How we look →
04Chapter four

Applications

The brand, in the places it already lives. Seven categories, each with its own rules, so anyone picking up a brief knows what Henderson looks like on a billboard, a feed, a landing page or a cap.

01 Out of home02 Website03 Social04 Lead generation05 Presentations06 Merch & culture07 Henderingo
01 · Out of home · Roadside 48-sheet
01

Out ofhome

Billboards and site hoardings are where Get Wealthy does its loudest work. One line in Druk, the red field, the wordmark small in a corner. If the line needs more than two beats, it is the wrong line for a billboard.

Get Wealthy fence banner with halftone JackSite hoarding
Headline rotation

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

Three lines, rotated by site. Never two on one board.

TypeDruk Condensed, cream on red, one or two lines, set to the full width of the board.
ImageOptional. Where used, the halftone portrait with the red Henderson sticker across it, cropped hard.
Sign-offWordmark top-left or bottom-right at small scale, plus henderson.com.au. No phone number, no QR.
02

Website

Every page reads like a poster, then converts like a landing page. Headline first, proof second, one call to action. The site scrolls through red, charcoal and cream, exactly like this one.

Hero · Permission to make more moneyClients · In our clients’ wordsProof · 83% bought off-marketKnowledge hub · Know more, podcasts, TikTokFooter · The wordmark, full width
Henderson website, scrolling from the hero to the footer
Permission to make more money.

If you earn 250K+ per year…

Lead gen landing pages qualify hard and book a 20-minute application call. Red calendar, charcoal page, no distractions.

Website page: 83% off-market and the knowledge hubHome · page one
Website page: proof, knowledge hub, footerHome · page two
Landing page: Looking to scale your property portfolio? If you earn 250K+ per yearLanding page
NavigationAbout, Invest, Buy, Know, Contact. Book a call is the only button in the header.
SectionsEach section is one colour field with one headline. Hero cream, clients charcoal, investing red, proof charcoal, hub red, footer cream.
QualificationApplication call pages state the criteria up front: ready in 3 to 6 months, $200k+ in cash or equity, $200k+ household income.
03

Social

Social is often the first touchpoint, so the feed has to look like the brand and sound like Jack. Three tile types do most of the work: Purchased, Get Wealthy, and the two-voice quote. Organic stays rough and ready; paid stays on-brand.

Instagram post: Purchased tile, Grovedale VIC, red type on cream Instagram post: One site, two incomes sketch tile on cream Instagram post: Stats tile: $1,085,000 purchase price, 12.2% 12 month capital growth, 4.1% median rental yield, $565 median weekly rent Instagram post: One site, two incomes aerial tile on red Instagram post: Purchased tile, Bell Post Hill VIC, on charcoal Instagram post: Two voices tile: PR team and Jack Henderson
Purchased tilesPhoto of the home as found, PURCHASED in Druk, suburb and state as a label. Red, cream or charcoal field.
Two voicesThe PR team explains, Jack reacts. Both are published. The split-tile format makes the range of the voice visible.
Paid vs organicPaid leads from Jack’s page with Henderson tie-in and uses the templates. Organic is allowed to be rough and ready.
04

Leadgeneration

The advocacy sector is digitally led, so lead magnets carry a lot of the brand. Money That Behaves is the flagship book cover: Jack, the red cap, the title in Druk running over him. The Yield Accelerator Method gets its own visual language, sketched sites showing two properties on one title.

Money That Behaves, cover one
Money That Behaves, cover two
Money That Behaves, cover three
CoversPortrait photo of Jack, candid. Title in Druk at the largest size, cream or charcoal, overlapping the figure. Wordmark bottom corner.
YAM illustrationEngraved or line-drawn site plans in the banknote style. Red or cream field. The headline splits top and bottom.
Also in this familyHouse of hendo, the lead PDF documents, internal onboarding documents and the lead generation landing pages.
05

Presentations

Webinars, conferences and client decks share one rule: show the stats that prove property credibility, and set them like headlines. Numbers you’ll want to repeat, not slides you’ll want to skip.

Slide: Maximising your business income, money talk minus the snooze
Slide: Money to brag about, $7.3M funds under advice
Slide: The boring bits, bar chart 75% up
Slide: Money that behaves, 75% stickers
Four slide typesTitle with photo (red), big number row (charcoal), chart with a headline (cream), and the sticker slide for a single stat.
NumbersDruk, as large as the slide allows, with the label in Bricolage underneath. One number per thought.
ChartsTints of red for bars, charcoal for the headline, the stat and an arrow for the takeaway. No legends, no 3D.
06 · Merch & culture · Get Wealthy caps
06

Merch &culture

This is where hendo lives. The things people actually keep: caps, tees, the office, client gifting and events. The second speed of the brand, with the primary wordmark in a supporting role.

Red hendo caphendo cap
Black EITDA teeEITDA tee
Red Henderson varsity jacket, front and back, with the H patchVarsity jacket
White H keyring on redKeyring
Silver H signet ringSignet ring
Red slides with the H markSlides
Red card holder printed with the Henderson wordmarkCard holder
Red Henderson dominoes box, openClient gifting
Henderson dominoes and box lid
Red Henderson stacking blocks
Red H on the office wallThe office
Red Henderson ATM
Creating value, not just acquiring it, on the office wall
Henderson wordmark on the office floor
Giant red H on the office door
Pile of red Get Wealthy capsGet Wealthy caps
Office & events

Red where you don’t expect it.

A red Henderson ATM in the lobby, the wordmark on the wall at scale, keys on a red field, a red van. Event lanyards and signage carry the same block.

Earnings
Iran
Tariffs
Donald Trump
Announcements

The EITDA tee is the voice on a shirt: a finance in-joke that only works if you know EBITDA, delivered in the campaign register. Red type on black, hendo badge underneath. This is the tone merch should always hit.

CapsRed, GET WEALTHY. on the front in cream Druk, hendo on the side. The one item that appears in every photo.
TeesBlack or cream. One line in the campaign register, hendo badge small. No big logos across the chest.
GiftingRed boxes, the wordmark debossed, nothing cute. Think dominoes and a bottle, not a mug.
07 · Henderingo · The new mascot
07

Henderingo

Meet the Henderingo. A flamingo in a Henderson sweatband, doing the unglamorous work of building wealth: reading the charts, taking the calls, counting the coins, signing the contract. It is the brand’s sense of humour in one character, and it only works because it takes the job seriously.

Henderingo portrait in a red Henderson sweatbandThe portrait
Henderingo beside a stack of gold coins and a piggy bankStacking it
How it behaves

Serious about money. Not about itself.

Always on a flat blue-grey backdrop, always in the red sweatband, always mid-task. Never cute, never cartoon. The joke is the flamingo; the work is real.

Henderingo presenting a growth chart on a flip boardThe strategy session
Henderingo on the office phone beside a stack of paperworkTaking the call
Henderingo working at a laptop with a coffeeRunning the numbers
Henderingo signing a contract with a fountain penSigning on
Where it livesSocial, paid ads, event screens, merch and onboarding packs. A light touch next to the hard-working campaign lines.
The sweatbandRed, cream Henderson wordmark. The one constant, the way the red cap is for Jack.
The sceneOne prop that says money or work. Plain blue-grey background, soft studio light, no clutter.