Bircroft Private

Repositioning an established high profile brand

Established in 2010, Bircroft Private is a high profile property finance company, operating at the heart of the property market. Providing specialist finance services for high net worth clientele, the team has built up an excellent reputation within the industry.

It was Straightedges’ challenge to retain the highly esteemed integrity of the business persona, but to advance its identity into a modern and dynamic brand.

Our approach to the logo design begun with our thoughts focused on the ultra competitive industry that the company works in. This led to our interpretation of the field having a chessboard personality to it. And, after a thorough discovery processes understanding how the team solves difficult financial challenges for their clients, we concluded that Bircroft was like a Knight.

The definition of the Knight:  The Knight might not be the most powerful piece on the board, but his skill set is unique and gets him the recognition needed to be used frequently.

With the brand identity established, we proceeded to create the team stationery and design and build of the new website;

All materials have been consciously designed to project a combination of modernity and establishment. This intentional stylistic highbrow identity aims to attract new savvy, fast-paced clients – whilst also making sure not to alienate existing loyalties.


Straightedge have been professional and forward thinking in everything they have done since we instructed them. They worked around our time frames and were able to steer us in the right direction when we were unsure of the best way to progress our brand image. We are delighted with how things have worked out.

– Tom Robinson, Director