DIGITAL DIRECTION

PERIOD OF APPLIED DISCIPLINE
August 2021 - July 2025
 

Digital design was the connective tissue between brand, space, operations, hospitality and technology at Eclat. Creating it was the point at which creative direction, infrastructure and customer experience converged into something functional, scalable and commercially meaningful.
 

I led the strategy, direction and delivery of Eclat's core digital ecosystem: the Eclat App, the Eclat Dashboard CRM platform, the Eclat Order API process, and the broader web environments including eclat.com, eclat.com/noted and formedesign.com.au. This was not interface design or project coordination in any limited sense. It meant translating the logic of the brand, the requirements of operations and the realities of technical infrastructure into integrated digital systems that could support daily use, scale over time and reinforce the distinctiveness of the Eclat model.
 

Everything developed through the Creative Director, CTO and Business Architecture disciplines fed directly into this process. Brand language, visual systems, tone of voice, UX expectations, infrastructure logic, access control environments, networked systems and operational requirements all had to be resolved through digital products that felt seamless to the user. The role was therefore as much about orchestration as delivery, ensuring the business did not end up with disconnected tools, inconsistent interfaces or digital experiences that undermined the premium standard set everywhere else.
 

The result was a world class unified digital environment designed not simply to function, but to embody the business itself: brand-led, hospitality-infused, intelligent and built for scale.

 

SCOPE OF WORK
 

Product Direction — ECLAT APP

Directing the Eclat App as a flagship digital product and central expression of the company's broader vision — conceived not as a standalone utility, but as a digital concierge and member passport: integrating hospitality, access, booking, support, account management and community interaction into a single branded environment.
 

• Defining the app's role within the wider business model

• Ensuring visual and experiential alignment with the physical Eclat environment

• Aligning app behaviour with CRM, access control and operational systems

• Considering scalability across future locations and amenities

• Treating the app as a key market differentiator rather than a generic member tool

Product Direction — ECLAT ORDER API

A defining feature of Eclat's digital environment was the co-development of a custom hospitality-led ordering process extended from the Bepoz platform — designed to integrate digital food and beverage ordering directly into the wider workplace ecosystem. This was one of the clearest expressions of Eclat's departure from conventional coworking technology models.
 

• Shaping a digital ordering experience aligned with genuine hospitality service expectations

• Integrating ordering pathways into member accounts and CRM behaviour

• Supporting links between user identity, location, ordering privileges and account allocation

• Enabling food and beverage ordering to function as a natural layer of the day-to-day workplace experience
   

Product Direction — ECLAT DASHBOARD

Directing the development of the Eclat Dashboard as a curated digital operations layer over the underlying CRM platform — transforming a standard back-end system into a branded front-end environment aligned with Eclat's visual identity, tone and user expectations.
 

Rather than accepting a generic software interface, the dashboard was shaped to feel like a native extension of the business. Through the integration of Noted and the Eclat Order API, the platform became a more connected operational environment: editorial, hospitality, booking, account and service workflows within a single digital ecosystem.
 

• Directing the branded interface layer over the CRM

• Integrating Noted and the Order API to extend platform capability

• Supporting staff adoption and practical day-to-day usability

• Treating internal platform quality as a direct reflection of service quality
   

Product Direction — Web Development

Directing, co development and ongoing governance of eclat.com, eclat.com/noted and formedesign.com.au — ensuring public-facing digital environments supported brand communication, editorial storytelling and commercial credibility.
 

• Structuring website purpose, hierarchy and narrative flow

• Aligning web design with the wider brand and digital product ecosystem

• Overseeing tone of voice, content structure and visual continuity across channels