Purpose-Driven Branding Solution With a Focus on Sustainability
Frasers Property is a global real estate and property management company with operations spanning Singapore, Thailand, Australia, and the United Kingdom. With a strong foundation in sustainability and community impact, the company’s brand purpose—“Inspiring experiences, creating places for good”—sets the tone for its long-term vision across diverse markets.
With a well-articulated purpose and sustainability strategy in place, Frasers Property sought to unify its messaging and brand expression across regions. The challenge was to refresh the corporate identity system while activating the brand purpose through a compelling, multi-market campaign that could resonate locally and globally.
Bringing Purpose to Life Across Markets Through Integrated Brand Expression
SR began by overhauling Frasers Property’s corporate brand identity system, creating a flexible framework for communicating across varied content types and channels. This was followed by a multi-market campaign designed to activate the brand purpose in a tangible and emotionally resonant way.
At the heart of the campaign was a purpose video inspired by the idea of a ripple effect—featuring children collaboratively building a magical playhouse from recycled materials, serving as a metaphor for decarbonisation and collective impact.
The integrated campaign spanned digital media, paid social, the Frasers Property website, and a digital content partnership with Bloomberg. Shot on location in Thailand, Singapore, and Australia, the English-language campaign was also adapted for the Thai market to ensure cultural relevance and reach.
Through an evolved identity system and purpose-led storytelling, the campaign successfully elevated the company’s voice as a values-driven, sustainability-focused real estate leader in multiple global markets.
