The George on Collins
Tone of Voice
Social Media Direction
Marketing Event Concepts
Words by Nuance
Will Baker Arts
When renowned DJ and Masterchef Australia alumni Khanh Ong partnered with one of Melbourne’s premier nightlife destinations, a new chapter had to be written.
With Khanh on board and a fresh, new Vietnamese menu soon to launch, MASH was engaged to curate a team that would build a brand identity incorporating Khanh’s charisma, creativity and charm via a newly designed brand and creative direction.
Leveraging the brand’s original architecture, the concept “Party at Ours” was established. The new positioning brought to life the idea that there is always a party happening at The George on Collins, with the same authenticity, welcoming vibe and comfort that you’d find at a house party.
80% increase in Instagram engagement over the first 2 months