Case Study Video (with Interviews)

Corporate Mark

Marketing Collateral

Stationery

Fans

Website

Facebook Page

MREC Advertisement – ‘World of Tickets’ – (storyboards)

MREC Advertisement – ‘Free Ticket Fridays’ – (storyboards)

SREC Advertisement (storyboards)

When Rhonda Locke came to me with an idea in 2010 I knew this would be the beginning of something big. She wanted to create a website where users could buy, sell and share tickets to Australian-wide events online and it was up to myself and the talented team at Brio Group to turn this innovative idea into reality.

In December 2010, we launched the website as a first of- its-kind online event ticket exchange and connection hub. I suggested to Rhonda that we could expand the idea and allow people to list tickets not only for free or for a discounted price, but also for a “challenge” like “mow my lawn” or “wash my car”. The challenge aspect was a success and helped make the site so unique.

First I created the brand, based on a free-spirited magpie – the traditional symbol of happiness. This easily-identifiable icon embodies the spirit of SpareTicket.com.au: fun, lively and happy.

We then brought the brand to life in the social sphere to attract the target audience and communicate in channels they’re comfortable and responsive in. Facebook and Twitter became an integral part of SpareTicket.com.au’s marketing and we integrated their Facebook presence on the website’s home page.

The site is easy-to-use and is equipped with functionality that allows people to seamlessly buy, sell and connect with each other. The Facebook page achieved significant growth in the first month (over 500+ fans) and we continue to monitor this new site’s buy, sell and share results. The site has been nominated for numerous awards including the Desktop Create Awards and gained radio, press and online PR.

I designed the:
Corporate Identity
Stationery
Postcards
T-shirts
CMS Website
Online Advertisements
Print Advertisements
eDMs
Social Media Pages
Online Advertisements

I wrote the:
Taglines
Headlines
Creative Copy

I also took care of:
Photography

www.spareticket.com.au
www.facebook.com/spareticket
www.twitter.com/spareticket

Bus Advertisement

Microsite (home page)

Microsite (leaderboard page)

Facebook Page

Facebook Advertisement

Online Advertisements

Poster

Press Advertisement

Flyer

The winner – Ainsley Aitcheson

While working at Brio Group I was approached by the owner of LJ Hooker Cleveland, Redland Bay and Victoria Point to suggest ways they could build their database and increase brand recognition and goodwill in their local community. The aim of the campaign was to engage LJ Hooker’s target market in a new, exciting way that resulted in a new database the client can market to. We needed to build and develop a social media presence for the campaign and brand, that encouraged conversation and interaction.

The campaign had to have cut through in the very cluttered and sometimes cliché real estate marketing landscape, so we got creative. By playing on the ‘LJ Hooker, You’re the best’ slogan and brand colours (red, yellow and black), I developed the ‘You’re the best in the Redlands’ ongoing competition series starting with ‘You’re the Best Chef’.

It was integral that we developed a concept that was community focused, and most importantly engaging and ‘shareable’ through social media and word of mouth. We achieved this by producing an interactive ‘nominate, vote and win’ online campaign that celebrated locals and supported local businesses.

The ‘You’re the best chef in the Redlands’ competition encouraged the audience to nominate a local who they believed was the best chef, and spread the word to attract votes. The nominee with the most votes would win the major prize worth $2000. To create campaign excitement and appeal to the target audience we used bold, bright colours and fun, lively design for the website and all marketing materials. Multiple touchpoints (press, outdoor, digital) helped to build momentum and create brand and campaign recognition within the community. The website had to be extremely user-friendly, so the audience could easily nominate and vote in the campaign. The site also had to be ‘shareable’ and integrated with social networking channels to increase awareness and viral marketing opportunities – as media spend was limited.

The ‘You’re the best chef’ competition ran over eight weeks and resulted in hundreds of users signing up as well as thousands of votes for the local nominees. The Facebook Page, supported by Facebook Ads, grew to hundreds of fans within a short period who interacted with the campaign through this channel. We also wrote and pitched press releases and secured editorials in the local paper. Finally, the winners who were rewarded with foodie prize packages at local restaurants were thrilled and shared their excitement through social media, giving LJ Hooker even more PR.

