Harcourts Projects
Launching a new projects division, one campaign at a time.
Client
Harcourts Projects
Location
Brisbane, Redlands and Gold Coast, Queensland
Services
Capability document, launch campaign, EDMs, signage, site plans, social, REA banners
Year
2026
The brief
Harcourts set up Harcourts Projects to take new developments and investment property to market across Brisbane, the Sunshine Coast, the Gold Coast and the Pacific. It's led by Gary Thompson, who came across after more than 30 years in property marketing on the agency side. A new division needed to look established from day one, and every campaign had to make the numbers easy to read.
The work
I built the division's capability document first, setting out its four disciplines and ten-step process for developers, then launched it to market with social ads for Brisbane and the Gold Coast and an EDM driving developers to a new enquiry form. Then came the campaigns. For 196 to 198 Stafford Road, Gordon Park, three houses each with five studios under one title, the signage and socials lead with the return ("High Cashflow Investment. One title. Five incomes."), while the EDM tells the story in four words: "One house. Five separate rents." For ARDEA, 23 apartments on Middle Street, Cleveland, I designed a by-invitation pre-release EDM for local downsizers, and for Monarch Place, 30 levels above Southport on the Gold Coast, an EDM built around its resort-style amenity.
A new division that had to look established from day one.
The transformation
Harcourts Projects sits inside the Harcourts Property Centre family, so the job wasn't to throw out the master brand. It was to give a brand-new division its own voice. The division keeps the Harcourts navy and endorsement, then adds a refined PROJECTS wordmark, editorial photography and layouts written for developers, not home sellers, so it looked established from its very first document.
From the Harcourts Property Centre master brand to the Projects division
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