Australia's first AI-powered property matching platform. Buyers swipe on perfectly matched off-market properties and when both parties' expectations align, Propulo connect them directly. Think Tinder meets off-market real estate, powered by AI.

We established a strong, launch-ready brand identity that positions the business as a credible and distinctive alternative within the property market. The scope included strategic brand naming, logo design, colour palette, typography, concise brand guidelines, and a complete file package for implementation.

Propulo branding
Launching an ambitious
proptech startup

SERVICES
Brand strategy / Brand naming and identity

Bold black text on a light yellow background reads 'Pfunculo'.

A brand centred around a helpful assistant

  • The brand is built around Lockey, a character-led mascot that brings personality, approachability, and trust to the residential property experience. Lockey represents the brand's AI-powered assistant, guiding users through the off-market property journey and making the process feel more human and supportive. Whether helping connect buyers with sellers or simplifying complex decisions, Lockey serves as a friendly, knowledgeable companion at every step.

The name means 'property for the people'

  • The name Propulo reflects the brand's purpose: property for the people. Inspired by the Latin phrase pro populo, meaning "for the people". The result is a name that captures the brand's accessible, people-first ethos while conveying the energy, personality, and modern approach that sets Propulo apart within the real estate market.

A mark that communicates confidence and instills trust 

  • The Propulo wordmark is designed to convey confidence and trust through a clean, modern, and refined aesthetic. Inspired by the geometric forms of the Lockey mascot, it creates a cohesive identity that reflects the brand's technology-driven yet approachable personality.

A billboard with a cartoon character with large eyes, advertising Propulo's email marketing service, featuring the slogan 'off-market offers straight to your inbox'.
Billboard displaying an advertisement for Propulo, a home listing app, with the text 'Off-market on the app'. The billboard includes an image of a smartphone showing a house listing at 40 Gardner Street, with trees and a person walking in the background.
Sign with the text 'Propulo Buyers meet sellers' and simple cartoon icons of a house, a tree, a character with big eyes and waving hand, set against a tiled wall with greenery on the sides.

A bold and unique colour palette for distinction and stand out

  • The colour palette is designed to feel bold and distinctive, carving out a unique visual territory within the Australian property space. A dynamic motion gradient reinforces the sense of a system that is always active and evolving, delivering real-time, up-to-date information. This approach moves away from static, traditional branding and instead reflects a modern, technology-led platform that is constantly working in the background.

A computer monitor displaying the homepage of a website for Propulo, with a yellow background, black bold text saying "We help you buy and sell off-market," an illustration of a character with big eyes saying "We do," a login button, a menu icon, and a download button.
Close-up of a smartphone's top right corner displaying app icons for Propulo, Calendar, and Photos. The Propulo app icon has a yellow background with a black cartoon character with large eyes. The time on the screen is 9:41.
Three smartphones display an app called Propulo. The first screen asks if the user is here to buy or sell, with options and instructions. The second screen shows a searching icon. The third screen shows a house address and outside photo of a house with a white picket fence, located at 40 Gardner Street.

Type that expresses personality

  • The typography pairs a bold, chunky serif with a clean sans serif to balance personality with clarity. The serif adds warmth and a human touch, echoing the rounded and angular graphic language of Lockey, while the sans serif provides simplicity, readability, and a modern feel across all digital touchpoints.

Three promotional flyers on a white surface for Propulo, an AI off-market property assistant, featuring yellow backgrounds, bold black text, and a call to action to download the app.
Hand holding a smartphone displaying a notification from Propulo that reads 'You've received an enquiry' on a yellow background with a black and white logo of a character with big eyes.
A sign on a wooden wall with a cartoon character with large eyes and the words "Propulo For sale off-market."
Close-up of a hand holding a keychain with multiple keys and a black keychain with big eyes and a yellow outline.

The identity differentiates the brand from established competitors, builds trust with customers, has the ability to scale across digital touchpoints, and provides a solid foundation that can evolve as the business grows.

CREDITS
Font: Platypi and Figtree from Google Fonts

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