At Regency Residential my main project was to rebrand our parent company MCR Property Group. MCR's felt its current brand had dated and wanted a fresh, professional and adaptable brand. I managed this project from research, design, budgeting, sourcing, to the final presentation.
Our brand guide included print layout suggestions of how text columns could resemble apartment blocks, and they should always have to have solid foundations. So even our layout designs would represent the industry we are in.
At Assetz I learned to listen to the client first before making any marketing decisions. This became the foundation of results-based marketing. I learned to put the client at the centre of the decision-making process in terms of design and content and took tough decisions on occasion to place their needs above our own business and brand messaging. It is assumed that your brand should never be at odds with the client, but in an industry where we had to balance our image in a business to business context as well as in a business to the consumer market, it had become that way.