Gorman Commercial know the suburban market like the back of their hand, Allard Shelton, based on Collins Street have the city real estate space covered. This alignment and extending opportunity formed the basis to our strategy work.

Leading with our a brand idea ‘In Sync’ we developed a strategic way forward to express the companies approach to working side by side with clients, tenants and employees.

The identity is inspired and shaped by the brand idea, the logo expressing the coming together of two companies, aligned with a shared purpose. Vertical lines form an adaptable graphic approach and create a consistent visual identity. Working with the existing Gorman colour we updated to a contemporary bright teal and dark blue.

The brand was road tested across a variety of digital, print and environment applications to ensure the new identity would create a consistent and engaging brand.

Employee engagement became a key driver within the project, with the intention to create a brand that current employees would be proud to be part of, a brand that could elevate the human personal touch they provide, whilst also attracting new talent.


Gorman Allard Shelton launched mid 2022 and the new brand has delivered a sense of confidence and acumen across Melbourne metro’s commercial real estate, helping Gorman Allard Shelton realise their and their clients businesses potential.