My work encompasses graphics and identity with an impacting influence on the overall design direction of a brand – the what, the how, and, more importantly, the why.
In partnership with opr agency, I designed the American Express influencer program briefing book for 2019.
Designed across 16 pages, the finish included saddle stitch binding to enhance the appearance of a book for a personable touch. The front and back cover effect came into play when pairing two books together concluding to the partnership message of becoming one: the relationship between American Express and their influencers.
These supplement liquids are specifically formulated to improve workout performance. The brand identity needed to be strong, influential and appealing to both genders.
In such a saturated supplement market filled with intense masculinity, the logo needed to blend in without looking overly feminine. The logo design is an icon configuration of both Mars and Venus symbols, as well as the Pagan gender symbols, with a soft and rounded typeface to compliment. Their icon embodies both genders.
The tagline for this brand needed to reflect the purpose of the product range along with the application method, a first of its kind: droplets from a small pipette bottle that don't require refrigeration is the main point of difference to other brands. A supplement to be taken on the fly just before a workout session that improves performance was the key takeaway. And so, the tagline 'Fuel Your Form' was decided.
The brand personality is innovative and empowering with a playing to win attitude – 'It's hard to beat a person who never gives up.' The copy direction for the brand guidelines was written by Lisa Cropman.
The past thirteen years in the lending industry has seen a lot of change. But one thing has remained the same – Mates Rates Mortgage Brokers putting people before profit. Mates Rates Mortgage Brokers is a business founded on giving back, leading the charge in cash back lending.
Previously, as with many brokers, Mates Rates’ branding focused on the 'what' and the 'how': the facts and figures. The new personality now connects its audience to their 'why'.
A complete brand overhaul was required along with a new tagline that could help explain their 'why'. Their cash back philosophy affords their mates, old and new, the luxury of spending more on the moments that matter by getting you ‘More For Your Back Pocket’.
Meet Arlo. The new geometric icon that reflects everything in the company name - a house and a friendly face, aka your mate. The new identity oozes motivation and excitement with a fair dinkum relatable look and feel. The logo animation was created by Frazer King.
The brand personality is a blend of corporate intelligence with subtle hints of the Australian tongue - reliable, direct, honest, relatable and humorous. The copy direction for the brand guidelines was written by André Liyanage-Denney.
With the 'why' starting to come to life, it was crucial that the imagery was artistic and emotional to support this. Therefore, two separate image directions were taken to support this idea. This amalgamation then formed the basis behind the bright and colourful illustrations used within the social media strategy - the creation of visual double entendres. The social media illustrations were designed by Chelsea Koetsveld.
In partnership with opr agency, I was asked to turn the Howorth Table Talks text document into a nicely designed digital report. This included the growth of the identity as well as art direction.
This marketing agency needed a brand identity that accompanied their creative name in a playful and sophisticated way. At first, it seemed appropriate to integrate both 'naked' and 'digital' into one design, but the brand began to look like a tech agency. Entirely the wrong direction.
Without completely eradicating the initial block direction, a more tactical approach was explored by using square-shaped balsa wood with India ink. The outcome was what felt like 100 brush swash options all digitised with some of the components morphed into one unique brush swash. The brush swash was applied to the wordmark and became the fundamental playful focus for the brand identity - ‘naked’.
The countless trials of different brush swashes left an overwhelming amount of work that, by principle, shouldn't go to waste. With a collection of 18 final brush swash graphics to use across collateral, each graphic can be paired with the others, including multiple colour options.
The colour palette is quite minimal with the addition of soft pastel tones. The electric pop of yellow adds a touch of masculinity and helps to get those really important messages across, aka the funny ones.
With a sophisticated and minimal brand identity comes a much needed playful use of the brush swash. The stationary design really exaggerates the brush swash design with a duo reverse side business card that forms the full brush swash when paired together. With the application of the brush swash creeping in from the edge of the letterhead, it adds some playfulness. A brush swash that takes on a persona and comes to life through its behaviour in design.
The social media art direction plays an important role in the overall brand identity. Of course, the brush swash makes a grand entrance over the face of a cute pug to really push the likability factor and a purposeful focus on the 'naked' component of the brand name. There’s also comical imagery and supporting typographic treatments for the social media art direction to form the 'marketing' component of the brand name.
This global remittance company needed a name, complete branding and a digital solution. Being a disruptor in the FinTech space, the identity needed to represent their point of difference–and boldly.
The creation of their name was a combination of two considerations:
1. Water (waves) connects us all around the world and bridges continents
2. Their product acts as a waiver against the lengthy waiting times and excessive costs too often associated with alternative global remittance services
The theory is simple: connecting the world and making it affordable. This is reflected across the new brand identity through simplicity and boldness.
The evolution of the brand propelled the construction of the payment interface: WAIV Pay. The design and development of the mobile app and online platform was an evolutionary growth involving a new way to make global payments and transfers.
A debit card solution was also a part of the app and web platform offering, so the design needed to best represent the WAIV brand.
Partner Connect is a yearly conference held for the partners of MYOB. The brand icon needed to foster a graphic that would be bright, likeable and wearable. It needed to tie in with the rebrand of MYOB while ensuring it would also be recognised standing solo.
The approach to the new identity was the combination of the previous logo (a speech bubble) and the letter P. This graphic now represents a distinct identity and MYOB’s partners–a fundamental core of their business and the purpose of the yearly conference.
Social media plays a huge role on the effects of body image self-esteem, particularly for females, and that's exactly what Brittany Baxter promotes-realistic expectations.
