Requirement

Devise a long-term, multi-stage product and brand strategy that optimises ROI for Frasers Property Australia (formally Australand) and Citta Property Group on a 20-hectare development site, adjacent to inner Melbourne’s largest green space, Royal Park.

Response

Create a neighbourhood, not a collection of apartment buildings: our brand essence- ‘a new community beside the park’- informing the umbrella brand, Parkside and its social media-linked website; The Park Club health and fitness facility; an ongoing program of community events; and in collaboration with Mim Design and SJB Architects, a brand new in-situ display suite.

Result

A fresh precinct master brand whose equity will both strengthen, and be strengthened by, each new sub-branded development over the ensuing 10+ years.