The Live proud campaign for Frasers Property Australia was part of a project to communicate the brand strategy and brand belief to their customer.
The concept for the campaign and brand positioning of Live proud was created using the insight that buying a new home can be one of the most exciting and important moments in your life. A milestone that once achieved delivers an enormous amount of satisfaction and pride.
For this project I was tasked with creating the overall look and feel for the campaign and brand positioning. This included a campaign styleguide, outdoor executions, online and digital assets. As well as the complete design of the biannual Live Proud magazine dedicated to the stories of Frasers Property communities and residents across Australia.
In just two years Live proud has boosted national brand recognition, shaped the company’s customer experience strategies, and become the dominant source of the company’s online engagement and lead generation.