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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. 


Look & Feel

Retro tropical

Beverly Hills Tropical - a blend of contemporary visual cues and retro holiday romance. This approach will neatly translate across market segments of the offer.


Commissioned artwork by Gatsby



The Ville logo is made up of two components — the crest and the script. Used together, they are known as the master.

Alternatively, the elements may be used separately.  

The secondary mark or crest references a diamond shape or lion head. It conveys luxury


With an emphasis on life aquatic, colours are a mix of aquamarine and ultramarine. The primary colour, aquamarine,

is the hero of The Ville, it represents pristine tropical northern waters. The secondary colours literally add light and depth. The sea spray represents the shallows of the beaches and ultramarine adds the majesty of deeper waters.


Archival images

Local flora

Commissioned art


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. 

“I do not know anyone who can elevate a company’s marketing and PR as you have. I have enjoyed learning from you and appreciate your respect and perception.”

essbee (sarah butler) marketing + communications | +61 400 507 759

ABN 62 144 939 818 | australia