Brookhaven - iCreate Agency

Company:

Frasers Property

Location:

Bahrs Scrub, QLD

Services:

Strategy, Branding, Copywriting, Project Brochure, Sales Collateral, Signage

We’ve partnered with Frasers Property on Brookhaven since 2017, delivering end-to-end creative across naming, branding, campaigns, signage and rollout.

Challenge

Brookhaven is a vibrant masterplanned community of well over 1,000 homesites, marrying complete connectivity and exquisite natural beauty in the thriving Logan growth corridor.

Due to the sheer size of the project, Frasers Property needed a long-term, reliable creative partner that understood the realities of property marketing, could stay agile across changing project stages and connect with buyers in an emotive, design-led way.

Strategy and Approach

Since 2017, we’ve worked closely with the Brookhaven marketing team to support every stage of the project’s rollout. From naming and sub-branding new land releases to café branding and on-the-ground signage, our role has been to retain brand equity while keeping the creative relevant and compelling across a multi-year campaign lifecycle.

When the time came for a full brand refresh in 2024, eight years after the initial launch, Frasers trusted us to evolve the identity while staying true to Brookhaven’s family-friendly community.

Final Experience

The refreshed brand now reflects Brookhaven’s maturity, without losing its warmth. Every element was crafted to resonate with today’s buyers without creating dissonance with the past.

The result is a brand that feels consistent, elevated and cohesive across every touchpoint. Internally, it’s a system that works harder for the marketing team. Externally, it positions Brookhaven not just as a family-friendly community but as a market leader.

It’s proof of what’s possible when brand strategy is treated as an ongoing partnership.

The rebrand

The 2024 rebrand was about more than just aesthetics. It was a strategic evolution.

Our refreshed identity keeps recognisable elements like the logo and tagline to preserve trust and continuity, but now better reflects the maturing community.

The Gotham typeface is overused, so we replaced it with one featuring diamond-shaped punctuation, pronounced contrast and bias-cut extenders. These details introduce a crispness and energy that echo Brookhaven’s fresh, leafy surrounds.

Our subtle but impactful changes modernise the Brookhaven brand while keeping it grounded.

Inspired by the lush greens of Brookhaven infused with twilight hues from the Dulux forecast, the updated colour palette adds depth, organic texture and sophistication, while watercolour illustrations of native flora bring a warm, local touch.

Since partnering with Frasers Property in 2017, our ongoing strategy and creative execution have helped Brookhaven become one of Queensland’s most in-demand masterplanned communities.

Brookhaven is now ranked #3 in Queensland’s Top 10 Most Enquired Housing Developments (Q1 2025)

(source: openlot, Top 10 Most Enquired Housing Developments in Qld – Q1 2025)

This milestone is a testament to the power of long-term brand thinking and strategic creativity in action.

Brookhaven shows what’s possible when brand, place and purpose align.

For developers and marketing teams, it’s a reminder that branding is more than just launch-day polish. It’s an enduring asset that grows value, drives buyer engagement and supports every stage of a project’s lifecycle.

Next project

Calli Upper Coomera

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23 Barrack Rd
Cannon Hill QLD 4170
07 3157 1108

iCreate acknowledges the Yuggera, Turrbal, and Quandamooka peoples as the Traditional Custodians of the lands on which we live and work in Cannon Hill, Queensland. We pay respect to Elders past, present, and emerging.

Celebrating 15 years of iCreate Agency

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)

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