Principals refreshes brand identity for leading real estate network

Branding agency Principals has delivered a brand refresh for property group Jellis Craig, aimed at strengthening its positioning in a competitive Melbourne real estate market.

Jellis Craig, founded in 1991, has grown into one of Melbourne’s largest real estate networks, with offices across the city and key regional areas.

The update by the Branding agency comes as more agencies revisit their identity to stay relevant and competitive.

Andrew McCann, Jellis Craig CEO, said: “Our mission for Principals was clear: ensure our brand is at the forefront of the industry, relevant for our exclusive high-end clients while encompassing the breadth of services we offer and equipped to carry us into the future.”

Principals began the process by auditing Jellis Craig’s competitors and broader market dynamics. The team then developed creative directions that modernised the company’s existing visual assets.

Principals Director Tim Riches said: “The refreshed Jellis Craig brand needs to deliver aspirational sophistication and personal approachability. To be a power player in highly competitive markets, from Northside to Bayside and regional Victoria. This was a nuanced task that required strategic design thinking and a solution with creative flexibility and balance.”

The refreshed identity, developed in collaboration with Jellis Craig’s internal design team, builds on the agency’s established look while updating it for current audiences. The new brand aims to reflect the agency’s focus on trust, expertise and continued growth in the property sector.

McCann added: “The new brand captures who we are today – personal, premium, forward-thinking and deeply committed to elevating the property experience for our clients.

“It’s a platform that not only reflects our values but empowers us to grow. Working with Principals was a genuinely collaborative process grounded in a deep understanding of our market and ambition.”

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