The Challenge

After being appointed by ABN Realty to develop brands and campaigns for an array of the company’s land projects across metropolitan Perth, thebox was requested to assist with an important task – to rename and rebrand ABN Realty.

With strong links to the ABN Group, the organisation was shifting market perception around how it was delivering product into the market and engaging with the Perth building and construction industry.

The name and image needed to be approved by Dale Alcock himself and meet a targeted brief of being authentic, passionate, collaborative and demonstrating strong leadership in the industry.

The Idea

A large number of names and concepts had been considered prior to our involvement. Using our unique method of both name generation and brand presentation, we developed the concept of ‘Parcel Property’. Being able to deliver on the promise of something different along with the very nature of a piece of land being a termed a ‘parcel’, we felt we had something new and different to push to the market.

The Solution

Rolled out at the end of 2016, Parcel Property has a subtle yet vibrant suite of colours that provide flexibility in how the brand can be implemented. On projects, it can become a strong yet subtle iconic symbol. In the same breath, it can become a strong retail brand when required to go direct to any of the various markets.

The interlocking rectangles that integrate to make the ‘P’ provide an interpretation of parcels of land while allowing for the crafting of a unique and powerful icon.

The Last Word

Since launching, the brand has been implemented into all of the groups land projects and has begun to influence a range of development features including Lot Signage and ‘Coming Soon’ signage on upcoming estates.

The Award

thebox were awarded a SILVER Summit Creative 2017 International Award for the Parcel rebrand. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.

What We’ve Done

  • Concept Development
  • Strategic Planning
  • Name Creation
  • Brand Development
  • Corporate Style
  • Stationery Suite
  • Design
  • Printing
  • Merchandise
  • Collateral
  • Templates
  • Signage Solutions
  • Video Production
  • Animation
  • Copywriting
  • Website

What They Said

“I just wanted to take a moment to thank you and the Jack In the box team for your ongoing efforts in supporting Parcel and our projects. I continually hear of your team’s above and beyond approach and really think we’ve been lucky to find a business that is not just working hard but is actually helping us live up to our aspiration of being nimble and dynamic in the market place. Basically you are making us look good and I’m genuinely not sure where we’d be without you.”

Andrew Auret – Executive General Manager

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