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Stage two of the network’s 2024 brand refresh is here, thanks to the power of generative AI.
Raine & Horne has kicked off the spring selling season with a new brand campaign designed to capture attention and built brand awareness.
The Part of the Landscape campaign uses generative AI technology to embed the recognisable Raine & Horne ampersand into images of the Australian landscape.
From white sand beaches to busy cityscapes, the images aim to encapsulate the breadth and diversity of Australia’s property markets.
“Strategically positioning the ampersand in iconic landmarks and urban environments aims to capture potential customers’ attention and reinforce our role in the real estate landscape,” said executive chairman Angus Raine.
“The timing for the launch of our exciting and innovative Part of the Landscape campaign couldn’t be better, and we are excited to push the boundaries of traditional marketing and engage customers in a fresh and dynamic way,” he said.
The brand noted that the use of generative AI technology “allows for endless creative possibilities, ensuring that each execution is unique and engaging”.
But traditional marketing methods will also be leveraged too, with the network planning to make use of DL mailcards, window cards, digital displays, and social media.
“By showcasing our longevity and ability to adapt, we aim to inspire trust and confidence in our brand,” said Raine.
The Part of the Landscape campaign follows on from Raine & Horne’s brand refresh earlier this year, which was the first major branding shake-up since 2017.
Head of network Mindy Powell-Hodges stated that the updated look “strikes a balance between honouring our heritage and embracing a contemporary and innovative ethos”.
Instead of the traditional black-on-gold colour scheme, the new-look Raine & Horne brand emphasises “a premium charcoal and white colour scheme” with a subtle pop of gold in the ampersand.
For Raine & Horne, the updated colour scheme “goes beyond aesthetics”.
“This comprehensive brand refresh […] underscores our determination to evolve and adapt, positioning ourselves as innovative leaders in a competitive industry,” said Powell-Hodges.
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