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Westwood - "Two Vibrant Precincts, One Spectacular Lifestyle"
Integrated Marketing Campaign
Key responsibilities included:
• Led the end-to-end delivery of a fully integrated marketing campaign to relaunch and reposition Westwood, a fast-growing Melbourne land estate
• Managed creative development and production rollout, ensuring brand consistency across all campaign phases
• Developed and executed a brand architecture strategy to unite two separate precincts (Westwood Walk and Westwood Place) under a cohesive brand identity
• Oversaw the creation of a scalable marketing platform to support the promotion of each precinct while reinforcing the overarching Westwood brand
• Coordinated biweekly updates to marketing collateral to align with fast-selling demand and maintain brand relevance
• Led branding and visual identity execution, ensuring all assets were aligned with the overall creative vision
• Provided strategic support for community events, overseeing event planning, logistics, and creative direction to ensure alignment with brand experience
• Designed and produced collateral for onsite events, including display suite materials, signage, and promotional items
• Managed onsite signage and wayfinding to maintain consistent branding across the estate, ensuring clarity for visitors
• Oversaw the design and development of the Westwood website, ensuring a user-friendly experience that reflected the brand ethos
• Directed the creation of printed brochures, flyers, and sales collateral to support marketing efforts, aligned with event messaging
• Coordinated targeted eDM campaigns and digital advertising assets to increase engagement and conversion
• Led social media planning and rollout, ensuring content was on-brand and delivered in alignment with key campaign messaging
Deliverables
• Branding and visual identity execution
• Community events and display suite support
• Onsite signage and wayfinding
• Website design and development
• Printed brochures, flyers, and sales collateral
• Targeted eDMs and digital advertising assets
• Social media planning and rollout
• On-site events
Results
• The result was a polished, community-focused campaign that successfully elevated Westwood’s profile in a highly competitive growth corridor
• The campaign contributed to exceptional sales performance post-launch
• Multiple award winner at the DrivenxDesign Melbourne Design Awards:
SILVER - Marketing - Branded Experience
SILVER - Marketing - Identity & Branding – Property
Westwood is one of Melbourne’s fastest-growing land estates, spanning two distinct but interconnected precincts: Westwood Walk and Westwood Place. Designed for modern families and first-home buyers, it offers connected living with open green spaces, schools, transport, and local amenities at its core.
As creative project manager, I was responsible for driving the end-to-end delivery of a fast-paced, high-demand marketing campaign. Working in sync with weekly sales targets, I managed ongoing creative development and production across multiple touchpoints — including refreshed branding, brochure suites, digital updates, and in-person events.
My role required constant adaptability, as we responded to market demand with evolving creative, new assets, and frequent campaign rollouts. I oversaw the creative process, managed timelines and resources, and maintained strong client relationships to ensure every deliverable aligned with both the brand and the sales strategy.
The Challenge
The key challenge was uniting two physically separate parcels of land under a single brand without losing clarity or marketability. To overcome this, we developed a brand architecture strategy that gave each precinct its own name, colour palette, and tone, while reinforcing their connection to the overarching Westwood identity. This approach retained brand equity and created a scalable platform to market each stage effectively, while promoting the shared lifestyle narrative.
