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Graffiti gives Just Letting a new lease with branded vehicles
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network2media Bureau   
Monday, 13 February 2012 09:00 (IST)
Graffiti, Just LettingPORT ELIZABETH: Vehicle branding and transit media specialists, Graffiti, recently gave Just Letting, a division of the Just Property Group, a fresh new look by branding the vehicles driven by rental agents and franchise owners with a bold, bright new brand image.

Roving, attractive branding presence The branded vehicles form part of the Just Property Group's new brand-building exercise aimed at generating interest and awareness around the array of property related services offered by the group, as well as to emphasis their status as South Africa's fastest growing property brand. The branded vehicles follow on from a new print advertising campaign and all marketing and advertising materials within the group are also in the process of being rebranded with the new image.

Just Property GroupIselle McCalman, general and marketing manager, Just Property Group, commented, "The total branding exercise was intended not only to give the brand an eye-catching new look, but to also emphasise that the group is comprised of a number of different property-related offerings. Vehicle branding for the Just Residential and Just Commercial divisions, as well as Just Property Group, will follow soon."

Whilst the vehicle branding was conceptualised in-house, Graffiti was then tasked with creating a design that could be successfully implemented upon the two foremost Just Letting vehicle models: the Toyota Aygo and the Mini Cooper. This basic design was subsequently tweaked by Graffiti's designers in order to accommodate other vehicles where necessary.

McCalman explained, "The Toyota Aygo and Mini Cooper are the two vehicles that the group recommends for our franchisees and with whom we have a special purchase agreement. We are however aware, that a number of our franchisees and agents still utilise their own vehicles and we needed to be able to accommodate these in the event that the agents wish to have them branded."

Gavin SchlaphoffGraffiti director Gavin Schlaphoff, stated, "The Just Property Group has the unenviable task of branding a multitude of different vehicles which are scattered throughout franchises around the country. The logistics behind a campaign of this nature are challenging and it is important for us to ensure that the branding and implementation remains uniform and in keeping with our high standards throughout - regardless of where the vehicles are actually being branded and what vehicles these may be."

McCalman added, "Part of the reason we chose to work with Graffiti is the confidence that comes with knowing that they are able to work with our design objectives and requirements on just about any vehicle and can do so whilst maintaining the same high quality and consistency anywhere in the country. There are very few vehicle branding businesses that offer that complete package."

The initial Just Letting branded vehicles are currently brightening up the roads and attracting stares in Port Elizabeth as well as in the Benoni and Boksburg areas in Gauteng. Feedback on the new look has been positive with other franchises subsequently following suit with the new look for their vehicles.

McCalman ended, "Our branded vehicles act as an important lead-generating tool - they are on the roads to alert people to our offering and to encourage them to get in touch. Hence, it was important that our new look attracted attention and generated a lot of interest - and we are not disappointed with the result thus far."

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