I designed the:
Campaign Concept
Microsite Design
Online Advertisements
Press Advertisements
Bus Advertisements
Billboard
Poster
eDMs
Facebook Page
Twitter Page
Marketing Collateral

I also wrote the:
Taglines
Headlines
Creative Copy

www.yourethebest.com.au
www.facebook.com/yourethebest
www.twitter.com/ljhyourethebest

Brochures

Static MREC Advertisement

Facebook Advertisement

Animated MREC Advertisement

In early 2011 Virtus Health, the parent company of IVF Australia, Melbourne IVF and Queensland Fertility Group, approached Brio Group to develop a significant and time-sensitive campaign within a short lead time. The launch of Advanced Embryo Selection, the world’s fastest and most precise embryo selection test, to the Australian market involved a multi-level national campaign. I was required to design and deliver within weeks of the initial brief, allowing Virtus Health to hit the market with this world first breakthrough.

The brief asked us to develop a concept to announce this new technological breakthrough of the Australian IVF industry to the public; and in particular their target audience: 38+ females who have experienced a history of miscarriage, unsuccessful IVF, or have hereditary chromosomal conditions. The campaign involved the design and rollout of the launch campaign across multiple mediums including social media, online advertising, a microsite and print advertising.

The campaign had to have impact and cut through in a very competitive scientific industry. The creative needed a balance of scientific and emotive treatment to communicate effectively with the target audience.The concept utilised key brand colours, featured real-life imagery of an embryo and a baby, and graphics that promoted the technology and speed – two of the key factors behind this IVF breakthrough. The concept needed to position the group of clinics as ‘Australia’s IVF Leaders’ so I developed the Australia map graphic which has now been implemented into all of the group’s advertising, nation-wide. This concept was applied across social media, print, digital media placements and a microsite which was built to purpose.

The IVF Breakthrough campaign ran for six weeks. The campaign produced a significant number of brochure downloads from the website and direct enquiries about the technology to the relative state clinics. The Facebook campaign resulted in more than 1500 click throughs to the microsite and more than 5 million impressions being viewed.

I art directed and designed the:
Logotype
Campaign Concept
Microsite Design
Online Sdvertisements
Facebook Advertisements
Press Advertisements
Marketing Collateral

I also wrote the:
Headlines
Creative Copy
Facebook Advertisements

www.ivfsuccess.com

Fête De La Musique, hosted by Brisbane City Council and Brisbane Marketing, is a musical festival that appears around the world on the 21st of June each year. The largest international live music event in the world and presented by more than 340 cities globally, Fête de la Musique is a celebration of music and our music makers and aims to bring music into public spaces – often those unusual and unexpected. 2008 was Brisbane’s debut and the festival was well received with Brisbane’s Southbank, Fortitude Valley and City bursting into song. As the festival has gained momentum over the years it has expanded across the suburbs of Brisbane and achieved a cult status in the Brisbane’s music scene.

Whilst at Brio Group I was commissioned to create the brand for Fête De La Musique Brisbane that would be used for subsequent years to come. The brand needed to appeal to a broad target market and encompass the many different music genres that would be present – everything from funk, reggae and rock to classical, hip hop and country. The brand would be used for a range of different media and needed to be expandable and adaptable to various situations.

I created a sound wave graphic made from different types of fabric which I stitched together, to represent the many different styles of music coming together for the one festival (we later turned the fabric into a pillow which resides at the Brio Group studio). This graphic cleverly illustrated the concept of ‘music’ without any bias towards any music genre. It was edgy, striking and has become an iconic symbol that is widely recognised across Brisbane. I created a custom typeface for the logotype and headings and set the graphics against a bright green background to capture the vibrant, exciting nature of the festival. The campaign included everything from flyers, posters, t-shirts, online graphics, advertisements, registration forms, signage and an interactive website.

Brisbane City Council, the volunteers, the artists and the audience loved the creative and the music festival was a huge success. The growth and expansion of the festival over the past three years is a testament to its success, even when the festival landed on a rainy Sunday or Monday when most of the audience was busy at work. Brisbane came to life and was awash with a sea of music celebrating musicians from all walks of life.

I designed the:
Corporate Identity
Custom Typeface
Posters
DL flyers
Press Advertisements
T-Shirts
Program
Map
Registration Forms
Online Graphics
Signage
Website Design
Photography

I also took care of the:
Event Photography

www.fetedelamusiquebrisbane.com

I’m super excited about the launch of SmartClinics – the new medical clinic run by Nurse Practitioners, that opened at Westfield Chermside on September 19. During my time at Brio Group I designed and art directed all of their design and advertising – print ads, EyeLites, washroom ads, digital promotions, interior and exterior signage, brochures, flyers, kids playroom mural and height charts, posters, invitations, pull up banners, merchandise, uniforms and more.

