Wills Property

John Wills is the latest in an impressive line of Wills property directors. When he mentioned his family had been specialising in inner Sydney real estate for more than ninety years, we could see the seeds of a unique property brand that wasn’t being leveraged in its current form. Armed with John’s stories and his enthusiasm to reach a much more digitally-driven market, we were faced with a unique challenge: to capture the rich history of Wills Property in a distinct, Aussie flavoured brand — for both digital and print audiences.

We noticed a lack of real estate brands on the market that moved off the beaten track to arrive at something truly unique — whether it be an unusual colour palette, font choice, or brand position. So why not tear up the playbook and reconfigure it all? The new Wills brand captures a sense of warm Australiana in an elegant mono and sans serif pairing, deliberate tones of cigar brown, and real photography provided by John and his family. Layouts for both digital listings and property signage have an editorial look and feel, akin to poring over a Sunday broadsheet over late breakfast.

It’s this positioning which has seen remarkable results for Wills since brand launch – their website experienced a 104% increase in traffic, and enquiries from their new property billboards have tripled since deployment.