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.

To Infinity and Beyond

Astra Aerolab

 To Infinity And Beyond
In a time when the “build it and they will come” philosophy often no longer delivers, Frost’s place visioning offer is providing a way to create unique places from a human-centred perspective.
 
In particular, our ability to align place visioning, brand strategy and marketing, means we simplify the process of creating a blueprint for a place and telling its story, carrying this all the way through to wayfinding and place activations. Few other firms globally have the capability to deliver as comprehensively from end-to-end.

Newcastle Airport

Newcastle’s economy has been going through profound change. And Newcastle Airport was keen to be at the forefront of driving new opportunities when they commissioned Frost* to work with them to develop the place vision, brand strategy, naming and identity for an unprecedented new project to create a technology hub focused on global leadership in aerospace, and in particular the global F-35 Jet Strike Force.
 
RAAF Williamtown is Australia’s primary base for the F-35s, which are in themselves a marvel of innovation, and set the stage for pioneering new technologies, advanced manufacturing, aviation-based medical research, new skills in trades and so much more.
 
Our objective was to bring shape to a destination that didn’t yet exist, looking beyond the physical infrastructure, to how to create the climate for innovation and nurturing talent to excel at elite levels. In place of a business park simply dividing up land and spaces, our focus was on creating a unique place experience that would drive performance.

Uncovering human needs

Understanding that unlocking talent is all about understanding peoples’ needs, we crafted a bespoke discovery process that started with consultation with key stakeholders in areas such as defence, education, aviation and economic development, conducting workshops to align and inspire.
 
This was followed by in-depth interviews with future users, who could really help us get under the skin of what would make the right conditions for a world-leading aerospace innovation hub.
 
By classing the users into personas we brought to life the needs, painpoints and opportunities for the different users so that every decision can be made from a perspective of each user group, adding an evidence-driven, human layer.
 
Many of the insights would never come to the fore in typical place planning, and yet they uncovered important drivers for how to unlock potential in a way never done before.
 
For example, we found that many of the future users were in high stress roles – such as working in a loud, smell-ridden hangar on high-intensity tasks for many hours on end. To them, being able to step out into a place of natural beauty for a run or just to take in the air, was a high priority.
 
Many users also had to drive for long periods to get to work, and wanted a one-stop-shop destination that would simplify and streamline their day.
 
Additionally, people felt that their work environment was cold and impersonal, with little access to the outdoors or natural light, and that their current spaces felt uninspiring.
 
When asked what failure would look like for the development, a “concrete jungle” was the universal reply, and yet this is exactly how most business parks are planned.

Finding True North

Following this exhaustive discovery period, we needed to define exactly what we wanted to be – and exactly what we weren’t – in order to deliver a very focused ‘true north’ solution.
 
We conducted research into other aviation and defence centres globally to understand their vision and how they tell their stories, finding overwhelming clichés and similarities in how aerospace is typically portrayed – which was often predominantly masculine and lacking in warmth.
 
We saw there was a real opportunity to be the first aerospace technology hub that also put a high value on lifestyle and the physical and emotional wellbeing of its people.
 
From this, the guiding idea of “Uplifting” was born. An idea that positions the development as a one-of-a-kind place where global aerospace, an airport, and outstanding lifestyle come together to drive exceptional performance. Uplifting people and businesses so they can go higher than otherwise possible.
 
Uplifting for individuals, creating the ideal location for them to be the best they can be. Uplifting for partners, creating the optimal conditions in aerospace for success. Uplifting for place by giving Australia a competitive advantage that flows through to NSW leadership in aerospace and stimulus for the Hunter region.
 
To bring this vision to life, we created a set of values informed by our critical discoveries: Beauty, Diversity, Belonging and Remarkability. These were supported by Place Pillars to show how the values could be brought to life in practice.
 
For example, this means beautifully designed spaces and buildings with a human-scale, rather than harsh, concrete boxes. It means a connection with nature, where users can enjoy daily walks around the lakes, walking and cycling tracks, places to sit outside and natural light indoors. It means championing wellbeing with on onsite gym, meditation and yoga facility, beautician and life coach.
 
It means bringing the world-class aspects of the Hunter onsite to create community and belonging, such as food, produce, local artisans and businesses, a bus to the beach, and celebration of the indigenous story.
 
It means celebrating what matters and having a strong sense of team shown in magic movements such as bonding events, team sports, conferences and so on. Congratulating others as a daily practice emphasizes the diversity of work happening on the site. A countdown clock to the next F-35 arrival or celebrating the return of RAAF pilots.

To the stars

We then set about crafting how to tell the story of this remarkable new place, starting with its name and identity. Frost* Strategy Director Cat Burgess explains: “The word ‘Astra’ means ‘stars’ in Latin, while the word ‘Aerolab’ references to a new type of place focused on aerospace innovation, the perfect characterisation of this new and disruptive format.” The name sounds prestigious and of global influence; being strong and aspirational in nature. It’s short and easy to say and connects well with the Airforce motto “Per ardour ad astra” which translates to: “through adversity to the stars”.

The Outcome

Frost* is playing an ongoing role in the Astra Aerolab development, and most recently addressing a think-tank of masterplanners, architects, education and other partners who are now focused on bringing the vision to life.
 
Burgess explains: “We’re creating a place where people will want to be – placing a high value on beauty and calm, valuing diversity, building a strong sense of community and making the remarkable our minimum standard.”
 
Newcastle Airport CEO Peter Cock says “Frost’s human-centred approach has given us a place vision and brand that has the level of uniqueness needed for a project of this scale and ambition. Their dedication to digging deep and truly unlocking the potential of this project was outstanding”.

“The nucleus of our vision is centred around the idea of ‘Uplifting’. This relates to the concept of uplifting Australia’s defence capacity, the Hunter’s economy, business performance and the spirits and capability of individuals. It’s about uplifting people and businesses so that they can go higher than otherwise possible at the world’s most uplifting aerospace cluster.”

Cat Burgess
Strategy Director
Frost*