Content overhaul for 60 year old home renovation company

OVERVIEW

Cape Cod Australia is Sydney’s leading specialist design-builder for major home additions and extensions. Operating since 1965, they have delivered over 8,000 renovation projects and built a strong reputation for design quality and construction excellence. Initially engaged to cover a maternity leave contract, my role quickly evolved into an ongoing position, supporting and elevating the brand across both digital and print marketing channels.

CHALLENGE

While Cape Cod had built a strong reputation over decades, their marketing presence no longer reflected the calibre of their work. Much of their content approach had become dated, particularly across social media, where evolving platform behaviours weren’t being fully leveraged. Content remained static and traditional in format, with missed opportunities to utilise more engaging features such as video and carousel-based storytelling.

Combined with outdated marketing collateral, this created a disconnect between the premium quality of their projects and how the brand was presented across both digital and print touchpoints.

APPROACH

Working closely with the internal team, I took ownership of both the day-to-day execution and the broader visual direction of the brand. A key focus was modernising Cape Cod’s content strategy, introducing more dynamic, platform-appropriate formats such as short-form video and carousel-based storytelling, while refining the overall visual consistency across social media. Alongside this, I led a complete overhaul of marketing collateral, redesigning core sales and support materials to better reflect the quality and professionalism of the brand. My role extended into campaign development and video production, creating cohesive assets that could be rolled out across multiple platforms, from social media through to paid advertising and large-scale outdoor placements.

SCOPE OF WORK

Content & Social Media

• Management of social media content calendar
• Creation of graphic, video and on-site content
• Caption copywriting aligned with brand tone of voice
• Introduction of video and carousel-based content formats

Video & Paid Advertising

• Design and production of video assets for paid campaigns
• Content created for Google, Meta and Nine Now
• Editing and formatting for multiple placements and specifications

Campaign & Brand Development

• Concept and rollout of seasonal campaigns
• Design of campaign identities, including the “Celebrating 60 Years” campaign
• Creation of supporting assets across digital and print

Print & Collateral

• Complete redesign of marketing collateral
• Sales brochures, process flyers and business stationery
• Establishing a more cohesive and elevated visual system

Large Format & OOH

• Design for outdoor advertising and signage
• Construction site banners
• Office window graphics and in-house branding

OUTCOME

A more cohesive, contemporary and elevated brand presence across all marketing channels.

By modernising content formats and unifying visual direction, Cape Cod’s marketing now better reflects the quality, experience and scale of their work — from initial engagement through to sales materials.

The introduction of video-led content and more considered campaign design also strengthened their paid advertising efforts, creating more engaging and effective communication across platforms.

ONGOING CONTRIBUTION

What began as a short-term contract evolved into a long-term creative role within the business. Over four years, I became a central point for all visual and content-related output — ensuring consistency, maintaining brand standards, and supporting both day-to-day marketing activity and larger campaign initiatives.

This continuity allowed the brand to evolve in a considered way, rather than through disconnected updates, resulting in a more cohesive and recognisable presence over time.

Year Range: 2021-2025

Print MEDIA 

Slide the below slider towards the right and you will see the Cape Cod sales brochure before. Slide the Slider towards the left to reveal the updated design.