McGrath Real Estate

Brand identity refresh for one of Australia's leading residential real estate groups.

McGrath has always been known for exceptional customer service and innovation, with a sleek and professional identity. However, market competition and rising property prices have left customers feeling alienated, often perceiving agents as cold and transactional. The refresh focuses on rediscovering what distinguishes McGrath today, emphasising its exceptional ethos of customer care. This is crucial for customers navigating stressful life changes, where good results must be paired with trust and guidance.

The brand refresh transitions McGrath from an experienced property agent to a warm, wise property guide. The new identity balances warmth and confidence, with property photography capturing lived moments and brand photography celebrating customer warmth. The strapline ‘Guiding you home’ emphasises long-term, client-centric relationships. The visual identity maintains continuity while pushing in a new direction, with a softer two-tone palette and a mix of serif and sans serif typography. The new logo enhances clarity and strength, building on the previous logo used for over 25 years.

Design agency credit: In this Toben project, I served as the lead designer, under the creative direction of Katja Hartung.