Description:

Lodge Real Estate undertook a brand transformation to align with its evolved market position and objectives of maintaining market leadership, attracting top talent, and reinforcing local community connections. The previous brand had become outdated, and there was a need to modernise to resonate with Hamilton’s evolving community and culture. The transformation aimed to address customer feedback demanding a more personalised, community-integrated brand, and enhance Lodge’s market presence by leveraging their strong local roots.

The strategy centred on the inclusive and welcoming positioning statement "You Belong Here," making Lodge Real Estate more emotive in a traditionally cutthroat industry. The new core values guided every aspect of Lodge’s practices and interactions. These values emphasised continual improvement, prioritising relationships over transactions, and reinforcing trust and transparency. The ultimate goal was to create a livable, tactile brand that champions Hamilton as a vibrant, purpose-led city.

The design updated the visual identity to balance legacy with future growth, featuring a refined wordmark that kept its character but was modernised to address glaring typographic issues without losing brand equity. A softer red from their original made the brand more approachable, and a new icon inspired by local bridges replaced a problematic tick symbol to provide unique visual cues and symbolise connection to the local community. The comprehensive design system not only engaged agents but also enhanced the overall customer experience by promoting a sense of community and belonging. Spatial design elements in offices further reinforced the brand’s values, creating environments that truly embody "You Belong Here."

The rebranding revitalised Lodge’s identity, fostering internal pride and continuity. It received positive market feedback, making the brand more desirable and noticeable. The new identity enabled Lodge to present more professionally, broaden target markets, and strengthen community connections. The shift to an aspirational brand increased engagement and sales, with a measurable increase in market share, demonstrating the rebranding’s success and impact. By championing Hamilton, Lodge has strengthened its market position and fostered deeper local connections, ensuring adaptability and relevance in a dynamic market.