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.