ASPC – Connecting with a New Generation
Client
ASPC

Project 
Advertising campaign

Role
Designer
Illustrator
Copywriter
Project Overview
ASPC (Aberdeen Solicitors’ Property Centre) is the go-to property portal for buying, selling, and renting homes in Aberdeen and the surrounding areas. ASPC consistently promotes its services throughout the year using a variety of advertising mediums, ensuring a strong presence across digital, print, and outdoor platforms.

Recognising the growing competition from online competitors, ASPC sought to refresh its advertising strategy to better engage a younger demographic. The goal was to create an approachable, engaging, and memorable campaign that would simplify the buying and selling process while reinforcing ASPC’s position as the most trusted property platform in the northeast of Scotland..

The Challenge
ASPC’s branding felt outdated, relying on a limited colour palette and a traditional tone that didn’t appeal to younger audiences. The home-buying process also seemed complex and daunting, leading to disengagement. To stay relevant, ASPC needed a fresh, engaging, and approachable campaign while maintaining its credibility and brand recognition.
The Solution
Phase 1: A Fresh Look & Friendly Communication (2023)

The first stage of the campaign introduced a new visual identity and messaging style. This initial phase established a new brand direction that positioned ASPC as approachable, supportive, and relevant to a younger audience:

•    Colour Refresh: ASPC’s branding was expanded beyond its signature deep blue, incorporating bright, uplifting colours to convey warmth and positivity.
•    Illustrations: Playful and simple illustrations were introduced to make complex topics feel more engaging, adding a sense of warmth, humour, and relatability.
•    Tone of Voice: The messaging embraced informal, friendly language to build trust and make property transactions feel less intimidating.
The Solution
Phase 2: Data-Driven, Engaging Messaging (2023–2024)

Following the success of the refreshed identity, ASPC wanted to further highlight the benefits of their services through a new series of advertisements. This phase strengthened ASPC’s presence across multiple channels while reinforcing its expertise in the property market.

•    Insightful Statistics: Data-driven messaging was introduced to showcase ASPC’s strengths in a compelling way.
•    Humour & Playfulness: To maintain a lighthearted approach, statistics were paired with witty, engaging copy.
•    Multi-Platform Presence: The campaign was rolled out across various digital and print platforms, including ensuring widespread visibility.
The Solution
Phase 3: Emotional Brand Recognition (2024)

In 2024, ASPC aimed to take a more emotive approach, moving away from a direct promotion of services to a campaign focused on brand connection. The result was the "Every Home Has a Heartbeat" TV advert:

•    Concept: The advert highlighted the small, everyday sounds that make a house feel like a home.
•    Emotional Connection: By capturing these moments, the campaign evoked warmth, nostalgia, and a deep personal connection with viewers.
•    Brand Impact: Rather than focusing on transactions, this phase reinforced ASPC’s role in people’s lives and the emotional journey of finding a home.
Results & Impact
Across these three phases, ASPC successfully transformed its advertising into a modern, engaging, and emotionally resonant brand presence.

The refreshed approach:
•    Made ASPC more relatable and appealing to younger audiences.
•    Increased engagement through playful visuals and approachable messaging.
•    Established a stronger emotional connection with the brand through storytelling.