Abel Property launches new name and branding

Abel Property launches new name and branding

ABEL Property (formerly Abel McGrath Subiaco and Abel McGrath Leederville) launched its new name and new branding last week.

The rebrand coincides with the acquisition of Olifents in Cottesloe.

Abel Property chief executive Adrian Abel said a strong period of growth for the company and the purchase meant the timing was right to revisit the branding.

“This is a really exciting era for us,” he said.

“Over the past 24 months we have made a lot of changes to the way we operate, bringing on our own in-house marketing team, launching our training program Abel Academy, employing an in-house finance broker, acquiring DQ Real Estate and launching a new land sales division at our Subiaco office and new project division at our Leederville office.”

Mr Abel said he wanted a fresh brand with a more modern image and colours to better reflect the agency’s approach and place in the market.

“It was important we retained the Abel name, which is well known and respected, however the brand colours needed to stand out,” he said.

While the Abel McGrath Subiaco and Leederville offices have rebranded, Abel McGrath Claremont will retain its branding and operate as its own entity.

Former Olifents directors, Jon Bahen and Kevin Dodd will become part of the Abel Property team and will help head up the new Abel Property Cottesloe office. n