New Zealand’s largest real estate company refreshes brand

New Zealand’s largest real estate company refreshes its 127 year-old brand

18 January, 2016

Harcourts, New Zealand’s largest and most trusted real estate company, has today launched its refreshed brand to the market.

It is the makeover for Harcourts, which was founded in Wellington in 1888, in several years and the new look is designed to make the brand more user-friendly and up-to-date for the mobile, digital era.

NZ CEO Chris Kennedy says the new look is designed to reflect Harcourts’ place in the modern New Zealand real estate landscape.

“We wanted our brand to not only reflect our commitment to innovation and the exciting changes we are experiencing in the industry, but, in practical terms, it also needed to work across multiple platforms and be able to be adapted for use by all the businesses in our large franchise group,” Mr Kennedy says.

“The new look is still recognisably Harcourts with all the history and respect that garners, while reflecting the progressive, forward thinking company we are. It is an incredibly exciting way to start the New Year.”

Harcourts International Ltd managing director, Mike Green announced that the brand has gone through a rejuvenation that was over a year in the making, the first significant brand change for the group since 1988.

Mr Green says with the way the real estate industry is evolving, brands needed to be agile enough to change and grow as well.

“The way we do business within our industry has changed, our clients’ perception of our industry has changed, essentially, our world has evolved, and so we knew our brand needed to evolve with it.

“We have consistently grown our investment in technology, have expanded into two new countries over the past 12 months, and are constantly looking at ways to innovate, but this wasn’t necessarily apparent in our previous branding.

“It was important to us that our brand properly reflected our size, innovation, capability and global reach”, says Mr Green.

Along with a new, modern logo and colour palette change, Harcourts has invested a significant amount of resources into equipping their people with a number of new tools to better help them market themselves, and better serve their clients.

HIL head of marketing, Katie McAleese explains the reasons behind such a robust investment in new marketing materials and tools.

“There was obviously value in refreshing our brand, but we saw the opportunity to take this a step further and also invest in providing our people not only with refreshed marketing material, but with flexible, modern and tailored solutions to marketing property and serving their clients”, says Ms McAleese.

ENDS

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