Project Overview
Stockland is a proudly Australian-founded and managed ASX50 company that develops, owns and manages property, connecting with 1 in 5 Australians every week.
As the business celebrated its 70th birthday, it turned its sights towards even bolder growth for the years ahead. Focusing on continued leadership in masterplan community development whilst pushing hard into new asset classes.
Stockland aims to be a more multifaceted industry leader, capitalising on its deep development expertise and sincerely people-focused culture. It's also forging deeper alliances with capital partners and unleashing an exciting new spirit of creativity.
With fresh possibilities, Stockland is embracing its purpose of believing in better ways to live. That extends beyond creating the built form to consider fresh ways to lead in customer service, sustainability, workplace diversity and inclusion.
Project Commissioner
Project Creator
Team
Wayde Bull – Strategy Director & Principal
Simon Wright – Executive Creative Director & Principal
Renée Stekel – Business Director
Paris Coote – Senior Account Manager
Hamish Cargill – Director, Brand Language & Principal
Nicholas Ryan – Senior Writer
Darren Swain – Design Director
David Cunningham – Head of Production
Gareth Joe – Associate Strategy Director
Emily Bird – Senior Designer
Ben Williams – Senior Creative Artworker
Dean Varndell – Head of Motion Graphics
Hayden Mathys – Motion Graphics Designer
Rhiannon Folpp – Design Director
Yolanda Koning – Design Director
Carolina Relander - Illustrator
Project Brief
The business needed a strong brand to reflect its legacy as a leading creator and curator of connected communities while embracing bold growth inspired by possibility.
That’s where we came in. We were briefed to design an energetic and bold brand identity for Stockland, encompassing the current growth strategy with versatility for future ambitions.
Project Innovation/Need
Building on 70 years of trust and dependability, we developed a bold and dynamic brand that’s an inspiring symbol of growth and a vision for a better future. One that will help shift Stockland’s focus outward and invite new possibilities.
We created a contemporary brand for Stockland that reflects the diversity of their business, now and into the future, as well as their vision for people, neighbourhoods, and the planet.
The redesign includes a flexible master brand, tone of voice, updated imagery, and a vibrant colour palette – all of which can be tailored to suit the diversity of Stockland’s commercial and community portfolios.
Design Challenge
The success of this project relied heavily on consistent stakeholder engagement across all areas of Stockland’s business.
By involving various teams across Stockland, we could bring everyone along for the journey to gain unanimous approval and buy-in. It allowed us to stay flexible and pivot when needed to create a bespoke work program to suit all business areas.
1:1s with executives, SLT and staff focus groups uncovered a wealth of insights, driving us to be braver and bolder with the strategic positioning, as requested by Stockland. This collaborative effort set up the creative brief and platform for success.
As irrefutable leaders in masterplan and mixed-use development, now pushing into new territories, it was essential to develop a clear sense of ‘one Stockland’ with their bold growth strategy. This was especially vital in ensuring that the new and existing assets and initiatives were endorsed with a strong Stockland brand without exception.
The result is a colourful Masterbrand with unified architecture and an identity system that presents a more consistent, compounded, polished and confident organisation that everyone is proud of.
Effectiveness
Working with Stockland, we delivered a significant refresh of the brand's identity system. The result is a flexible master brand featuring a unique graphic symbol that communicates the brand positioning of 'inspired by possibility’.
The contemporary new brand reflects the diversity of their business now and into the future, incorporating their vision for people, neighbourhoods and the planet.
Stockland wholeheartedly embraced the new branding - it’s already across all their digital assets and the physical roll out is well under way, with a phased approach across its Australian assets and communities.
The company isn’t allowed to give testimonials, but the feedback from all stakeholders has been 100% positive, with the brand given a fresh, new lease of life.
Graphic Design - Identity and Branding - Property - Commercial
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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