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.