Brand Identity | Marketing Design | Digital & Print Applications | Campaign Design
My Role
Brand Designer (In House Team)
Collaborated on visual direction and led the design and rollout of brand applications across internal marketing, individual agent communications, and wider company campaigns.
The Context
Barfoot & Thompson is Auckland’s largest real estate company, with over 62 branches and approximately 1,400 salespeople. Working within the in house marketing team at head office, I supported both company wide campaigns and individual salespeople by creating tailored marketing materials designed to help them stand out in a highly competitive property market. Alongside broader brand initiatives, a key part of the role involved developing personalised marketing support that enabled agents to better define their positioning and connect with their target audiences.
The Opportunity
To help salespeople better understand and communicate their individual point of difference, and translate that into effective, consistent personal marketing. At the same time, there was an opportunity to support wider business objectives through cohesive brand campaigns, property marketing, and recruitment communications across multiple channels.
What I did
Worked directly with salespeople to define their individual value proposition and target audience
Developed personal marketing foundations including taglines, positioning statements, and visual direction to support ongoing campaigns
Translated individual positioning into tailored marketing materials across print, digital, and social platforms
Collaborated with internal teams and external agencies on large scale campaigns, including recruitment and brand awareness initiatives
Rolled out campaign assets across multiple channels including print, digital, and outdoor advertising
Created bespoke property marketing materials for developments where standard templates were not suitable, focusing on lifestyle led storytelling and off the plan sales support
Outcome
A more confident and strategic approach for salespeople in communicating their personal brand, helping them better understand their market positioning and improve consistency in their marketing efforts. By establishing clearer foundations for individual messaging, agents were able to promote themselves more effectively within a highly competitive industry, leading to stronger engagement, more listings, and improved business outcomes. At a broader level, the work contributed to a more consistent and cohesive brand presence across both internal and external communications, while also enabling more premium, lifestyle led property marketing where required.