Rebranding a real estate icon in Melbourne's north.
Nelson Alexander has been helping people sell, buy, rent and lease properties in Melbourne’s northern suburbs for over 45 years. With 14 offices and over 110 agents, it is one of only a few sizeable real estate agents in Melbourne that isn’t a franchise. Instead, they operate as one single agency, sharing knowledge, leads and information with each other across all offices and suburbs.
In November 2016, Nelson Alexander selected Yoke to take them through a major rebrand of the business. The project started with a detailed research and discovery phase involving interviews, strategy workshops, observations and data analysis. The findings were translated into a brand strategy framework that served to define the brand and identify several key opportunities for current and future branding activity. The rollout covered an extensive range of touch points and collateral pieces across print, digital and out of home.
“Like many markets, the real estate industry is going through change. We wanted to ensure the Nelson Alexander brand was responsive to this, that it reflected the desired attributes of the business, as we are today and as we seek to be tomorrow. We’re really happy with the results” Jamie Owen, Marketing Manager, Nelson Alexander