Australasia's largest real estate group, Ray White, today unveils the next chapter of its commercial division with the introduction of RWC.

The repositioning of Ray White Commercial as RWC is designed to highlight the commercial specialists with a unique visual identity to position them in the market as experts across all asset

As part of the repositioning comes an updated visual identity which includes a new name, colour palette, design, look and feel, and is the result of a collaborative discussion within Ray White’s commercial network. 

RWC Head of Agency Andrew Freeman said the new direction reflected the commercial property specialists in the business and enhanced RWC’s positioning in the market.

“We’ve worked together with a creative agency over the past 12 months to bring RWC to life with a modern and sophisticated interpretation of our values, mission and personality,” Mr Freeman said. 

“We’ve introduced a modern colour palette, while maintaining Ray White’s signature yellow as an accent colour, to be used where it’s most effective. 

“The direction with photography has been elevated which focuses on the finer details of our markets and the asset classes we specialise in. Throughout we use the power of shadows and sunlight to signify the coming of a new dawn for our commercial specialists.”

“The updates have struck a perfect balance between honouring our core identity and introducing a new look and, as a result, RWC is able to separate from the residential business while maintaining the strength of the greater Ray White Group.” 

Ray White Group Managing Director Dan White said RWC was a vital part of the Ray White family and its future. 

“We wanted to give a unique identity to our commercial business while remaining connected to the broader Ray White Group,” Mr White said. 

“We want to ensure our customers know commercial property is an area where we have the best people who can deliver the best possible outcomes. 

“This is an exciting new chapter for us, one that takes all our commercial specialists forward and a first in our 121 year history where we’ve celebrated a core business outside of the master naming convention.”

“We have a new identity, but the fundamentals of what we do will not change, seeking to be proud of every transaction and every relationship, and ensuring we keep chasing our potential.”

Ray White unveils commercial repositioning - RWC