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Massons Commercial Property Law

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Partners Jodie Masson and Leisha de Aboitiz asked us to create an identity and visual language system for them as they prepared to move their team and establish a specialist commercial property law firm. Massons Commercial Property Law are now one of Australia’s leading boutique specialist commercial property law practices. We worked closely with Acumentum and Plot their Australia-based communication and development teams to deliver a comprehensive brand launch.

They wanted to launch the practice with a brand identity that reflected their expertise and professionalism and that would ensure stand out within their competitor landscape. After conducting a full visual audit of this landscape, we set about creating a unique visual positioning that speaks to Massons expertise and specialism in property.

We based the identity around the distinctive identifier of each property or building that is at the core – it’s precise latitude and longitudinal coordinates. We combined Massons own Sydney latitude and longitude coordinates to form their identity with Massons wordmark – a clear serif typeface rendered in pure red.

We bought the wordmark and locational positioning to life further, as an animation that features on their website.

A Topographical linear pattern created depth to the visual narrative and is used on key touchpoints; business cards, environmental graphics and communication documents.

Across all digital and print touchpoints, the primary colour of Massons red is grounded with a timeless palette of neutrals.

We also delivered a photography style and system to deliver to the different communication requirements of Massons; primary imagery features premium property elements – which are textural and evoke a sense of sophistication and used within their own communications. To create modern and consistent feeling across photography featuring clients’ properties and places a treatment was developed.

Finally we directed a photoshoot to capture the collaborative nature and warmth of personalities within the Massons team to be used within both digital and print contexts.

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Tags Brand, Digital, Identity, Print
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Massons Law business cards feature a deep topographic map emboss and location coordinates
Massons business cards feature a deep topographic map emboss and matching letterhead
Massons business cards feature a deep topographic map emboss and location coordinates
Massons Property Law document cover template
Massons Property Law document template spread featuring people and property
Massons Law Candid Corporate People Portraits showing Partners
Massons Law Candid Corporate People Portraits showing team
Massons Law animated logo and location coordinates
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3 Te Kehu Way Commercial Property Development Brochure opening spread
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