Project Overview

How do you make a brand feel more modern, vital and engaging when briefed to only make minimal degree of change?

Project Commissioner

Castran Gilbert

Project Creator

Traffic Brand Agency

Project Brief

Founded upon extraordinary vision more than 30 years ago, Castran Gilbert has made its mark as one of Melbourne’s most powerful real estate brands. The agency has established an enviable track record encompassing all aspects of the business from established residential and large-scale project marketing, to auctioneering and property management. Relentless in the pursuit of excellence, Castran Gilbert continues to outperform its competitors and break new ground across Melbourne and Victoria at large.

Project Innovation/Need

The solution was a simple yet incredibly striking one: the injection of a bold highlight orange colour to provide this sense of flair, modernity and relevance - in the updated brandmark, this was applied to the square dot in the ‘i’ in the brand name.
This treatment then informed the design principles behind all of the elements for the updated brand identity, including signage, auction boards, press/ magazine advertising, listing brochures, corporate collateral, stationery and more.

Design Challenge

However, the current brand identity didn’t reflect a sense of modernity and innovation, feeling a little too ‘corporate’. Whilst the existing brandmark wasn’t ‘broken’, it certainly needed an injection of dynamism, whilst avoiding the need for a full-scale, significant update of all materials and collateral.

Effectiveness

The rebrand has been a real success with Castran Gilbert significantly increasing their market share in their key suburbs, as well as enhancing their 'win' rate on commercial pitches.