JULIE

Restaurant - Abbotsford, VIC

For Julie, I led the full creative direction, shaping the brand, space and storytelling from concept through to launch. Working closely with the owners, chef and broader project team, I helped define a refined yet approachable identity that reflected Julie’s seasonal, produce led philosophy and its unique setting within the Abbotsford Convent.

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My role covered brand development, marketing strategy, interior design direction and digital presence. I collaborated with architects and builders throughout the fit out, briefed illustrators and creatives, and designed Julie’s website to ensure the brand was expressed clearly and consistently across all touchpoints.

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I also directed and styled photography, developed marketing content and oversaw the design of signage, menus and in venue details to create a cohesive and considered guest experience. The result is a confident, timeless restaurant identity that supports Julie’s culinary vision and has contributed to its recognition as a one hat dining destination.