Introduction
City Living is the longest established residential real estate agency operating in Sydney, within the inner city and city fringe markets.
The Challenge
City Living required a complete rebranding as the existing brand was unnecessarily complex and difficult to place in small spaces which negatively influenced clarity.
The Process
We refined the logo to one essential element representing Sydney city living - the iconic Sydney Opera House. This unmistakably says, “Sydney” while avoiding the somewhat cluttered appearance created by the inclusion of multiple elements in the original logo. The mark has been reduced to clean, simple lines to impart a more elegant, exclusive and contemporary feel. The typesetting of the company name reflects what City Living is all about – the urban feel of the chunky sans-serif combining with a softer, serifitalic to communicate the idea of a relaxed and luxurious lifestyle existing within the city environment. This juxtaposition of typefaces also lends a sense of movement and vibrancy to the logo.
We have retained City Living’s current distinctive, fresh green signature colour, as we feel that, in addition to preserving existing brand recognition, this assists the brand in standing out amongst its competitors’ more conservative colour choices. However the eye-catching impact of the green is now intensified with contrasting black elements and reversed white type. Combined with vibrant images of City Living’s properties, this vivid palette now leaps out at the viewer, commanding their attention and compelling them to stop and read further.
An added enhancement to the identity is the inclusion of icons especially created by Zoogle for City Living, representing the number of bedrooms, bathrooms, garages and other benefits such as 24-hour concierge, security, gymnasium and swimming pool. These lend interest and uniqueness to the design, drawing the reader’s attention and communicating information about the property even before they read the text. This is a definite advantage when we have limited time to captivate the audience before they move on to the next advertisement.
The Result
While establishing a strong brand identity for City Living, Zoogle also focused on growing their business via response driven marketing.