The role
I led Art Direction, Design, and UI while at COMMON Ventures. I helped craft a full rebrand and campaign that positioned Boomtown as not just a media collective, but as an unforgettable destination.
The Brief
The Boomtown brand is an Australian-first collaboration between seven Australian media owners including Southern Cross Austereo, Win and Prime Media Group. Offering a potential reach of 8.8m residents living in regional Australia, it’s the undeniable home of regional advertising. The problem is most marketers believe that regional simply means rural.
Their mission? Show that regional advertising isn't just relevant, it's powerful. That’s where we stepped in.
The idea
The brief came with a clear gap: marketers underestimated the ROI of regional audiences. So we transformed Boomtown into a place: a vibrant, fictional town brimming with charm, cheek, and serious marketing potential. Think retro tourism campaign meets B2B sass.
So, instead of selling media placements, we sold a journey—a “daytrip” to a world of 8.8 million potential customers. Every touchpoint, from posters to landing pages, screamed one thing: "You're missing out."
So, instead of selling media placements, we sold a journey—a “daytrip” to a world of 8.8 million potential customers. Every touchpoint, from posters to landing pages, screamed one thing: "You're missing out."
Design Process
Inspired by old-school Aussie postcards, my visual treatment was bold, punchy, and joyful. Bright hues, big type, and a cast of stylised people, houses, and hills - each echoing regional charm. Everything pointed to the Boomtown Masterclass: a one-day course showing how to make the most of regional media.
The Campaign
The aim of the campaign was to launch the Boomtown Masterclass. The one day class aimed to teach junior and mid-level marketers how to reap the benefits of regional media.
Instead of beautiful views and unreal adventures, our campaign invited our target to experience incredible reach, unbelievable ROI, and an audience of 8.8 million Australians.
Instead of beautiful views and unreal adventures, our campaign invited our target to experience incredible reach, unbelievable ROI, and an audience of 8.8 million Australians.
The Outcome
The campaign was impossible to ignore. Whether on the street, on LinkedIn, or in inboxes, Boomtown’s rebrand popped. We boosted visibility, sparked curiosity, and turned regional media into a buzzword - not a backburner.
And for me? It was a masterclass in how powerful creative storytelling can be in B2B.
And for me? It was a masterclass in how powerful creative storytelling can be in B2B.
