John German

Photography and Lifestyle Campaign

We Are Ghost have worked closely alongside John German Estate Agents for many years. Helping the business in defining their corporate identity and creating numerous campaign strategies for their ever-growing brand.

Over the last 5 years the Estate Agency world has fundamentally changed and for 179 years John German have adapted and grown stronger. John German realise that today, more than ever, the need to be client focussed and service driven. With this in mind the company made the decision that it was time for a new website that would demonstrate clearly the businesses core values.

The Brief

John German came to We Are Ghost with a clear direction in which they wished to progress the company and who they wanted to target.

The brief was to find a way of reaching out to this defined target audience whilst elevating the brand and highlighting the Estate Agents exceptional customer service. The new direction would be used across all print and online promotional advertising.

Our Approach

We know primarily that John German are one of the most trusted names in Estate Agency.

And after a number of meetings with the client we soon learnt that John German pride themselves on their Feefo Gold Trusted Service; an independent seal of excellence that recognises businesses for delivering exceptional experiences, as rated by real customers.

With this in mind we knew that the campaign should be instantly relatable to its current and future customers whilst still being aspirational. We decided that the best way of portraying this would be to create a new suite of emotive lifestyle imagery, highlighting a happy family living in their new home.

We suggested to John German that they would benefit by having their own photoshoot, using professional models, shot in one of their own property locations that’s currently on the market. Doing this meant that the client would now have their own suite of imagery and not have to rely on iStock, which on occasion you may see other Estate Agents use. John German agreed and were just as enthusiastic about the photoshoot as ourselves.

For the forthcoming weeks, we worked closely with the client to find the perfect location and models that would match the brands intended target audience. And after narrowing down a direct shot list for the shoot and sourcing multiple props to dress the location we were ready to go!

The shoot took in total 2 days, we sourced an interior stylist to dress the newly remodelled barn conversion. Props were kept to a minimal so that the emphasis of the shoot always remained the ‘happy family’. This minimal approach also meant that images would transition to print and web well when text needed to be overlaid.

Our Highlights

We loved working on this project and felt the vision became a reality when we art directed and photographed the new campaign images. It was a joy to see the Scandinavian look and feel of the photography adapt so well with both the new print campaign and website.