SYDNEY, AUSTRALIA – 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.
Catering to the growing demand from Australia’s over 50’s market for high-quality residential accommodation, the appointment coincides with the launch of Millbray’s first over 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.
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 unified responsive design system, engineering, scalable content architecture and performance analytics.
Matt Barbelli, managing director at Wonderful, said: “Millbray wanted a digital experience that feels premium and performs under real-world pressure. 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.”
Millbray is crafting a masterbrand for the future, with Ashcroft as the first expression of that promise. The brand is supported by a digital ecosystem designed to be fast, intuitive and adaptable, allowing each new community to integrate seamlessly into the framework. The platform is intended to be future-ready, evolving alongside Millbray’s growth and supporting customers from first interest through to decision.
Alistair Cantrill, managing director, Bullet, added: “Building on a tailored strategy, we evolved and refined the Millbray brand with clarity and confidence and delivered stand-out in a crowded category. 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.”
Clayton Simons, sales and marketing manager, Millbray, said: “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. 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.”
