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.