Australand was well respected within industry circles as one of the most successful diversified property groups in Australia, but their public profile didn’t match their industry status.
Designworks were tasked with creating a new brand marketing strategy for the main corporate brand as well as the individual residential, commercial and industrial projects the company delivers. The first step was to define a clear central purpose for the organisation that would bring a multidisciplinary, multi-state operation together behind a simple unified objective. This central idea then became the primary driver of all brand activity across the corporate and project brands. The approach was designed to significantly increase the market presence of Australand, whilst dramatically simplifying the sales process and improving the efficiency of marketing spend across the group.
Post GFC, the property sector is a tough market and a new approach to marketing projects was needed by the business to stand out from the competition and remain relevant to customers in a very different economic environment. Australand’s focus on understanding the needs of customers and the market has been a key factor in the continuing success of the business. The company has built an enviable reputation for delivering on its promises and the brand now sits at the very heart of this high performance business.
The new brand was launched nationally in March 2011, with the majority of major projects and brand activity being aligned with the new brand system from the first week of launch. A huge undertaking and a huge achievement for both Australand and Designworks.