Shelf Life: Trademark Design rebrands Greeff Christie’s
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — ads, product, packaging, design, insight, food, décor and more!
- New look for Greeff Christie’s International Real Estate
- Saatchi owns the moment with Halls
- Blacksmith Collective goes national
Sold on a rebrand
Cape-based, real-estate agency, Greeff Properties, has rebranded using Trademark Design’s services in recognition of its new and exclusive affiliation with Christie’s International Real Estate. Now known as Greeff Christie’s International Real Estate, the brand is sporting new colours to celebrate its growth.
Says Mike Greeff, Greeff Properties CEO, “Christie’s most-recent feat of excellence was its record-breaking sale of Leonardo da Vinci’s Salvator Mundi for US$450.3 million in 2017. This association is a fantastic advantage for us, a boutique agency, as the company’s prestigious reputation is known worldwide.”
According to Greeff, the rebrand was meticulously constructed by brand specialist Trademark Design’s Clive Gay, who spent several months pouring over the ideas and researching every aspect of the revitalised concept: “A company’s brand identity is what gives it presence, gravitas and is a point of reference for anyone who interacts with the brand over time. The rebrand is something that has been formulated to reflect all that we represent. The red dot on the logo is symbolic of the red dot placed on ‘Sold’ art items at an auction and is a nod to Christie’s. The company acknowledges that prosperity lies in a unified vision that permeates the entire organisation — without losing the identity that the brand already has.”
Gay says, “Minimalism is the simplification of an object, when it is no longer possible to improve it by subtraction. This is the quality that an object has when every component, every detail and every junction [have] been reduced to the essentials. It is the result of the omission of the non-essentials, retaining only the simplest pure form.”
Along with a redesign, a new tagline aims to encapsulate all that is important in the real-estate industry: Meeting client’s expectations, finding the perfect location for them, getting the best prices and adding financial value “Where it counts”.
Greeff believes the association will inspire confidence among local as well as foreign buyers: “This makes the company a truly multinational entity, positioned to offer world-class luxury property and impeccable customer service. The change in branding marks the beginning of an evolution for the Cape property experts as it plans a major expansion drive across its areas of operation in the Cape.”
Taking a breather
Halls has launched a new campaign, created by Saatchi & Saatchi Cape Town, calling on South Africans to own life’s everyday moments.
To lead the way, Halls challenged trending celebs to take a Halls breath and ‘own the moment’ in their everyday lives, with rapper Priddy Ugly owning the ‘Shaking the nerves, nailing the gig’ moment, actor Jesse Suntele embracing his ‘Facing the fear & taking the leap’ moment and travel blogger Meruschka Govender owning the ‘Switching a briefcase for a backpack’ moment.
By sharing how you “own the moment” with Halls, consumers stand a chance to win R250 000 in cash or see it come to life as anything from a slick origami sculpture to a massive graffiti mural, created by the country’s hottest street artists.
With Performics (formerly Saatchi & Saatchi Synergize) on digital, and consumers sharing the crowning moment through a personalised geotagged meme, each week the mos- epic moments will be turned into eye catching art pieces for the home city to enjoy.
Says Robin Abrahams, Mondelēz category brand manager for candy, “South Africans are proudly known for being ambitious and taking charge of everyday moments in their lives, and Halls aims to celebrate these moments online — and then to take the magic to the streets.”
A national collective
Blacksmith Collective, a production collective specialising in content creation and creative problem-solving, has expanded its presence across South Africa with new offices in Rivonia, Johannesburg.
Spearheaded by creative duo, Marcus von Geyso and Diogo Mendonça, Blacksmith Collective works with a trusted partner network of over 200 talented and creative experts across the country, specialising in everything from photography to engineering, and ready to handle virtually any brief they’re presented with.
Says Mendonça, “The past two years have been such a rollercoaster ride of growth and opportunity for us and have given us incredible insight into the various industries that we fit into. We’ve got tons more incredible work in the pipeline and are looking forward to getting to work in more locations across South Africa.”
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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