Barry Plant’s marketing team stunned the industry with an award-winning, franchise-wide rebrand.
Now, in 2024, their family members have taken the spotlight as models in the ‘Safe Hands’ spring campaign.
The rebrand marked a bold departure from Barry Plant’s traditional navy and red colours, replacing them with vibrant cobalt and watermelon hues, alongside a new insignia of an opening door.
These changes reflect the warmth, personal care, and welcoming culture at the heart of the Barry Plant brand.
The marketing team’s efforts have received well-deserved recognition.
At the 2024 Melbourne Design Awards, Barry Plant Group secured silver in the Graphic Design – Identity and Branding – Corporate category for its bold and dynamic brand transformation.
With momentum at an all-time high following the rebrand, Barry Plant is launching a spring campaign filled with as much personal meaning as the new rebrand.
The theme of the campaign, ‘Your Home is in Safe Hands’, is more than just a catchy slogan; it’s a promise to customers and a reflection of Barry Plant’s core business philosophy.
When conceptualising the campaign, the marketing team made a bold decision to include everyday people alongside the photoshoot models, adding an authentic touch.
To achieve this, they invited their own family members to feature in the shoot, bringing a personal element that reflects the culture, values, and care embodied by everyone at Barry Plant.
Marketing Project Manager Kashka Hardy shared that the campaign carries deep personal significance for the entire marketing team.
“My kids are the stars of the show! Unfortunately, the fame has gone to their heads, and they’re absolute divas around the house now,” joked Hardy.
“In all seriousness, we understand how important trust and safety are when selling your home. Before allowing an agent to handle something as significant as selling your home, you need to trust them and feel secure in your decision. Similarly, when featuring your own children and loved ones in such a public campaign, you need to trust that the brand they represent is trustworthy. Barry Plant is that brand.”
Brand Manager Mathew Fox echoed these sentiments, sharing his thoughts on the decision to feature staff members’ families in the photo shoot.
Fox proudly noted that his sister and his two children also took part in the campaign as he clicked through the photoshoot images.
“Barry Plant understands the importance of buying or selling a home—it’s a significant milestone that marks a new chapter in people’s lives. Our agents treat every home they handle with the same care as they would their own, and we wanted that personal touch to shine through in the marketing campaign,” stated Fox.
“The Barry Plant Group is more than just sales agents, property managers, and office directors. It includes office administrators, tech support staff, marketing professionals, and everyone in between. We’re all in this together, and we’re all invested in the success of the franchise. By featuring our family members in the spring campaign, we’ve got skin in the game.”
The Safe Hands campaign has been an invigorating and poignant project for the Barry Plant Head Office team.
As CEO Lisa Pennell noted, the campaign aligns perfectly with the group’s goal of serving customers with a focus on conducting business ethically.
“When the marketing team presented this theme for the spring campaign, it immediately resonated with our director group,” said Pennell.
“Since becoming CEO, I’ve aimed to foster the ethical, customer-focused drive that has always been a hallmark of Barry Plant. Everything we do is in service of our customers, and we want them to know we treat their homes with the same care and dedication as we would our own. To reflect that personal touch, the marketing team looked close to home when selecting models for the campaign. It certainly helps that everyone has such photogenic family members,” Pennell laughed.
With the success of the award-winning rebrand and the heartfelt Safe Hands spring campaign, Barry Plant’s marketing team has showcased their creativity, innovation, and deep connection to the franchise’s values.
Building on this momentum, the team is well-positioned to deliver even more impactful campaigns that resonate with clients and the broader industry.
The future is bright for Barry Plant, with a dedicated team poised to set new standards and drive the brand forward, showing that their clients’ homes truly are in safe hands.
