Bahama Gold
One built on mood, memory, and the kind of content that makes you feel like you’ve already been there.
THE BRIEF
With no existing social media presence, Bahama Gold needed more than just content, they needed digital recognition.
I was brought in to establish the brand’s awareness phase online. My role was to demonstrate and cement Bahama’s identity in the digital space by translating the venue’s hyper-local, personality-led culture into an engaging social narrative.
This wasn’t about announcing daily specials. It was about building long-term visibility and creating the kind of content that felt like the bar itself, unpretentious, unpredictable, and undeniably Bahama.
THE CONCEPT
Establishing awareness for Bahama Gold meant going beyond posting, it meant positioning.
With no digital footprint and a Gen Z audience that curates experiences through social media before ever stepping foot inside, Bahama wasn’t just off the grid, it was invisible. The brief wasn’t about managing social, it was about building brand meaning from scratch in an oversaturated hospitality market.
The opportunity? Use social media not as a megaphone, but as a mirror, reflecting the culture already alive inside the venue and making it legible, relatable, and shareable online.
The strategic insight driving the work was simple: you don’t sell wine to Gen Z, you sell a lifestyle. And Bahama already had one. It just hadn’t been documented, stylised, or translated for their screens.
So I crafted a content strategy that turned Bahama Gold into a cultural touchpoint. A venue with a social presence that didn’t feel like marketing, but memory, familiar, chaotic, intimate, and always a bit odd in the best way.
The creative direction was built around three key strategic pillars:
- Familiarity – Capturing the everyday rituals and recognisable faces that gave the venue its unique sense of place. From staff pouring litres to locals dancing under low light, the goal was to feel like you already belonged.
- Authenticity – Stripping away the filters and polish to reveal real moments. Raw audio, mic’d-up regulars, off-the-cuff interviews, storytelling from inside the action, not staged around it.
- Distinction – Steering clear of generic hospitality tropes. No AI-generated captions or cookie-cutter aesthetics, instead, I leaned into Bahama’s eccentricity and analogue spirit, creating a visual and tonal identity that stood completely apart
The result? A brand that no longer existed only in-person, but lived just as vividly online.
THE FORMATS
Bahama’s content wasn’t about ticking boxes, it was a full creative system designed to build culture, not just post for engagement. Each format played a role in making Bahama feel real, familiar, and worth talking about.
- Lo-fi Reels: Audio-rich, mood-first videos capturing the energy of the room, always unpolished, always intentional.
- Sip & Speak: Mic’d-up mini-interviews with guests, DJs, and staff. A wine glass becomes a mic; the crowd becomes the story.
- What’s Pouring: A recurring drinks spotlight tied to moments, moods, and music, not just menus.
- People of Bahama: Portrait-led content showcasing the characters behind the culture, candid, raw, and recognisably local.
- Bahama Stars: A storytelling mini-series capturing standout moments, from slow Saturday arvos to chaotic bottle-service nights.
- Graphic Identity: Designed and rolled out branded assets for line-ups, events, and rituals, visually grounding the brand.
- Live Sets & YouTube: Built out Bahama’s digital audio presence with recorded DJ sets and a growing YouTube/SoundCloud archive.
All ideated, captured designed, and rolled out by me, solo, start to finish.
WHAT I DID
I led the end-to-end social media strategy and execution for Bahama Gold, working autonomously across creative, production, and platform management. This wasn’t a copy-paste content calendar, it was a custom-built system designed to capture the venue’s culture in real time and translate it into a cohesive digital presence.
The scope included:
- Strategy Development: Built a brand-first social framework focused on cultural storytelling, not product pushing
- Creative Direction: Defined the tone of voice, visual identity, and narrative themes for all content
- Content Production: Filmed and edited lo-fi, high-impact reels and stories that prioritised mood over marketing
- Talent + Community: Featured staff, DJs, regulars, and local personalities as central characters in the brand
- Captions & Copywriting: Developed a playful, irreverent tone that felt true to Bahama’s voice
- Platform Management: Managed Instagram content rollout, story sequencing, tagging, and community engagement
- On-Site Shooting: Captured events, crowd energy, and key service moments with a documentary-style lens
I didn’t just create content, I created a digital version of Bahama’s energy that people could connect with before they ever arrived.
VIEW THE REST OF MY WORK