WORTHINGTON HOMES
Brand Strategy
Visual Identity
Logo Design
4 Months
Property
Real Estate
Home Building
Goal
Reposition Worthington Homes, an Australian property leader, as the preferred choice for first and second home buyers seeking a seamless and stress-free buying experience.
Logo
We created a minimalistic ‘W’ brand-mark that embodies Liam’s commitment to building high-quality homes for a wide range of budgets.
By emphasising quality and craftsmanship, the logo serves as a symbol of trust and a mark of approval for the Worthington Homes brand.
Anticipating future sub-brands targeting different buyer personas, we ensured the primary brand-mark is both minimalistic and robust, making it memorable and versatile.
The Wider Identity
The brandmark’s strength and trustworthiness are complemented by a visual identity that resonates with the aspirations of first-time home buyers. We selected a dark green to evoke a sense of luxury, paired with white to symbolize a fresh start.
Worthington Homes’ signature mint green breaks away from the industry’s typical blue tones, appealing directly to millennial home buyers and setting a fresh, modern tone for the brand.
" KELSEY IS THE THIRD DESIGNER I'VE HAD HAVE A CRACK AT IT AND I FEEL LIKE HE'S REALLY HIT THE MARK "
Bridging the gap with a refresh first
With the vision of a large-scale rebrand on the horizon, we helped Liam transition to the new identity with a simple logo refresh.
A full-scale launch of a completely new brand would be costly, especially with existing signage nationwide still featuring the old branding. To ease this transition, we provided Liam with a streamlined logo update as a first step before the complete rollout of his new branding.
There are lots of elements I really like about our rebrand. Kelsey is the third designer I have had take a crack at it and I feel like he's really hit the mark. It's got me excited thinking about the plan of attack for our sub-brands.