I think SmartClinics is going to be a really great service for those of us who are fed up with trying to sneak out during lunch and then suffer the long wait in reception before our 10 minute appointment (although I love the trashy mags, do we really need to spend 45 minutes in the waiting room?). SmartClinics are open from 7am-9pm, 7 days a week – thank you weekend and night trading! Plus the appointments are quick and cheap – only $28 for a basic consultation. There are plans for rapid expansion with a new SmartClinic planned for the south side of Brisbane in early 2012.

Clinics like this have been operating in the US and UK for quite some time now so I’m not sure what all the fuss is about but obviously some GPs think SmartClinics is a teeny bit controversial…check out this piece on Channel 10

Check them out at www.smartclinics.com.au

I created:
‘The Modern Medical Clinic’ Tagline
Creative Copy & Headlines

I designed the:
Campaign Concept
Illustrations
Stationery
Brochures
Flyers
Posters
Interior & Exterior Signage
EyeLites
Washroom Advertisements
Print Advertisements
In-store Electronic Advertisements
Launch Invitation
Merchandise

I art directed the:
Children’s Mural
Children’s Height Charts
Wall Decals
Seasonal Campaigns

 
Corporate Identity

Custom Typeface

Splash Page

Website

Facebook Page

Press Coverage

Flyer & Promo Cards

Flyer

Event Photography

While working at Brio Group we decided that it was time to celebrate our commitment to charity. Over the 2010-11 financial year we aimed to donate 365 gifts of sight to the Fred Hollows Foundation – one for every day of the year. We exceeded that goal, donating 545 gifts of sight which was a massive achievement. We thought what better way to celebrate (and give back on a local level) than to host a public tea party where we’d give away 365 cupcakes to the citizens of Brisbane. Enter Brio Group’s Ultimate Public Tea Party and the development of a website dedicated to our charity commitment: 365wayswecare.com.

I helped plan the event with our Copywriter/Social Media Strategist Julia Starkey and developed a brand for both 365 Ways We Care and the Ultimate Public Tea Party event. I created a custom typeface that was every bit as delicious as the cupcakes and custom illustrations to suit. I then rolled out the brand on promotional flyers and cards, the website, Facebook page, eDMs, t-shirts and press releases and I created custom signs and paper pom decorations to give the event a light and fun atmosphere. I even became the poster girl of the event appearing in MX and City News in the lead up to the event.

The Ultimate Public Tea Party was a huge success gaining radio coverage on Nova 106.9 and 96.5FM. The Nova Sandman even joined us at the event and did a live cross. City News and MX both featured us online and in print and the Cancer Council and The Good Guide promoted us online and via their social media networks. The Good Guide popped in and joined us as well handing out guides and chatting with our new friends. I took care of all photography for the event and loaned my bear mascot suit to create the Brio Bear, which was a hit with the kids – and the adults!

I created the:
Brand Name
Tagline

I designed the:
365 ways we care Corporate mark
Custom Typeface
Brand Graphics
Illustrations
Flyers
Signage
Website
eDMs
T-Shirts
Online Advertisements
Facebook Page
Wrap Up Video

I also took care of the:
Event Photography
Creative Copy

See the Facebook Album

See the Flickr Album

www.365wayswecare.com

Queensland Urban Utilities (QUU) was launched in the Brisbane market in November 2009. QUU asked myself and Brio Group to roll out its Western Services Area (WSA) launch campaign in July 2010 to develop brand awareness through multiple touch points and to prepare the markets for the July 2010 launch and imminent arrival of the first bill.

Armed with market research of how the WSA target market felt about water, change, and their response to the Brisbane campaign and co-branding between councils we suggested a strategic, more localised approach to the WSA campaign. Comprising of four key phases – Familiarsation, Pre-Bill, Launch and Bill – we suggested the creative to communicate in a no-nonsense, direct manner. Instead of a large scale, multi-level media campaign which the target audience may translate to over-spending, we balanced the campaign to achieve maximum exposure in the most simple and direct manner through local newspapers and regional radio stations. We produced localised sets of creative per WSA that are designed to roll out through each campaign stage. We felt it was paramount to use local imagery where possible. For example, the ‘New Name. Same local people.’ creative is local and direct and employs photography of real QUU workers within the WSA areas, standing in front of iconic or easily-recognisable backgrounds. We incorporated the clean, modern and simplistic QUU branding and an informational, direct and approachable tone of voice – so we were talking openly and direct to the target audiences.

QUU enjoyed our ‘keep it local and simple’ approach and agreed to produce the creative for each phase and roll out through an intensive local newspaper and radio campaign, publishing half page ads and 30 second radio spots. The ads formed part of the overall campaign strategy that also involved rolling out timely direct mail initiatives in the pre-bill and bill phases.

