Jellis Craig is a multi-award winning estate agency and instantly familiar name in Melbourne’s leafy Eastern suburbs. Set up in 1991 by Richard Jellis and Alistair Craig, the business has become a market leader through their adherence to the values of ethics, personal service, professionalism and insight.
In 2013, Bennison Mackinnon joined the Jellis Craig Group through a strategic merger of the two businesses. As often happens during a merger, a number of questions regarding the future direction of the two businesses arose. Namely, how to reconcile the positioning of the two brands, and how this would shape the brand identity across the 14-office network.
Jellis Craig approached Traffic and undertook the Traffic four-stage brand transformation process. Through the Traffic Discovery Workshop, we uncovered a number of truths about the business. In addition to a rich heritage and a winning culture, their aspirational qualities are derived from their tenacious energy, their strategic thinking, their sophisticated service artillery and their ambition to always do things differently across the customer experience.
However, one of the key problems for Jellis Craig was the disconnect between the team of intelligent, sophisticated and highly innovative professionals and the outdated, tired brand identity. To rectify this identity issue and reflect their evolved brand position, Traffic developed a new brand identity, which mined the heritage colours of both Jellis Craig and Bennison Mackinnon, whilst reflecting the energetic and innovative working nature of the Jellis Craig team.
In October 2014, Jellis Craig launched the new brand identity to market with a suite of materials all designed by the Traffic team – auction boards, office signage, a range of marketing collateral pieces, print advertising, digital display advertising, stationery, display signage and much more.
In addition, a launch campaign for this new Jellis Craig era was created and implemented. Under the positioning line ‘Exceptional’, the campaign highlighted Jellis Craig’s unrivaled knowledge and expertise in each of the regions where they have a presence via a series of region-specific creative executions.
Examples of the work are below: