The update includes a more prominent use of its signature shade of pink and the agency’s custom hand-lettering, rolling out across signboards, sold and leasing stickers, A-frames and social templates.
General manager Leilani Shephard said the change reflects how far the agency has come since its Inner West beginnings.
“Bringing pink into the Adrian William brand was a natural evolutionary step,” Leilani said.
“It’s soft enough to work well with what Sydney already knows us for, but bold enough to differentiate us in a sea of monochrome.”
The pink is not new to the brand. It has featured in Adrian William’s palette for several years, and according to the agency, is drawn from the facade of its flagship Newtown office, a heritage-listed 1930s Art Deco building on King Street that once housed a Commonwealth Bank branch.
Its most public moment came last October, when the agency turned its signboards pink for Breast Cancer Awareness Month, raising $31,729 for Chris O’Brien Lifehouse.
Designer Lyndal Harris of September Design Studio, who has worked on the Adrian William brand since its inception, said the response to that campaign confirmed the colour had earned a larger role.
“The Adrian William brand is historically very much black and white, and the pink has been adopted from the place,” Lyndal said.
“It reflects the community the brand belongs to.”
Hand-lettering has also come further to the fore, appearing across agent names and highlighted copy throughout the refresh.
“It’s not actually a font at all,” Lyndal said.
“It’s custom lettering, created fresh every time we make something.”
According to Adrian William, every mark traces back to the agency’s original signature, a monogram formed from the letters A and W.
The broader shift reflects what Adrian William describes as a visual identity that has matured alongside the business, moving from the bold, graphic street murals that decorated its earliest offices to a more considered aesthetic.
Lyndal describes the wider shift as a move from street art to fine art.
“Those murals have made way for something more curated, more sophisticated,” she said.
“We brought a fine art team in, and every piece across the office has been chosen with real intention.”
The refresh comes as Adrian William continues to expand from the Inner West into the Inner City, extending its footprint across Sydney.