Acknowledgement of Country

Right Angle acknowledges the traditional custodians of the land and pay our respects to the Elders past and present.

Suburban Land Agency: Urban Projects

  • Client

    Suburban Land Agency

  • Year

    2020

  • Location

    Canberra
    Ngunnawa

  • Scope

    Brand Strategy, Identity Design, Communications

How can we use creativity to reduce complexity and cost for our clients?

It goes without saying that a great brand identity should help make money. What is less common are brand strategies that actually save money. In the rebranding of SLA’s urban projects, we saw the opportunity to do both. 

When Right Angle was chosen by SLA to develop brands and campaigns two of their urban sites  — Braddon on Northbourne and Gold Creek Homestead — our first step was to review previous projects. What we found was that each had a different name and style akin to residential developments rather than future development sites. This approach was confusing for developers and the community as well as being complex and time consuming for SLA’s team to manage. 

“The brand and campaign that Right Angle delivered for our Urban Projects helped us sell a previously passed-in site in much tougher market conditions during COVID. They have also delivered on the strategy, making the marketing of future sites more efficient.”

Claire Haining, Marketing Manager

Suburban Land Agency

Using the combined budget for the two sites, Right Angle proposed a brand system, not just an identity, that could be applied to all Urban Projects sites. Not only would this improve the communications to prospective land buyers, it would significantly reduce internal labour and external consultant costs ongoing. 

The brand system developed for SLA’s Urban Projects identified a Place Branding ‘kit of parts’ that provides consistency and flexibility. Covering naming conventions, content frameworks, key messaging, photographic style and video format the system has streamlined SLA’s internal processes and delivered great results. The system also includes a library of illustrations and animations that help communicate different types of urban projects and characteristics specific to that place and community. 

To embed the brand system into SLA’s process, Right Angle developed an Urban Projects Playbook. The playbook guides readers through the entire branding process from start to finish, providing instructions and rationale in plain English. Going beyond a standard style guide, the SLA Urban Projects Playbook delivers a holistic overview of how branding works within SLA’s Urban Projects team and provides checklists that ensure quality is maintained

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