Frost*collective has been announced as a double finalist in this year’s Urban Development Institute of Australia (UDIA) NSW Meriton Awards for Excellence, in the Marketing category.
Shortlisted projects are The Paper Mill, a project with independent developer Coronation in addition to Mirvac and Urban Growth NSW’s Green Square development, OVO. Both are outstanding examples of strategic property branding that demonstrate Frost*collective’s broad expertise in strategic branding.
The Urban Development Institute of Australia’s Awards for Excellence celebrates Australia’s contemporary knowledge, skills and innovation in the urban development industry. The awards hold up outstanding achievements recognising marketing excellence in strategic branding, innovation and creativity.
“To be nominated for a Marketing in Excellence award is a true honour,” said Vince Frost, CEO Frost*collective. “UDIA is one of Australia’s most credible industry bodies which plays a significant role in Australia’s urban development landscape.
“The property sector is consistently evolving and adapting with a sophistication and passion that is helping to transform our cities. There’s some outstanding work being done in the sector, so for both these projects to be announced as finalists is of course extremely rewarding for everyone involved,” Frost said.
Frost*collective was commissioned by Coronation to create a brand identity, strategic positioning and marketing campaign for The Paper Mill, its ground-breaking urban renewal project playing a key role in revitalising the south western Sydney hub of Liverpool.
The brand strategy centred on the idea of a positive cycle where shared values create a community. The metaphor of a paper boat referenced both the site’s heritage and the development’s waterfront location on the Georges River. This forms the graphic element of the identity which is consistently integrated across all communications.
Working in collaboration with Woods Bagot, a 450 square metre display suite was built to double as a gallery space featuring a paper boat installation created by local children as well as portraits of Liverpool locals by celebrated photographer Gary Heery. This strategic marketing campaign, creating a strong narrative authentic to the local area, was highly successful in achieving sales targets.
For Ovo, Mirvac and Urban Growth NSW’s flagship development in the Green Square Town Centre, Frost*collective created a new brand campaign as well as a premium branded environment to house the development’s sales office. The brand strategy responded to the duality and sleek ovoid-shaped structure designed by architect Richard Francis-Jones drawing out interpretations focusing on symmetry and perfect harmony. The editorial style brand book brings it to life showcasing the building and its architecture on one side, and the Town Centre precinct on the other.
The 2016 UDIA winner of the UDIA NSW Meriton Awards for Excellence will be announced at the annual Awards for Excellence Gala Dinner on Friday, 5 August.