Building a modern modular brand for Australia.
Apparent’s partnership with Fleetwood, Australia’s leading modern modular construction firm, has seen us elevate their identity and presence across multiple channels. From refreshing their logo suite to building national housing and education campaigns, creating a 60-year commemoration product, and refining their social, presentations, and livery — the goal has been to ensure Fleetwood shows up as a confident, modern brand.
The brief was to develop a brand platform and positioning strategy that brought the proposition “Modular solutions crafted for a modern Australia” to life. With this, Fleetwood tasked Apparent with refining their guidelines, simplifying the identity, and creating a more cohesive, elevated system for market execution.
Existing
Refreshed
Our approach focused on strengthening consistency and clarity across all touchpoints. We refined the use of the logo and photography, introduced more considered application rules, and simplified layouts to ensure the product always remained the hero.
Accessibility guided many of the changes. The colour palette was restructured, using black as a strong anchor, retaining yellow as a highlight, and extending with a secondary palette inspired by the tones of the Australian landscape. Photography was also refreshed, moving away from over-stylised imagery and instead curating an authentic, product-first folio.
A new slanted graphic device, derived from the angle of the logomark’s lettering, was introduced as a flexible element to highlight key typography or frame imagery. Combined with simplified layouts and restrained type, this created a system that feels bold, modern, and unmistakably recognisable.
I led the brand refresh from initial client workshops through to final delivery. With oversight from Design Director Jen Mellander, I audited the existing system, stripped back unnecessary rules, and defined new principles to guide the brand’s evolution. My work extended across guidelines, layout systems, and rollout into key brand touchpoints.
Campaign Development
Following the brand refresh, Fleetwood engaged Apparent to create two distinctive advertising campaigns for the residential housing and education sectors. The challenge was to deliver creative that positioned modern modular construction as the clear solution for governments and developers seeking high-quality, delay-free builds.
When developing the guidelines, we emphasised that they were designed for the brand’s day-to-day use across its most important touchpoints. This flexibility allows us, for specific campaigns, to introduce additional creative elements alongside the core system — ensuring each campaign feels unique while still recognisably Fleetwood and aligned to its objectives.
Credits
Brand Refresh
Design Director: Jen Mellander
Designer: Liam Burn
Camapaign Development
Designer: Liam Burn
Designer: Ruben Savariego