Toga Party is one of Curtin Student Guild’s most iconic and highly anticipated annual events, known for its strong student turnout and legacy on campus. For the 2026 campaign, I was tasked with refreshing the event’s visual identity to better align with evolving student expectations while maintaining its recognisable status.
The brief, provided by the Guild’s Vice President, centred around an “Italian summer / La Dolce Vita” theme, with the objective of creating a more refined, modern, and inclusive look that would appeal to a broader student audience.
In response, I developed a creative direction that reinterpreted the traditional Toga theme through a contemporary Mediterranean lens. Rather than relying on overly literal or costume-driven visuals, I focused on evoking the feeling of La Dolce Vita, warmth, leisure, celebration, and effortless style.
This approach informed the development of multiple concept directions and a carefully curated colour palette inspired by sun-soaked tones, coastal textures, and classical influences. The visual system balanced softness and vibrancy, allowing the campaign to feel both elevated and accessible.
From a strategic perspective, the goal was to shift the perception of the event from a purely themed party to a broader lifestyle experience — making it more appealing to a diverse student demographic, including those who may not traditionally engage with costume-based events.
The final creative direction was rolled out across digital platforms and on-campus activations, supporting event promotion and driving strong visibility within the student community.
This project highlights my ability to interpret high-level stakeholder briefs, translate them into cohesive creative strategies, and deliver campaigns that balance brand legacy with contemporary audience expectations.
Building on insights from previous Guild campaigns, I developed a content strategy designed to maximise reach, engagement, and event attendance through a structured, multi-phase rollout.
Analysis of past performance showed that a combination of a strong hero post and high-energy video content consistently delivered the highest reach. Based on this, I implemented a staged campaign approach that built momentum over time rather than relying on a single announcement.
The campaign launched with a teaser phase to generate curiosity, using visually engaging carousel content featuring students and atmosphere-driven imagery. This was followed by an official announcement post, establishing the event identity and key details. A high-energy promotional reel was then released to showcase the vibe of the event and drive excitement, supported by additional content to maintain visibility in the lead-up.
A key strategic focus for this campaign was improving operational communication around mandatory ID requirements. Previous events had seen 50 to 60 students refused entry due to lack of ID, presenting both a safety and experience issue.
To address this, I embedded this message across all campaign touchpoints, including posters, social content, and captions, ensuring consistent visibility. In addition, I developed a targeted video featuring the Guild Vice President, focused solely on ID requirements. The content was designed to be clear, engaging, and highly shareable, using motion graphics aligned with the Toga campaign branding.
This approach proved highly effective, significantly reducing entry issues and improving the overall event experience.
📈 100,000+ campaign views across digital platforms
🎯 Record-breaking performance compared to previous Guild campaigns
🎟️ Event reached full capacity, achieving maximum attendance
⚠️ ID compliance dramatically improved
Reduced from 50–60 refusals in previous events
Down to only 6 refusals at ~2,000 attendees
🎥 High-performing video content, with reels driving the majority of reach and engagement
📣 Stronger campaign recall and visibility through phased content rollout
