Built on connection: Introducing
the new era of Jellis Craig PAGE 04
A masterclass of space and sunlight
by Freadman White Architects PAGE 28
04.
The Jellis Craig Rebrand: History & Legacy
10.
The bold rise of colour drenching
14.
Let there be light: Volker Haug Studio
20.
Tastemakers with Victoria Whitelaw
28.
A family sanctuary by Freadman White Architects
78.
The Report FY26 by Jellis Craig
Contents
In our spring edition of In Focus, we take you through the
evolution of the Jellis Craig brand and dive into trending interior
design features. We step inside the workshop of custom lighting
designer Volker Haug and explore a Northcote home filled
with light and space, designed by Freadman White Architects.
Plus floral icon Victoria Whitelaw shares the art of handcrafted
elegance and her expert tips for bringing seasonal beauty into
your home. Whether you’re seeking your dream home or fresh
ideas, Jellis Craig is your connection to something greater.
Built on connection:
The new era of Jellis Craig
THE JELLIS CRAIG REBRAND
Over three decades, Jellis Craig has evolved from a single
office in Melbourne’s inner east to a market-leading
property group spanning premium suburbs and lifestyle
regions across Victoria. In July this year, Jellis Craig
unveiled a refreshed visual identity that honours its legacy
while future proofing the brand for years to come. In this
article, we trace the evolution of the brand from its early
beginnings to its current visual identity.
4 | InFocus Spring
THE JELLIS CRAIG REBRAND:
THE JELLIS CRAIG REBRAND:
In the early 90s property marketing consisted of black and
white sketches in the local papers, and in ’94, Jellis Craig
was one of the first agencies in Melbourne to adopt photos
on sign boards. The deep green and gold palette and column
insignia was present through the brand’s formative years.
1991
Launching in 1991 by Richard Jellis
and Alastair Craig, the agency was
inspired by luxury international
brands of the time.
The 2014 brand evolution marked a bold step forward,
introducing a dynamic visual identity that better aligned with
our future ambitions and modernise the brand. A palette
of carbon, teal, and white was paired with new stacked
typography and clean lines, reinforcing our commitment to
growth, cohesion, and premium service. This shift coincided
with the expansion of our footprint across Melbourne’s
premium inner suburbs and helped position Jellis Craig as a
unified, forward-thinking property group.
2014
Not long after Jellis Craig transitioned
to a franchise operation in 2011, the
brand embarked on a significant visual
identity update to unify our growing
network and reflect the innovation at
the heart of our business.
6 | InFocus Spring
THE JELLIS CRAIG REBRAND:
With a sharpened focus on the premium market, the brand’s
visual language also evolved. Incorporating full-bleed
imagery, elevated property presentation, and refined use
of white space across its collateral to reflect the calibre of
homes represented and to support our genuine connection
with clients.
2019
By 2019, Jellis Craig had entered
a new era of strategic expansion,
establishing a strong presence
across Victoria’s premier lifestyle
regions such as the Macedon
Ranges, Ballarat and Daylesford.
After conducting customer research and discovery sessions
with staff and clients, the Jellis Craig brand architecture
was developed, and our Connected brand essence was
realised. Beyond aesthetics, the new visual identity was
grounded in our architecture and brand values. Design
agency, Principals, was tasked with bringing our connected
brand essence to life. Principals Director, Tim Riches,
said: “The refreshed Jellis Craig brand needed to deliver
aspirational sophistication and personal approachability.
This was a nuanced task that required strategic design
thinking and a solution with creative flexibility and balance.”
2025
The Jellis Craig network has
experienced
significant
growth
since the 2021 market boom,
welcoming new office locations
across
both
peninsulas,
and
established hubs were strengthened
through acquirements across the
metropolitan area. Cementing our
position as the most connected
agency in Victoria, it was time to
encapsulate our unique positioning
in market.
InFocus Spring | 7
THE JELLIS CRAIG REBRAND:
A modern, sophisticated palette of carbon, sage, linen, and
white works alongside elegant typography and a distinctive
graphic device. Together, these elements create a brand
identity that feels fresh, refined, and premium, but also warm
and approachable with nods to our past.
