Dream Home Art Union
Completed at
RSL Queensland
2021-2025
During my time at RSL Queensland, I worked within the organisation’s commercial arm, the Dream Home Art Union prize home lottery (formerly known as RSL Art Union). The work showcased here represents a small cross-section of the diverse creative output I delivered over more than four years as a Visual Design Specialist, and displays a selection of both print and digital applications.
VIP Insider Magazine
A key strategic asset for the Art Union, the VIP Insider Magazine was an important piece in the VIP major mail suite that was aimed at retaining VIP subscribers. Filled with bonus content focused on interior design, property features, styling and floor plans, we were consistently challenged to keep the design fresh.
Iconography
Coinciding with a significant brand refresh, I was tasked with creating a large set of icons with engaging pictogram styling. These icons were featured heavily in print and digital platforms to showcase the features of each prize home at a glance.
Digital Marketing
A high percentage of Art Union revenue was obtained through digital marketing click-throughs and continuous improvement and optimisation of our digital presence was a key part of the digital strategy. Showcased below are some of the most recent assets produced for our paid digital platforms, including assets with a more editorial approach for a test case conducted on Pinterest.
Email Design and Strategy
To coincide with the launch of a new customer value proposition (CVP) for the Art Union in mid-2025, I had the opportunity to lead the conception and implementation of new design language across the email suite, in conjuction with the Marketing Projects lead. Contributing a whopping 25% of revenue to lottery, the email channel is one of the most crucial pieces of the Art Union’s success. The aim was to elevate the look and feel to match the high-end luxury properties – all now valued over $12 million – offered as part of the new CVP. Upon implementation, many key emails performed twice as well as previous draws in both revenue targets and subscription sign-ons.
Promotional Design
As part of the strategic objectives of the lottery, promotional draws are deployed during prize home draws to boost ticket sales and discretionary revenue during key milestones. As part of my role, I was a key part of developing and implementing promotional draws with successful results. Having the chance to develop over 30 promotions during my time with the lottery, several of these promotions went on to become recurring and were included draw strategies for a number of years. Notably, the Lucky Choice draw above was conducted 20 times per year for four years.
Major Mail and Sales Collateral
left to right: Major Mail Envelope, Major Mail Brochure
The Major Mail Pack was the central piece in our print suite, which was distributed to over 200K letterboxes each draw. Consisting of letterheads, brochures, forms, promotional material and a branded envelope to contain the collateral, the key piece was our the oversized A2 brochure. Similar to the VIP Insider Magazine, the prize brochure was more condensed and distributed to more customers. Showcasing prize features, images and floor plans, it was designed to generate excitement about the prize and required a high level of thoughtful design with importance given to hierarchy, scale and layout.
Disclaimer: All samples of work displayed in this case study remain the property of RSL Queensland and Dream Home Art Union, and are shown solely for the purpose of demonstrating my professional experience.