Hocking Stuart's 'Property Weekly' was typical of many real estate agent's property magazines and needed refreshing once their new brand identity had been launched. We had created a bold new visual identity that utilised, as a key design element, strong use of red. Our strategy was to take ownership of this attention-demanding colour. And simply, the idea was 'Red Magazine'.
'Red' displays all vendor listings and varies from 100 to 300 pages each week. It also contains five lifestyle spreads per issue. As audited by the Circulations Audit Board, 25,000 copies are printed 48 weeks per year and distributed free throughout the Hocking Stuart office network and many more outlets such as cafes, restaurants, convenience stores etc.
Unlike its competitors, Hocking Stuart's 'Red' does not feature properties on its covers. Each week is themed or linked, in red, to an event or activity that is occurring in Melbourne for that corresponding week (eg Australia Day, Melbourne Film Festival, Red Nose Day etc). The design strategy transformed a property sales brochure into a lifestyle magazine format that had far broader appeal.
'Red' provides a real point of difference for Hocking Stuart whilst continually building their brand image in a fresh and relevant manner – even to people that might not be actively searching for property. As over 1,000,000 copies are distributed each year, the popularity of 'Red' has helped build and reinforce Hocking Stuart as a leading real estate brand in Victoria.
Brand and Communication Strategy
Web / Interactive / Digital