Frost* Design, The Nest and Urbanite collaborate to rebrand 90 year old Australand after it joins a global network.

Most Australians have heard of Australand. It is now Frasers Property Australia, a massive property group that develops homes, apartments, land, commercial and industrial property and retail centres.

It is now part of Frasers Centrepoint Limited, an international real estate company with three main hubs – Singapore, Australia and China – total assets of more than $16 billion and a portfolio spanning 77 cities around the world.

Its rebrand was a significant job for Frost*collective.

Lisa McCutchion, general manager, corporate communications and brand, Frasers Property Australia, explained, “Adopting the global Frasers Property brand has had a galvanising effect on the Australian business, re-defining our culture and ambition as well as our visual and verbal identity.

“Frost*collective was sensitive to Australand’s more than 90 year heritage and local character, while articulating the international scale and confidence that our membership of the Frasers Centrepoint Group brings to the table.

“Frost*collective delivered a well considered and respectful design solution across an extremely complex and diverse range of work.”

For this job, Frost*’s three businesses, Frost Design, The Nest and Urbanite, were required to collaborate. The job involved brand and naming strategy, design, digital and environmental branding.

Frost* Design was responsible for the brand architecture, strategic development and naming for the Frasers Property Australia brand. This included the internal launch program and presentation material, a brand book, brand guidelines, videos and staff kits, brochureware material and hoarding.

Urbanite redesigned all the offices throughout Australia

The Nest created the website re-skin, integrated external launch campaign including press ads, video, digital banners and social media integration.

“One of the key messages that we wanted to communicate was the strength that came from joining with a global business and how this translates into certainty for customers – a major point of difference that Frasers Property has over players that only operate in the Australian market,” Cat Burgess, strategy director, Frost*collective noted.

Carlo Giannasca, head of Urbanite added, “Transitions of this scope are always challenging and the importance of communicating the brand consistently across all assets extending to the physical environment is key.”

Martin Hoegh-Guldberg, head of Digital, The Nest concluded, “Frost Design, Urbanite and we at The Nest have the advantage of working collaboratively as part of the Frost*collective, which is a massive benefit for a brand should a project require all three areas of expertise.”