Frost*collective Unveils Branding Work For Romeciti’s $450m Property Development

  • Natura (Frost*collective)
  • Natura (Frost*collective)
  • Natura (Frost*collective)
  • Natura (Frost*collective)
  • Natura (Frost*collective)
1 / 5

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

Architects: Architectus

Interior design: Elenberg Fraser

Landscape design: Aspect Studios


Please login with linkedin to comment

G20 Summit Natura Romeciti Urbanite

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]


by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]