Project Overview
How do you rebrand one of Australia’s largest real estate brands? By opening doors to a world of possibility and opportunity.
Project Commissioner
Project Creator
Team
Helen Watts
Kurt Hardy
Project Brief
In a crowded real estate market, Barry Plant, a longstanding Australian agency, wanted to increase market share and needed to reconnect with a younger demographic. Their existing brand didn't reflect their core values of community, transformation, and progress. Watts Design rose to the challenge with a bold and innovative rebrand that throws open the doors to a new era for Barry Plant.
Project Innovation/Need
The key innovation lies in moving beyond the traditional real estate narrative. Barry Plant isn't just about selling houses; they're about unlocking potential. The rebrand captures this essence through the powerful metaphor of "opening doors." This signifies facilitating life transitions, igniting dreams, and empowering communities. It taps into the market's desire for authenticity, diversity, and meaningful connections – values often missing in the transactional world of real estate.
Design Challenge
The design challenge was to seamlessly integrate Barry Plant's strategic goals with a fresh and engaging visual identity. We tackled this by crafting a compelling brand story that resonates with a younger generation. The story emphasizes not just experience, but a commitment to progress and inclusivity. Visually, the introduction of a vibrant cobalt blue and a symbolic door graphic/emblum device injects a dose of modernity and establishes a distinctive brand signature.
Effectiveness
The rebranding's effectiveness lies in its user-centric approach. The "Opening Doors" tagline, with its expandable language options, creates a sense of possibility and caters to diverse client needs (B2B and B2C). The focus on diversity and inclusion resonates with a younger demographic, while the cobalt blue color scheme adds a touch of vibrancy and professionalism. This combination aims to not only improve brand recognition but also attract new agents who share Barry Plant's commitment to a more progressive and inclusive real estate experience. Ultimately, the rebranding seeks to unlock not just new properties, but a brighter future for both Barry Plant and the communities they serve.
Graphic Design - Identity and Branding - Corporate
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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