Weekend Argus (Saturday Edition)
The big rebrand
A COMPANY’S brand identity is what gives it presence, gravitas and is a point of reference for anyone who has interacted with the brand over time. Greeff Properties is proud to announce its rebrand as recognition of, and alignment to, its exclusive affiliation with Christie’s International Real Estate. The brand will now be known as Greeff Christie’s International Real Estate and will also be sporting new colours to celebrate its next chapter of growth.
CEO of Greeff Christie’s International Real Estate Mike Greeff says the company rebrand is “something that has been carefully thought out to reflect all that Greeff represents. The rebrand has been meticulously constructed by a world-class brand specialist Clive Gay who spent several months researching every aspect of the revitalised concept. Greeff Christie’s International Real Estate prides itself on establishing long- standing relationships with clients and impeccable standards of client service. The concept behind is an authentic visual reflection of the Greeff reputation that has been built up for so many years.
“As the exclusive Christie’s International Real Estate affiliate in South Africa, Greeff is proud to be associated with a company with such an impressive pedigree. Christie’s most recent feat of excellence was its record- breaking sale of Leonardo da Vinci’s Salvator Mundi for $450.3 million in 2017. This association is a fantastic advantage for us a boutique agency as Christie’s is known for its reputation as one of the most prestigious brands in the world.”
The intrinsic value that is added is immeasurable, in that it inspires confidence among local as well as foreign buyers. Greeff Christie’s International Real Estate is truly a multinational entity positioned to offer the best luxury property that the Cape has to offer.
The new colour scheme being adopted by Greeff Christie’s International Real Estate is grey and red. The psychology behind the colours has been carefully considered. Grey is seen as being dependable and practical. It is also perceived as a color of maturity and responsibility that is cool, timeless and sophisticated.
While the red dot is a nod to the affiliation with Christie’s. The red dot on the logo is symbolic of the red dot placed on ‘Sold’ art items at an auction. Official and exclusive affiliate status means an alignment of style and voice without losing the identity that the brand already has. This delicate balancing act is essential as a brand’s ability to speak with one voice globally, allows it to command attention and respect from both clients and competitors alike. One vision should have one voice that permeates the entire organisation. This is the perfect time to capitalise on a new chapter and the potential that it has to offer.
Along with a redesign, Greeff Christie’s International Real Estate also has a new tagline, Where it counts. The tagline aims to encapsulate all that is important in the real estate industry. Meeting client’s expectations – Where it counts. Finding the perfect location for clients and putting them – Where it counts. Getting the best prices and adding financial value to every transaction puts money – Where it counts.
Given the phenomenal success achieved by Greeff Christie’s International Real Estate across the Cape Peninsula and the manner that it has captured the market it is only natural that the brand evolves and expands.
The change in branding marks the next level of evolution for the Cape property experts as it plans on a major expansion drive across the Cape, in its areas of operation, in order to reinforce its presence and create more physical touchpoints for clients.
A notable trend is that 80% of Greeff Christie’s International Real Estate sales in the Cape occur via buyers already living in the Cape. Greeff Christie’s International Real Estate’s planned expansion will allow even greater repeat lead generation. With our exclusive status as an affiliate of Christie’s International Real Estate, we are guaranteed international reach for top-end properties. The resultant growth and strength will see an exponential increase in market share.