every great brand needs a strong foundation.


Hall & Hart Homes is a bold new goodwork brand building a new experience in the residential home market in Sydney. Goodwork jumped on the tools to help challenge the cliched conventions of the Knock Down Rebuild (KDR) market. The intention was to deliver a more personal experience in a market all too often seen as a bit too ‘cookie cutter’ or ‘kit set’ at times. We’d set out to bring a more human-centered design approach to their brand positioning, and target a gap in the market for affordable mid-range homes for first home buyers, young families and KDR.


Goodwork’s identity for Hall and Hart celebrates the contrasts between more functional elements and aspects of the building experience, and the passion and expression of the team, as well as the individual lives of Hall and Hart’s clients. The brand has become a powerful platform for expression, and since the rebrand has been used to create compelling new creative campaigns such as ‘Build a you home’. At the core of the new brand’s personality is a strong connection between the head and the heart.

that’s goodwork

Hall & Hart do things differently to many building companies. Their transparent approach to market sees them offer trusted services such as genuine fixed price offers. They’re highly regarded for their transparency and communication throughout the process from tender to finishing construction. They also limit the number of homes they build in a year, to ensure they maintain the highest possible standards at all times. At every part of the process, they’re committed to finding ways in which to support more sustainable outcomes for the project. From materials used to the energy output of appliances, they consult across every aspect of the build, ensuring they’re playing their part in reducing any potential environmental impact in their process.

the good stuff

  • brand strategy
  • tone of voice/brand story
  • brand identity
  • brand book
  • web design and development
  • eDM development
  • print sales collaterals
  • photoshoot
  • display homes signage/wayfinding
  • go to market campaign

This goodwork identity recognises the difference between a house and a home. These guys aren’t just building houses, they’re creating spaces and experiences that enrich people’s lives.

Rachel, goodwork

more good stuff