Frost*collective has unveiled the new brand it has created for Australian development company Frasers Property Australia.
Frost*collective was commissioned to provide a comprehensive brand strategy following the acquisition of Australand, a major diversified property development company, by Frasers Centerpoint Limited.
Frasers Property Australia General Manager Corporate Communications Lisa McCutchion said: “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."
“A major part of the strategy process was to consider how to unify the Australian- based business with an international brand – keeping it relevant to local markets while at the same time aligning its positioning to its business operating over a much larger footprint.
“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.
“The brand is anchored in the idea of “real places for real people” which is embodied in the tagline - “The difference is real”. This line enables Frasers Property to communicate their commitment to making a genuine difference to customers as well as highlighting their point of difference in the market.