Bennison Mackinnon
Brand Refresh
Bennison Mackinnon is a progressive middle to upper end real estate agency selling the better homes in Melbourne's popular suburbs. Recent changes have seen the name shortened to Bennison Mackinnon dropping Carmichael forming the basis for the new brand.
A new brand was developed to reposition them as competitive players in a contemporary market. The aim was to reflect a forward-thinking, dynamic, professional, contemporary, ethical and progressive new look for the agency. The brand needed to represent the their core values – delivering the same great service with an up-to-date look.
To achieve this we took an approach which was evolutionary as opposed to revolutionary. A modified serif typeface set in lower-case ensures a sense of heritage is retained while a unique twist on the letters 'n' and 'm' work to add strength to the brand and represent the progressive shift from traditional to established. The lower-case setting also allows the brand to project a more friendly and accessible image.
Equity from the previous brand colour palette has been retained with only a shift in tone to give it a more solid and modern edge. The dark navy blue adds trust, reliability, stability and professionalism while the hot orange adds a forward-moving and dynamic element to the brand.
The result is a strong brand which is accessible to both males and females in both mid to high end markets and positions Bennison Mackinnon as leaders in a highly competitive market.
Services used
- Brand Audits
- Brand Research
- Brand Positioning / Repositioning
- Brand Refresh
- Corporate Identity / Logo Design
- Environmental / Signage Design
- Brand Guidelines Development
- Marketing Collateral Design
- Corporate Advertising
- Project Management
- General Graphic Design Development