How we look →
Red Henderson cap, side view
Pile of red Get Wealthy caps
Red Henderson varsity jacket, front and back

Henderson brand guidelines

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Get Wealthy.
Confidently ambitious.
Brand belief

Wantingwealth isn’tshameful.

Building ittakesintention.

Everyone has an opinion about wealth. Few people talk openly about wanting it. We do. Wanting more is fine. Building it takes a plan.

In the feed

Built to stopthe scroll

Social story: You make good money. So why isn’t it making you more?
Social story: Get rich or die trying
Social story: Creating value, not just acquiring it
Social story: Jack Henderson quote
Social story: 83% of properties bought off-market
Brand position

Confidentlyambitious

A connected, property-led wealth partner that helps ambitious Australians strategically build long-term wealth.

Henderson doesn’t just help clients buy property. It helps them build wealth through it.

Read the strategy →

Money That Behaves lead gen cover, Jack in profile
Money That Behaves lead gen cover, Jack on headset
Money That Behaves lead gen cover, Jack leaning on desk
Value proposition

Property isthe asset.Wealth isthe ambition.

Henderson connects the strategy and expertise to buy, build, finance and manage for long-term growth. Rather than relying on the market to do the heavy lifting, Henderson builds equity and income into every property.

The Yield Accelerator Method: one site, a second dwelling, two incomes. Scroll to see it happen.

Engraved site plan showing two dwellings on one title
+1 dwelling
One site
One
incomes
Reason to believe

Owning propertyis the Australiandream. Makingmoney is theambition.

Henderson exists to turn one into the other. It has grown beyond its buyer’s agency origins into a 360 wealth business across property acquisition, finance, building, accounting, private wealth and asset management.

Purchased, Bell Post Hill VIC
Purchased, Grovedale VIC
Purchased, Halekulani NSW
Purchase stats: $1,085,000 purchase price, 12.2% 12 month capital growth, 4.1% median rental yield, $565 median weekly rent
$0M
Equity created for clients
$0M
Investment assets purchased
0%
Properties secured off-market

Everyone has
an opinion.
Not everyone
has a strategy.

Halftone portrait of Jack with a red Henderson sticker across his eyes
Social firstSocial is often the first touchpoint. The brand has to deliver on what the content promises: bold on the feed, credible in the follow-through.
The campaign idea

Getwealthy, notjust wellpaid.

Henderson starts with a real tension people recognise, then turns it into a memorable point. Every bold claim is backed by proof.

How we speak →

A big salary is not a wealth strategy.A big salary is not a wealth strategy.A big salary is not a wealth strategy.
Permission to make more money.Permission to make more money.Permission to make more money.

Get Wealthy,in the wild

The brand is built to be seen, not filed. Six places it already lives, each with its own rules. Hover a row for a preview, open it for the full set.

01Out of homeBillboards and site hoardings. One line, red block, nothing else.→ 02WebsiteHeadline-led pages that read like posters and convert like landing pages.→ 03SocialPurchased tiles, Get Wealthy tiles, and Jack’s commentary in two registers.→ 04Lead generationMoney That Behaves covers and the Yield Accelerator Method.→ 05PresentationsStats that prove property credibility, set like headlines.→ 06Merch & cultureWhere hendo lives: caps, tees and the things people actually keep.→ 07HenderingoThe new mascot: a flamingo in a Henderson sweatband, doing the work.→

Confident

We have a point of view and aren’t afraid to express it. We challenge conventional thinking, speak with conviction and don’t dilute our opinions just to please everyone.

Direct

We get to the point. We use everyday language to explain complex financial and property decisions, without jargon, unnecessary detail or corporate spin.

Clever

We use wit, contrast and a sharp turn of phrase to make our message memorable. Our humour has a purpose and never comes at the expense of clarity.

Campaign line

Get wealthy, not just well paid.

Campaign line

A good salary is not a wealth strategy.

Campaign line

Your income’s doing its bit. What’s your wealth strategy doing?

Campaign line

Enough talking about getting wealthy. Let’s talk strategy.

Campaign line

Some good opportunities never make it to the portals.

Businessminded

We understand that building wealth takes informed decisions and long-term thinking. We communicate with commercial intelligence, practical advice and substance behind the confidence.

The guidelines, in four chapters
01Our brandThe brief, the market, the audience and the platform we built on it. 02How we speakConfident, direct, clever, business-minded. Two registers, one voice. 03How we lookLogo system, colours, Druk and Bricolage, layout and art direction. 04ApplicationsOut of home, website, social, lead gen, presentations and merch.