When did you join Abode Group?

I joined Abode Group in June last year. I had finished my studies at university the year prior and was lucky because a friend put my name forth for the position.


What is your role and what does it involve?

I’m the Marketing Coordinator for Abode Group. My role involves developing new brand identities for the group and maintaining consistent communications across the existing brands. This includes the food and beverage brands, like No.10 Restaurant + Bar and Foundry Coffee Co., as well as the individual Abode Hotels and the Abode Group corporate brand. My background is in graphic design and marketing so these tasks allow me to blend these two skill sets.


Is your role the same today?

Recently, my role has shifted its focus towards print design and branding identity, and away from digital. This is great because I’ve always had a passion for design and printing, which is so tangible. While digital publishing is part of most organisations now, there’s nothing like producing an elegant publication like A+ Magazine, that you can touch and feel, and which looks great in our Abode Hotel rooms.


Start to finish, how long does it take to design and produce A+ Magazine? How many pages?

A+ Magazine is a twice-a-year publication and it usually takes between two and three weeks to design the pages and advertisements, then another two weeks to print and distribute. There are, however, several weeks of planning, writing and photographing involved before we even get started on design. During this process, I rely on my talented colleagues, who collate, research and produce the written content and take or source the photos. We are also beginning to accept advertisements in the publication, so in the weeks prior to the design phase and content production for the next issue of A+, we will be liaising with advertisers and managing those relationships.


What is your favourite design inspiration?

For me, inspiration comes from all over. I have a big interest in all the cross-disciplinary areas of design, in particular architecture, interiors and fashion. I look at Kinfolk Magazine and Wallpaper* Magazine often.


What are some of the things you most like about working for Abode Group:

It’s great to be a part of a company that is design-driven and shares my values on this, as not many companies do. From the onset, I’ve been encouraged to integrate my knowledge of traditional design methods and explore new possibilities, which is super important. In our digital age, we should never underestimate the impact of quality tactile design. What’s more, Abode Group is on track to be the biggest hospitality group in the Canberra region in the coming few years, so it’s exciting to be a part of a locally-owned and operated company that is so driven and committed to growth and excellence in its field.


The best thing you’ve learned in your role here?

I’ve learned how vital collaboration is. Everyone has something to bring to the table and amazing things happen when people feel comfortable sharing their ideas. One of the greatest things about being in an in-house design and marketing team is that can easily seek input from each of Abode Group’s departments and also from other Geocon teams, like communications, and use this to inform an end-to-end design solution. Also, I’ve learned that less is always more – there’s no need to over-design.


What is your nickname?

I’ve been dubbed ‘Crowie’ in the last few months. It seems there’s no shaking that one.


What are your career aspirations?

I’m fascinated with how, as consumers, we align ourselves with certain brands at different points in our lives, so I’m keen to learn more on the strategy side of things. I’m also new to hospitality but have found it to be an incredibly exciting field. Things move so fast, and design makes a big impact on how we showcase all touchpoints/aspects of the guest experience, so I’d like to continue exploring design in this context.


What do you like to do outside work?

Like many other millennials, you’ll likely find me in a café on the weekends. I also like to dabble in screen printing, letterpress, pottery and photography.


Have you got pets, dogs or cats?

I have the most precious rescue pup, Rosie. She gets top treatment in our house and at times that does make me a little envious, but she’s too cute to blame.


Would you recommend Abode Group to others looking for a good career path?

I would absolutely recommend Abode Group to others! I cannot speak highly enough of my colleagues and the company philosophy as a whole.


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