I created:
Press Ads
Direct Mail Collateral
Internal Marketing Collateral
Powerpoint Presentations
Web Graphics

We then helped QUU communicate to South East Queensland during the January 2011 Floods in a phased campaign rolled out through press and radio spots.

Promotional Tiles

Facebook Advertisement

Animated Promotional Tile

In 2009 Queensland Fertility Group (QFG), the top fertility clinic in Queensland, was asked to join the IVF Australia umbrella brand along with Melbourne IVF. Whilst at Brio Group I performed the brand transformation, as well as help produce a comprehensive, multi-tiered advertising campaign that commenced roll out early 2010. To support the QFG brand awareness and positioning as Queensland’s longest running and largest fertility clinic, as well as the 2010 marketing campaigns we were commissioned to roll out some PR activities through multiple channels to help support the brand and its campaigns.

I was asked to create press, digital marketing and promotional activities that support QFG’s existing media activity and their Secondary Infertility campaign. The aim was to increase brand awareness and to solidify QFG’s positioning within the market. We also need to coin the term ‘secondary infertility’ and increase awareness of the condition, as well as increase Seminar sign up.

The Secondary Infertility campaign rolled out through traditional media (print and radio) and to add another media to the mix, we produced a Facebook ad to engage with an active audience that was fitting with the QFG demographic. The ad incorporated the campaign’s creative: simple and striking graphics of a mother hen with one chick and potential chicks following her. I developed the headline: ‘Wondering when your next child will come?’ and used soft language in the rest of the copy as it’s quite a sensitive topic.

We worked closely with QFG to roll out the 45 day Facebook ad which increased traffic to the landing page and contributed to a significant increase in the Secondary Infertility seminar sign ups.

I designed the:
Campaign Concept
Creative Copy
Illustrations
Marketing Collateral
Press Advertisements
Online Advertisements
Facebook Advertisements
Campaign Landing Page

Queensland Fertility Group (QFG) joined the IVF Australia umbrella brand in 2009 and subsequently required a total brand transformation, as well as a comprehensive, multi-tiered advertising campaign to be rolled out in 2010. While at Brio Group I worked closely with the QFG marketing and management team throughout the entire process from conception through to delivery. Our team was responsible for concepts, strategy, design, copywriting, and project management services.

I worked with QFG’s photographer, Lana from Little Posers, who created the stunning hero shot and I added the headline ‘This year over 1500 of our patients will be smiling too’. The supporting messages needed to highlight QFG’s four key strengths: their success rates, personalised patient care, medical excellence and experience.

The campaign was rolled out through state-wide digital, print and radio media in April 2010.

I created:
Campaign Concept
Press Ads
Online Ads
Postcards
Billboard
Powerpoint Presentations
Marketing Collateral
Conference Collateral
eDM
Pull Up Banners

Sargent was born on 1 July 2007 when Four Wheel Drive Hire Service, Australia’s leading specialist four wheel drive vehicle rental provider and Sargent Truck Lease, a leader in light and heavy commercial vehicle leases and rentals to the Australian market, officially merged. With a network of 21 locations strategically placed across Australia and their head office in Brisbane, their coverage is amongst the widest in the industry. Brio Group was engaged at this stage to create a new brand and brand message.

While working at Brio Group I created the brand that was launched to the market though a series of planned strategies, incorporating advertising, trade displays, marketing collateral and vehicle livery. I developed the tagline ‘for wheels that work’ and vector tyre tread graphic which has become a valuable part of Sargent’s brand message. I also developed a corporate branding and advertising style that has become widely recognisable across Australia.

The opening of more than six new locations nationally in the last two years is a clear indication of Sargent’s steady growth and expanded market share. Sargent is now seen as the second largest player in the truck hire and lease market and number one for many specialised areas of vehicle supply.

I designed the:
Corporate Identity
Stationery
Corporate Style Manual
Brochures
Press Advertisements
Multimedia Presentations
Tradeshow Displays
Newsletters

I art directed the:
website

I also wrote the:
Tagline

www.sargent.com.au

Brisbane City Council’s new Development Assessment program, RiskSMART, was introduced in 2008 as a way of fast-tracking low-risk development proposals during Brisbane’s housing boom. RiskSMART applications must be prepared, lodged, and certified by a Council accredited RiskSMART consultant. In return, Council guarantees that the application will be decided quickly.

RiskSMART, needed a professional and sophisticated brand to help gain awareness in the industry. As a new product, the messages need to be easily understood and achieve cut through in the market.

