iProperty - Brand Extension & Identity System

iProperty came to us with a logo, not a brand. The mark itself was solid. Recognisable, well drawn, and it had years of equity behind it. The problem was everything around it. There was no system, no rules, and no consistent way to apply it. Different people used it in different ways, and the brand was slowly losing its shape.

At the same time, the business was growing. A website redevelopment was on the table (which we also delivered), along with outdoor advertising, signage, banners and office wayfinding. Plenty of opportunity, no foundation to build it on.

Services

Brand Extension
Identity System
Print and Environmental Applications

The Challenge & Opportunity

A brand identity that only exists as a logo file tends to drift. Every agency, printer and staff member interprets it their own way, and after a few years the results stop looking like they came from the same company.

iProperty needed a system that could scale. Something that would let a street sign in the suburbs, a banner at the airport and a business card on a desk all read as unmistakably the same brand. The opportunity was to take an already recognisable mark and give it the structure it never had.

The Solution

We didn’t redraw the logo. We built the world around it.

The result is a complete identity system: refined colours, a full typographic hierarchy, a brand pattern, usage rules and ready-to-use templates for the applications iProperty actually needs, from street signage to large-format airport advertising.

What We Did

Logo system.

Five logo variants and a stacked logomark, each with defined use cases across dark, light and white backgrounds. Clear space rules based on the height of the uppercase “P”, so the mark always has room to breathe regardless of who is placing it.

Colour refinement.

The existing palette was tested and refined for contrast and legibility at scale. A deep primary blue as the dominant background, a brighter secondary blue for emphasis, a soft accent yellow used sparingly, and a softened black for comfortable reading. Full HEX and CMYK specs, so digital and print finally match.

Typography.

A working type system rather than a font list. Archivo for headlines, Inter across six defined weights for everything from subheadings to contact details, and Caveat as a handwritten accent for the rare moments that call for it.

Brand pattern.

A repeatable graphic system derived from the curved forms of the logo itself, extending the mark’s visual language into backgrounds, panels and edges without competing with content.

Signage & Advertising Suite.

Three street sign board layouts (horizontal, vertical and wall-mounted), large-format advertising for airports and roadside placements, and business cards. Each template includes a built-in QR code generator, so the team can produce print-ready codes without coming back to us. (You’re welcome.)

Brand artefacts.

A set of SVG property feature icons (beds, bathrooms, parking, land size) for consistent callouts across listings, signs and digital.

Everything ships as downloadable, production-ready assets with documentation, so the system holds up whether it’s being used by us, an external printer or someone in the office at 5pm on a Friday.

The Outcome

iProperty went from a logo in a folder to a brand that behaves the same way everywhere it appears. The identity now carries across their new website, outdoor campaigns, street signage and office environment without relying on any one person to police it. The system was also developed with their sister brand iCount in mind, keeping the door open for a consistent family of brands down the track.

The full identity guide is live and in use, and the brand has its momentum back.