Case Study: Complete Brand Identity & Web Design for ClearPlan
Embarking on a home extension can be a daunting process for many homeowners. ClearPlan was established to eliminate that stress, combining 25 years of domestic extension experience with clear build advice, complete architectural drawings, and a fully itemised cost plan.
To launch this comprehensive service, they required a full brand identity—including versatile logo designs, custom character illustrations, and a lead-generating website—that communicated their core ethos: “Know Before You Build”.
The Challenge:
The primary challenge was to create a brand that felt highly professional and authoritative, yet entirely approachable. The construction and architectural planning sectors can often feel intimidating or overly technical.
ClearPlan needed to visually demystify the process and build immediate trust with homeowners. Furthermore, the branding needed to be versatile enough to work across various digital formats, from a responsive website layout to social media avatars, requiring multiple logo variations.
The Design Rationale:
Logo Variations & Colour Palette I developed a highly legible, modern logotype using a colour palette of deep, trustworthy navy blue and an energetic, construction-adjacent yellow. To ensure maximum versatility, two primary logo formats were created:
The Horizontal Logotype: A clean, straightforward mark with the navy and yellow typography sitting neatly above the brand’s core tagline.
The Stacked Mascot Logo: A more playful, illustrative badge where the brand’s custom mascots stand behind a white house roof graphic, framed by a solid yellow circle.
Custom Character Mascots To truly humanise the brand, I designed two custom mascots (one male, one female) to represent the ClearPlan team. Dressed in cohesive uniforms—branded navy polo shirts, grey work trousers, and heavy-duty toolbelts—they visually bridge the gap between office planning and on-site building. By equipping them with tools of the trade, such as a clipboard, a smartphone, and a red toolbox, the characters convey a sense of thorough preparation, modern efficiency, and readiness.
Website Design & User Experience The website acts as the central hub for ClearPlan’s lead generation. The homepage hero section immediately addresses the user’s primary need with the headline: “Planning a home extension?”.
Visual Hierarchy: The layout utilises a clean, white background and deep navy footers and headers to allow the bright yellow “Book a Survey” call-to-action buttons to stand out prominently.
Trust Signals: The mascots are placed strategically on the right side of the screen to guide the user’s eye and add a friendly face to the service. Below the fold, the core brand pillars—”One Team. One Process. One Fee.”—are clearly displayed to reinforce transparency and build immediate trust before the user even scrolls.
The Outcome
The resulting project is a cohesive, highly approachable brand identity. The combination of clean, professional web design and friendly, bespoke mascots successfully positions ClearPlan as the trusted, go-to experts for domestic extensions.
The unified visual language reassures homeowners that their project is in safe, experienced hands right from the start.
Looking to build a stronger brand?
Whether you are launching a new service, need a complete brand overhaul, or require a bespoke, lead-generating website, let’s create a digital presence that connects with your audience. Get in touch today to discuss your next project.
