Frost Place is the leading authority on visions, brands and marketing for cities, places and property

Frost Place
Shaping the Future of Places

Frost Place builds on decades of leadership in place visioning, property branding and marketing to address the challenges and opportunities of urban life, with a focus on innovation, effectiveness, originality and human-centred solutions.

Our team is specially curated to bring a diverse range of skills that keep us at the cutting edge of what’s possible.

With some of the best place and property strategists in the business, we bring our experience of working with leading brands such as Google, Spotify and Nike to create new ways of solving problems in the place and property sector.

We work around the globe in all areas of place and property – from new innovation hubs to transformational mixed-use sites, commercial, residential, retail, destination marketing, infrastructure, company brands and more.

We exist to support the success of entrepreneurs looking to create outstanding places.

We partner with developers, architects, government and property-focused businesses to help them succeed in a time of unprecedented change and opportunity.

 Frost Place
 Frost Place

Visioning

People-led purpose

The best places start with purpose - why they're in the world and how they connect to people. Whether we're creating a new destination or repositioning an existing one, our human-centred design approach uncovers what attracts people to a place, guiding the development of entire places with positive environmental and social legacies.

 Frost Place

Branding

Strategy that counts

We give greater meaning to places, destinations, organisations and properties. We make it our business to understand your audience, uncover insights that count and craft narratives that give each place its own distinctive story.

 Frost Place

Creative

At the cutting edge

In an industry that often feels like more of the same, we bring the wow factor. We combine creativity with new approaches and technologies, to reach people with the right creative through the right channels to change perceptions and drive effective campaigns.

 Frost Place

Implementation

Breadth no other agency can deliver

From marketing campaigns and content to display suites, customer experience, signage and wayfinding and urban technology products, our holistic and specialist expertise across the end-to-end journey is the best in business.

Team

 Ant Donovan

Ant Donovan

Group Creative Director / Partner

Bio

Ant is an award-winning and innovative creative who helps clients find out-of-the-ordinary, people-centred solutions, creating impactful solutions that stand out in the place and property sector. As well as creating entire brand systems and identities for leading companies including John Holland, Charter Hall and Frasers, Ant has led the development of effective campaigns for properties at Green Square and South Eveleigh for Mirvac. Ant has also played a pivotal role in developing highly creative brand communications for a range of clients, including Frasers Property Australia, Sekisui House, Charter Hall, AMP Capital Grosvenor Place and 60 Martin Place. Ant’s design has transformed destinations such as Canterbury Bankstown and Sutherland Shire, has differentiated residential developments such as Central Park, Amara and Green Square, and has helped property companies such Charter Hall, John Holland, Brewster Murray and Coronation stand out from the crowd.

 Ben Hennessy

Ben Hennessy

Creative Director

Bio

Part of Frost Place’s commitment to bringing different creative thinking to its clients, Ben is a truly original thinker with international experience including working as a Brand Designer for Nike in Portland, as well as bringing a unique combination of skills, from branding, experiential and environmental design, to art directing innovative branded experiences. With a strong foundation in branding and identity systems, Ben has a wealth of experience in property and lifestyle brands including Quay Quarter, South Eveleigh, Spot on Swan, 22 O’Riordan St, and Hoist co-working space for Mirvac.

 Kat Daly

Kat Daly

Senior Account Director

Bio

Katherine is a polished account director with a passion for brand. She has 10 years’ experience at leading London brand studios and high-end Australian agencies, across broad marketing, communications, brand and campaigns with a particular focus on property developments. Kat has led the property marketing for a number of high-profile projects including NEO Bankside – a multi-award-winning joint venture development by Native Land and Grosvenor on London’s South Bank; as well Hammerson’s Principal Place. Kat is a trusted source of advice on marketing for the property sector, steering both the creative requirements and key collateral to achieve the most effective return on investment. Since joining Frost, Kat has been account lead on major projects for Charter Hall, Mirvac, Plus Architecture and Built.

 Inez Ritchie

Inez Ritchie

Senior Account Director

Bio

Inez is an integrated account director with over 10 years of experience spanning from brand and design to advertising and public relations.Her broad experience brings innovative solutions to creating campaigns within property and place, helping our clients tap into insights across brands from many different industry sectors, including property, healthcare, FMCG, travel and finance, working with brands big and small, including Westpac, Citi Group, Mastercard Singapore and Australand. Since joining Frost*, Inez has worked on brand and identity development projects for John Holland and Riverlee, as well as working with key clients including AMP Capital and Cbus.

 Mike Souvanthalisith

Mike Souvanthalisith

Senior Designer

Bio

An experienced illustrator, street artist, magazine designer and passionate storyteller, Mike specialises in helping brands connect to culture.Drawing from vast experience with clients such as Google, Jordan Brand, Nike and Spotify, where he spearheaded the naming, design and messaging for Spotify Asia’s live events, ‘+YOU’, Mike has helped establish lasting brands and meaningful campaigns for clients both globally and locally. A Melbourne native, Mike was recently named one of Melbourne’s most iconic street artists.

