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The Star Casino
During my time working with The Star Gold Coast as a client, I have had the opportunity to work across a number of different campaigns in order to uplift their services.
❋ Role❋ OutputArt direction
Concepting
Storyboarding
Graphic Design
Shoot management
Finished art
Social Media
Digital
Print
Featured Projects
COMEDY CLUB REFRESH
Tasked with reinvigorating a long-running weekly event, we reimagined The Star Gold Coast’s Comedy Club with a bold, contemporary identity designed to better reflect its evolving energy and host personality. The creative leaned into vibrant pink tones against greyscale crowd imagery to create immediate cut-through, while subtly aligning with the Atrium brand palette.
A playful typographic system—featuring a custom “O” replaced with a smiley-faced speech bubble—captured the essence of laughter while establishing an ownable brand device. The result is a flexible, modern identity that elevates the event’s presence, attracts new audiences, and positions it as the freshest comedy offering on the Coast.
Footy Finals
To position The Star Gold Coast as the ultimate destination for AFL and NRL Finals, we developed a campaign centred around the idea that the best seats in the house aren’t always in the stadium. Leveraging the scale and atmosphere of the Sports Bar—home to over 30 screens and one of the largest displays on the Coast—alongside partnership talent from the Gold Coast Suns, the campaign reframed the viewing experience as premium, social, and accessible.
This platform extended beyond finals into a broader footy season launch moment, driving perception of The Star as the go-to venue for live sport and high-energy game-day experiences.
CHERRY BAR
In response to quieter early-week trade and reduced entertainment offerings across the precinct, we developed a campaign to promote Cherry Bar’s new seven-night live music schedule. Inspired by iconic song titles tied to days of the week, the creative concept playfully reworked familiar names—signalling that no matter the night, there’s always something happening.
This simple but culturally resonant device was paired with a distinctive visual system, incorporating a cherry motif within headlines to subtly anchor the venue. Rolled out across owned and paid channels, the campaign repositioned Cherry Bar as a consistent, lively destination, helping drive midweek foot traffic and enhance the overall guest experience.