Deeper than design, the brand refresh is guided by our purpose
and vision: elevating the property experience and creating
positive change in the communities we serve. At the heart
of this is our new brand positioning — Your connection to
something greater — a line that encapsulates the meaningful
relationships, expertise, and opportunities we bring to every
interaction.
“The new Jellis Craig brand is more
than a logo, it’s a statement of who we
are today and where we are headed,”
Nichola Emmins, Head of Marketing at Jellis Craig.
8 | InFocus Spring
THE JELLIS CRAIG REBRAND:
“This brand evolution reflects our commitment to stay ahead of that curve and
to visually represent the calibre of our service and team. We knew our brand was
strong, but like any great organisation, we took the opportunity to modernise.
This new identity is about evolution, not revolution, it’s thoughtful and strategic.”
Andrew McCann, Jellis Craig Chief Executive Officer.
“The real estate marketplace has changed dramatically in
recent years,” says Jellis Craig CEO, Andrew McCann. “This
brand evolution reflects our commitment to stay ahead of
that curve and to visually represent the calibre of our service
and team. We knew our brand was strong, but like any great
organisation, we took the opportunity to modernise. This new
identity is about evolution, not revolution, it’s thoughtful and
strategic.”
As we step into this next chapter, the refreshed Jellis Craig
brand honours more than three decades of legacy while
confidently embracing the future. It reflects who we are
today and reinforces our commitment to excellence in every
interaction. With a renewed visual identity and a clear purpose,
we’re proud to lead the way in shaping the future of property
across Victoria.
InFocus Spring | 9
The bold rise of
colour-drenched
interiors
TRENDING NOW
Move over feature walls, colour drenching is the new way to bring personality
into your home. As interior design continues to favour mood and materiality, this
colour treatment has emerged as a considered approach to creating immersive,
tonal spaces.
TRENDING NOW
efined by the application of a single hue across all walls,
ceilings, doors, and trims, colour drenching offers a
sense of cohesion that extends beyond aesthetics. By
eliminating visual breaks and contrast points, this technique
allows the eye to move freely across the space, creating a
calm, enveloping effect. You don’t need to match every element
perfectly; different tones of the same shade work just as well to
build a rich, layered look.
Renowned Australian Designer David Flack is no stranger to
this technique, as seen in his own Brunswick home, where
yellow ochre paint, cabinetry and multi-faceted stone fashion
a cheerful kitchen. While olive-toned walls and joinery create
an inviting, earthy atmosphere in the bedroom.
Yellow kitchen and olive bedroom:
7 Howard Street, Brunswick, recently
sold by Jellis Craig Northern
InFocus Spring | 11
While colour drenching is often associated with bold shades, it
works just as well in soft neutrals. Clay, stone, and grey tones
are increasingly popular in bedrooms and smaller spaces. The
result is cozy and intentionally quiet.
In bathrooms, the same rules apply. However, in these spaces
the trend takes the form of a continuous material. A single
stone, tile or hue, might be applied across walls, cabinetry, and
even basins. The result is an immersive space, proving that
even the most practical rooms can feel elevated and cohesive.
Whether realised in muted travertine or high-impact marble,
TRENDING NOW
this approach draws focus to texture and creates a spa-like
atmosphere. Dip your toes into the trend by starting with a
small space such as a powder room.
Beyond aesthetics, colour drenching is refreshingly practical.
If you’re painting yourself, it means less cutting in with small
brushes and less time spent switching between colours. With
one paint colour across walls, trims, and ceilings, the process
is streamlined and accessible for DIY projects. The result is a
space that feels cohesive and considered.
Creating an emotional connection with potential buyers is a key part of preparing
your home for sale. Colour drenching helps make your home feel intentional and
memorable, resonating with buyers who are drawn to spaces that feel unique
and thoughtfully designed. By adding personality to just a few key areas, you
can leave a lasting impression and elevate your home’s appeal in a competitive
market.