 Andrew Golden

Andrew Golden

Designer

Bio

Andrew hails from Scotland, bringing global experience to the Frost Place mix. After graduating from art school in Dundee, Andrew won a D&AD New Blood Award for his brand work for the British Council and went on to join Jack Renwick Studio in London. A talented multi-media and motion designer, Andrew has worked on projects for high-profile clients such as Amnesty International, Royal Mail, BBC and University College London. His work on Carpenter’s Wharf for CBRE won a Best Property Marketing Award as well as a D&AD Pencil.

 Ryan Curtis

Ryan Curtis

Designer & Storyteller

Bio

Ryan’s primary goal is to unlock a really great story. Drawing on degrees in both design and communications, Ryan works with the visual and verbal to shape compelling experiences for large brands, cultural institutions and not-for-profits. Ryan’s diverse role covers brand design, art direction, editorial design, verbal identity and campaign copywriting. He has created strong place narratives and successful campaigns for AMP, Art Gallery of South Australia, CHOICE, Mirvac, Woolworths and University of Wollongong, Loftus Lane and Sekisui House. His work has been awarded locally and internationally.

 Abbey Swinn

Abbey Swinn

Designer

Bio

A former fashion portrait photographer, Abbey brings a strong eye and image-driven way of thinking to the Frost Place team. After graduating from Sydney’s National Art School, Abbey undertook a Master of Photography at Parsons School of Design in New York, before turning to design. She brings a strong understanding of conceptualisation and idea-driven solutions, as well as a natural sense for story telling through imagery. Previously a writer for fashion publications, Abbey is also skilled in language and tone of voice, and her work across multiple disciplines has turned her into a true allrounder.

1 of 2 projects

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Mirvac

Old Made New

South Eveleigh by Mirvac

 Old Made New
For over 100 years the former railway workshops in Eveleigh were a centre of industry driving Australia’s progress as a nation. Although many of the structures do not exist in their original state, the workshops are home to one of the largest and most unique collection of Victorian blacksmith machinery in the world.

The workshops were not only the place where locomotives and rail stock were manufactured, they also played a role in the making of the Sydney Harbour Bridge. Just as important was their role in the Australian Union Movement; helping to achieve important milestones such as the 40-hour working week. Numerous politicians and even former Prime Minister Ben Chifley and Premier Joe Cahill are part of its significant history.
 
Just 10 minutes from our Redfern studio, we were especially excited to work with Mirvac on the rebranding of this important site as it entered the next stage of its story.
 Old Made New
 Old Made New

Pioneering Change

With such an iconic place, understanding the views of future users and stakeholders was central to our process.
 
This included talking to local indigenous representatives, businesses, residents, and the existing Cicada Innovation Hub on site. We also spent time researching the rich stories of the site from indigenous times through to its days as a railway workshop.
 
During this discovery period it became clear that the brand needed to create an ongoing story – from indigenous times through to today.
 
Because the site is often seen through a heritage lens, few people realise it has always been at the forefront of industry and manufacturing, where some of the world’s most advanced machinery and pioneering innovation breakthroughs occurred.
 
It is therefore fitting that the site’s new use is focused on FinTech, with Commonwealth Bank moving into the site as the anchor tenant, as well as cutting-edge innovation focused on co-locating leading businesses with small start-ups and universities.
 
This led us to the brand idea of ‘The New Industry’ – celebrating the pioneering story of the site as well as its role in driving changes that will create the next advances in jobs and innovation.
 Old Made New
 Old Made New
 Old Made New

Giving Identity

The South Eveleigh identity is inspired equally by the site’s heritage and technological future.
 
The mark is comprised of a number of elements: Rivets / Pixels for example, reference the history of making, and the way things were brought together, and coming together in collaboration to create a bigger picture. The staccato sawtooth pattern is a great visual cue to the site’s history, while also providing a nod to the FinTech future and digital connectivity of the site. A track block is a reference to interconnection, moving forward and being open to the community for a wide range of immersive experiences.
 
These are also used as a dynamic graphic language of patterns and icons, applied with vibrant colour to create the right level of energy fit for a place that has always and will continue to stand for industrious innovation.
 Old Made New

Reinstating History

The railway yards laid the foundations of inner Sydney, providing a vital centre of employment and community. However, its conversion into a business park in 1995 had not maintained this sense of spirit and connectivity.
 
Key to the strategy for revitalising the site was reconnecting to nearby areas and making the local community feel welcome.
 
As well as the new commercial uses for the site, the historic Locomotive Workshop was being brought back to life with places to shop and dine, not unlike Mirvac’s success with ‘The Tramsheds’ project in Harold Park.
 
Through consultation and the emerging plans to make the site a welcoming place for all, it was clear that the existing name ‘Australian Technology Park’ wasn’t the right fit moving forward.
 
We recommended reinstating the site’s original name – South Eveleigh. In fact, the expansive site makes up almost the entirety of South Eveleigh itself, and so without keeping this name in use, it is likely it would have disappeared over time.
Mirvac National Marketing Manager, Office & Industrial, Lisa Taylor says: “In reinstating the Eveleigh name we are recognising the significance of the original Eveleigh workshops that provided opportunity to past indigenous generations and ensuring that they feel a part of its future. It’s also a name that breaks down the idea of this being a siloed commercial campus and instead invites the community in, be it to work, shop or play.”
 Old Made New
 Old Made New

 

“South Eveleigh will be a dynamic and welcoming place for all.”

MIRVAC National Marketing Manager

 

 Old Made New