Clayton Simons, Alistair Cantrill and Matt Barbelli.
Integrated land lease community developer Millbray has appointed brand design studio Bullet and digital product studio Wonderful to develop a refreshed master brand and a new digital platform.
“Building on a tailored strategy, we evolved and refined the Millbray brand with clarity and confidence and delivered stand-out in a crowded category,” said Bullet managing director, Alistair Cantrill.
“This established a solid, dependable platform for future projects, starting with the first to go to market, Ashcroft. Partnering closely with Wonderful ensured the brand worked exactly as intended across all digital platforms, so our vision could be brought to life.”
The appointment coincides with the launch of Millbray’s first more than 50s community, Ashcroft, in Flagstone Queensland.
Development of Ashcroft is currently underway and includes 293 homes across 12ha, with 5,000sqm of amenities including a 25m lap pool, gym, bowling green, pickleball courts and cinema.
“Millbray wanted a digital experience that feels premium and performs under real-world pressure,” said Wonderful managing director, Matt Barbelli.
“We focused on clear information architecture, fast pages and an elegant component system so the brand is easy to understand and the path to enquiry is effortless. For Ashcroft, that means a guided journey that helps people move from interest to action.”
Bullet developed the master brand strategy and identity for Millbray, as well as the naming and identity expression for Ashcroft, including typography, art direction and brand guidelines.
Wonderful is shaping the digital foundations for Millbray and Ashcroft, overseeing mobile-first experience design, a responsive design system, engineering, scalable content architecture and performance analytics.
“Ashcroft is a milestone for Millbray, The new brand and website clearly articulate what life at Ashcroft can offer, while making it easy for customers to take the next step,” said Millbray sales and makreting manager, Clayton Simons.
“The work from Wonderful and Bullet looks great, and ensures Millbray and our development portfolio have a premium market presence, aligning with the quality of our offering.”
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