The decision to move from one of Australia's largest reality franchises to being an independent realtor is not one taken lightly. For Professionals South Perth, it was strategic to the core. While many are familiar with the Professionals' branding, it had limitations when it came to marketing property in the mid- to high-end of the market; it simply wasn't perceived in that light. The brief for The Globe was to create a strong, contemporary brand that was striking and memorable: strong in front of a house, strong on-line and one that instilled confidence in both clients and staff alike. The bigger strategy however, was the ability for the brand to position M Residential as a marketer of properties at the higher and of the market while retaining the middle ground. Each week, we hear news of the degree to which the brief has been realised. In both tone, branding and execution, the M Residential brand is repositioning the business for the future in compelling ways. The Globe was involved in the rebrand across many levels: brandname development, brand conception, online executions, collateral, vehicle and sales signage and interior/exterior office design as well as a company profile and a series of e-books and presentation documents.

Client: M Residential
Direction: Simon Elliott & Enrico Bettesworth
Creative: Enrico Bettesworth
Copywriting: Simon Elliott