Eversmiths
Building the exceptional in residential construction
When Eversmiths approached Felix&Friends, the brief was clear: create a brand that reflects the exceptional quality across all stages of our construction delivery, and build an identity that resonates with the ultra-high-net-worth clients we serve.
What emerged was a comprehensive brand strategy that fundamentally reimagines how a construction company can present itself in the luxury residential sector.
Felix&Friends created a strategic foundation, getting to know the client exceptionally well, understanding the incredible level of process and detail of every Eversmiths project, as well as the clientele they strategise, plan and construct luxury residences for.
Their primary audience are high net worth and ultra high net worth and expect refinement at every touchpoint. The new brand needed to mirror the bespoke precision, ROI considerations, material selection and meticulous attention to detail that define every Eversmiths project.
Strategic Positioning Through Design
The visual identity developed by Felix&Friends deliberately challenges construction industry conventions. Where traditional contractors favour bold, heavy branding with industrial overtones, the new Eversmiths brand is refined, crafted and aligned to their projects and clientele.
Eversmiths' brand palette centres on Scarlett and Ivory, colours that evoke heritage, warmth and sophistication rather than high-visibility urgency. The custom serif typeface brings elegance and restraint, a conscious departure from the utilitarian fonts that dominate property development marketing.
This isn't aesthetics for its own sake. Felix&Friends recognised that in construction, a new refined visual language would signal to discerning clients that Eversmiths understands their world, their standards and where understated quality represents the brand.
Brand Narrative Architecture
Beyond visual identity, Felix&Friends crafted a distinctive brand narrative for Eversmiths. The tone of voice guidelines establish a conversational yet authoritative voice, warm, direct and confident without overstatement. Language focuses on partnership, vision, and the deeply personal nature of creating exceptional residences rather than standard construction terminology.
Key messaging centres on British craftsmanship, personal connection, and uncompromising quality. Words like "precision," "integrity," and "bespoke" replace industry jargon such as "turnkey" and "concept-to-completion." This linguistic shift positions Eversmiths alongside the premium architects and interior designers their clients work with, rather than conventional building contractors.
Digital Experience as Brand Expression
The bespoke website Felix&Friends delivered serves as the digital embodiment of Eversmiths' positioning. Photography showcases intimate details: the grain of walnut joinery, the interplay of natural light across marble surfaces, the considered composition of exceptional interiors. Editorial-style content explores philosophy and approach rather than listing capabilities.
Creating the bespoke digital Eversmiths experience was conceived to resonate with clients' personal choice of luxury brands across interiors, hospitality, fashion and design. It creates immediate brand alignment between Eversmiths and the status of the worlds their clientele inhabits.
Redefining Construction Sector Standards
Felix&Friends' strategic approach demonstrates how construction companies serving the prestige property market should position themselves in 2026. The traditional masculine tropes, strength, scale, industrial power, feel increasingly disconnected from the elegance of country manors and central London townhouses Eversmiths create.
By establishing Eversmiths as a brand where detail and refinement take precedence, Felix&Friends has created differentiation in a sector where most premium residential builders still present themselves through conventional construction archetypes.