Burbank Homes has unveiled an evolved brand platform in partnership with Equality Media + Marketing, repositioning the builder around a powerful and emotional truth: the real value of a home isn’t just in what it’s made of, but in the memories it creates and the moments that last a lifetime.
‘The Pursuit of Living’ marks a strategic and creative evolution for the brand, shifting the focus from house to home, from building to living.
Burbank has recognised a category-wide challenge: while brand awareness was high, customer consideration was lagging. In a saturated market where competitors all spoke the same language, customers were left with little reason to choose one builder over another. Burbank sought a brand reset, one that could cut through the clutter and meaningfully reconnect with the real lives of modern Australian families.
Working side by side, Burbank and Equality Media + Marketing embarked on a complete brand repositioning, grounded in in-depth strategic research and customer insights and culminating in a new platform that places life, not product, at its centre.
“Modern Australia is looking for more than square metres and specification lists,” said Anthony Garrubba, national general manager, marketing and sales, Burbank Homes. “People are searching for the security of knowing they have made the right choice for their family, financially, emotionally and physically. This platform acknowledges and respects that drive, and positions Burbank as the partner who delivers the foundation for that life.”
“We listened to our customers and heard loud and clear that what matters is how a home feels once you move in,” added Ivonne Abood, head of marketing and CX, Burbank. “This new platform brings that to life by celebrating the everyday highs, lows and in betweens that turn a house into a home.”
The rebrand encompasses a comprehensive visual and verbal refresh, featuring a new tone of voice, updated brand guidelines, refined photography and image style, and a subtle yet significant update to the logo. The refresh delivers a modern interpretation, honouring the brand’s heritage while signalling its future direction.
Produced by Truce and filmed in one of Burbank’s Woodlea Estate flagship display homes, the TVC brings the brand idea to life by showcasing the richness of everyday living, family backyard gatherings, first days of school, spontaneous lounge room dance-offs and quiet, reflective moments in between. It’s warm, real and relatable.
“Home ownership has never been harder for Australians,” said Marilla Akkermans, founder and managing director of Equality Media + Marketing. “Rising costs and economic pressures have put affordability under real strain, yet the dream of owning a home remains as strong as ever. ‘The Pursuit of Living’ was built from that truth and translated into a platform that is deliberately human: real homes, lived-in moments, authentic imagery. Because life in a home is never polished or perfect, it is felt in the everyday.”
From logo design to internal comms, display home content, and the national campaign roll out, Equality Media + Marketing led the creative execution end to end. ‘The Pursuit of Living’ platform now spans every aspect of the Burbank brand, including advertising, digital, social, signage, and in-home experiences.
As the campaign continues to roll out, ‘The Pursuit of Living’ positions Burbank as more than just a builder. It’s a brand that understands what home really means to its customers, and why it matters.
