The brief

A fellow branding professional, Mat of Acumentum Communications, reached out to me late in 2018 regarding a brand refresh for a commercial property investment firm in Sydney. Matt runs a dynamic agency, much like myself, focusing on copy, content and brand strategy. We’d collaborated in the past on a few projects; he with words and me with design, and I always welcome working with such a kindred branding spirit.

Realmont had gone out to market a few years ago, and had been managing the branding and design in-house while they got up to scale. Wanting sharpen up their image, and with a few runs now on the board, it was now time to look at a brand refresh and new website.

The approach

With Matt driving the strategy and copywriting, I took a back-seat in this phase and enjoyed the relatively rare chance to take the brief with just my ‘designer’ hat on. I had three concepts to present to my clients, and I worked up three visually distinct options which each played on the archetypes of ‘Creator’, ‘Ruler’ and ‘Sage’ archetypes that Matt had nominated in the strategy. It wasn’t an easy brief, with these archetypes requiring quite nuanced creative to really bring them to life.

The end result called upon a refined palette of colours, working in some iconic Sydney-centric imagery, with the intention of creating resonance within the Asian market that they often presented to. Together we rolled this out across branded templates, a brand style guide for the team to use to continue creating their own graphics in-house, a new website and some social media imagery to use in their LinkedIn channels.

The result

During the phase, the team moved premises to Martin Place in the heart of Sydney. With a new website and new collateral, it was the perfect opportunity for a new start for the team. The refreshed brand offers considerable uplift from their previous branding and I look forward to seeing (branded!) LinkedIn updates with news of their continued expansion.

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