While at Brio Group I created the brand and devised the tagline ‘get the quick tick’ which was accompanied by a red tick speeding into its check box. I created a logotype, a series of icons and graphics that utilised a ‘fast’ red and contemporary warm grey. The branding was applied to a range of collateral including direct mail, postcard, notepad, poster, brochure, advertisements and web graphics. Accredited consultants were granted the rights to use the ‘accredited’ logo version to ensure the system was properly regulated. Brand elements were also supplied so industry members could produce marketing collateral.

The RiskSMART brand was successfully trademarked and was well received by the planning and building industry. Corporate Brand Guidelines were developed to ensure that industry members were using the brand effectively. The program was hailed a success and the brand was well received.

I designed the:
Look & Feel
Logotype
Icon Series
Corporate Brand Guidelines
Direct Mail
Press Advertisements
Posters
Postcards
Notepad
Brochures
Website Graphics

I also wrote the:
Tagline
Headlines

As the Art Director of Brio Group (formerly RED-i Design) I was asked to develop a new name and brand that would reflect our new direction and expanded capabilities. With Director Belinda Vesey-Brown I researched and created the name ‘Brio’ – which encapsulates the vivacity and energy of the company. I then went on to develop the brand and created an elegant, classic and sophisticated corporate mark. We’re in the business of communication, so I thought a subtle link to quotation marks could be incorporated into the curves of the ‘B’. This custom ‘B’ became a standalone symbol that could represent our brand when the corporate mark was not needed and was used on all corporate communications. The elegant black was mixed with a bright and happy yellow to create a strong and unique brand that has a timeless quality.

I then was heavily involved with our brand launch which we held at the newly opened Strand on Eagle Street Pier, Brisbane. Hundreds of guests and colleagues saw us unveil our new brand in early July 2010 and one of the highlights was the launch video which I designed. I took care of all photography on the night – see more pics here.

I created:
Brand Name
Corporate Mark
Brand Graphics
Stationery
Marketing Collateral
Internal Collateral
Posters
Book
Merchandise – mugs, t-shirts, pens
EDMs
Website
Facebook/Twitter Page Designs
Signage
Photography

www.briogroup.com.au

Brisbane City Council’s Compliance and Regulatory Services needed a strong campaign identity that would encourage residents to be proactive and responsible owners and register their pets. The Council commissioned Brio Group to create a campaign that would achieve cut through in a cluttered and fragmented market.

The campaign needed to appeal to a broad target audience and inform and educate lower socio-economic areas where dog registrations were sparse. The messages needed to be clear and easily understood: register your pet to keep them safe and avoid a fine. The campaign was required to work across a range of collateral from shopping centre displays to brochures and posters. The dog and cat breeds needed to be non-specific to cater for the vast range of breeds across the suburbs of Brisbane. However, according to research, the brindle staffy is the most popular dog in Queensland,
so I modeled the illustration off the popular breed.

Using the demographic information and market research I developed a concept that revolved around ‘Reggie’ and ‘Regina’ the registration dog and cat. I developed the catchphrase ‘lost dogs become found dogs with Council’ to position Council as ‘helpers’ rather than authority figures. I developed a secondary message ‘harness the power of the blue tag’ which made the quite plain and uninspiring blue tag, that the pets are required to wear, a powerful and
iconic object that gives protection to its wearer.

I illustrated all elements to keep the breeds non-specific and appeal to children as well as adults. The comic-book style is fun and non-threatening, shown in the speech bubbles and comic strip (which told the story a dog losing its way but being found by a neighbour thanks to his blue tag). I created an innovative shopping centre display in conjunction with Digital Ink in which Reggie could be placed on top or removed and placed on the ground when shopping centre height restrictions meant the display couldn’t stand over 1.4m high. Reggie was cleverly attached to the display by a chain around his collar (like a real dog) and brochures were contained in clear plastic holders on either side of the display for those wanting to read more.

The campaign was a success and the creative was well received and continues to be used now. Dog registrations have increased and education around the process improved.

I designed the:
Campaign Look & Feel
Illustrations
Brochures
Posters
Shopping Centre Displays

I also wrote the:
Taglines
Headlines

Australian Hardboards had been manufacturing environmentally-friendly hardboard products for more than 50 years and was Australia’s sole manufacturer of 100% all natural thin hardboards. Their product’s raw materials are sourced from sawmill waste and the end product is natural, environmentally friendly and is free from Formaldehyde, hence their product is good for the environment and safe for customers.

