Q: how do you deliver a creative response to a multi-million-dollar resort transformation — without losing a century of playfulness and community spirit?
A: by balancing elevation with approachability, then aligning teams around a shared creative vision at scale
Cabravale Club Resort was the centrepiece of a multi-million-dollar transformation, reimagining a long-standing community club into a contemporary resort destination — including a Novotel hotel, multiple dining venues and rebuild.
With the strategic shift defined and a refined visual identity in place, I was brought in to work closely with copy and art teams to shape the language, visuals and mood of the brand. Together, we developed a clear positioning system built around the idea of 'Your Place To Play' and its extension across your place to stay / taste / feast. This message and tone became the connective thread across brand, communications and on-site experience.
The launch rolled out with animations across cinema, OOH and digital, supported by a comprehensive image library, brand guidelines and social direction to ensure consistency across a large and complex destination.
That same leadership approach extended to Magma, the resort’s flagship dining venue developed in partnership with Dany Karam. Alongside talented art directors and copywriters I steered the naming, positioning and creative world, helping shape Magma as a confident, fire-driven restaurant defined by intensity, restraint and craft. From open-fire cooking and premium produce to a bold visual and verbal identity, Magma was designed to sit credibly within Australia’s contemporary dining landscape — while signalling Cabravale’s ambition as a destination.
