The second phase of the network’s 2024 brand refresh has arrived, powered by generative AI.
Raine & Horne has launched a new brand campaign to mark the start of the spring selling season, aimed at drawing attention and boosting brand recognition.
The Part of the Landscape campaign employs generative AI to seamlessly integrate the iconic Raine & Horne ampersand into various Australian landscapes.
From pristine white sand beaches to vibrant cityscapes, the visuals aim to showcase the wide range and diversity of Australia’s property markets.
Executive Chairman Angus Raine noted that placing the ampersand in famous landmarks and urban environments is designed to capture the attention of potential clients and highlight the company’s position in the real estate industry.
Raine also mentioned that the timing of the Part of the Landscape campaign is ideal, and the company is excited to explore new marketing approaches to connect with customers in a unique and dynamic way.
The brand emphasized that generative AI technology offers limitless creative potential, guaranteeing that every execution is distinctive and captivating.
In addition, traditional marketing tactics will be employed, including DL mailcards, window cards, digital displays, and social media.
Raine remarked that demonstrating the brand’s enduring presence and flexibility is intended to build trust and confidence.
The Part of the Landscape campaign builds on Raine & Horne’s earlier brand refresh, the first major update since 2017.
Head of Network Mindy Powell-Hodges highlighted that the refreshed look achieves a balance between respecting the brand’s history and adopting a modern, forward-thinking approach.
The redesigned Raine & Horne brand showcases a sophisticated charcoal and white color palette with a hint of gold in the ampersand, moving away from the classic black-on-gold scheme.
Powell-Hodges stressed that the new color scheme goes beyond mere aesthetics.
The thorough brand refresh reflects the company’s dedication to evolving and adapting, establishing itself as a pioneering leader in a competitive market.
