Humphreys

Summary

Humphreys is a commercial real estate agency based in Launceston, Tasmania. After 15+ years in the industry, Ben Humphreys, tired of the same old real estate shtick, felt it was time to start his own agency. The new identity is inspired (and shaped) by the surrounding neighbourhood, championing the people and the places that make up the community. The ‘H’ logo is inspired by streets within the map of Launceston; the visual identity promotes a modern Launceston; the language is hyper-local and plays with real estate patois, yet is broad and interchangeable — so it can be easily used in-house.

Brief

After 15+ years in the commercial real estate business, Ben Humphreys felt it was time to branch out and start his own agency. Tired of the same old real estate shtick and cliches, Ben sought an identity that expressed his local knowledge and experience (without all the fanfare), championed the local community, and stood out amongst an endless clutter of dull real estate signs and speak.

Solution

The new identity is inspired (and shaped) by the local neighbourhood, championing the people and places that make up the community. The ‘H’ logo is shaped by the intersection of streets within the map of Launceston; the visual identity promotes a modern Launceston; the language is hyper-local and plays with real estate patois, yet is broad and interchangeable — so it can be easily used in-house.

Cultural context

With over 15+ years experience in the commercial real estate industry, Ben Humphreys knew, by starting his own agency, he needed to forge his own path. His agency needed an identity that reflected his community-minded mentality and promoted Launceston as a modern city. The brand set out to create a fresh approach to the industry, whilst also being adaptable, flexible, and easy to use.