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Professionals has launched the first steps of its broader business transformation, including a refreshed company logo and a range of digital partnerships to support its members.
Professionals has begun transforming its international business operations and branding by unveiling a new logo to share the network’s new identity and growth direction.
Professionals board chairman, Ben Stevens, said the process represented a “complete reset” for the international network that operates across the Australian, New Zealand, Fiji and Papua New Guinea markets.
“Professionals has been a core part of Australia’s real estate market for close to 50 years and during that time we have shaped industry standards and helped hundreds of thousands of families into a home,” Stevens said.
Although Stevens ensured that the Professional’s core objectives would not change, he emphasised that the transformation would revamp the network’s operation processes.
“Our ‘why’ remains the same, but the ‘how’ has changed – how we train and support agencies, how we leverage innovation to deliver cut-through in competitive markets, how we set and maintain standards, and deliver even more benefits and support to our members,” he said.
As part of the transformation, Stevens said that the Professionals network would overhaul operations by creating a new dedicated creative agency, adopting new branding imagery, and embarking on a series of digital partnerships.
Professionals’ new branding identity marks a departure from the network’s former multicoloured star iconography, with the new logo moving in a more minimalistic direction that places a stylised, red letter “P” next to the Professionals name.
Professionals CEO, Sean Hanneberry, who leads the broader transformation, said the new logo would be extended to each of the brand’s agency locations.
“The shopfront of every Professionals agency in the network will also undergo a bold new look to reflect the elevated brand and approach. This is an enormous undertaking, which is on track to be completed by the end of the year,” he said.
On the digital side of operations, Hanneberry said that the network’s partnership with Canva Enterprise was launched to members earlier this month, and was followed by the rollout of new digital assets.
He also noted that Professionals is currently collaborating with companies and platforms, such as Salesforce and Properti, and has invested significantly in technology partnerships to benefit its wider network.
“We’ve also made a significant investment in data intelligence, digital integration, design and training partnerships that will support agencies from the ground up,” Hanneberry said.
Hanneberry noted that unveiling the new Professional’s brand identity was just one element of a wider overhaul of the network’s operating framework.
“It’s more than brand; it’s about how we do business. How we set standards, maintain them, and build pride by building on both our history and our future,” he concluded.
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