Property
Leading brand strategy and creative direction for property marketing that attracts institutional capital and drives sales outcomes. I've developed positioning and integrated brand systems for luxury residential, mixed-use precincts, and commercial portfolios across Australian markets; working both at world-class creative agencies and in senior in-house roles with major property developers.
I partner with developers, asset managers, and investment teams to create compelling narratives that differentiate assets in competitive markets - from early concept marketing through investor presentations, sales campaigns, and post-settlement communications.
This work requires balancing multiple stakeholder interests, understanding buyer psychology, and translating complex property propositions into clear visual stories that perform commercially.
THE MALT DISTRICT PRECINCT BRANDING — Art direction and brand development for Caydon's landmark 1.4-hectare Cremorne precinct repositioning. Led multidisciplinary design team through naming strategy, integrated brand identity systems, and photography art direction that balanced heritage preservation (iconic Nylex sign) with contemporary mixed-use vision. Created cohesive visual language spanning precinct brand, retail/hospitality positioning, and luxury residential offering (Coppins Corner); connecting 1,000 dwellings, commercial spaces, and public realm to the site's industrial legacy.
12 RIVERSIDE QUAY INFORMATION MEMORANDUM — Creative direction for premium investor communications showcasing prime Southbank riverfront development site. Designed presentation materials that highlighted strategic location, development potential, and site value - supporting successful $160M sale to international investors.
MACQ01 MACQUARIE WHARF INFORMATION MEMORANDUM — Creative direction for investor communications positioning Hobart's new boutique "storytelling hotel" for $60M+ institutional sale. Translated the property's unique experiential positioning and 49-year Federal Group lease structure into premium presentation materials that communicated trophy asset quality to domestic and international investors.
FOUR SEASONS RESORT BORA BORA INFORMATION MEMORANDUM — Creative direction for luxury resort sale materials across JLL's international hospitality team (Brisbane, Singapore, New York) partnering with Eastdil Secured. Developed integrated digital and print communications under tight timeline - including video-enhanced online documents and premium casebound memento for serious investors.
