The Brief
London Capital Holdings (LCH) was a group of four interconnected companies offering a comprehensive,
high-end property service across central and West London. Their operations spanned the full lifecycle of property development; from identifying investment opportunities and overseeing bespoke design and construction, to managing sales, lettings and long-term portfolio growth.
Each subsidiary had a distinct function:
Create: A fully integrated design and build company responsible for delivering exceptional residential properties. This included a 20-person construction team and a dedicated architectural design studio.
Search: A specialist consultancy focused on sourcing prime investment opportunities for private clients, developers, and homeowners.
Touch: The in-house development and funding arm, responsible for both independent and joint venture projects, as well as the management of a significant West London property portfolio.
Look: A marketing and estate agency service offering tailored support for sales and lettings, with a particular focus on the Kensington & Chelsea market.
LCH wanted a single, unifying identity that could bring these four specialist services together under one brand umbrella; while still allowing each to speak to its own audience and purpose. The goal was to ensure that wherever the brand appeared; on-site, online, or in print – it would be instantly recognisable, cohesive and reflective of the group’s high standards.
Design Approach
The core challenge was to create a cohesive visual identity that brought together four distinct companies—each with a specific role in the property journey—into a single, recognisable brand. My process began by gaining a deep understanding of each division’s function and personality, enabling me to craft a system where individuality and unity could co-exist.
To express each company’s unique contribution while maintaining overall brand consistency, I developed a set of bold, symbolic icons:
Create was represented by a hand, symbolising craftsmanship, care and the hands-on nature of the design and build process.
Search was symbolised by a foot, representing movement, exploration and the act of walking the streets to find the right opportunities.
Touch used a thumbprint, reflecting identity, personal investment and the uniqueness of each project developed or funded.
Look was represented by an eye, standing for vision, insight and the attention to detail needed in marketing, sales and lettings.
Each icon was paired with a bright, primary colour—carefully selected to give each company a distinct, vibrant presence while contributing to an energetic, unified brand palette. These colours served both functional and emotional roles: helping to visually separate each service while reinforcing the group’s fresh, confident approach in a competitive central London property market.
The result was a bold, flexible identity system where each part could stand alone yet remain unmistakably part of the London Capital Holdings family.
