SMART has been working on Frasers Property Australia’s Hamilton Reach project for seven years. Launched to the market in 2011, it is a large, 20 year mixed use development located in the Northshore urban renewal precinct in Brisbane. Featuring 530 metres of absolute river frontage and 2.5 hectares of parkland, it is evolving into a thriving community with diversity in architecture and product, as well as community facilities and retail.
A masterplanned development such as this will experience changes in market conditions and various different challenges throughout the lifetime of the development.
As Frasers Property’s creative partner, in 2017 we revisited our overarching strategy to ensure it was cohesive, authentic to the project as well as flexible to accommodate market changes, new and exisiting releases and a variety of product and usage.
SMART has taken an adaptable, proactive and strategic approach to each phase of the development.
SMART has worked with Frasers to refresh the overarching strategy and masterbrand for Hamilton Reach. Following workshops, analysis and research, SMART developed a new brand strategy and guidelines that would drive the community into the next phase of its development.
The strategy centred around the idea that a rich and real life is experienced through unique but shared values, and the considered community and thoughtful amenity at Hamilton Reach enabled residents and visitors to Live Different. The masterbrand is used across all collateral and includes a unique, illustrated brand pattern, photographic treatment, colour palette and tonal narrative to run through all creative. Now the community is growing, community engagement has become an important focus, to both connect the existing residents and also raise awareness of the amenity and product on offer for potential purchasers.
We developed a creative concept and name for Realm, a quarterly community newsletter for residents and the surrounding Hamilton/Ascot community. SMART developed the look and feel, tone and name, and then conducted interviews, researched, photographed, wrote and designed the very first edition, released in June 2017.
The strategic and creative development has been implemented in 2017 across the masterbrand work and various projects in market.
All releases have had exceptional sales success and the development is now an active and connected community, with a popular restaurant and function venue, Northshore Riverside Café and community group exercise classes. Recent initiatives have also been extremely successful, including Realm, which has record-high readership of all Frasers Property publications and received feedback from residents in Hamilton Reach and outside of it.
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