Most real estate brands in the sector look the same. Serif logos, beige palettes, lifestyle photography that could be selling anything from skincare to retirement homes. The agency we worked with had something more distinct to say, straightforward values, local roots, a directness Queensland buyers and sellers actually respond to. Our task was to make the brand look as honest as the service behind it.

We explored three positioning routes, a mascot-led idea, a high-end coastal aesthetic, and a bold, retro identity drawn from Queensland's own visual vernacular. The third was the right one. The first two would have softened what made the agency different; the third made it the point. The new name, Really, came from the same instinct: confident, plain, refusing to dress up what the service is.

The identity that followed draws on the visual language of Australian sport rather than property, bold display type, confident colour, a system that holds together on a business card and on the side of a building. The result is a brand that signals the shift the company has made and refuses to look like anyone else in its sector.

In collaboration with Joby Russell.