Property Brand Amara Gets A Brand Refresh With Frost*Collective

Property Brand Amara Gets A Brand Refresh With Frost*Collective
SHARE
THIS



Frost*collective has worked with boutique developer Amara Living to create the new brand for its Alexandria development, Amara Alexandria.

Frost*collective’s brand marketing approach respects not only the area’s changing appeal, but taps into the burgeoning bohemian lifestyle of the community and the demand for positive spaces that respect our inner well-being, amongst Sydney’s busy urban backdrop.

Amara Living commissioned Frost*collective to develop marketing assets across all brand touchpoints. The project kick-started with brand strategy devised to also steer the master brand, followed by design and development of the Amara Alexandria brand identity, naming, an editorial style property brochure, print and digital ad campaigns, social media and video content.

A key deliverable was the Amara Alexandria display suite designed and built by Urbanite (part of Frost*collective), while the Nest (part of Frost*collective) worked alongside all teams to develop the website and digital advertising executions.

The core insight directing the brand’s creative development was the notion of ‘happiness’ and its relationship to one’s physical surroundings. The brand name itself, Amara, is a woman’s name meaning ‘beloved’, fitting perfectly into the brand’s philosophy that acknowledges beauty in the detail, holistic happiness and the idea of a life well-lived.

Strikingly different to the creative direction most commonly seen in the property sector, Frost*collective commissioned Dutch illustrator Bodil Jane to create a series of three lifestyle images and single representations designed around the theme of ‘happiness’. These standout, bespoke illustrations provide a unique way to reflect the brand’s essence, inject genuine personality and effectively communicate the notion of curated lifestyles embraced by Sydney’s inner city creative precincts. Bodil’s work is used across all brand executions.

“Stand-out is imperative in a piping hot residential market like Sydney’s where the benefits of apartment living have finally tempered our obsession with house-ownership,” said Emma Stone, Client Services Director,

Frost*collective. “We set out to achieve cut-through and find a way to surprise both the client and the market. Amara Alexandria’s campaign offers this with a real point of difference,” Stone said.

Please login with linkedin to comment

Amara Lachlan Murdoch

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]