The need for a “new coat of paint” along with a desire to appeal to a broader demographic has prompted 128 year-old Raine & Horne to introduce a national rebrand, which will include an overhaul of all media including, digital platforms, marketing, advertising and office signage.
“It’s fair to say our brand identity, although highly recognisable, required a new coat of paint, and also needed to appeal to a broader demographic,” said Angus Raine, CEO, Raine & Horne.
“As a consequence, we have responded with a brand renovation, our first in more than five years, which is more evolution, than revolution.”
The company said the core of its new identity is a hand-crafted bespoke ampersand symbol, which represents Raine & Horne’s brand ideal, ‘positive partnerships’.
“Building positive partnerships – whether it is between a ‘vendor and buyer’, an ‘agent and vendor’, an ‘agent and buyer’, or a ‘property manager and tenant’ – is central to Raine & Horne’s business practices, which have always focussed on a total commitment to personalised service and exceeding client expectations,” Mr Raine said.
“It is fair to describe real estate as a saturated market and the evolution of the Raine & Horne brand will help set us apart from the competitive pack.”
Raine & Horne said it has also adopted Quick Response Codes (QR codes) across its entire media.
“The information encoded may be text, data or a URL which can direct you to a designated page on the internet,” said Kit Bashford, national marketing and communications manager at Raine & Horne.
“QR codes can be created for any URL and means that a buyer can view a property directly by scanning a unique QR code from a print advertisement, a signboard taking the customer directly to the property’s online showcase.”
“It means that homes will reach more people, more effectively.”