Project Overview
In the hectic property marketing and development space, it’s easy to get lost among the competition. Oliver Hume needed to stand out in a crowded marketplace. They had a strong reputation in the industry for selling and marketing land for development, but were not as well known as they should have been.
There is a strong vision within the business to become a leading multi-disciplinary property services and funds management business across Australia and Asia.
They needed a fresh, bold new identity, one that broke the standard category conventions, to support this vision. So they were looking not just to sell and market properties, but to reshape their business.
Project Commissioner
Project Creator
Team
Sandy Belford – Strategy Director; Ed Elias – Strategy Consultant; Melissa Dale – Group Account Director; Aimee Crowley – Account Manager; Executive Creative Director – Simon Wright; Creative Director – Darren Swain; Designer – Martin Hopkins;
Project Brief
There were a number of critical targets that Principals needed to meet:
• Elevate Oliver Hume’s brand presence within the market.
• Establish Oliver Hume as a pre-eminent property specialist, hungry for success delivered through trusted relationships and superior intelligence.
• Create a sense of the Oliver Hume brand experience through their communications.
• Create ‘one Oliver Hume’ – make a monolithic brand with the ability to flex to suit a wide range of audiences in Australia and Asia.
• Find a way to demonstrate the hunger, commitment and restlessness that existed in their work culture and their results
Project Innovation/Need
We needed to develop an identity system that encapsulated all of the components of the business whilst standing out from their competitors.
Design Challenge
Most property companies’ advertising looks the same, with the same stale images and communications. Principals’ task was to shake up the old Oliver Hume brand by giving it a new visual identity and a fresh communications strategy to help the brand really come to life – and to distance it from the competition.
Oliver Hume had a particular challenge: how could we make their property funds division (a specialist investment management wing of the business) be a part of the overall brand, yet still keep its premium status?
Effectiveness
We created a bold yet simple identity system using the ‘OH’ of Oliver Hume as a bold device. The new identity reflected Oliver Hume’s values, work ethic and brand identity as ‘restless achievers’ – always hungry and striving to please their clients.
Using the strength of a black and white as part of the core colour palette, complemented by abstract photography, we built a system that could be easily applied across the multi-disciplinary offering.
For the specialist property funds division, we inverted the colour scheme so that black was the primary colour – giving it the premium status that division of the business deserved – whilst keeping it firmly within the monolithic structure of the new Oliver Hume identity.
Graphic Design - Identity and Branding
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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