As both Brand Manager and Creative Project Manager for Niña, I worked with a team to transform a 1950s Italian Riviera concept into an award-winning luxury residential brand on the Gold Coast. This boutique collection of refined 2- and 3-bedroom residences and spectacular penthouses demanded a sophisticated brand identity that would stand out in a competitive market while adhering to extremely tight timeframes.

Niña presented a unique opportunity to craft a distinctive luxury brand that evoked the romance and sophistication of the Italian Riviera while resonating with the Gold Coast's contemporary lifestyle market. As brand lead, I developed a multi-layered brand strategy that went beyond aesthetics to create an emotional connection with potential buyers. I established a clear brand narrative that positioned Niña not just as a residence but as a lifestyle aspiration—infusing every touchpoint with nostalgic elegance while maintaining modern relevance. Working closely with the client, I translated their architectural vision into a compelling brand story that differentiated Niña in an increasingly saturated luxury market. This required deep immersion in the original inspiration sources, allowing me to extract authentic cultural cues that informed everything from color palettes to messaging frameworks. Throughout the process, I maintained the delicate balance between aspirational luxury and approachable sophistication—creating a brand world that felt both exclusive and inviting to the target demographic.

In parallel, I took on the role of creative project manager, leading the end-to-end delivery of a full-service campaign-compressing what typically requires months into just weeks. This required implementing an agile project management framework with streamlined approval processes and accelerated feedback loops to maintain momentum without sacrificing quality. Throughout the process, I aligned and directed multidisciplinary creative teams while serving as the strategic bridge between client stakeholders and creatives, ensuring both creative integrity and commercial expectations were met. The condensed timeline demanded meticulous planning and resource allocation to fast-track production schedules while maintaining the premium quality essential for the luxury positioning.

We launched the campaign on time and in full — successfully capturing the romantic spirit of Niña and positioning it as one of the Gold Coast’s most aspirational new developments. Despite the condensed timeframe, the result was a high-impact, strategically-led brand experience that cut through the market and delivered strong early momentum for the client.

The Challenge

The biggest challenge was time. With construction costs set to spike in early 2022 and the Christmas holiday shutdown fast approaching, we had just weeks to deliver a campaign that typically spans months. I responded by implementing a streamlined project structure, aligning multidisciplinary teams, and fast-tracking feedback loops to maintain creative momentum and delivery precision.

The second challenge was elevating the brand beyond the typical Gold Coast property marketing conventions while still resonating with the local market. Creating a distinctive Italian Riviera-inspired identity that felt authentic rather than thematic demanded careful curation of every brand element. I navigated this challenge by deeply immersing myself in the original inspiration sources, extracting authentic cultural cues that informed everything from visual styling to messaging frameworks, ensuring the brand felt genuinely sophisticated rather than superficially themed.