Anglicare – ‘Seed your Future’

The Challenge:

Anglicare created a new model of mixed-use development to help address the urgent demand for Affordable Housing in the Greater Sydney region,

Their new initiative focuses on providing affordable rentals within mixed-use apartment blocks where a limited number of units will also be made available for private ownership.

Toast’s challenge was to create a brand system that would allow Anglicare to successfully launch its developments in highly competitive markets, whilst helping residents of each project to integrate seamlessly within their local communities. 

Our Solution:

Like seeds, all people have the potential to grow. This idea, which was clearly aligned with Anglicare’s core brand identity, led to the masterbrand concept ‘Seed your Future’.

This Big Idea puts personal growth and community-centric living at the core of the housing model’s offering, and is equally as applicable to Affordable Housing tenants as it is to strata buyers.

Each specific development takes its name from a native plant that features in its landscaped gardens. ‘Calli’, for example, is derived from ‘Callistemon’, commonly known as the Bottlebrush plant.

Each project’s logo uses common design elements in a way that is customised to its specific plant. This creates a visual brand system that is clearly aligned, yet allows for unlimited flexes as additional projects are created.

Natural palettes, hand-drawn illustrations and customised script fonts build brand identities that emphasise community and growth in a premium yet authentic manner.

Anglicare’s unique developments have been designed to enrich their local communities. Toast was proud to help positively reshape societal perceptions of Affordable Housing in Australia, while achieving key branding and marketing objectives.