Coronation Property’s mission is to improve people’s lives by building genuine residential communities that nurture lifestyles.
Joe Nahas, director of Coronation, noted, “There’s been a shift in industry perceptions in favour of those who are investing in the future of Sydney’s suburbs and the people who make up these communities.
“We believe it’s important to be aspirational and to believe in something better. This empowers people to strive for lifestyles they’ve always hoped to have.”
The company felt that it needed to revitalise its brand to make that goal its defining message.
The strategic brand project was given to Frost*collective, who pulled in expertise from Frost Design and Nest to do the job.
Emma Stone, client service director, Frost*Design explained, “The desire to focus on people and the notion of genuine communities is an overarching theme that drives the brand. Coronation wants to inspire a sense of something better. Subtle design details such as the ‘C’ in the brand logo hugging the ‘O’ symbolises the caring nature of the company and is a visual reminder that the brand aims to be approachable, inclusive and welcoming.”
The idea of creating communities became the focus all brand deliverables – a brand manifesto, brand logo, marketing and corporate assets, brand video and the website.
“We set out to be bold, confident, positive and inclusive,” Nahas stated.
“We wanted these qualities to be borne out more distinctly across our communications and to convey our belief, as developers, that we can deliver something better to the market. Frost*collective’s creative solution does just that, both clearly and consistently.”
Property websites are an important customer touch point. They are a key selling tool. Nest incorporated a dynamic video into the website, to articulate the brand’s values using storytelling. It will also be used for Coronation’s marketing needs.
Martin Hoegh-Guldburg, head of Nest explained, “First and foremost the new site is informative and easy to use. We’ve focused on bold, lifestyle visuals to create a clean and crisp aesthetic with a specific tone of voice. In line with the brand’s values we’ve pulled right back on copy and made people central to the brand’s dialogue.”