Rust interiors: 24 Victoria Road, Northcote,
recently sold by Jellis Craig Inner North
12 | InFocus Spring
Burgundy bathroom: 35 Hutchinson Street,
Brunswick, sold by Jellis Craig Northern
TRENDING NOW
InFocus Spring | 13
Photography Annika Kafcaloudis
Unique, playful, and refined. Words that
describe Volker Haug’s lighting creations
and the studio where they are made. In
this edition of Meet the Maker, we speak
with the German-born, Melbourne-based
creative, whose fascination with light began
at the age of 10. From an early mentorship
under lighting design pioneer Geoffrey
Mance, to receiving the 2025 Melbourne
Design Week Award for his studio’s
20-year retrospective, Volker shares
insights into his craft and his vision for the
future of Australian design.
MEET THE MAKER
Photography Annika Kafcaloudis
InFocus Spring | 15
Melbourne has produced many exciting creatives, why do
you think this is? And how do our creatives stack up against
international global designers?
Melbourne has a distinct creative energy — open, collaborative,
and unafraid to take risks. There’s a spirit of experimentation
here
that
fosters
originality
and
pushes
boundaries.
Australian designers bring a fresh and often unconventional
perspective. There’s a confidence and resourcefulness in
the work that absolutely holds its own and, in my opinion,
particularly in lighting, increasingly leads on the global stage.
Known for championing collaboration, your studio has
partnered with some of the industry’s most exciting
creatives, including Flack Studio. Why are partnerships like
these so valuable to your process, and are there any new
drops on the horizon?
Absolutely. Collaborations are integral to our practice.
Working with Flack Studio on the Me and You collection was
a particularly memorable experience. It brought together
our technical knowledge and their spatial design expertise
to create pieces that balance artistic form with functionality.
We’d work with them again in a heartbeat — in fact, we’re
planning to expand on Me and You soon. Opportunities like
this allow us to broaden our creative thinking, gain new
perspectives, and bring fresh energy into the studio. If the right
collaboration comes along, we’re always open to exploring it.
What’s something in your studio or home that has nothing
to do with lighting but tells us everything about your taste?
I’m obsessed with West German ceramics. Their bold colours,
striking shapes, and unusual patterns never fail to excite
me. While many styles exist, I’m drawn to the rare, more
unusual pieces, they’re the ones I hunt for at flea markets
and vintage shops, both locally and abroad. You can’t miss
them in my home, though I’ll admit, they’re not for everyone.
Is there a tool in your studio that’s completely irreplaceable?
An unusual but essential tool from years past was the
customised Lazy Susan, used to create a perfect guideline
radius for our designs. Imagine an oversized light bulb fixed
at its centre, slowly spinning. A metal ruler, with a thin marker
taped to it, traced a perfect guideline around the globe.
MEET THE MAKER
Photography Annika Kafcaloudis
16 | InFocus Spring
MEET THE MAKER
Various pieces from Me and You collection by
Volker Haug Studio x Flack Studio.
Photography by Pier Carthew
InFocus Spring | 17
MEET THE MAKER
Volker Haug Studio designed
by Flack Studio
Photography by Pier Carthew
18 | InFocus Spring
MEET THE MAKER
What kind of legacy do you hope Volker Haug Studio leaves
behind?
I’d like the studio to be remembered for pushing boundaries
— for taking lighting beyond the functional and into the
realm of expressive, thoughtful design. Our hope is that
our work continues to evoke curiosity and emotion, while
standing the test of time both materially and conceptually.
More than just objects, we see our lights as part of a broader
cultural conversation, playful, unexpected, but always highly
considered. If our legacy is one of bold creativity, meaningful
collaboration, and a lasting contribution to contemporary
design, I’d be proud of that.
“Our hope is that our work continues
to evoke curiosity and emotion, while
standing the test of time both
materially and conceptually. More
than just objects, we see our lights as
part of a broader cultural conversation,
playful, unexpected, but always highly
considered”
Volker Haug Studio designed
by Flack Studio
Photography by Pier Carthew
InFocus Spring | 19
BEHIND THE DESIGN
TASTEMAKERS
Victoria Whitelaw has spent decades at the forefront of Melbourne’s floristry
scene. Her style is synonymous with beauty, craftsmanship and grace. Here,
Victoria shares her approach to curating a tablescape and entry arrangement
that brings people together through beautiful flowers and thoughtful detail.
The art of handcrafted
elegance: Floral styling
tips from Victoria Whitelaw