Frost*collective, which specialises in which specialises in council and destination branding, has collaborated with Sydney property developer Romeciti on its $450 million two-tower Macquarie Park development.
With a clear purpose to build living spaces that inspire life with health, wellness and comfort, Romeciti engaged Frost*collective to create and execute a strategic brand marketing program to launch the first stage of the 11,000 square-metre, 357-apartment development to market.
Frost*collective devised Natura’s brand strategy and all marketing assets. Key deliverables included identity and naming, environmental place-making, incorporating development branding in the sales display suite as well as the development’s EOI and brand websites.
“The team at Frost has shown a true understanding of what we were wanting to achieve with this project and has created a beautiful brand for Natura” Dan Tang, associate marketing manager at Romeciti Investment Group, said.
“Their attention to detail means that every aspect of Natura reflects Romeciti’s objectives for this project.”
Ant Donovan, group creative director at Frost*collective, said: “This has been such an incredibly satisfying project to be involved in.
“For Natura, we were able to apply expertise from across the entire business, starting with a strategic deep-dive to deliver a truly collaborative experience for everyone involved. Seeing the brand’s articulation and expression across all touch points is very exciting.”
Kick-starting the project with a strategy phase enabled the brand story to unfold. Frost*collective’s strategy and design team defined the brand, developed the brand idea and workshopped naming options, focusing on Romeciti’s commitment to building and creating ‘green’ residential projects supported by and using sustainable technology.
“We arrived at the core idea of ‘Human by Nature’ pulling out humanity’s deep, unmoveable connection with nature,” Jeanne Ogilvie, strategist, at Frost*Design, said.
“It speaks to the thoughtfulness, respect and the sense of belonging that community offers and essentially creates.”
‘By Nature’ has a double entendre. It can mean ‘by essence’ or all that is true and authentic, while also lending itself to ‘inspired by nature’ – all that is elegant, prestigious and effortless.
“We wanted the brand to convey an inspired and perfect balance of nature and urban living,” Ogilvie added.
Urbanite’s team of branded environment specialists, working closely with award-winning architectural practice Elenberg Fraser, conceived Natura’s generous 700 square-metre display suite complete with branded activations on the journey to entry, signage and graphics.
With the display suite entrance sitting deep in the existing building, a 40-metre long external place-making piece, which was designed and integrated into the landscaping next to Waterloo Road, serves to pique public interest and guide visitors and potential buyer to the suite.
Donovan added: “Natura is all about unique connections with both nature and those amongst the community. Romeciti wanted the Natura brand to promote the kind of lifestyle that we all aspire to – one that offers elegance and style and that also provides a sense of belonging.”
Some of the development’s five-star amenities are key points of difference designed into the Natura experience to heighten the sense of well-being. They are showcased in the gallery space as a preview of what life at Natura would be like. These include a wine cellar, business lounge, high-end dining, outdoor bar and library.
At the end of the sales journey, a large window draws gallery visitors to a view of the riparian corridor, Shrimpton’s Creek. Urbanite worked with Elenberg Fraser to frame this view with reflective material, giving the visitor a sense of connection with nature and to reinforce the core purpose behind the development.
Nest, Frost*collective’s digital agency, designed and developed the website, presenting the Natura brand story aiming to drive leads and visitation to the display suite. The Natura precinct’s unique selection of amenities has been featured, while its compelling proposition of nature and lifestyle have been thoughtfully highlighted throughout the design.
Additional brand executions delivered by Frost*collective are brand guidelines, style guide, advertising, hoarding and signage, as well as residential brochure, penthouse brochure, floor plans, sales folder and boxed gifts containing premium, soy-based candles accompanied with a bottle of sparkling wine, presented in a carry bag.
Executive creative director: Vince Frost, Frost*collective
Creative director: Ant Donovan, Frost*collective
Strategist: Jeanne Ogilvie, Frost*Design
Client services: Emma Stone, Frost*Design
Senior designer: Alex Dalmau, Frost*Design
Designer: Alex Baumann, Frost*Design
Senior account director: Phil Smith, Frost*Design
Creative director: Ben Hennessy, Urbanite
Environments design director: Maria Briganti, Urbanite
Senior design manager: Melanie Reid, Urbanite
Designer: Yvonne Tong, Urbanite
Designer: Muriel Ricafrente, Urbanite
Digital producer: Nathalie Cano, Nest
Senior digital designer: Zion Wu, Nest
Technical lead: Jeffrey Burns, Nest
Front-end developer: Minh Hoang
Senior web developer: Andy Ewer
Production manager: Jason Hughes
Interior design: Elenberg Fraser
Landscape design: Aspect Studios
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