Consistency is imperative in building and maintaining a strong brand. The BWRM brand is no exception. Alterations and deviations from the guidelines may be a breach of our Platform Agreement, the trademark and can compromise the brand’s integrity.

Please follow these guidelines carefully and if you have any questions regarding the BWRM brand or Brand Style Guide please contact the Marketing Department for clarification.

Being creative isn’t something you do, it’s what you are.

What you would be even if you weren’t getting paid.

More than just making a living, we are making a lifestyle.

How we see challenges, opportunities and the world at large is all filtered through this creative lens.

It’s our perspective we are sharing with others when we create. It’s where we provide value.

It’s what we value.

We are for the Creative First.

Black&White Real Estate Marketing (BWRM) was founded in 2016, by a team of passionate creators and visual storytellers - a business model created for photographers, by photographers.

BWRM was started with the goal of helping other creatives turn their drive and passion into successful and sustainable businesses, always following our mantra of putting photographers first.

Our unique business model allows our clients to experience the unbeatable customer service that comes working directly with a local business owner, while our supply chain ensures consistent excellence across all of our products. BWRM combines industry-leading technology with a state-of-the-art suite of creative content marketing products driven by a team of passionate individuals who are invested in providing exceptional customer service on every listing.

Our people are creative specialists in their fields.

Our talented members understand the importance of a seamless, efficient experience and consistently go above and beyond, guaranteeing excellence in both their products and their customer service.

We create contemporary photography, videography, floor plans and virtual images; offering a range of services, with the flexibility to customise products to suit our clients’ individuality.

Without compromising on efficiency or quality, our local business owners will work with you to create tailored solutions, capturing the dream and inviting buyers on an engaging journey.

Our creatives are our first thought in all decisions about how we do what we do. We do this because we’ve been there ourselves. We’ve done the late nights and early mornings, the amazing locations and the tricky clients. We know that it’s not just a job, but a lifestyle. For this reason, we are driven to help others make this creative life sustainable for them, their clients and their community. We offer the solution to making a good living while living a good life.

Our services:

If our creative specialists do the training and put the effort in, they are likely to succeed. We alleviate the uncertainty of starting a business by defining a clear and flexible roadmap to success, so our members can customise exactly where they’re heading and know how to get there.

The BWRM business model is like a well-oiled machine. All operations that exist within our platform are system focused and eliminate double handling to improve business efficiency and maintain exceptional quality. We want to enable our creatives to spend less time behind a computer and more time building relationships and growing their businesses.

Our creatives are our first thought in all decisions about how we do what we do. We have carefully built up a community of passionate creators who are experts in their fields, and it is this collective talent and experience within our community that is invaluable.

Our focus is on quality. Our extensive suite of visual marketing services, including contemporary photography, videography, floor plans and virtual imagery, ensures we can deliver quality content and consistency of product that meets the demands of each individual client. We’re passionate about what we do and make it our business to be the best.

The BWRM portal is an innovative, all-in-one hub that has been built from the ground up to provide all the necessary tools for a successful and sustainable business. Our supply chain of premium editors and state-of-the-art cloud-based software means we can maintain exceptional standards, industry-leading turnaround times, and excellent quality that is both visually powerful and efficiently produced.

Everything that BWRM puts its name to has an elevated touch. We want our work to have a quality that is better than the rest and makes our clients desire more.

We are involved in the work. Creating, connecting and communicating consistently in an industry that is all about people and relationships.

We work within a framework that makes things as easy as they can be. We don’t want to needlessly complicate things and appreciate simplicity. We believe that the best things should be effortless.

Our commitment is to our community and our relationships with everyone we deal with. We believe in maintaining the integrity of our operations and would never compromise on this. We want to work for people who think and act the same way and avoid those that don’t.

We have faith that our unique business model works. We’ve done the designing, trying and testing so that no one else has to, meaning every system we have in place has been refined and streamlined to deliver the best possible outcome. We’re all about eliminating the risks and paving the way to success.

