Money Shield

Developing a new Client Money Protection brand

Money Shield is a new Client Money Protection (CMP) scheme that enables lettings and estate agents to reassure landlords and tenants that their money is safe. Money Shield will step in to reimburse a property agent’s clients should the agent misappropriate their rent, deposit or other client funds. Money Shield is administered by Propertymark and TDS.

Having worked with the team at Propertymark to successfully rebrand the organisation, we were engaged to help develop this new Client Money Protection brand. In order to establish the strongest foundation for all of the brand’s communications and visual activity, we formulated a detailed brand strategy. We analysed the brand landscape and audiences, and defined the positioning, vision, mission and brand attributes. We wrote the messaging for agents and for end consumers like landlords. This strategy formed the basis for the naming process.

After developing the name and visual identity, we created a suite of marketing collateral including website design guidelines, agent-facing leaflets, email templates, event banners and certificates. The clean typography combined with the red ‘walls’ of the visual identity convey the professional, reliable and clear core of the brand.

Project undertaken by Grain previous to the merger with Leidar in February, 2018.