Upon initial meeting with director Ron Edwards, his dedication was evident. Determined to ‘change the way you think about real estate agents’, he set out to break the mould and perception of sales driven real estate models – his approach to the brand would have a strong focus on a personalised service.
Ron Edwards & Associates as Here Property was previously known, was a well-established real estate agency serving the WA community for over 40 years. While Ron is still at the heart of our business today, it’s now led by his son Rob. He has continued to evolve the business to meet the changing needs of the community, a large component of which was updating the name to reflect the way they now operate. Gone are the days of the impersonal ‘X and Associates’ real estate names associated with franchise chains. In keeping with their personalised ethos, their name and identity needed to reflect their aspirational culture.
The first stage of the brand development process was the naming. The 40-year heritage of Ron Edwards & Associates provided a plethora of naming options to work with. Ron has been in real estate since the 70s and is among the earliest licensed estate agents – holding licence number 80. The Edwards family history provided naming strength alone, however the final name HERE was chosen as it encapsulated the key concepts and themes: heritage, locality, boutique and personalised differentiators. As an extension of the name, the tagline ‘Right time. Right place. Right here.’ was developed to further instil their brand values.
With the focus on the ‘HERE’ name relating to their Leederville experience and locality, and being a short and sweet name – a solid identity utilising a customised typography set the tone for the Here brandmark. Clean font faces paired with a modern palette of coral, grey and heavily contrasted black and white imagery combine to create the distinctly modern identity. To soften the overall graphic treatment, an organic brushstroke features heavily as a branding element to clearly identify every Here brand communication.
Since Here Property’s rebrand in 2015, they have gone on to secure a property management arm, bringing the group rent roll to carry them through the downturn in the property sales market seen in Perth.