As the team expanded beyond founder Scott McGoun to include Hayley Yule and Ashley Campbell, a new brand identity was required – one that reflected the collective strength of the team while remaining aligned with Bayleys’ established personal branding framework.
The objective was to create a sophisticated and recognisable identity that would elevate the team’s presence in a highly competitive property market, strengthen brand recall, and provide a consistent visual platform across print, digital, signage and social media.
The brand needed to achieve several important goals:
The resulting identity centres around the name McGoun & Co, positioning the business as a trusted team of property professionals rather than a single-agent operation.
The wordmark adopts a refined, modern typographic approach with clean geometric letterforms and a confident presence. The use of the ampersand creates a subtle focal point while reinforcing the collaborative nature of the business.
The accompanying descriptor, Residential & Developments, clearly communicates the team’s area of expertise and helps differentiate the brand within the wider Bayleys ecosystem.
A monochromatic colour palette was selected to create a premium, understated aesthetic that complements Bayleys’ established visual identity while allowing the brand to feel distinctive and contemporary.
One of the key areas that McGoun & Co advertise is the weekly magazine The Messenger. We created a template that the Bayleys’ marketing team could use for The Mesenger ads – that was sleek, minimal and high-end.
A new name, the same commitment to helping people achieve great property outcomes.
What began with Scott McGoun helping clients navigate their property journeys has grown into a dedicated team focused on delivering exceptional results and outstanding service. With Hayley Yule joining the business and Ashley Campbell supporting operations behind the scenes, the time was right to create a brand that reflected the people behind the success.
Built on trusted relationships, genuine service and a shared commitment to achieving the best possible outcomes, McGoun & Co represents the next chapter in the team’s journey – one that is firmly focused on people, property and performance.
