Frost*collective has created the branding and marketing program for Coronation Property Co.’s Liverpool development, The Paper Mill.

“Design is absolutely integral to every level of this development,” commented Vince Frost, chief executive officer and executive creative director of Frost*collective. “There’s a strong sense that the community is part of the transformative and positive changes that the area is undergoing and The Paper Mill is a central component of this change.”

The residential development on the site of one of the oldest and largest paper mills in Australia is the work of architects, Woods Bagot, urban planners, Architectus, and landscape specialists, Aspect Studios.

Principal designer at Woods Bagot, Dom Alvaro, noted, “Giving a building a deep sense of belonging in its environment is key. It has been a real pleasure to have worked with the Frost*collective team. It is imperative that the visual communications are not only strategically consistent with the project’s vision, but relevant and engaging, and Frost*collective has delivered that.”

Frost*collective’s work encompasses brand strategy and identity, the display suite with art gallery space, A3 sales brochures, multi-lingual print and digital advertising, a promotional video, site hoardings, website and sales tools.

The visual focus of Frost*collective’s branding is a paper boat graphic that has also been realised in a large-scale, three-dimensional, 1.5 tonne moveable steel sculpture installed as one of the project’s environmental design pieces.

The paper boat image was inspired by the work of local artist, Mehwish Jobal, who exhibited a work – “The Silence of the Sea” – at the neighbouring Casula Powerhouse Arts Centre. His work, made of hundreds of paper boats suspended on fishing wire, is now installed in The Paper Mill’s display suite.

Children from a nearby school were also invited to create their own paper boat installations, which were photographed and displayed with portraits of Liverpool locals shot by photographer, Gary Heery. These are interspersed amongst artist’s impressions of the soon-to-be constructed apartment buildings.

Vince Frost explained, “Consumers are researching their property options with a great deal more insight than ever before. Unless developers can deliver commercial objectives with strategic creative they risk losing the market’s attention. The Paper Mill project has been very interesting from an historical context and using design to enhance meaningful interaction with the community is enormously satisfying.”