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New look for a ‘new era’ of McGrath

By Juliet Helmke
06 February 2024 | 12 minute read
mcgrath rebranding business cards 2024 reb iq6p0o

Network founder and CEO, John McGrath, unveiled a brand refresh to convey the firm’s commitment to “integrity, transparency and being more human”.

Elements of the design were introduced to over 2,500 members of McGrath’s network during its 2024 Kickstart Training and Strategy meeting, who got a first look at the fresh logo, warm colour palette and new strapline: “Guiding you Home”.

According to Mr McGrath, the look intends to coincide with “the beginning of a new era for McGrath”.


“We stand firmly for integrity, transparency and being more human, so we wanted these reflected in our brand. In an industry that tends to lack all of these traits, we are proud of our heritage, but even more excited about our future,” Mr McGrath said.

With the previous logo having remained unchanged for more than 20 years, this new look marks a substantial change for the network, which is hoping to convey that the refresh is about more than just visuals.

Partnering with creative brand agency Toben, the brand refresh is a result of extensive market research both internally with McGrath agents, and externally in the marketplace. Alongside the new logo and tagline, the firm has also debuted a photographic style it describes as “imaginative and inspiring”. A website update, with a more user-friendly platform, is set to be unveiled in the coming weeks.

McGrath’s head of marketing, Rachel Maher, said the new look would soon roll out across the network’s 130 offices.

“These elements will be seamlessly integrated into all marketing collateral, ensuring a unified brand experience, whether you’re interacting with us as a brand, an agent, or as a valued customer who is exploring our property offerings or attending our open homes,” she said.

In terms of the new era it heralds, Ms Maher explained that the brand is “totally focused on further enhancing our customer’s experience, nurture long-lasting relationships, and solidify our position as a considered choice in a competitive market”.

With the brand hoping the new look will serve it well through the fluctuations of the market in the year ahead, Troy Malcolm, national general manager of sales for McGrath, added:

“As we navigate a dynamic real estate terrain, we’ve learnt that staying ahead requires more than just experience. Our brand evolution is a testament to our adaptability.”

The brand refresh intends to keep the network on the front foot of a rapidly evolving property ecosystem.

“We have a rich history of setting the pace for the industry and want to ensure that we keep that momentum and our performance stands out in each market we proudly operate in,” Mr Malcolm commented.


Juliet Helmke

Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.

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