While at Brio Group, Australian Hardboards approached me to create a campaign for their existing product Masonite Underlay that would provide cut through in a competitive industry as well as build upon the Australian Hardboards brand itself, positioning it in a fresh new light to its primary target market: distributors and their secondary target market: tradespeople.

I created a concept that was centred around the environmentally-friendly nature of Masonite Underlay and highlighted how Australian Hardboards and the consumer can together make a ‘difference’ to the planet. The concept ‘difference’ works in two ways: highlighting a difference to climate change and the environment and also the difference between the product and its competitors. I created icons that illustrated each difference and builds trust in the product, i.e. 100% Australian made, 100% recycled, 100% chemical free, etc. These icons form logos that are expandable over the packaging and collateral. Joining the icon library are a team of tradesmen who form the ‘Australian Hardboard Crew’. They measure, staple and carry the Underlay to instantly define the target market. They could represent the tradesmen, distributors or retailers that are experts in the field. I carried the 100% theme throughout the Masonite Underlay campaign’s above and below the line advertising and used this concept creatively at a consumer level through the pallet packaging.

This packaging is unique in the market place and is both practical and brand-savvy as it delivers key messages at a point of sale level. Further strengthening the environmental angle, the packaging uses recycled paper that is printed with a medley of the product’s key qualities like 100% sturdy, 100% brilliant, etc. To complete the packaging, the pallet edging displays the positioning statement, the ‘Masonite Underlay’ Difference. I rolled out multiple digital and print advertising and marketing collateral.

I designed the:
Campaign Concept
Icon Series
Press Advertisements
Point of Sale Packaging & Promotion
Pallet Wrapping & Edge Tape
Signage
Powerpoint Presentations
T Shirts
Pull-up Banners

I also wrote the:
Tagline
Headlines
Creative Copy

While working at Brio Group, Brisbane City Council approached me to create a new brand for their Urban Renewal division. I was excited to be working with such talented urban designers and architects producing cutting edge work, so I wanted to make sure my concept reflected their urban, modern aesthetic.

I developed a simple logotype highlighting the letters ‘URB’ within the word ‘Urban’ as a clever way of referencing the URB acronym. I colour each letter a different shade of lime, aqua and blue to reference fusion of land, sea and sky. A cool grey and navy were added later to reference a concrete urban landscape and the deep blue of the river.

I created a suite of graphics that showed the five key URB areas – people, green web, innovation, transit and mixed use – as buildings in a cityscape. Each building was a different shape and height and had a window which showed a glimpse of into that area. This angular and modern style was perfect for URB and was very well received. The brand was very well received and was applied to a multitude of applications.

I created:
Logotype
Brand Graphics
Illustrations
Newsletters
Marketing Collateral
Style Guide
Powerpoint Presentations
Brochures
Reports
Website Graphics

While at Brio Group I was approached to develop a brand for Crafty – a new innovative craft boutique with an online and physical presence. I developed a simple, clever and bold corporate mark where the serifs were sliced off and their pieces fell to the ground. This was to represent the basic concepts behind crafting – ‘cutting’ or ‘slicing’.

I created a number of tools to represent some of the many types of craft available through Crafty. These become the ‘weapons’ that the customer would use to ‘commit their craft’ and were used as individual stickers and to form a pattern for the back of the stationery. Customers were asked to ‘choose their weapon’ which entails that they might use multiple weapons, or engage in multiple types of craft.

Crafty customers are often compulsive and obsessive over their craft, spending a lot of time and money sourcing the perfect materials and making their creations. Their behaviour is similar to criminals, in that they are meticulous in their planning, use sharp tools and often work late at night in dimly lit rooms. By linking the Crafty customer with criminal behaviour you gave the Crafty brand an edgy and slightly sinister touch, setting them apart from their competitors who take a safer route.

The colour palette was reduced to one colour to keep things simple and to allow the graphics to speak for themselves. All stationery was printed on Tudor Kraft – pardon the pun!

Advertising was clever and engaging, asking the customer to complete ‘missions’ and enter secret codes to redeem special offers.

I created:
Corporate Identity
Stationery
Stickers
Gift Certificate
Marketing Collateral
Advertisements
Website Design

Polished Property Styling is all about first impressions. They professionally style properties prior to being listed for sale to improve saleability, reduce the time it takes to sell and increase profits. Their services start with consultations through to property styling and furniture and accessory hire. This Brisbane-based company was a relatively new up-and-coming company who wanted to introduce property styling to the Australian market.

While at Brio Group I was commissioned in the infancy stages to create a brand name, tagline and roll out the new brand’s corporate identity through multiple touchpoints in the market.

