Employed as Alumni Co-ordinator at King's Christian College, I quickly shifted into a project-based role as Creative Director, where I led the concepting, creation, and execution of major projects across three locations. Responsibilities included overseeing the development of creative briefs, managing timelines and budgets, and collaborating with cross-functional teams to deliver exceptional results.
During my tenure, I spearheaded the organisation’s 40 Year Celebration, which included developing a comprehensive branding strategy, organising events, implementing creative solutions and executing multimedia campaigns that engaged alumni, staff, and students. I had the opportunity to create a print and online magazine, dedicated to capturing the stories of Alumni. I also led the successful Mother's Day Photography Campaign and Carnival Day, where I oversaw everything from ideation and concepting to design and production, in collaboration with our teams.
As Project-Based Creative Director, I was responsible for leading a team of creatives, and ensured that all projects were delivered on-time, on-budget, and met the highest standards of quality. My ability to think strategically, pitch innovative concepts to Board and Senior Management, manage external stakeholders, and inspire creativity helped to elevate the profile of King's Christian College and create lasting impact within the community.
THE TOMORROW GEN MAGAZINE:
Opportunity: Alumni are disengaged from the school and only touch-base with peers at Reunions. Current students are unaware of what graduates have accomplished, or what pathways they can take after school.
Creative Solution: Create the very first Tomorrow Generation Magazine, a King's Alumni book dedicated to the dreamers, the believers, the thinkers, and the achievers that stepped out of the King's tunnel and into the world. Develop the concept for the magazine, coordinate and conduct all interviews (verbal) with alumni, and translate into written articles that inspire and inform our readers. Direct and shoot all photo sessions, manage the storage and labelling of a large amount of photos, text, and details for every article, and develop the magazine layout and design in line with the brand identity.
Timeline: 2 months
Outcome: The result was a successful and well-received Tomorrow Generation Magazine that engaged Alumni and showcased the diverse and impressive career paths of King's graduates. Alumni Engagement soared and we saw a huge uptake in joining online Alumni platforms, following the launch of the magazine.
Mother’s day campaign:
Opportunity: Teachers are feeling the pressure to organise and create gifts for Mother’s Day, that are often are seen as cheap/handmade and are thrown out. The Organisation is spending thousands on materials for these gifts and have identified that it is time for a refresh.
Creative Solution: Capture the heart and personality of 1500 Kindergarten-Year 6 students in a series of individual vibrant portraits, that are then printed on an A5 card for the fridge or online distribution.
Timeline: 7 working days from concept —> execution —> editing —> print —> delivery
Outcome: Every parent of the College to received a tangible portrait of their child for Mother’s Day. We had hundreds of emails from parents saying that it was the most thoughtful gift they had received from the College.
40 YEAR CELEBRATION
Opportunity: Develop a comprehensive and engaging campaign that celebrated the rich history and culture of our multi-campus organisation. Develop innovative and creative solutions that engage a diverse range of stakeholders, including alumni, students, staff, and the wider community.
Creative Solution: I was responsible for developing the brand identity, print materials, an anniversary history book, flag pole designs, community marketing, and a series of internal and external event concepts.
Timeline: Two months to concept, create mockups and pitch to Board & Senior Management
Outcome: Whilst COVID prohibited/delayed most planned events and initiatives from taking place, the result was a successful 40 Year Celebration Campaign that engaged and inspired all stakeholders, and created a lasting legacy for the organisation. Installation of ping-pong tables saw a fantastic response from students, who felt like we were ‘reintroducing fun into school.’
CARNIVAL DAY
Opportunity: The annual ‘Carnival Day’ is a highlight in the calendar for all campuses. In recent years, engagement from High School students have dropped, and feedback is that the event feels repetitive each year.
Creative Solution: Create a fresh brand identity for Carnival Day that is modern and vibrant, with print material linking all areas of the event. Reshape the strategic layout of the event features to create an easy pathway to participate. Create a highlight video that captures the event in a modern and exciting way, that makes it feel fresh and appeals to older students.
Timeline: Two months to concept, create mockups and pitch to Board & Senior Management. 24 hours to turnaround highlight film to distribute on online.
Outcome: Feedback from Board & Senior Management was that it was our best Carnival Day yet. We heard positive reports from senior students and had great engagement with the video on online platforms.
EASTER ARTS FESTIVAL
Opportunity: Reinvent the annual Easter Arts Festival to be fresh, modern and re-engage with older students and community. Create strategies to ensure the success of the event, even during the gloomy wet-weather season
Creative Solution: Transform the artist gallery into a space of exceptional professional standard, create an email marketing strategy and design an Easter Arts website www.easterartsfestival.com.au. Create an exhibit of student works that honours and engages without encroaching on the professional space. Market the festival in a way that appeals to high school students, and create communication processes and systems that would ease confusion for artist applicants. Create ‘zones’ that would showcase different types of art and collaborate with external graphic designers to create a branding identity for the Festival. Create and execute promotional media that was suitable for screens and online platforms.
Timeline: 2-3 months
Outcome: The event was a huge success and we saw a colossal increase of older students and community attend the event.