Something Great designs a property brand that doesn’t look like one

Luke Saville’s surname gave Something Great a name, and the name gave the brand an entire personality. Savvi started as a tongue-in-cheek nod to the founder’s family name, but quickly became something more useful. “It carries this nice double meaning,” explains James Hill, Founder & Creative Director at the Melbourne-based creative studio. “You're working with a savvy agency, and by extension, you’re a savvy buyer or seller. It’s playful without being gimmicky, and it subtly reinforces that you’re making a smart decision when you go through them.” That playfulness became the differentiator because Savvi operates in a space not known for it. The real estate agency deals exclusively in apartments and townhouses, properties typically purchased by first-time buyers in the 25-to-35 age range. Most agencies chase bigger family homes where commissions are higher, leaving this younger demographic as an afterthought. Saville saw that gap and wanted a brand that spoke to these buyers directly, on their terms and in their language. “We didn’t want to challenge the industry just to be different, but to actually relate to our target audience in a better way,” says Luke Saville, CEO at Savvi Real Estate. “We knew that we didn’t operate like a traditional agency, and we wanted our brand to reflect that.” Something Great took this brief and steered it away from everything the property category defaults to. Bold serif logos, navy or black palettes, hero shots of empty rooms and agent portraits with crossed arms all went out the window. In their place, the studio built an identity that borrows from editorial publishing and lifestyle branding, grounding the agency in warmth and personality.