SYDNEY SOTHEBY'S REAL ESTATE
Rethinking a global icon
BRAND STRATEGY / BRAND IDENTITY / PRINT / DIGITAL
Sotheby's International Realty borrows most of the brand associations that, since 1744, have defined the world's most iconic auction house: refined luxury and exceptional customer service. When opening their new office in Sydney's CBD our challenge was to bring a fresh perspective to a legacy brand, and launch it in one of the most dynamic and competitive property markets in the world.
Global network, local experts.
When selling properties that can exceed $20m the pool of potential buyers becomes very limited. This is where Sotheby's reputation and global reach can make all the difference. When partnered with a deep knowledge of the local market it helps their agents to craft a succesful sales strategy that maximises return for the owner. It is at this global/local junction that Sotheby's thrives.
Working within the constraints of the global brand we updated the visual identity, adding a complimentary herringbone pattern and new agent and office photography to create a distinctly contemporary suite of marketing collateral.
To reinforce their new 'local knowledge' positioning we wrote and designed a unique kind of company brochure. Under the 'Hello neighbour' premise, the booklet draws parallels between Sotheby's expertise and local craftsmen and artisans that make up the fabric of the city of Sydney.