Working on a brand of this scale meant applying a recognisable visual language across very different environments, from national advertising and print to product communications, events and sales material. The challenge was not to reinvent the brand for every execution, but to keep it consistent without making the work feel formulaic.
realestate.com.au · Brand / Campaign / Art direction
Brand, campaigns and visual systems for one of Australia's most recognised property brands
Over six years at REA Group, I worked across the realestate.com.au brand and marketing ecosystem as a Senior Marketing and Brand Designer and primary brand custodian.
My work ranged from national campaign creative and print to product communications, events and brand systems, translating an established identity across very different audiences, channels and formats while keeping it recognisably realestate.com.au.
I worked closely with REA's creative agency on the development of the realestate.com.au brand guidelines, contributing to decisions around layout, colour, visual hierarchy and application. As the brand evolved, I continued developing the system in-house with the marketing team, adapting and extending the guidelines across new campaigns, channels and business needs.
The same brand system also had to work in more information-heavy product and sales communications. These pieces required a different balance of hierarchy, clarity and conversion-focused content while still feeling unmistakably part of the realestate.com.au visual language.
My role combined hands-on design with day-to-day brand guardianship. I worked across marketing, corporate, sales and product teams, helping maintain consistency while continuing to evolve how the brand appeared across new formats and business needs.
