About the project

From its conception, I adopted and ran with the project.I suggested a modern and student appropriate concept, centred on a cinema experience which partnered with the new nearby outdoor cinema.

As a new graduate from the University of Canberra (UC), I designed the interior of The Well.
From scoping appropriate materials, fabricating all the furniture, bar tops, bar fronts and worked with talented street artists to deliver an inspired and unique interior to The Well.

In addition, I was responsible for growing The Well’s identity and presence, not only at UC, but also throughout web world and various social media platforms. An important touchstone for The Well’s identity is the cute and very recognisable mascot, Orson. I commissioned a creative artist was commissioned to invent Orson. Apart from being a hit across the campus with students, Orson became an immediate social media star. He was seen promoting the bar in various guises and became synonymous with everything to do with The Well; special nights, student engagement initiatives and other key events. Moreover I was attributed to UC winning 3 awards at the annual Campus Link Conference:

? Most successful creative marketing campaign

? Most successful new refurbished facility/ building

? Most successful digital initiative

Nomination for these categories were open to all universities, big and small, with all awards standing on their own as significant milestones at each participating university.

After the build was complete.
In this role I was responsible for the cocktail and food menu offerings. He designed the delicious cocktails, anointed them with cinema style names and invented novel ways to provide value for money beverages in lolly jars!

I created the menu for The Well and worked with chefs to deliver a popular hotdog oriented and share platter food offering. The menu catered for the student budget and tastes, and was an immediate hit!

Key stakeholder in the project management of all aspects of this new and exciting initiative, ranging from interior build to recruitment of solely student based staff to training and induction manuals.


Awards and Achievements

  • Most successful creative marketing campaign
  • Most successful new refurbished facility/ building
  • Most successful digital initiative



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Patrick Rose


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