Agency & Client
Delivery
Morton

Role
Creative Direction
Art Direction
Design

Scope
Brand Strategy
Brand Identity
Brand Name & Tagline
Brand Guidelines
Brochure Design
Stationery Design
Signage Design
Digital Design
Website Design

Expect to get more.

Starting as a small family residential agency. Morton Real Estate Agency has grown to become a leading independent agency. Specialising in the sale and leasing of premium residential properties in Sydney’s East and CBD areas. Originally branded as Morton & Morton, the real estate agency needed a brand refresh. It needed to be modernised and simplified and better represented across digital platforms.

Not only was the rebrand important externally, but the new brand needed to reflect the internal core values of the Morton culture. A young, dynamic, modern and forward thinking team igniting excellence in residential property.

The naming strategy I applied was to simplify the name to Morton. This enabled the business to expand from its family origins. The customised modern typography is timeless, contemporary and well suited to all digital applications.

Honouring the initial brands colour palette, I adjusted the blue colour palette and utilised the orange for the full stop. Serving as an exclamation, it gives the brand personality, and is used as a feature element throughout all the collateral.

“Allan was instrumental is designing our now logo. A brand redesign is a fraught process as the whole team works to navigate the right look. Allan approached the problem with calmness and creativity, coming up with a number of options, before he solved everyone’s concerns with the final outcome”.

Ewan Morton
Joint Managing Director

I created a cohesive suite of stationery, signage, brand guidelines and templates for all marketing collateral. In what seems normal now, the Morton brand was one of the 1st to utilise the circle agent photos, which is now widespread across the entire industry.

“It was actually quite brilliant! One of the challenges of creativity in a commercial context is being able to listen to a customer who doesn’t have creative training nor application and bring everyone to a successful outcome in a timely manner. Allan, in my view has a great strength in this”.

Ewan Morton
Joint Managing Director

Morton & Morton’s previous website needed a complete overhaul. Part of this rebrand was to bring it in line with the prestigious, premium properties they handle. Completely transforming the user experience. I wanted the Morton website to be uncluttered and focused on the property listings. Allowing the new property listings to be the focus.

The positioning of ‘Expect to get more’ was created which was the promise to all stakeholders and a true reflection of the business. More service, more rent for landlords, more care for tenants, the higher sales price for sellers.

With several offices all over Sydney, the distinct new brand was engaging, approachable and more in line with the prestigious homes Morton looks after.