+ Brand Success
Rebranding Ray White - Australia's largest real estate group
Rebranding Ray White - Australia's largest real estate group
Ray White is Australia’s largest real estate group. The company’s international network spans 7 countries, 1000 offices and employs more than 150,000 people – a testament to corporations success. However, size alone doesn’t guarantee leadership. Ray White had to create and implement a strong visual identity in line with their market or face diminishing returns as the competition gained a more compelling advantage.
Ray White needed a fresh image that would have the support of their extensive franchise network. The new identity had to provide the appropriate impact in the street and appeal to a broad market base ranging from prestige to the more marginal.
The brief called for a new look and feel along with a new level of brand architecture, an entire new library of marketing and identity tools, from office signage to vendor ads and signboards.
Studiomardo created a comprehensive brand manual aligning and standardising the brand in each country, state and territory and new set of standards that would allow agents and offices to leverage themselves within the franchise and industry at large, enhancing agent and office recruitment and retention, particularly for high capacity earners.
The result is a brand kept alive and ‘with the times’ – above all – smarter, cleaner, brighter, fresher and tighter than before. A testament to the most successful implementation program in the company’s history.
Ray White needed a fresh image that would have the support of their extensive franchise network. The new identity had to provide the appropriate impact in the street and appeal to a broad market base ranging from prestige to the more marginal.
The brief called for a new look and feel along with a new level of brand architecture, an entire new library of marketing and identity tools, from office signage to vendor ads and signboards.
Studiomardo created a comprehensive brand manual aligning and standardising the brand in each country, state and territory and new set of standards that would allow agents and offices to leverage themselves within the franchise and industry at large, enhancing agent and office recruitment and retention, particularly for high capacity earners.
The result is a brand kept alive and ‘with the times’ – above all – smarter, cleaner, brighter, fresher and tighter than before. A testament to the most successful implementation program in the company’s history.
Ray White corporate identity, brand and property marketing standards manual
Corporate press campaign: "Welcome to Ray White - Australia's Supergroup "
Corporate press campaign: "Did you know?"
Corporate press campaign: "Did you know?"
Network press campaign: "Passion"
Office / agent press advertisement: "Ray White Broadbeach / Joanna Bell-Booth"
Office / agent brand extension / press campaign / magazine: "Ray White Broadbeach / Michael Kolloshe"
Office brand extension / press campaign: "Ray White Inner West"
Office / agent brand extension / press campaign: "Ray White Inner West / Charles Bailey"
