HBK tapped to refresh Charter Keck Cramer brand
Property advisory firm Charter Keck Cramer has refreshed its brand via creative agency HBK.
The announcement:
Market-leading property advisory firm Charter Keck Cramer has announced a brand refresh to align the organisation’s brand identity with the evolving market demands and the emergence of the next generation of leaders.
The new look and feel, created by Melbourne-based creative specialists HBK, ensures the brand remains in touch with its heritage whilst also appealing to the new generation of clients in the market.
The modernisation of the Charter Keck Cramer brand includes a new logo, an overhaul of all branding elements, and an entirely new website with the standout feature of a horizontal navigation technique on the homepage and throughout the site.
Marketing manager for Charter Keck Cramer, Ivana Molnar, said after more than 50 years in business it was important to reflect the firm’s evolution, maturity and specialisation at such a pivotal time for the property industry in Australia where reliable and personalised advice is particularly important to clients.
Launching in 1970 as a valuations firm, the name changed as the business diversified and evolved with the demands of the market and finally became Charter Keck Cramer in 2000. Since then, the brand identity hasn’t seen this level of revision or revitalisation.
Ivana Molnar said: “We are embracing new ideas and design concepts, innovating to keep pace and evolve with the changing landscape. It communicates our independence, our long-term vision and commitment to a future generation who will drive the company forward.”
It was important that the brand reflected the heritage of the original logo and the ‘Charter’ element of the brand, whilst being updated to reflect the expectation of the modern marketplace. The idea of navigating or chartering a journey has been a key pillar of the brand and the firm’s identity since its inception.
Molnar continued: “It is vitally important that you are reflecting not only how you want people to see you, but understanding the expectation that others have of an established brand like ours. This is why the new website functionality and retaining the logo’s ethos was key.
“I am particularly proud of the compass pointer that is part of our logo, as it honours the existing brand’s equity and heritage, while embracing the changes needed to appeal in a dynamic marketplace.
“Our new website provides visual interest, compared to what we’re used to, making the user experience more memorable. This is reflective of the unique and bespoke experience clients can expect from Charter Keck Cramer.”
Stuart Penny, creative director, HBK said: “We were motivated to give the business a sense of modernity, essentially futureproofing the brand. The new look needed to align with Charter Keck Cramer’s leading and independent offering, so our aim was to produce revised branding that is corporate, contemporary and sophisticated.”
Citing the inspiration for the logo as the Charter element of the name, he continued: “Conceptually, ‘journey’, ‘guidance’ and ‘destination’ were key themes we derived from the word ‘charter’. The new mark is emblematic of the stable service and guidance Charter Keck Cramer provides.
“Once our branding was agreed, we moved onto the web build. Intentionally breaking the standard convention of website layout, we wanted the site to mirror leading and forward-thinking nature of Charter Keck Cramer.”
Source: Arize