Primary Logo

The BWRM logo is our most recognised asset. The Primary logo should not be altered (e.g. disproportionately stretched). The primary logo should be given a place of prominence on a page. The Primary logo should not appear more than once on a single page or screen. Examples of placement and usage of the Primary logo are shown in later sections of this Brand Style Guide.

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Secondary Logo

The Secondary logo is to be used to address visibility and legibility concerns, such as appearing on complex backgrounds. The Secondary logo can be used to meet visual challenges, or where the design is appropriate. The Secondary should not be altered (e.g. disproportionately

stretched).

The Secondary logo should be given a place of prominence on a page. The Secondary logo should not appear more than once on a single page or screen.

Examples of placement and usage of the Secondary logo are shown in later sections of this Brand Style Guide.

Powered By Logo

Where Creatives intend to keep their own brand while tapping into the business power of our platform and network, the ‘powered by bwrm’ branding element must be displayed. The bwrm ‘powered by bwrm’ branding element must appear centred under the Creative brand logo, with ample spacing and sizing. bwrm marketing collateral have been created with prepared allocated space and location for a Creative brand logo to be appear. For social media accounts, ‘powered by bwrm’ must be listed in the profile bio. No other alterations are permitted.

Social Media Logo

The social media logo was created to be used in place of a profile image for selected social media platforms. The social media logo can also be used to meet visual challenges, or where the design is appropriate. The social media logo should not be altered (e.g. disproportionately stretched). The social media logo should be given a place of prominence on a page. The social media logo should not appear more than once on a single page or screen. Examples of placement and usage of the social media logo are shown in later sections of this Brand Style Guide.

Palette

BWRM brand colours represent simplicity, elegance and professionalism. BWRM brand colours were selected for their print and online reproduction qualities. All colours have been assigned CMYK, RGB and HEX values based on the Pantone® Solid to Process system.

The secondary colour was created to extend the bwrm colour palette. The secondary colour can be used to enhance marketing material. Usage of the secondary colour should be carefully considered for each application and used sparingly. To ensure the best representation of the brand colours when printing or producing online digital content contact the bwrm Marketing Department.

Montserrat

To reinforce clarity and consistency of bwrm across print and digital the Montserrat font family has been selected. Montserrat is a bold, contemporary and professional sans serif typeface with a friendly and relatable appeal. It is available as a Webfont and is versatile across print and online applications.

Montserrat is a free open licence font with x18 font variations such as Extra Light through to Extra Bold and Black. Where Montserrat is not available the secondary typeface to be used is Arial.

A wide range of professional marketing materials is available to help build your business profile. To ensure a consistent visual appearance and strong brand appeal. If you need new or updated marketing materials contact the Marketing Department to discuss requirements and approval before they can be distributed.

Business cards play a significant role in creating opportunities while helping build the BWRM brand and are an essential tool for personal networking. Your personalised business card will display your Name, Job Title, BWRM Territory, Phone number and Email Address. No other alterations are permitted.

Printing specifications: Dimensions: 90mm (w) x 54mm (h) Stock: 450gsm Artboard

Finish: Matt laminated (x2 sides)

A BWRM email footer has been created to enhance email communication with prospective clients, existing clients and extended business networks. When using email communication ensure professional and effective wording, grammar and aim for clear, concise, friendly and appropriate language at all times.

Your personalised bwrm footer will display your Name, Job Title, BWRM Territory, Phone number and Email Address. No other alterations are permitted.

This is installed in the G-Suite Admin Panel, which means the icons are clickable, and your details update automatically in the correct format across the Gmail apps on any platform.

A BWRM Price List document has been created and is an essential sales resource. The front page list is of the most common products or packages (defined by the BWRM Member), the following page can be duplicated as many times as required and the lists can extend an contract as needed.

The design also contains the following features to provide maximum flexibility for BWRM members:

BWRM has created a Premium Brochure and Product Brochure to form part of your marketing pack. The Premium Brochure is designed to give potential clients an overview of our brand, with an emphasis on quality and consistency.

