Amara Alexandria

Campaign Copywriting thanks to Frost*collective.

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Sydney’s cluttered property market continues to present challenges for developers. We immersed ourselves in a strategic and naming phase that pre-empted a ground-breaking property campaign for Amara Living’s, Amara Alexandria. The core brand idea, ‘happiness from beauty’, drove all brand and marketing communications and set this development apart by tapping into our love of curated, creative lifestyles.

Creating communities is central to any property marketing project. We tapped into the developer’s vision and strategically uncovered the brand’s essence using our analytical framework to arrive at the key insight, ‘happiness from beauty.’ The brand name itself, Amara, is a woman’s name meaning ‘beloved’, fitting perfectly into the brand’s philosophy which acknowledges that beauty resides in the detail, holistic happiness and the idea of a life well-lived.

We commissioned Dutch illustrator Bodil Jane to create a series of three lifestyle images and single representations designed around the ‘happiness’ theme. These standout, bespoke illustrations reflect the brand’s essence uniquely, inject personality and effectively communicate the notion of curated lifestyles embraced by Sydney’s inner city creative precincts. Bodil’s work is used across all brand executions.  

In addition to the masterbrand, followed by design and development of the Amara Alexandria brand identity and naming, Frost* created an editorial style property brochure and print campaigns. We also developed the website, creating digital ad campaigns and content for social media including video.