Integrated land lease community developer Millbray has appointed brand design studio Bullet and digital product studio Wonderful to deliver a refreshed master brand and a new digital platform.
The appointment coincides with the launch of Millbray’s first over-50s community, Ashcroft, in Flagstone, Queensland. Development is underway, with 293 homes planned across 12ha.
What Bullet and Wonderful are delivering
Bullet developed the master brand strategy and identity for Millbray, as well as the naming and identity expression for Ashcroft. The work includes typography, art direction and brand guidelines.
Wonderful is overseeing Millbray and Ashcroft’s digital foundations, including mobile-first experience design and a unified responsive design system. The scope also covers 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.”
Ashcroft’s facilities and community pitch
Ashcroft’s planned amenities span 5,000sqm, including a 25m lap pool, gym, bowling green, pickleball courts and a cinema.
Millbray said the approach is designed to create a consistent framework for future communities, with a digital ecosystem intended to support customers from first interest through to decision.
Alistair Cantrill, managing director at Bullet, said: “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 at 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.”
Top image: Clayton Simons, Alistair Cantrill and Matt Barbelli