Frost*collective, the agency that changed Australian’s attitudes to HIV with its unique design-led approach to compelling marketing, is also reimagining the look and feel of effective property campaigns.

The agency has now completed its campaign for Romeciti’s Natura, a $450 million, two tower development in Macquarie Park.

Frost*collective worked on the campaign from strategy to execution of all marketing assets, guided by the development’s “green” location and the current quest for healthful lifestyles. The demand for balanced lifestyles where wellness, convenience, aspiration and functionality are packaged up in the perfect apartment – is far from abating. The agency used this insight to underpin its work, which included identity and naming, environmental place-making, incorporating development branding in the sales display suite as well 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,” commented Dan Tang, associate marketing manager, Romeciti Investment Group.

“Their attention to detail means that every aspect of Natura reflects Romeciti’s objectives for this project.”

Ant Donovan, group creative director, Frost*collective added, “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.”

Frost*collective’s strategy and design team began the work, defining the brand, developing the brand idea and workshopping 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, unmovable connection with nature,” explained Jeanne Ogilvie, strategist at Frost*Design.

“It speaks to the thoughtfulness, respect and the sense of belonging that community offers and essentially creates.”

Urbanite’s team of branded environment specialists then created the display suite, with awarded architectural practice, Elenberg Fraser, complete with branded activations on the journey to entry, signage and graphics. Because the display suite entrance sits deep in the existing building, a 40m long external place-making piece which was designed and integrated into its landscaping to pique public interest and guide potential buyers to the site.

Nest, Frost*collective’s digital agency, designed and developed the website, presenting the Natura brand in a way that would invite people to the display suite.

Frost*collective completed the work, with 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.