Raine & Horne has revealed its first substantial brand refresh since 2017, while preserving the company’s distinctive look and feel.
Raine & Horne has announced a pivotal brand update at its inaugural Be More 24 conference at Pier One, Sydney.
Recognising the evolving needs of real estate agents, the company that has been a dominant force in Australasian real estate since 1883 unveiled its first substantial brand evolution since 2017, which combines the brand’s rich heritage with a forward-thinking approach.
Raine & Horne Executive Chairman Angus Raine said they had a subtle refresh in 2017 and this latest brand update strikes a perfect balance between honouring the company’s long-established heritage and embracing a progressive, contemporary ethos.
“The 2024 brand refresh not only showcases our determination to evolve and ability to adapt but also positions us as an innovative leader in a highly competitive industry,” Mr Horne said.
“With 96 offices joining us last year, our cutting-edge tools and digital platforms combined with our new, exciting and sophisticated brand identity, puts Raine & Horne firmly on the shopping list for top talent.”
The foundation of the updated identity centres around preserving the distinctive handcrafted bespoke gold ampersand symbol, while embracing a premium and contemporary charcoal and white colour scheme.
“The revamped contemporary appearance across various mediums, be it business cards, signboards, or brochures, will exude a sleeker and more sophisticated design,” Mr Raine said.
“Agents will have the flexibility to present marketing materials in either white or charcoal.
“For instance, signboards can be tailored to white or charcoal tones to ensure it stands out in its environment.
“Put differently, our new signboards have the potential to contribute significantly to the overall curb appeal of a property for sale.”
According to Mr Raine, it signifies a purposeful step to rejuvenate the company’s rich heritage, ensuring its relevance and competitiveness in an ever-changing industry landscape.
“The refreshed brand is anticipated to attract and retain top-tier talent, and unequivocally underscores Raine & Horne’s commitment to continual evolution and progress,” he said.
The essence of the brand update also centres on the ambition to establish a unified and seamless identity encompassing Raine & Horne’s key brands: Residential, Commercial, and Rural.
Mr Raine said brand consistency unites them, ensuring their clients recognise that whether it’s a waterfront property, an industrial unit, or a sheep farm, they are engaging with Raine & Horne.
The brand transformation stems from exhaustive analyses by the Raine & Horne marketing team, led by Head of Marketing, Michael Carroll, and Communications and Creative Director, Shaun Mathieson, in conjunction with leading brand agency EDGE.
Head of Network at Raine & Horne, Mindy Powell-Hodges, emphasised the significance of the transformation.
“This evolution truly brings our brand into the modern era. Real estate is a saturated and competitive market, and our 2024 brand update will set us apart from the pack,” Ms Powell-Hodges said.
Moreover, the company has readopted the use of Quick Response Codes (QR codes) across its entire media spectrum, enhancing accessibility for customers to properties and online resources, and significantly expanding the reach of listed properties.
Ms Powell-Hodges highlighted that Raine & Horne was the first real estate group to take the pioneering step of adopting QR Codes over a decade ago.
“We take immense pride in the fact that Raine & Horne pioneered the use of QR codes in our industry way back in 2011,” she said.
“Now since the pandemic, everyone is much more confident using QR codes and so we believe that these can play a crucial role in providing greater value to our clients in accessing the information they need quickly and easily.”
“Our 2024 brand rejuvenation marks the beginning of another new chapter in the storied history of Raine & Horne, promising an even more resonant, innovative, and customer-centric approach to the Australasian real estate market.”