Sarraf Strata | Andy Koch Design

Sarraf Strata is well known for not only its business, its football sponsorship but also its continuous generosity to national charities.

From legacy to leader, rebranding Sydney's property giant

Creative Direction

Logo Works

Brand Strategy

Research & Findings

Conceptual Design

Brand Deployment

Client

Location

Agency

Sarraf Strata

Sydney, Australia

Rob Janoff Agency

Role

As the director of the creative team tasked with rebranding Sarraf Strata, Sydney's most prominent strata management company, I was deeply involved in every step of the process. It wasn't just about creating a new logo (though that was a thrilling aspect!), but about crafting a brand identity that reflected Sarraf Strata's values and propelled them toward the future.

Prior to the rebrand, Sarraf Strata was a household name in the Sydney multi-dwelling property scene, with their logo a familiar sight at football matches. However, Norman Sarraf, the visionary CEO, sought to elevate the brand beyond recognition. He desired a legacy brand – one that embodied approachability, memorability, and a commitment to people.

Our research began with a deep dive into the strata market and Sarraf Strata's unique position within it. We collaborated with internal teams to understand the company's culture and customer interactions. This self-awareness was crucial in crafting a brand that resonated with both Sarraf Strata's values and the market's expectations.

Norman Sarraf's belief in authenticity resonated deeply with us. The rebrand wasn't just about aesthetics; it was about capturing the essence of a company known for genuine care. We categorized the company's attributes and personality, ensuring the new brand identity reflected their commitment to residents, charities, and even football fans.

The logo itself became a canvas for these values. Designed to occupy a strong visual presence in rectangular formats, it stood out amongst competitors. This clean, memorable design served as a cornerstone for the entire brand rollout, encompassing brand guidelines, positioning, and messaging.

The culmination of our efforts wasn't just a logo on a page. It was a brand identity that came to life in Sydney. Witnessing the rollout firsthand and seeing the brand seamlessly integrated into Sarraf Strata's operations was immensely rewarding. Rob Janoff, the mastermind behind the logo, even visited Sydney to experience this firsthand – another testament to the brand's impactful design.

Rebranding Sarraf Strata wasn't just a creative challenge; it was a chance to shape the future of a Sydney giant. And as the company continues to thrive under its new identity, it's a journey we're proud to have been a part of.