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Capella Sydney
Capella Sydney, a premier property within the Capella Hotel Group, is located in a heritage-listed building in Sydney, Australia. Reopened in March 2023, the hotel combines historical charm with modern luxury, offering 192 guest rooms and suites. The property features three ground-level food and beverage outlets: Brasserie 1930, McRae Bar, and Aperture.
With its combination of historical elegance, modern amenities, and a focus on cultural authenticity, Capella Sydney offers an unparalleled experience for both business and leisure travellers. For more information, visit their official website: Capella Sydney.
Summary of Work:
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Collaborated on brand strategy and visual identity development for Capella Sydney's signature dining venues, and led storytelling and visual branding for Aperture
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Conducted on-site research in Sydney to incorporate cultural and historical context into brand direction
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Developed brand positioning using brand archetype framework, creating a distinctive brand persona that aligned with luxury positioning
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Created key brand stories and archetypal keywords that serve as a guide for Aperture's internal marketing team's strategy and customer service philosophy
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Led naming process resulting in "Aperture," reflecting the space's natural light features and culinary concept
- Designed comprehensive visual identity system and brand guidelines optimized for international clientele