I developed a sleek, easy to recognise brand name that says what the outcome of the service is, while also playing on the sophisticated personality of being ‘polished’. I created the tagline ‘Polished Properties Sell’ which is results driven – an important draw card for those wanting to sell property. My slogan strategy was extended further by using the ‘Polished Properties Sell’ as the name of website. This meant the audience would have to enter the tagline to reach website – hence the audience is already becoming active with the tagline.

I produced a bold, contemporary and stylised look and feel. I brought the brand name and slogan to life by using subtle, small details that make all the difference. For example, the stylised letterforms are subtle and sophisticated and a ‘shine’ or ‘sparkle’ has been added to give a sense of ‘polish’ and ‘perfection’. The ‘sparkle’ has been represented by a 6-pointed star and positioned at the end of the ‘polished’ to act as a full stop. This draws your attention to the finished product – your ‘polished’ property – reinforcing that your property will shine once it’s had a ‘bit of polish’.

The corporate mark has been kept simple and ‘without frills’ to indicate the way the company does business – simple, to the point and aims to work with what you’ve got rather than a complete (and costly) overhaul. As part of the online strategy we registered multiple domain names and enlisted SEO services for top rankings. Finally, to support the launch into the market we rolled out stationery, vehicle livery, advertising and brochures.

I created:
Brand Name
Tagline
Corporate Identity
Stationery
Website Design
eDM
Advertisements
Brochures
Vehicle Livery

While working at Brio Group I was asked to develop an over-arching brand for Brisbane City Council’s planning and building division. My experience in creating the RiskSMART brand meant I was very familiar with the target audience and the development processes and was keen to develop a visual identity system that would make development applications simple and easy for Brisbane residents.

The brand needed to encompass the many different aspects of planning and building in Brisbane and appear approachable and easy to understand for the vast target audience including ‘Mums and Dads’, builders and architects. The brand needed to easily explain the various types of projects that require development approval – from domestic projects such as carports and retaining walls to large-scale industrial developments. It was important for the creative to be expandable and adapt when new development approval items were added.

We extensively researched the target market and the types of imagery they could relate to. The use of icons rather than photographic imagery was found to be a key factor in communicating the various projects, giving them a timeless quality and non-specific feel, allowing users to visualise their own projects. I then created a strong logotype using Avenir, Council’s corporate font, to ensure the Planning&Building brand was consistent with Council’s overarching brand. The crisp, vector style of the icons and fresh blue, green and orange tones gave a stylish and sophisticated feel to the brand. Each icon represents a different area from small lots to swimming pool fences and garages which helps to easily identify the different categories and allows for easy navigation. We then applied the graphics to printed advertisements, postcards, posters and brochures and developed an interactive trade show display with energy-saving appliances and 3D aspects to further engage the audience.

The new brand was a success and was well received by both stakeholders and the public.

I created:
Corporate Identity
Icon Series
Corporate Style Manual
Postcards
Brochures
Advertisements
Website Interface
Trade Displays

While at Brio Group I was engaged by Brisbane City Council to create a brand and bus design for the new Spring Hill Loop. I developed a bold, bright style that reflects the iconic landmarks and buildings that form part of the loop’s regular journey. This was to position the bus as the ‘local’s bus’, as Spring Hill residents and workers will naturally identify with these landmarks. The Spring Hill Loop creative was a success and further rolled out to include bus stops, postcards and signage.

My illustration ‘Pirate’ was made for a friend’s birthday party – a pirates and princesses party. I was super excited to have it featured in one of the Curvy books showcasing the best female illustrators and designers worldwide.

‘Hat Trick’ is another one of my illustrations and was featured in Empty Magazine. How exciting!

I was super excited to have my illustration ‘Colette’ feature on Blanket Magazine‘s cover a few years back.

Blanket is as an online magazine featuring inspirational design, illustration, photography and art from around the globe. In the same issue there were interviews with Beci Orpin, Jeremyville, Si Scott and a feature of Hannah Cutts’ photographic collections so I was very honoured to be in the same magazine as these very talented people.

I’ve included a few spreads of my interview – which is a bit cringe-worthy! It’s scary looking back on work you did a few years ago, you tend to hate it – but an interview is even worse! Try not to hold it against me!

I created this typeface originally for the Fête De La Musique Brisbane brand but have developed it further and turned it into a full working font with capitals and punctuation. I’m currently working on the accented characters so the font will work in other languages and I’ll be selling it online soon. Stay tuned!

