- Brand Strategy
- Naming
- Brand Identity
- Brand Guidelines
Babcock & Brown and iconic Australian sportsman Pat Rafter joined forces to create a branded fitness and wellbeing experience that is integrated into selected residential developments.
Turning a personality into a brand
Not an easy thing to do. The brand name and identity needed to be versatile enough that it could be overlayed on other residential developments, and also reflect Pat Rafter's personality and values. After a comprehensive naming and positioning process involving key stakeholders we create the idea of 'Balanced Living Everyday'. The result - 'Bounce by Pat Rafter' - a simple philosophy for everyday fun and healthy living.
An anywhere destination
'Bounce by Pat Rafter' integrates health, fitness, wellbeing, sporting, and community-orientated facilities into the master plans of different residential developments. So following the brands creation, and to ensure that the brand could be overlayed onto any development we developed 'Bounce land' - a visual destination that brought to life the sense of open space, freedom and energy of the brand.
