Freecity, a provider of premium volumetric modular construction (VMC), has launched its new consumer-facing brand and website, marking the next stage in the property group’s ambition to create a new model of rental living for Australians.
The new Freecity brand will bring the group’s growing portfolio of Build to Rent, co-living and purpose-built student accommodation (PBSA) communities under a single consumer identity, designed to support residents through different stages of life.
The Freecity brand strategy and identity were developed in partnership with Sydney creative agency Chello.
“Freecity already has strong brand equity in the property industry, particularly around quality, innovation and doing things differently. We’ve spent years building that reputation and we want residents to experience those same qualities when they come to live with us.
“Our ambition is to create communities people genuinely want to live in, whether they’re a student, a young professional, starting a family or at another stage of life.”
Tony Sun, Co-Founder and Joint CEO, Freecity
Built around the idea of ‘Live for Life’, Freecity aims to offer residents greater freedom, flexibility and choice in where and how they live, with professionally managed homes and communities designed around wellbeing, sustainability and connection.
The launch of the new consumer brand comes ahead of leasing commencing at Freecity’s landmark Herring Road development in Macquarie Park in the coming weeks.
Located at 169-171 Herring Road, the 528-unit PBSA development will be the first Freecity community to welcome residents. The 20-storey building will be the tallest VMC building in Australia and is located 100m from Macquarie University, Macquarie Park Metro Station and Macquarie Shopping Centre.
“For residents, we wanted Freecity to feel easy and simple. One brand, one place to explore our communities, and a clear sense of what living with us will be like.The website is the first step in bringing that to life.
“As each community launches, people will be able to find the home that suits them now, while also seeing how Freecity can stay relevant as their needs change over time.”
Melanie Hopgood-Bould, Head of Marketing, Freecity
Freecity currently holds a development portfolio exceeding seven billion and over 6,000 units in the pipeline across Sydney, spanning PBSA developments at Macquarie Park, Forest Lodge and Rockdale.
It also includes a Build to Rent and co-living precinct approved at Rouse Hill, a proposed precinct of living sector buildings at Sydney Olympic Park, and what is expected to be the world’s largest VMC building, a 60-plus level Build to Rent tower planned for Parramatta.
