Rhodes Central

Branding and marketing proposal

In early 2021, I was part of a team at a creative agency tasked with developing a brand and marketing strategy for Rhodes Central, a new retail and dining precinct in metropolitan Sydney, NSW.

Our challenge was to craft a premium brand identity that would appeal to an upper-middle-class, multicultural audience who value high-quality dining and shopping experiences close to home.

Collaborating with the agency director and marketing manager, I led the design and rollout of the proposed brand across multiple platforms. My contributions included:

• Designing the dining precinct logo

• Creating large-format signage

• Developing website mock-ups

• Conceptualizing social media rollout strategies

• Designing branded merchandise for the center

Although the client ultimately chose a different marketing strategy and our proposal was not selected, the project showcased my ability to develop a cohesive, high-end visual identity tailored to a specific audience. It remains a strong example of strategic design thinking and cross-platform execution in my portfolio.