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The Ville Resort-Casino

Colonial Leisure Group purchased Jupiters Townsville. Under the terms of the sale agreement, the property had to be renamed and rebranded within one year. I undertook end-to-end design and launch of the new brand including: 

  • New positioning strategy, brand strategy, internal communications and PR, logo, tagline and agency briefing papers. 

  • Branded collateral development, supplier procurement, production and distribution.

  • Commissioned bespoke artwork to add another dimension to collateral and merchandise.

  • Ensured all collateral was compliant with applicable regulations from the Office of Liquor & Gaming. 


The project brought in $100,000 below budget and one month early. The look of the branding was widely complimented and has carved out a distinctive identity from its competitors.