Frasers Property is a global property development company whose $2billion mixed-use redevelopment at the old Carlton United Brewery site on Broadway, is set to revitalise this once lack-lustre part of Sydney with a vibrant new gateway to the CBD. The Central Park concept is to create a new urban village within the city, incorporating New York style apartments to house a dynamic, creative urban community. Frasers have commissioned Pritzker prize winning, international architecture luminaries including Foster + Partners (UK) and Ateliers Jean Nouvel (France), to design a development which will put Sydney’s urban landscape on the international map.

Frost* came on board to develop the brand strategy and will be involved in every aspect of the development’s ongoing communications. We focussed on the concept of Central Park as a global village - a collective of a diverse people, joining to create a community. From this came the creative idea of ‘coming together’, which underpins all visual communications. The resulting identity picks out each letter in Central Park in different colours, representing the convergence of people and elements to form a whole. The new identity can be seen on the site hoarding, creating a lively frontage to the streetscape and the new display suite on site.

Stay tuned for more from us on this project…

After coming on board to develop an identity for Sydney Airport’s new retail precinct at the international terminal, Frost* were engaged to create the consumer advertising for the improved shopping and food and beverage offer. A through-the-line campaign was launched to coincide with the completion of the hotly anticipated $500 million upgrade of the international terminal departures precinct.

After research revealed that many travellers find leaving for a holiday a stressful experience, we developed a strategy that sought to tap into this insight and make an emotional connection. In doing so we gave a name to a condition many travelers suffer from, or know someone that suffers from: PFT, or Pre Flight Tension.

An initial unbranded teaser campaign, with outdoor, online and radio executions, launched PFT in a tongue in cheek way. Humorously bringing to life the phenomenon of PFT, we created a scenario consumers could relate to, making them receptive to the launch phase messages which kicked in two weeks later. The redeveloped retail precinct was announced in phase two and travellers were encouraged to plan ahead so they could spend more time at the airport enjoying the great new shops and restaurants – the perfect way to ease PFT!

As part of our advertising campaign for the launch of Sydney Airport’s new international terminal retail and dining precinct, our digital team created and built a microsite which would act as the key communications platform for the teaser phase of the campaign, as well as the launch. For the first stage, unbranded advertising drove consumers to visit the www.easepft.com.au website, for more information on the newly ‘identified’ PFT ‘condition’ they’d been hearing about in the media. The teaser version of the site was completely unbranded, but gave visitors a number of tools to learn more about PFT, to create a strong connection with the concept. Tools included a fun quiz to find out which type of PFT ‘sufferer’ you were, lists of symptoms and tips for easing the signs. All indications suggested the campaign would be a great success as it moved into its main phase.

At launch, the microsite became more fully realised with the introduction of branding for Sydney Airport and fun videos, conceptualised by Frost*, which brought the condition to life. Finally, links to all of the dynamic new facilities available at the international terminal, which will help ease travellers’ Pre Flight Tension, were added to the site.

Commonwealth Bank of Australia invited Frost* to create environmental branding graphics for their new head office in Darling Park, Sydney. Working with Interior Designers Davenport Campbell and E.G.O. Group Frost* developed a narrative of photo-montages to be displayed over 27 floors of the refurbished Harry Seidler designed building.

A web pattern was created to represent the many networks within the vast CBA business, which has connections across Australia and internationally. This device was employed as privacy graphics on meeting rooms, as well as featured in central lift lobbies and staff hubs. According to CBA one in two Australians has had contact with our nation's first bank. This spawned the concept of engaging a range of Australian photographers including Toby Burrows, Ingvar Kenne, Paul Blackmore and Ben Sullivan to submit photography depicting various perspectives of Australian life – from the beach, to the city, to rural country living – which were combined and overlaid into graphics that wrapped the building’s central core.

More work with the Commonwealth Bank of Australia is on the horizon for Frost*.

As part of their commitment to reach a 25% reduction in landfill by 2011, Qantas enlisted Frost* to help devise the most efficient way to achieve this onboard. We responded with the development of a recycling pack initiative, which has been introduced on all domestic flights within Australia for meals not requiring a tray.

We created a specially designed paper bag with a dual role. Icongraphy on the bag explains how passengers can assist cabin crew in separating recyclables from rubbish. The paper bag is then used as a receptacle for any items not suitable for recycling, increasing the efficiency of the onboard recycling and meal clearing process.

So far, with help from passengers and staff, Qantas have reduced their landfill, currently recycling more than 390 tonnes of paper and over 200 tonnes of bottles per year.

Fashion
Frost* Series 5 t-shirt designs are complete and now in production – look out for the full story next time!

Awards
It has been a big couple of months for awards wins;

Graphis Poster Annual 2011 – Gold, for Sydney Dance Company "We Unfold" series

Graphis Poster Annual 2011 – Platinum, for Sydney Dance Company "Season 2009" series

89th Annual Art Directors Club Awards – Merit award for Futuretainment by Mike Walsh

Society of Environmental Graphic Design Awards – 'Lot with a Little' award for our Sculptures by the Sea installation "Wonderland".

Stuff
Congratulations are also due for a number of our clients, who’ve recently received respected accolades. Hassell picked up awards for SA Water House and the Epping to Chatswood Rail Link, projects our environmental design team worked on. We were also thrilled for Tonkin Zulaikha Greer/JMD Design, who’ve won multiple awards for their Paddington Reservoir Gardens project, which included the park signage system we designed for the City of Sydney. Finally, both the State Library of NSW and Leighton Holdings Limited have won gold and silver Australasian Reporting Awards respectively, for the annual reports designed by Frost*.

To find out how Frost* can make a difference for your business, contact Cat Burgess cat.burgess@frostdesign.com.au

Frost* Sydney
1st Floor 15 Foster Street Surry Hills NSW 2010 Sydney Australia
Telephone +61 (0) 2 9280 4233 Facsimile +61 (0) 2 9280 4266
info@frostdesign.com.au
www.frostdesign.com.au
www.vincefrost.com