Client
Luxury Escapes
Discipline
Brand Campaign,
With no existing brand framework to draw from, I built the Signature Series Tours identity from the ground up, developing the visual language, guidelines, and creative direction that gave the campaign its personality and cohesion.
As lead creative on the brief, I partnered closely with marketing teams, copywriters, and senior stakeholders to craft a brand that felt distinct within the Luxury Escapes ecosystem, vibrant, aspirational, and unmistakably premium. I also oversaw and directed in-house photography to ensure every image was captured with the campaign in mind, not retrofitted to it. As the product is the first of its kind within Australia, it was important to capture its authenticity.
The result was a campaign that sold out within 24 hours of launch, and Tourism board extensions that reached over 700,000+ views on Instagram - establishing the Signature Series as a standout product within the Luxury Escapes portfolio.
Chadstone store screens 2024
