- Brand Building
A Good Place
Our purpose-driven branding solution for Frasers Property began with an overhaul of the corporate brand identity system and led to an integrated multi-market campaign.
With its foundations in a robust sustainability strategy, Frasers Property’s brand purpose of “Inspiring experiences, creating places for good” was ready to be brought to life across multiple brand touch-points in markets including Singapore, Thailand, Australia, and the United Kingdom.
Purpose-driven branding campaign
A 360 campaign including digital, paid social, frasersproperty.com and Frasers Property social channels and a digital content partnership with Bloomberg was commissioned. Based on the idea of a ripple effect, the storyline for the Frasers Property purpose video takes us through the shared experience of children coming together to create a magical playhouse from recycled materials as a metaphor for decarbonisation.
Shot on location in Thailand, Singapore and Australia and conceptualised and art directed by the Sedgwick Richardson team, the multi-market English language campaign was then adapted for the Thailand market.
A refreshment of the Frasers Property corporate brand identity system, applications and brand guidelines involved a flexible framework for communicating different types of content.