Brand

Jellis Craig Brand Platform

A brand platform with a beating heart

As real estate agents compete for listings in a booming Melbourne property market, one local brand wanted their ethos and business model to set them apart.

THE CHALLENGE

Create an overarching brand platform that can be used as an anchor underpinning campaigns and comms at every touchpoint.

In a heated property market, Jellis Craig wanted to cement themselves as Melbourne’s premiere property experts. As market leaders, their numbers were convincing, but how could the brand stand out from the sea of suits and smiles in a more indelible way?

THE APPROACH

A campaign with a feel-good message at its core.

In all life’s big moments it’s not simply the ‘head’ that calls the shots – it’s the heart too. After deep-focus research on what makes the brand tick, we discovered that indeed the ticker had a lot to do with it. A brand made up of a passionate team of good humans whose local knowledge gets the best results for their clients and communities. Our strategy focused on humanising the brand with a heartfelt platform that still allowed us to deliver some tangible benefits.

THE OUTCOME

A premium aesthetic with a human touch

A campaign platform positioning the brand at ‘the heart of Melbourne property’ builds affinity and emotional connection. It also delivered a platform for the brand to express their leadership position in a way that didn’t feel like chest-beating. The result was a distinctly different campaign that their audience could identify with; a brand that went beyond the ‘typical’ expectations associated with the real estate industry.

Services

Brand Strategy
Brand Design
Brand Production

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A CORE BRAND ID UPDATE

We gave Jellis Craig a fresh new look that showcases aspirational Melbourne properties, locations and people in a distinctly Melbourne way. Local, yet premium. Refined, but human.

A FLEXIBLE CAMPAIGN FRAMEWORK

The campaign positioning can be underpinned by one or more of the supporting value pillars.

AN ICONIC POINT OF DIFFERENCE

A subtle, stylised ‘heart’ borrows from contemporary Melbourne interior design aesthetics to create an iconic point of difference for the brand’s ID update. It provides visual interest and introduces curves and arches into a landscape of ‘boxes in boxes’.

The campaign made buyers and sellers feel good about working with Jellis Craig’s team of genuinely good humans who have a reputation for great results. A refreshingly authentic Melbourne real estate agency approach.

OWNING THE STREETS (AND THE SCREENS) OF MELBS

Campaign launch focused on a high-impact, full-funnel brand campaign that delivers mass visibility and create a clear and definable market position above that of its competition. All centralised around targeted positions across Jellis Craig’s extensive agency network.

GENUINE PEOPLE WHO TRULY KNOW YOUR NEIGHBOURHOOD – BECAUSE IT’S OURS, TOO.

An emotional brand connection that leads to long term recall and ‘thinking Jellis Craig first’

PROVING WE’RE LOCAL

The flexibility of the master positioning line can also be customised to work with local areas. This allows us to demonstrate local knowledge and build affinity with local area campaigns and comms.

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“From the outset, it was clear that V.I. were going to take this campaign beyond our expectations.

The time they took to develop a deep understanding of our business and our people translated into a powerful and emotionally resonant piece of work.

The results speak for themselves. Not only did the Heart of Melbourne Property campaign exceed our expectations, but it also helped with articulating our internal company principals and giving us a framework for our future brand values.

V.I.’s ability to deliver a campaign that truly captured the essence of Jellis Craig is a testament to their deep talent and wide-ranging expertise.”