The Product Brochure showcases the services we offer, highlighting the premium quality that clients can expect.

Each brochure is A4 in size, has x24 pages and demonstrate bold branding and professional high-quality images throughout. Both brochures feature a customisable back page, where members can insert a short bio about themselves along with a photo.

For instructions on how to download and personalise these documents, you can find more details in the Marketing Material article.

Where Creatives intend to keep their own brand while tapping into the business power of our platform and network, the ‘powered by bwrm’ branding element must be displayed. We have options of all our marketing collateral that includes the Powered By elements.

Branding your vehicle is great for brand exposure, and to appeal to local customers.

bwrm vehicle signage is only to be displayed on black or white cars to reinforce the brand visual style and identity. Vehicle signage on cars of any other colours is not permitted.

BWRM is committed to providing the highest quality images to our Members and their clients.

It is vital that we continue to develop and maintain that standard consistently. Customers can rest assured that they will receive the same premium quality services no matter where they are or which BWRM Member they engage. By maintaining a reputation for consistently producing great images our members can benefit from increased referrals and business growth.

All of our suppliers meet our stringent selection process for:

Using our large volume of work and greater negotiating capability, we have sourced competitive pricing for premium retouching services. BWRM members can only use approved image retouching services for all images produced under the BWRM banner.

With reliable and consistent retouching systems in place, Members can focus on training contractors and employees, maintaining client relationships and growing their businesses.

BWRM approved retouchers require correct photographer input, we have developed unique input that maximises speed and efficiency and ensures higher quality output for BWRM members.

The Capture Methods articles detail the input standards to send to our retouchers.

Maintain the standards of style and composition outlined in the Composition Guide for consistent and high-quality results. It is important to stay up-to-date with relevant and contemporary photography styles. To assist with building your knowledge and skills, we encourage and recommend connecting and communicating with other BWRM Members regularly.

Make sure that your equipment meets the minimum standards outlined in the Equipment List article.

We pride ourselves on being industry leaders in real estate video production. Our state-of-the-art editing workflow gives us a marked advantage in the competitive marketplace, allowing members to produce high-quality videos quickly and efficiently.

As with every BWRM service, all videos must be edited by our Video Editing team and Members must not edit videos themselves. Using our Video Editing team ensures consistent high-quality across our brand and regularly results in referrals for members. It also frees up time, which can be better spent growing your business and nurturing client relationships.

In accordance with international copyright law, only royalty-free music is permitted. Our Video Editing team will select appropriate music for your videos, or you may request specific songs from an approved list.

The Video Editing team require excellent video input in order to produce amazing results. BWRM has developed input standards that will maximise speed and efficiency on-site and ensure high-quality output for BWRM Members. To learn how to shoot correctly visit the Capture Methods articles in the Help Centre.

Premium quality productions start with premium quality equipment. Make sure that your gear meets the minimum standards outlined in the Equipment List article.

BWRM floor plans are a high-quality, accurate and scalable floor plan solution for members. A range of styles are available that can be customised to match Agency branding, or you have the option to customise the design to suit specific client brand guidelines.

Floor & Site plans are sketched onsite by BWRM Members and then converted to a digital version by BWRM Floor Planners. Plans must only be digitised by approved BWRM Floor Planners.

When a plan is ready it is supplied to members as an editable Adobe® Illustrator (.ai) file and a JPEG (.jpg) file. Members are able to make minor changes to the .ai file. The Floor Planners will complete more detailed changes if required. Members must only supply the JPEG to clients.

BWRM Floor Planners must be provided with as much information and details as necessary to ensure a plan is recreated accurately. It is crucial that your sketches are clear and neat, and that your handwriting is legible. Use the correct symbols so that your input is accurate and consistent. Familiarise yourself with the texture and plant codes so that you can specify what to use. Follow the Floor & Site Plan Sketching article to ensure you are sending the correct input.

BWRM has created floor plan designs in two unique and professional styles Watercolour and Vector. Both Watercolour and Vector can be customised to match agency colours.

