Property advertising is not known for its creativity. Most real estate agents and property developers follow a well-worn path to their next sale.

That’s not Frost*collective’s style. And so boutique developer, Amara Living, has been given a marketing campaign that stands out against the clutter that exists in its genre.

The campaign is for Amara Alexandria, a development in an area of Sydney that’s becoming the new hub for urbanites attracted to a bohemian lifestyle and surroundings that contribute to their inner well-being.

Frost*collective’s work encompassed everything from brand strategy to master brand, brand identity, naming, an editorial style property brochure, print and digital ad campaigns, social media, video content and the Amara Alexandria display suite designed and built by Urbanite (part of Frost*collective). Nest (also part of Frost*collective) contributed to the development of the website and digital advertising executions.

Strikingly different to the creative direction most commonly seen in the property sector, Frost*collective’s work is built around a series of three lifestyle images and single representations, designed around the theme of happiness, which is seen as a core promise. Frost*collective commissioned Dutch illustrator, Bodil Jane, to create the images which give the development a desirable personality and effectively communicate the lifestyle that draws Amara’s audience to Alexandria. Bodil’s work is used across all brand executions.

“Stand-out is imperative in a piping hot residential market like Sydney’s where the benefits of apartment living have finally tempered our obsession with house-ownership,” noted Emma Stone, client services director, Frost*collective.

“We set out to achieve cut-through and find a way to surprise both the client and the market. Amara Alexandria’s campaign offers this with a real point of difference.”

Urbanite and Sydney architects, Fox Johnston, also worked together to design a lighting installation developed from the Amara logo to attract visitors and by-passers, and a Bodil illustration features at the entrance of the design suite. Frost*collective also engaged a botanical artist to develop a suspended greenery in the entrance to highlight the lush landscape and rooftop garden that the property offers.

Fox Johnston was chosen to design Amara Alexandria after it won a City of Sydney Excellence competition.

Fox Johnston director, Conrad Johnston, commented, “The result is a sculpted, considered and contemporary take on traditional multi-residential and multi-generational forms of architecture found in ancient China, Spain, India or France where family units open inwards into a shared central, green courtyard space.”

Credits:

Agency: Frost*collective

Creative director: Ant Donovan, Group Creative Director

Strategy Director: Cat Burgess, Frost*Design

Strategist: Jeanne Ogilvie, Frost*Design 

Senior designer: Alex Dalmau, Frost*Design

Client services director: Emma Stone, Frost*Design

Senior account director: Phil Smith, Frost*Design

Production manager: Jason Hughes

Senior design manager: Melanie Reid, Urbanite & Susan Theron, Urbanite

Design manager: Hannah Radford, Urbanite

Environments design director: Maria Briganti, Urbanite

Copywriter: Sarah Clark

Illustrator: Bodil Jane

Botanical artist: Alison Coates

Photographer/videographer: Joseph Harper

Display suite photographer: Toby Peet

Architects & interior designers: Fox Johnston

Real estate agents: Knight Frank