- Client:
- McGrath
- Services:
- Brand Strategy
- Brand Identity
- Art Direction
- Print Application
- Signage
Context & ChallengeMcGrath has always been synonymous with exceptional customer service and innovation, matched with a sleek and professional identity. But being the tall poppy meant that the market eventually caught up, and what once made McGrath stand out became level of entry in an increasingly competitive real estate landscape. In addition, rising property prices have left customers feeling alienated and stressed, often perceiving agents as cold, transactional, and self-serving. So we set out to find what distinguishes McGrath today, and how it connect with its customers.
Context & ChallengeMcGrath has always been synonymous with exceptional customer service and innovation, matched with a sleek and professional identity. But being the tall poppy meant that the market eventually caught up, and what once made McGrath stand out became level of entry in an increasingly competitive real estate landscape. In addition, rising property prices have left customers feeling alienated and stressed, often perceiving agents as cold, transactional, and self-serving. So we set out to find what distinguishes McGrath today, and how it connect with its customers.
The Brand Shift As we gathered insights from agents, management, and customers, one silent quality stood out: McGrath’s exceptional ethos of customer care. This is particularly significant for customers who navigate highly stressful life changes. Good results must be matched by a positive experience, including trust and guidance from someone who understands their unique situation. This quality was inherently part of the DNA but not represented to date. The brand refresh shifts the brand from an experienced, responsible property agent to a warm, wise property guide.
Customer-InspiredThe design of the identity shifts the tone from being impressive to being inspiring. It balances the warm and human side with a smart and confident one. The property photography evokes the feel of lived moments, with brand photography celebrating customers and the warmth of real homes. The strapline “Guiding you home” emphasizes long-term, client-centric relationships.
A Brand EvolutionThe visual Identity maintains continuity while pushing into a clear new brand direction. The McGrath orange evolved into a softer two-tone palette. And the typography now includes both serif and a cleaner sans serif font, creating an interplay of sharpness and human traits. The new logo enhances clarity and strength, building on the previous logo that had been in use for over 25 years.
The Brand Shift As we gathered insights from agents, management, and customers, one silent quality stood out: McGrath’s exceptional ethos of customer care. This is particularly significant for customers who navigate highly stressful life changes. Good results must be matched by a positive experience, including trust and guidance from someone who understands their unique situation. This quality was inherently part of the DNA but not represented to date. The brand refresh shifts the brand from an experienced, responsible property agent to a warm, wise property guide.
Customer-InspiredThe design of the identity shifts the tone from being impressive to being inspiring. It balances the warm and human side with a smart and confident one. The property photography evokes the feel of lived moments, with brand photography celebrating customers and the warmth of real homes. The strapline “Guiding you home” emphasizes long-term, client-centric relationships.
A Brand EvolutionThe visual Identity maintains continuity while pushing into a clear new brand direction. The McGrath orange evolved into a softer two-tone palette. And the typography now includes both serif and a cleaner sans serif font, creating an interplay of sharpness and human traits. The new logo enhances clarity and strength, building on the previous logo that had been in use for over 25 years.
“We approached Toben to help launch McGrath into the next era of the business with a complete brand refresh. The project has been a huge undertaking. Toben has expertly navigated a complex terrain of stakeholders, and created a clear and exciting new brand vision and expression that resonates strongly internally, across franchisees, and customers. The new brand firmly reclaims McGrath’s leadership position.”
Rachel Maher. National Head of Marketing, McGrath
Result
McGrath describes the brand refresh as the “biggest brand change in over 25 years”.
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