Jellis Craig

A single positioning line that unites 30+ offices across markets, aspirational, authentic and grounded in human connection.

THE CHALLENGE

Defining a clear and differentiated idea in a crowded category

In a highly competitive Victorian property market, Jellis Craig needed a brand positioning line that would clearly articulate their essence and stand apart from a sea of similar promises. The objective was to create a line with emotional resonance, strategic clarity and the longevity to work across every arm of the business.

APPROACH

Strategic insight to creative direction to aligned decision making

We conducted a focused review of brand architecture, tone of voice and competitive positioning, alongside stakeholder input from leadership. One clear truth emerged. Connection sits at the centre of the brand’s value, connecting clients, communities and collective expertise.

From this insight we developed a series of creative territories spanning emotional, benefit led and mission driven platforms. We created and refined multiple line options, supported by fully articulated brand anthems for the strongest directions. Each was assessed for distinctiveness, clarity and ability to scale across the business. Through a collaborative process with the leadership team, one line stood above the rest.

THE OUTCOME

A unifying line built to scale across the entire network

“Your connection to something greater.”

The line captures both the strength of the network and the human connection at its core. It positions the brand as a gateway to something more, not just property outcomes but access to a trusted and aspirational community.

Now embedded across the brand, the line provides a clear and consistent foundation for communications, campaigns and internal culture, uniting a diverse network under one confident and cohesive voice.