New boutique property brand Amara seeks happiness with Frost*collective’s full brand treatment

Sydney - 7 December, 2016: Frost*collective has worked with boutique developer Amara Living to create the new brand for its Alexandria development, Amara Alexandria. Frost*collective’s brand marketing approach respects not only the area’s changing appeal, but taps into the burgeoning bohemian lifestyle of the community and the demand for positive spaces that respect our inner well-being, amongst Sydney’s busy urban backdrop.

Amara Living commissioned Frost*collective to develop marketing assets across all brand touchpoints. The project kick-started with brand strategy devised to also steer the master brand, followed by design and development of the Amara Alexandria brand identity, naming, an editorial style property brochure, print and digital ad campaigns, social media and video content.

A key deliverable was the Amara Alexandria display suite designed and built by Urbanite (part of Frost*collective), while the Nest (part of Frost*collective) worked alongside all teams to develop the website and digital advertising executions.

The core insight directing the brand’s creative development was the notion of ‘happiness’ and its relationship to one’s physical surroundings. The brand name itself, Amara, is a woman’s name meaning ‘beloved’, fitting perfectly into the brand’s philosophy that acknowledges beauty in the detail, holistic happiness and the idea of a life well-lived.

Strikingly different to the creative direction most commonly seen in the property sector, Frost*collective commissioned Dutch illustrator Bodil Jane to create a series of three lifestyle images and single representations designed around the theme of ‘happiness’. These standout, bespoke illustrations provide a unique way to reflect the brand’s essence, inject genuine personality and effectively communicate the notion of curated lifestyles embraced by Sydney’s inner city creative precincts. 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,” said 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,” Stone said.

For maximum street presence, Urbanite and Fox Johnston worked collaboratively to design a lighting installation developed from the Amara logo to create an eccentric impression and evoke curiosity to visitors and by-passers. Moving into the display suite, the entrance has been designed to exhibit the illustration that is set to become synonymous with the Amara brand. 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.