For The Epsom in Mordialloc, I led the full rebrand and creative transformation of a tired, underperforming pub into a vibrant, community focused destination. From the moment the venue changed hands, I was engaged as the lead creative, shaping the brand identity, interior and exterior design direction, and the overall venue experience.

 

My work spanned brand creation, marketing strategy and content development, interior design collaboration with architects and builders, and the planning and execution of all signage both inside and out to ensure the new identity was clearly communicated from the street through to the bar. I also designed and launched the website, directed photography and styling, briefed illustrators and creatives, and developed marketing assets and promotional campaigns to support the venue’s relaunch and ongoing positioning.

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Every element was designed to build connection with locals, visitors and the wider community, resulting in a cohesive and welcoming experience that feels authentic and distinctly Epsom. The rebrand helped reposition the venue as a much loved Mordialloc institution with a strong identity and a clear voice across all touchpoints.