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Victoria & Albert - "Everything & More"
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 language development
• Campaign messaging and narrative strategy
• Art direction for photography and videography
• Display suite experience and onsite signage
• Premium brochures and marketing collateral
• Bespoke website with interactive precinct storytelling
• Social media content and advertising strategy
• Press articles and event activations
• Out-of-Home (OOH) and Above-the-Line (ATL) media campaigns
Results
• Most of the sales at V&A have been for product above the $2 million mark, which is well and truly over the Gold Coast’s median unit price and reflective of the development’s unique and diverse offering, which caters to buyers at the luxury end of the market who are on the hunt for that something special.
• Award Winner at the 2022 Better Future Melbourne Design Awards.
Victoria & Albert (V&A) is Broadbeach’s newest landmark precinct — a lifestyle destination that brings together two iconic residential towers, world-class amenities, premium retail and dining, and commercial office space in the heart of the Gold Coast. More than a development, V&A is a bold statement about coastal living at its most elevated.
As the creative project manager, I worked closely with developer Iris Capital to position V&A as the new heart of Broadbeach. From conception through to launch, I led the creative and strategic execution of a full-service campaign — guiding multidisciplinary teams across design, content, production, and digital to bring the vision to life. The creative concept drew on the site's location, with the name ‘Victoria & Albert’ grounding the precinct in place while conveying a sense of grandeur and sophistication.
Our brand direction was inspired by the light and landscape of the Gold Coast — sun-soaked, optimistic, and effortlessly refined. The campaign’s lead line, “Everything & More,” anchored a modular brand story that showcased both the tangible amenity and the emotional experience of life at V&A. Using the ampersand as a recurring visual device — & Swim, & Dine, & Bask — we created an evolving narrative that built intrigue, aspiration, and lifestyle appeal across social, digital, and print.
The Challenge
The biggest challenge was the timeline. With architectural plans still evolving during the campaign rollout, I led a tightly coordinated delivery model that allowed us to move at pace while remaining flexible to shifting inputs. This required detailed project planning, cross-team alignment, and proactive problem-solving — ultimately enabling us to deliver a high-impact, strategically-led campaign on time, and with creative integrity intact.
