Sydney design agency Frost* has restructured its business into three
distinct business entities to better serve the target markets.
Following the restructure, the new business entities will exist under a
new umbrella company, Frost*collective with the company’s successful
environmental design practice rebranded as Urbanite.
One of Australia’s foremost authorities on activating brands in the built
environment, Urbanite will join specialist brand and communications wing,
Frost* Design, and digital agency, The Nest, to form the three pillars of
Frost* Founder Vince Frost and his team are currently working on several
projects including the University of Technology, Sydney’s new Frank Gehry-designed
Business School, the new headquarters for Westpac and KPMG. Their design
portfolio includes banks such as ANZ, CBA, Deutsche Bank and the NAB where they
brought their brands to life in new office spaces, as well as the redevelopment
of the Qantas headquarters in Mascot. Urbanite has important ongoing
partnerships with leading architects, interior designers and developers.
Frost explains that the transition to the Frost*collective structure is part
of a bigger plan to become the world’s most innovative, strategic and creative
collaborative. Describing their environmental design practice as one of the
largest and most successful parts of their business, he said that it has the reputation
as well as the strength of existing partnerships to make it robust enough to
become its own company, and carve out a strong place in the market in its own
right, with a new name.
Carlo Giannasca says the new name is an important statement of who
Urbanite is and what they do, which is to create better experiences for users
of urban spaces in the cities of the future.
The businesses within Frost*collective will be serviced by a shared
team, which includes Group Creative Director, Anthony Donovan and the company’s
Strategy Director, Catriona Burgess.
Frost*collective will continue to operate under the same roof at the
company’s Surry Hills studio warehouse and all existing staff will be retained,
with Vince Frost as the Chief Executive Officer and Executive Creative Director.
Giannasca believes the restructure will create better clarity for the
company’s specialist offerings, which will drive the business. As a distinct
environmental design agency, Urbanite can take complete ownership of the
specialised business, build a successful brand of its own in the market and create
a more bespoke service for clients.
Frost agrees that the restructuring of his company into Frost*collective
will deliver a better service and results for clients as the three businesses
collaborate closely on creative ideation and the seamless delivery of services.
Frost*collective has also launched a new website
designed by The Nest and confirmed the long running series of industry,
creativity and innovation-focused talks, deFrost* will continue to be run out
of the Collective’s studio space. Future plans include expanding the lecture
series and launching the Frost* Academy.