Project Overview

How do you make an 160 year old brand feel fresh, modern and relevant in one of the most competitive, image driven categories?

Project Commissioner

Hodges

Project Creator

Traffic Brand Agency

Project Brief

Established in 1856, Hodges is one of Melbourne’s oldest real estate agents with an unmatched wealth of accrued expertise and local market knowledge in the Bayside and Geelong communities, where it operates. Whilst the business has performed very well, the team felt there was a lack of agreed direction in terms of what the brand stands for. To unite the team and embark on an agreed new direction, Traffic was approached to develop a strategic and creative direction for the future of the brand.

Project Innovation/Need

Building on the longevity of business, the higher selling prices and the level of services, our creative team came up with an overarching conceptual direction that has ‘more’ as its’ centrepiece. The letter H was crafted to look like a plus symbol, always communicating the key message - that ‘you get more with Hodges’.

This new logo was at the centre of the new print campaign to launch the new Hodges identity, with the campaign direction driven by the desire to establish this new brandmark as a key part of life in the suburbs where Hodges have a presence.

Design Challenge

Hodges needed a brand that represented the diversity of their target markets. From the very upmarket suburbs of the Bayside areas - where the brand has enormous recognition and acceptance - through to newer, territories like Cranbourne and Ascot Vale where the brand is establishing itself. The new brand needed to 'stretch' to accommodate all of these variables.

Effectiveness

The campaign has only just launched so there are no specific measures that can quantify the effectiveness. However, overall the new branding has been enthusiastically received by the office network who report a very positive reception to the new identity from prospective vendors.