Melrose Park

For Generations
The vision we laid out for this huge new suburb is informed by briefings with onsite teams and consultants plus in depth quantitative and qualitative data. Our vision focuses on Melrose Park as a quality product backed by the global expertise and Japanese sensibility for design and attention to detail brought by Sekisui House. A place that grows with you and gets better over time. Embedding the idea of a place that grows with you and gets better over time. 

A place for all
Our Place Vision manifested into our Placemaking Strategy, ‘A destination for generations’. A place that’s timeless, energetic, playful and intergenerational. A wonderscape, not a landscape. Where longevity complements long, lazy afternoons. Where play is an open invitation to all, featuring; an art trail, urban forest, playgrounds, community events space, playscape for people and dogs, areas of rich biodiverse corridors, pop up experiential zone, first nations walk and playing fields, an urban farm and an outdoor gym. A destination for generations today and to come. 

A metaphor for giving
Our creative moves away from a literal representation of a park to a heartfelt symbol of generosity that people want to be a part of. Embodying luxury cues that speak to quality and aspiration, we’ve created an identity inspired by mizuhiki and shimenawa — the traditional Japanese knot tying crafts, and created a metaphor for giving that clearly connects to Japanese culture in a contemporary way. Finely crafted, instantly timeless. It symbolises a connection to each other, experiences, community and place. 

Forever young
Sekisui House’s competitors are selling similar messages, for us to stand out, we knew we needed a distinctly different approach. Our campaign taps into the romanticism of gift giving. Conceived around loving notes and rich moments, we aim to make people feel a future nostalgia for their forever home. By personalising the communication from Sekisui House and Melrose Park, we’ve created a more memorable connection that builds both brands. 

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"Frost* played a pivotal role in developing our new Masterbrand identity, which has significantly elevated our brand awareness and presence in market. The team demonstrated a deep understanding of our vision and goals, and meticulously crafted designs that encapsulated our brand essence. Their creativity and innovative ideas ensured that our campaign was not only visually appealing, but also had a meaningful strategy behind it. We were particularly impressed with their ability to deliver high-quality creative assets within tight timeframes."

Jessica Coniglio, Senior Marketing Manager, Sekisui House Australia