Charles David Cassson

A bright and bold new brand that truly reflects the personality behind the business.


The summary

Brothers Matt and Neil Baldock are the owners of Charles David Casson (CDC), a successful residential sales and lettings agency in Essex with a nationwide franchise offering.

The Baldock brothers represent an entrepreneurial powerhouse with a reputation for passion and excellence in the property industry.

But the brand was tired (and a bit dull) and the website lacked cohesion, functionality and wow factor. They needed help. And help them we did! 

Read on for loads of WOW.


The brief

Matt and Neil came to us with an exciting brief:

“Refresh our brand into something awesome, build us a contemporary, state of the art website to reflect the new branding and drive leads, and help us step change our franchising offering.”

The new brand and website needed to drive the business forward in two ways:

Firstly, make CDC THE stand-out, trusted, number one estate agent choice for residential sales and lettings across Essex.

Secondly, step-change their regional and national franchising proposition to make Charles David Casson Franchising, under a compelling new brand, a real contender in the estate agency franchising arena.

We’re confident we’ve delivered on every level…
…And the Baldock Brothers “f***ing love it!”


Our approach

The company is 100% focused on the human side of estate agency, determined to negate the current transactional culture and its sterile connotations. With a goal to make moving as stress free as possible, Charles David Casson has stripped the practice of estate agency back to basics, where people – and property – matter.

We wrote a complete Brand Positioning Statement for CDC as well as the website copy to articulate the goals and values, and chose imagery and designs to match. Encapsulating and documenting the business values, brand story and brand messaging was key in developing the end-product.

We got to know Neil and Matt pretty well during this project – they are bright, bold, forward thinking and determined. The new brand and website needed to match and complement CDC as people, and as a company.

“I want to use that brand”

To help them strengthen their brand appeal and loyalty in the residential property market with sellers and landlords, we created a bright and bold brand and websites to make people say, “I want to use that brand”.

“I want to work with that brand. I want to join the CDC family”.

The new branding also needed to support their franchise growth strategy – it needed to be striking and bold as well as flexible and adaptable to accommodate bespoke, local and personal nuances for their CDC Property Partners and Franchisees. We created a bright and bold brand to make people say, “I want to work with that brand. I want to join the CDC family”.


The result

A bright and bold new brand that truly reflects the personality behind the business. We used stunning colours and graphics that are contemporary, stylish and engaging.

We built a website that is simple to use, with clear and easy navigation across all devices. The site allows CDC to build trust with their audiences by displaying real time, key performance statistics, awards and accreditation.

The website utilises the latest technology to drive enquiries, leads and valuations including fast, intuitive and easy to use properties search with advanced filters, 24/7 integration including Book a Valuation or Book a Viewing, 24/7 Live chat, Hyper local information displayed with every property including local schools, amenities, transport and broadband.

The site features natural style imagery that depicts the human aspect of moving. We designed an engaging and relevant section for the CDC Franchising proposition with clear call to actions and lead magnets for lead capture to align with CDC’s franchise recruitment goals. In addition, we wrote and designed a brand new franchising brochure in line with the new-look branding.



Matt and Neil gave some incredible feedback throughout the process, and afterward.

Here are some soundbites from the client:

“F***ing love it!”
(about our Lead Designer Michael’s awesome creations)

“I know I am biased, but I am in LOVE with it”
(about the new brand and new website)

“Thanks to Robin and everyone at PropertyStream. I’m so happy with how it’s turned out.”

“Thank you Pernilla for articulating our values and brand so well with your amazing words.”

Here are some comments from the general public:

“Love it. It’s so vibrant.”

“Very slick on IOS.”

“That’s cool how it changes colours and the way the ‘view’ icon moves around – very smart!”

“Looks fantastic.”

We'd love to work with you.

We can help ambitious brands stand out and earn more with our websites and branding. Discuss a project with one of our specialists today!


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