Below: Before and After Images in Slide Show, Video, Summary, Credits
The Stockland team needed a holistic brand strategy that could deliver an energetic and bold brand identity for their diverse customer, capital partner, corporate and employee audiences. One that aligned with their business targets and ambitions for growth. So they approached us as their agency partner.
We needed to develop a refreshed brand positioning, visual identity and tone of voice that captured the new energy and ambition of the Stockland group — a proud Australian ASX50 company and one of the nation’s most diversified property developers, with $14 billion of assets spanning residential communities, shopping centers, workplaces, and logistics centers.
From the outset, we designed a tailored, highly collaborative process that brought all of Stockland’s key stakeholders from across the business along for the journey.Through research and analysis of Stockland’s brand portfolio, new growth strategy and business ambitions, we gained the insight needed to define the brand opportunity and to recommend the repositioning of the brand strategy. This led to the development of the creative idea driving the business, ‘Inspired by Possibility’.
The new identity system was built around a hero graphic device representing the brand idea ‘Inspired by Possibility’. The new mark is a reimagining of the familiar Stockland logo, made to feel more vibrant and outward-looking. We refreshed the color palette, updating the corporate navy blue to a vibrant azure that is bold, fresh and modern.
The secondary color palette is inspired by Australian life, both vibrant and subtle for maximum flexibility. We complemented the new visual elements with original photography, creating four tiers to accommodate the stretch the audiences and communications needed. The contemporary new brand reflects the diversity of their business today and tomorrow, incorporating their vision for ‘a better way to live’ for people, neighborhoods and the planet.
Client: Stockland – stockland.com.au National Manager, Brand, Campaigns and Website: Georgia Thomas
Brand Strategists/Designers: Principals – principals.com.au Strategy Director & Principal: Wayde Bull Executive Creative Director: Simon Wright Business Director: Renée Stekel Senior Account Manager: Paris Coote Director, XXVI & Principal: Hamish Cargill Associate Director: Nicholas Ryan Design Director: Darren Swain Head of Production: David Cunningham Associate Strategy Director: Gareth Joe Senior Designer: Emily Bird Senior Creative Artworker: Ben Williams Head of Motion Graphics: Dean Varndell Motion Graphics Designer: Hayden Mathys Design Director: Rhiannon Folpp Design Director: Yolanda Koning Illustrator: Carolina Relander
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