Custom styles specific to agency brand guidelines are also available upon request.

This style offers a soft, elegant and textured look. Each element is hand-painted and then digitised, which means that it cannot be replicated by a competitor. Each plan can be customised to match agency branding by altering the colours in the storage areas, cars and a north-facing arrow.

The Vector style has a clean-lined, contemporary and distinct visual appeal. Each plan can be customised to match agency branding by altering the colours in the storage areas, cars and a north-facing arrow.

BWRM encourages utilising social media platforms to showcase our products and services while building brand awareness, reputation, and creating brand loyalty.

Social media provides opportunities to Interact, build rapport and develop relationships with potential clients, suppliers and bwrm colleagues. BWRM has built profiles on Instagram, Facebook, Linkedin and Vimeo. Each platform offers unique insights, resources and tools that can assist with developing your products and services.

When posting or uploading any content to your chosen social media platform remember you are a brand ambassador of BWRM. Images, video and online commentary must be professional, respectful and appropriate at all times.

Building a profile

When preparing your social media business profile the following text can be used to describe bwrm and our services:

“BWRM is a team of passionate creators and visual storytellers.

With a range of visual marketing tools and technologies at our disposal, we capture properties all over Australia.

We understand that there is no one-size-fits-all approach when marketing property. Every home is different, and we are dedicated to crafting narratives that maximise selling potential while elevating our clients’ brands.

Our unique business model ensures exceptional quality and consistency, combined with personalised and premium service.

Bespoke, tailored, quality marketing. bwrm.”

You may also add something more local below this, whether it is a small paragraph about yourself or your business. If so, please keep this professional, friendly and appropriate.

When creating your Linkedin profile use a professional B&W headshot as your profile picture and include a link to our national website www.bwrm.com.au

Video

If you are offering video we recommend creating and managing your own BWRM YouTube or Vimeo channel.

The following guidelines should be adhered to:

e.g. bwrm Northern Beaches or bwrm Geelong.

If possible keep most videos only visible with a private link, with your top examples of work visible to the public. Also providing details and correct tagging of your videos will help improve Google search results.

BWRM Members must always adhere to professional standards and never post anything that could damage the BWRM brand, the commercial interests of BWRM and/or bring BWRM into disrepute.

BWRM members must never post content or comments that are obscene, defamatory, threatening, bullying, harassing, discriminatory or hateful to another person or entity. Online interactions should not damage or negatively impact internal or external working relationships, nor express negative business issues.

Sharing confidential information is strictly prohibited, such as any intellectual property that belongs to bwrm Australia including bwrm procedures, policies or providers.

Online interaction is encouraged to help build your profile, followers and social engagement. Build your social platform with relevant and popular hashtags, communicate with your followers in the comments section or via direct message, like and follow colleagues, agents and suppliers, and post high-quality professional images or videos regularly.

At all times ensure written communication uses the correct spelling, grammar and punctuation.

BWRM Members should be mindful that clients might also gain access to their personal social media pages or channels. Because of this, we recommend setting your personal social media accounts to ‘private’ and activating appropriate security settings.

We keep things honest, open and real. That means we say what we think and we mean what we say. We believe this way of talking is the most effective way to develop relationships and ensure realistic outcomes. Information is always shared in a simplified and structured way.

We know that we’re good at what we do, but that doesn’t mean we boast. We have faith in our people, talent and services, and so it isn’t difficult to appear confident and passionate with the absence of arrogance. Whether it’s within our BWRM network or amid our relationships with clients, we’re all about treating people ethically and with respect.

We know what we are good at and draw confidence from our expertise and experience. We are happy to speak into these areas, sharing insights for the benefit of others. Equally, if there is something we don’t know, we make it our mission to learn it.

We’re about breaking down barriers, not building them. We are casual but professional. Maybe it’s our inner confidence or just the enjoyment of getting to do what we do for a job, but we have a friendly lightness to how we speak that makes us easy to engage with.