For my engagement party and wedding I decided to create a custom typeface making it just that little bit more special. I wanted a very romantic look with lots of swashes and embellishments. All the designers out there will know the serious lack of quality cursive fonts so hopefully I’ll help their cause a little as I intend on turning this one into an actual work typeface that I’ll sell online. Stay tuned!

‘Grow Up’ is a typeface I created for a client wanting a brand for their Careers and HR department. I developed a number of illustrations for the different occupations they were trying to recruit for – bus driver, construction worker, road engineer and environmental scientist – and hid them as glyphs in the font. The illustration and lettering style is child-like and fun, and is designed to bring people back to when they were young and dreamed of what they’d become when they grew up.

I created ‘Cupcake’ for Brio Group’s 365wayswecare brand and it became a feature of our Ultimate Public Tea Party. The typeface is fun, light and looks great in delicious pastel colours. I also created a few extra graphic elements – the cupcake, starburst and banner – and hid them as glyphs in the font. I’m currently working on the accented characters and will have this font for sale soon. Stay tuned!

During my time at Brio Group we were commissioned by Brisbane City Council to create a number of different environmental exhibits. In keeping with the ‘recycled’ theme I made my way to Reverse Garbage and picked up bags of recycled materials to create the artwork. I developed a custom typeface and illustrations using only the recycled materials which I then scanned for the final piece. The exhibits asked consumers to question their daily habits and look for small ways they can change their lifestyle to make the world a greener place.

This was such a fun project and it was so enjoyable seeing typeface and illustrations used for not just one but five exhibitions in BCC’s foyer, libraries and even in Brisbane Square.

Many thanks to the kids at Brio Group who burned quite a lot of midnight oil to make my vision became a reality

Wallflower Suite is a boutique in Brisbane’s hub of boutique fashion, Paddington. It primarily stocks unisex clothing with an eclectic mix of art, homewares, shoes, and accessories. This fashion-forward boutique has a warm and inviting interior and unique layout. Wallflower Suite required a corporate identity that reflected the bold and edgy personality of the store: laid back, casual cool with personality that allows the wearer to express their own individual flavour.

While at Brio Group I was commissioned to create a unique brand for Wallflower Suite and develop a corporate mark and positioning statement that reflects the brand’s unique personality. The aim was for the branding to look unpolished, raw and natural and to be expandable.

I created a corporate mark that is simple, elegant and holds a deep secret. Hidden in the centre of the delicate wallflower lies a death’s head moth which camouflages itself amongst the petals, similar to a wallflower. The corporate mark draws on the comparisons between good and evil, life (flowers and growth) and death (the moth).

This corporate mark is simple and elegant and appeals to a sophisticated, intelligent demographic. It also appeals to both men and women to reflect the unisex nature of the boutique. A roughed-up decayed background was added to match the raw elements of the interior and the unpolished floors. I also created a detailed illustration to show the ‘world of the wallflower’ and this was used on the backs of the four different business cards and accompanied by one of four different taglines I developed: ‘blend in to stand out’, ‘planting the seed’, don’t be afraid to blossom’ and ‘herbicide for tall poppies’. This suite of taglines helped relay the brand’s personality. A wallflower wearer is cool, casual, laidback – there’s more to them than meets the eye. There’s a sense of mystery around them, where they don’t need to reveal everything. Keeping things secret is the wallflower’s power. The expandable corporate mark has since been inspiration for a bronze ceramic installation that is permanently hung in the boutique.

I designed:
Corporate Identity
Swing Tag
Gift Voucher
Advertisements
Photo Card
Invitations

Earlier this year my partner and I had the biggest decision of our lives to make – who would photograph our upcoming wedding?!

After plenty of research we found loads of talented photographers, but nobody captured a happy day quite like Hailey from You Can’t Be Serious. We were in love…with Hailey that is! So in preparation for our wedding we decided to have a bit of fun and get to know each other during a little engagement shoot. We wanted something really different and crazy – and Hailey fabulous idea to dress us in mascot heads had us super excited. We had so much fun during the shoot and found a field of flowers, an abandoned shopping trolley and a construction site where we got some really amazing shots. Was pretty strange being on the other side of the camera but also really fun.

I then used two of the shots from our shoot to create our Engagement Party invitations. I created the typeface by hand and scanned it and traced it in Illustrator to make it our own. Eventually I’ll turn it into a proper typeface that I’ll hopefully sell.

I wanted to make them into something that could act as a poster, so I printed three different versions – one double sided, one with the blue wall and one with the red wall – and sent them in crisp white Knight envelopes to our guests. The party was great and we set up a photowall where our guests could play with the bear and panda heads and make their own special memories.

View the photoshoot