Home of St Kilda Summer: Republica's Summer Concept

To launch Republica’s seasonal brand campaign for Summer 24/25, I created the Home of St Kilda Summer concept — a nostalgic, sun-soaked celebration inspired by the Aussie backyard BBQ and the carefree vibe of summer holidays past.

I developed the full campaign from concept to rollout:

Naming & Creative Direction: Coined the campaign title Home of St Kilda Summer, building a narrative around escapism, retro summer culture, and Republica as a destination to unwind, celebrate, and be social.

Visual Identity: Designed a bold, playful brand palette and creative assets that captured a 1950s postcard-meets-beach-shack aesthetic.

Pitch & Strategy: Built the campaign pitch deck and rollout strategy, including brand language, tone, visual references, activation ideas (e.g., drink truck, spritz-only menus, neon signage, custom games), and merchandise concepts.

Social & Content: Delivered a full social strategy to activate the campaign across Instagram, TikTok, and in-venue screens, incorporating user-generated content prompts, campaign hashtags, and influencer opportunities.

The campaign established Republica as the place to spend a St Kilda summer, blending creative storytelling with experiential moments and shareable content.