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Frasers Property Australia

 The Difference Is Real

The Difference Is Real

Frasers Property Australia

When Frasers Centerpoint Limited (FCL) acquired Australand, retaining its 90 year heritage which encompassed an established and working value system, was a major consideration. Expertise was commissioned across the collective’s three businesses– Frost Design, The Nest and Urbanite to deliver a broad scope of deliverables spanning brand and naming strategy, design, digital and environmental branding.
 The Difference Is Real
 The Difference Is Real

BRAND RESPECT AND MARKET RELEVANCE

A major part of the strategic process was to consider how to unify the Australian-based business with an international brand – keeping it relevant to local markets while at the same time aligning its positioning to its business operating over a much larger footprint.

“Working on a project of this scale where all elements of a brand are considered is really the ultimate branding project”

Cat Burgess,
Strategy Director, Frost*Design

 

 The Difference Is Real

REAL PLACES FOR REAL PEOPLE

One of the key messages was communicating the strength that comes from joining with a global business and how this translates into certainty for customers. This is a major point of difference that Frasers has over players that only operate in the Australian market. The brand is anchored in the idea of “real places for real people” which is embodied in the tagline - “The Difference is Real”. This line enables Frasers to communicate their commitment to making a genuine difference to customers as well as highlighting their point of difference in the market.

“Frost Design, Urbanite and we at The Nest have the advantage of working collaboratively as part of the Frost*collective, which is a massive benefit for a brand should a project require all three areas of expertise. This was the case with Frasers Property Australia and the result is a strategically sound corporate rebrand that we hope will resonate.”

Martin Hoegh-Guldberg
Head of Digital, Nest

 The Difference Is Real
 The Difference Is Real
 The Difference Is Real

MAKING A REAL DIFFERENCE WITH CROSS DISCIPLINARY EXPERTISE

Frost* devised the brand architecture, strategic development and naming for the Frasers Property Australia brand, implementing the rebrand across all assets which included development, design and roll out of the brand’s Australian visual system for its corporate and business communications.

Fraser’s strengths are drawn out in the market as the leading “red brand”. The new visual identity system emphasises the brand’s ownership of red to increase brand visibility and impact. The brand is executed with equal consistency and impact across Frasers’ workplace environment by Urbanite while our digital agency, Nest carried implementation of the brand across Frasers’ digital assets including website.

“Frost*collective has successfully retained Australand’s 90 year heritage, while FCL’s values have been borne out in what is a well-considered and respectful design solution across an extremely complex and diverse range of work”

Lisa McCutchion
General Manager, Corporate Communications and Brand
Frasers Property AustraliA

 The Difference Is Real