McGrath Estate Agents
Brand identity program for one of Australia's best-known real estate brands, repositioning the business around a more human and knowledgeable role in the property journey.
McGrath has long been known for exceptional customer service and innovation, but a changing property market had made the category feel increasingly cold and transactional. The opportunity was to reconnect the brand with what had always set it apart — a genuine commitment to its customers.
Results
McGrath describes the brand refresh as the “biggest brand change in over 25 years.” The company is setting its sights on becoming Australia’s No. 1 agency, with ambitions of “achieving double-digit market share over the next five years”. “We’re very excited. We believe we have the platform, the team, and the brand to make it happen,” says Founder and CEO John McGrath in February 2024.
Client
McGrath Estate Agents
Project Type
Brand evolution
Services
Brand identity design
Logo design
Brand guidelines
Digital and print collateral
Signage
Agency
Toben
Role
Design Director
Project Team
Creative Director: Katja Hartung
Copywriting: Amanda Lawler, Geoff Courtman, Katja Hartung
Strategy: Amanda Lawler
Animations: Thorsten Kulp
Awards
Transform Award ANZ: Gold
Graphis Awards: Gold
Best Award: Finalist
AGDA Awards: Finalist