Project Overview
HudsonMcHugh, a leading real estate agency in Sydney’s Inner West, approached us for a brand refresh five years after our initial collaboration. Our mission was to infuse new energy into their well-known brand while retaining their iconic purple colour.
By creating a comprehensive brand strategy centered around "Expect Different," we aimed to highlight HudsonMcHugh's unique, honest approach and bespoke services. The refreshed brand identity, along with a dynamic new website featuring engaging video content, set HudsonMcHugh apart in a competitive market, showcasing its innovative, client-centric approach.
Project Commissioner
Project Creator
Team
Brook Townsend - Creative Director
Jason Walters - Managing Director
Jori Scobie - Account Director
Matt Inman - Head of Digital
Robert McAuley - Lead Programmer
Emil Makkar - Design Director
Project Brief
In the bustling real estate market of Sydney's Inner West, HudsonMcHugh needed to stand out. Our task was to refresh their brand identity to reflect their unique approach to client engagement. The brand position and visual language needed to attain a level of stand out not seen in the competitive real estate market which they occupy. An immersive brand experience was needed to attract new clients and retain top talent, reinforcing HudsonMcHugh’s position as an innovative market leader.
Project Innovation/Need
HudsonMcHugh's brand refresh was all about breaking the mold in a saturated market. The "Expect Different" platform highlighted their unique client interactions and marketing strategies, setting them apart from the competition. We created a distinctive visual language following the “home mark” brand icon and upside-down fonts, anchored by their iconic purple color.
Dynamic video content on the website provided an engaging, immersive user experience. This novel approach not only enhanced their brand identity but also positioned HudsonMcHugh as a forward-thinking, client-focused agency, resonating with both clients and employees.
Design Challenge
The main challenge was ensuring HudsonMcHugh's brand didn’t blend into the sea of sameness in the real estate market. We needed to uncover and communicate their unique market position effectively. Retaining their iconic purple while introducing new elements like the "home mark" and a unique visual language helped us achieve this.
Additionally, integrating video content in a meaningful way on the website requires careful planning to ensure it is aligned with the "Expect Different" brand platform and provides a seamless user experience.
Effectiveness
Since the rebranding, HudsonMcHugh has received strong positive feedback from both existing and new clients. The new website, with its improved user experience and updated technology, has been well-received.
The engaging video content and unique visual elements have effectively communicated HudsonMcHugh's distinctive approach and services. The enhanced brand identity and client engagement indicate a successful rebrand that has solidified HudsonMcHugh’s position in the market.
Graphic Design - Identity and Branding - Property - Services
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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