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Allure - "Refined Coastal Living""
Full-service Luxury Marketing Campaign
Key responsibilities included:
• Acted as the primary point of contact between the client and internal teams, managing communication, expectations, and feedback throughout the project lifecycle
• Led the strategic development and execution of the brand identity and visual styling
• Oversaw art direction for both photography and cinematic videography to capture the brand’s lifestyle essence
• Managed the creation and production of lifestyle-focused brochures, premium sales collateral, and printed marketing materials
• Coordinated the design and installation of onsite signage
• Directed the design and launch of a custom website, ensuring strong narrative flow and visual storytelling
• Planned and executed a robust social media content strategy aligned with brand goals
• Managed delivery of Out-of-Home (OOH) and Above-the-Line (ATL) media campaigns in collaboration with media buying partners
• Handled internal team coordination, project timelines, and milestone tracking to ensure on-time delivery
• Monitored project budgets and ensured cost-effective execution across all campaign elements
• Maintained strategic oversight to ensure creative consistency and high-quality outcomes across every brand touchpoint
Deliverables
• Brand identity and visual direction
• Messaging and tone of voice development
• Art direction for photography and videography
• Production management for all shoots and creative assets
• High-end brochures and premium printed collateral
• Onsite signage, hoarding and display suite design
• Bespoke website design, copywriting, UX and development
• Organic and paid social media content strategy
• Out-of-Home (OOH) and Above-the-Line (ATL) media campaigns
• Campaign rollout strategy and timeline management
• Stakeholder presentations and launch support
Results
• Within the first six months since campaign launch, 95% of Allure’s residences were been sold. This successful outcome is a testament to the power of a cohesive, thoughtfully executed brand strategy.
Nestled on Chevron Island in the heart of Queensland’s Gold Coast, Allure is a high-rise development offering 95 luxury residences. Designed to embody a serene yet sophisticated lifestyle, the brand draws inspiration from the natural hues of the coastal sky and the architecture’s soft curves and flowing lines. The residences exude a timeless elegance, reflecting both modernity and classic beauty.
As Creative Project Manager, I led the end-to-end process of refreshing the Allure brand and aligning it with a more sophisticated target audience. Initially, the project faced the challenge of selling the premium, high-end units after the more affordable 1- and 2-bedroom residences had already sold. The existing brand required a refresh to capture the attention of potential buyers seeking luxury properties, and that’s where we stepped in.
Our solution was a holistic approach that maintained the essence of the original brand while elevating it to appeal to the refined tastes of our new audience. We developed a visual identity with a soft, coastal-inspired colour palette and integrated flowing lines and arches throughout the design — mirroring the architecture of the residences. This visual theme was then carried through to all touchpoints, including the refreshed brochure, website, and media strategy.
To bring this new vision to life, we commissioned new photography and renders, ensuring that the imagery captured the elegant, timeless nature of Allure. The new tone of voice, paired with the updated creative assets, helped the campaign stand out in the competitive Gold Coast property market, driving significant attention and sales.