Seldom are the flaws in the female body ever viewed in a positive light. In fact, there's a huge stigma and pretence on positive body image. So, as a female and a photographer, this rebrand project really hit home. I started my thought process around the approach of there being absolutely nothing to feel ashamed of, asking myself how I felt about the flaws with my body and why I even cared about them in the first place. It was quite a personal experience so I knew I had to tread with caution given there are disparate views on positive body image. I always kept Brittany as my sole focus, though, and used her collection of imagery as my sole reference. Brittany isn't afraid to inspire others by demonstrating her confidence with images of her flaws and posting them on display to the world. Images that commonly cause discomfort in viewers more often than not, sadly. You'll see an array of pubic hair, stretch marks, cellulite, pimples, the list goes on! I felt a huge sense of responsibility in presenting this rebrand in a creative light with a direct objective to solely aid Brittany's aspirations.
'The Real Ideal (🍑 😏)' became the tagline.
*emojis not always included.
'Empowering women to unashamedly take back their freedom, one body image at a time' became the description line.
What transpired from this was the copy direction that was carefully curated around six components that make up the brand personality–raw, honest, committed, accepting, authentic, and confident. This personality forms the acceptance of perfectly imperfect bodies and gives Brittany's audience a place to feel safe in her judgement-free zone, all while inspiring and educating the message that 'you are free to be you'. Brittany's messages smash the stereotypes and demonstrate that all bodies are seen as good bodies. The copy direction for the brand guidelines was written by André Liyanage-Denney.
The double use of the letter b in the brand name was the sole focus of the identity. My approach was to create a letter b icon that incorporated linear and curvature forms found in the female body. The b icon portrays an architectural version of a woman’s physique: its length, curves, its complexities, uneven but beautiful shapes, long lines, and its glorious stretch marks. It’s not a perfect b but that’s what makes it so appealing. It’s unique and completely natural in its contorted shape and graceful yet sharp structural flow.
An archive of pre-rebrand social media content meant that a new style needed to pave the way for the updated art direction and rollout of the new identity. This meant new imagery. I had decided on a photoshoot concept that was sure to put Brittany out of her comfort zone and truly showing what it means to walk the walk. Living on the other side of the globe from each other (Australia/Germany), the only way for me to photograph her was by utilising someone on the other end of her mobile - cue the Instagram husband!
Photography Style & Event
A strong social media presence relies on captivating and engaging imagery. Shareable, likeable and memorable photographs that truly define the moments encountered and depict the style of those who attended.
Challenge: create a vibrant, trusted and memorable brand identity with messaging that clearly explains what a buyer's agent does, packaged together with an engaging website.
Unlike a real estate agent, a buyer's agent will talk down the sale price of a property–they are for the buyer. In a young and flourishing industry, this new brand needed to speak to the people. It needed to feel approachable and knowledgable with a gentle confidence.
The tagline 'Leave it to us' was formed.
The wordmark and its icon were the solid starting point for fresh praise and they both position the brand with enthusiasm accompanied by a self-assured colour palette.
With a distinct identity, this brand needed an online solution that strikes balance between productivity and experience. The opportunity to launch into the market with a modern approach was key.
They asked me to make a vehicle warranty brand look cool. A unique brand identity complimenting a clever website design with an enjoyable and engaging user experience.
This new brand required a logo and a complete identity launch within an industry ready for some energy. The fundamental requirement was to attract a female audience ensuring not to steer away from the males.
The colour palette was chosen for a playful and exciting impact. Gradients were purposeful across the rollout of print and digital collateral to instil an approachable look and feel.
During the online experience, witty words were used as a requirement to ensure user engagement was fostered. The website double-handedly improved internal productivity with a backend that mainstreamed the customer connection after the completion of the online process. All data inputs were stored allowing the opportunity for a growing roster of potential clients.
My favourite kind of project; all of my services packaged together including direction on the market approach. In such a flooded market I wanted to show that this guy is not just your average painter.
First came the approach of the name. With a goal to expand within the industry, the name represents the owner (Bernard) and any works completed within any space–relatively straight forward. A request to avoid the standard "painter & decorator" slogan was happily accepted. 'For those who love to live brighter' was our version.
The logo was created with the approach of it seeming more like an architectural/interior design company, and one that embodies a little more substance. Also, it needed to be a logo that Berni would be proud to wear–not just to work.
Attributes of quality, precision and perfectionism were fundamental in the rollout of the brand identity. It's unique, vibrant in colour, and has a simple and clean website with an attractive social media feed.
I was approached in a cafe to brand another cafe–talk about a good cup of coffee! This new brand identity needed to feel relaxed and coastal but it also had to look the part for foodies to #post.
The owner of this new cafe had a very specific idea in mind, which was really exciting to work towards. The vibe of the cafe was already defined so the brand needed to portray an island lifestyle. The construction of the typeface needed to be bespoke; something unique, attractive and shareable.
With such a creative logo, the rollout of the brand collateral could remain simple and easy on the eyes. A slightly rustic and organic quality was the foundation of all branded assets to ensure the colourful food and drinks imagery took centre stage–with the logo just off to the side.
A personal story to tell; the passing of a beautiful puppy and the growth of this creative business venture in floristry. I dug deep and created this special brand identity in loving memory of puppy Belle.
‘Growing life forms’ was the core idea behind the creation and development of the logo graphic. The growth and shape of a seedling with the youth of puppy Belle both resembled adolescent qualities. This basal consideration coupled with the letter B is the resulting design.
The colour palette was left open to interpretation with the release of each piece of collateral. The supporting imagery chosen defines the colours used throughout the brand rollout; an ongoing and evolving colour palette with the addition of gold foil to exude elegance.
Photography Food & Interior
The biggest supporter of a good looking brand is its good looking imagery. It’s the cherry on top. Think social. Think print. Think campaign. Brand imagery visually defines your brand’s direction. It’s your story being told.