Shane and Donna from Hess Property contacted Outspoken Entourage to discuss a logo and branding project. Formerly under the guise of Harcourts, the team wished to rebrand, as they moved to an independent real estate office. With a focus on premium property, the logo and brand image needed to portray this segment of the market and attract vendors with a premium and luxury property.
The design brief was to create an identity using monochromatic colours in a minimalistic style. Brand elements and positioning were to be kept simple and allow the property listing to be able to speak. As all competitors in the area use colour in their branding, the palette was to be kept neutral.
We presented several logo concepts using a monochromatic colour palette. Variations included the word "Property" beneath the word Hess, however this was kept as a useable option rather than becoming part of the primary identity mark. Removing excess taglines in a minimalist logo design is essential to retaining the desired style and simplicity. Shane and Donna were immediately drawn to a logo concept and with this selected, we developed further material using the logomark including signs, printed stationery (such as business cards and letterheads), vehicle graphics and property listing signs.
We presented the final logo for sign off along with some of the collateral created and we received approval.
We took the finalised logo and carried out some finished art (making sure elements were centred within their container, lining up items and general tidying). We then create logos in all the different formats (in this case white text on black and inverted along with some vertical options). This allowed us to create the fonts and typography section of our brand guidelines which enables future designers to be able to recreate anything necessary.
As part of the brand and positioning guidelines, we created an entry sign, shopfront sign example, graphics for the company car, letterheads and business cards, magazine advertisement, listing signs for properties and other collateral. You can view some of these creations in the surrounding images on this page.
Upon receiving the branding guidelines and logos, Shane and the team immediately commissioned business cards, a digital letterhead, two entry signs along with a 3D acrylic shopfront sign to go on the building, internal glass frosting for the office dividers with Hess logo, internal acrylic sign with halo lights recessed into the back, vehicle graphics, a magazine advertisement to announce the rebrand, caps, a-frame open for inspection sign decals, licence details for the front door, rental inspection calling cards, presentation folders and A6 thank you cards.
We thank Shane and Donna for trusting their rebrand with us and we look forward to seeing their boutique agency becoming a household name.
