Leading residential real estate group, McGrath Estate Agents, today unveiled the strategic elements of a comprehensive brand redesign for the future that will touch all elements of the business as they streamline touch points for its agents, and their clients.

McGrath Founder and Chief Executive Officer, John McGrath, explains: “We are at the beginning of a new era for McGrath so now is the perfect time for our brand elements to evolve. We stand firmly for integrity, transparency and being more human so we wanted these reflected in our brand. In an industry that tends to lack of all of these traits we are proud of our heritage but even more excited about our future.”

Mr McGrath showcased all elements of the redesign at the company’s 2024 Kickstart Training and Strategy event for its network team of over 2,500.

The rebrand has a customer-centric focus as the real estate group continues to forge deeper connections with their customers and reinforce the McGrath brand’s value and vision.

McGrath Head of Marketing Rachel Maher said, “We are totally focused on further enhancing our customer’s experience, nurture long-lasting relationships, and solidify our position as a considered choice in a competitive market.”

Partnering with award winning creative brand agency, Toben, extensive market research both internally with McGrath agents, and externally in the marketplace helped shape the future direction.

“The scope of the project was too big for it to be based on assumption. As a result of the research, McGrath has launched a fresh logo, new strapline ‘Guiding you Home’, a warm colour palette, carefully chosen typography, and a new inspiring and imaginative photographic style.

“These elements will be seamlessly integrated into all marketing collateral, ensuring a unified brand experience, whether you’re interacting with us as a brand, an agent, or as a valued customer who is exploring our property offerings or attending our open homes,” concludes Ms Maher.

McGrath’s logo, which has not altered in more than 20 years, comes with enormous brand equity and legacy. A smart progressive and modernised shift in the logo, is considered a redesign for the future.

A new website mcgrath.com.au will be unveiled in the coming weeks. This will also align with the McGrath commitment to providing an elevated user-friendly platform and combined with the brand redesign, will optimize the user experience and strategically implement lead-generation to support the business growth of the network; which currently services 130 offices, agents and their clients throughout the East Coast of Australia.

Troy Malcolm, National GM of Sales for McGrath said, “As we navigate a dynamic real estate terrain, we’ve learned that staying ahead requires more than just experience. Our brand evolution is a testament to our adaptability. We have a rich history of setting the pace for the industry and want to ensure that we keep that momentum and our performance stands out in each market we proudly operate in.