts the cities with the largest UHNW residential footprints, revealing shifting second-home trends and emerging luxury hotspots.
London property market more split than it has been since Brexit – Knight Frank
Agency flags significant divergence in prices and deal volumes between PCL and POL amid ‘summer of speculation.'
Rosewood elevates luxury resi ambitions with senior hire
'Residential business is our strategic development focus,' says CEO of global hospitality group, as top-end specialist joins to drive next growth chapter.
Treasury eyes Autumn IHT & CGT hikes
Reports suggest the government 'is trying to work out how it can tap into the vast wave of wealth that will be transferred from baby boomers when they die.'
By PrimeResi
The Times: How a British estate agent conquered New York
Katrina Burroughs meets 'the rising star of the Big Apple’s real estate scene' ahead of the new season of hit Netflix show Owning Manhattan, in this piece for The Times.
Mayfair specialist joins Harding Green in Hertfordshire
Kitty Halley previously worked at Wetherell and Savills.
By PrimeResi
Irish developer Ronan ‘exploring a return to London’ following landmark Dublin deal
Johnny Ronan's Ronan Group - which once had grand plans for Battersea Power Station - is 'actively pursuing opportunities as it charts a course back into the UK market'.
By PrimeResi
In Pictures: ‘Gallery-worthy’ Chelsea Arts & Crafts house seeks £12.5mn
On the market for £12.5mn, the home on Chelsea Park Gardens 'has the potential to fetch £25,000 per week on a short let,' says Dexters.
By PrimeResi
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In Pictures: Inside Echlin’s country house debut in the Cotswolds
Boutique design firm shows off its first interiors project outside of London - delivering 'subtle luxury' for a Singaporean family in Oxfordshire.
By PrimeResi
‘Fierce competition’ in SW London sees renters bid above asking
'75% of family houses were let at the asking price or above on the first viewing' in July, reports Savills.
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Weekly Showcase: Ten featured prime resi listings
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Four Seasons to launch standalone resi project in Abu Dhabi
Collaboration with asset manager Alain on Saadiyat Island is promising to 'redefine luxury living in the UAE.'