Skip To Main Content
Changing Cheffins
Cheffins Logo
Case Study

Changing Cheffins

Sector:
Professional Services
Employees:
140+
Client Contact:
Director – Marketing

Cheffins is a long established professional services firm, dealing in property, land, fine art and farm machinery. Founded in 1825, it is strongly connected to Cambridge where its head office is based and also has clients across the world. The firm is a market leader across its range of services.

RESULTS AFTER 2 YEARS

+25%

Turnover

+42%

Website Sessions

+600k

Visits via Organic Search

Cheffins Adverts

The Objective

Build a strong, consistent and distinctive brand that will drive long term success.

Cheffins has grown organically and through occasional acquisitions. While the breadth of its offer helps to insulate it against economic fluctuations, it faces stiff competition from larger rivals with deeper pockets.

Cheffins Rural Scene
Old Branding

Old Branding

An initial survey among a cross section of Cheffins clients showed that some thought the brand was looking tired and old fashioned.

An analysis of the competition showed that several of its key rivals had recently overhauled or refreshed their brand and website, and that Cheffins was in danger of falling behind.

Our Solution

We talked to staff about their perceptions of, and aspirations for, the business. In particular we explored what is different and special about Cheffins.

Together with the client survey, competitor analysis and review of the market, this information was vital to developing our strategy to make Cheffins stand out from the crowd.

Our Solution
Cheffins Narrative

A strong story quickly emerged. Cheffins remains privately owned, proudly independent and guided by long-standing principles.

It’s a people oriented business that cares about its clients, colleagues and the communities it is based in. It values mutually rewarding, long term relationships, and the quality of the advice and service it provides is second to none.

We described its essence as ‘Advice worth taking’ and its desired brand image as ‘professional with personality’.

The new branding

From this foundation we developed a fresh, modern and confident brand image that is designed to be distinctive, memorable and engaging.

We designed a brand guidelines document to help ensure the new brand is communicated correctly and consistently.

Cheffins Brand Guidelines
Cheffins Staff Booklet

Bringing the brand alive.

The new logo, colour palette, design style and use of language have been applied to hundreds of marketing materials, including advertising campaigns, property sales boards, newsletters, office signage, show stands, banners, brochures and leaflets.

Cheffins Website
Cheffins Reboard Tractor
Cheffins 'Scene' Brochures
Cheffins Signage

Comprehensive signage review.

We carried out a survey of Cheffins’ head office in Cambridge, five estate agent branches in Cambridge, Newmarket, Saffron Walden, Ely & Haverhill, and their farm machinery saleground in Sutton.

We produced and installed new signage and graphics for all offices, amounting to over 100 signs in total.

Cheffins Photoshoot

New website built on SEO strategy.

To ensure the new website ranks well in the SERPs, we undertook detailed SEO audits and keyword research. This informed the search terms used throughout the site and we wrote the content for key pages.

Throughout the process we worked closely with Isle, who developed Cheffins’ new website. We also commissioned specialist photography to feature on the site.

Cheffins Website
Cheffins Website
Cheffins Rebrand Launch Event

Rebrand launch event.

We helped to plan the rebrand launch event for 140 Cheffins staff, writing speaker scripts, creating presentations and producing giveaway materials and banners.

The Result

The results have been phenomenal, with a very positive financial impact in the two years since the brand launched.

The new website has seen an increase in traffic of circa 42%, with a marked new demographic of client and considerable growth in engagement with clients from strong, strategically placed calls to action.

  • 25% increase in turnover
  • 42% increase in website sessions
  • +600,000 additional website visits via Organic search
Cheffins Website
Sharon Hamilton, Director – Marketing

Fellowship have been fantastic. They’ve skilfully guided us through a strategic and comprehensive brand transformation process, challenging us when needed. We’re delighted with the outcome. Beyond the initial rebranding project, Fellowship have continued to guide and support the Marketing team, assisting with work in advertising, marketing and SEO on the website.

Sharon Hamilton Director – Marketing, Cheffins
Download Case study PDF