Brand refresh, style guide, brand campaign
Tangerine is one of Australia’s fastest growing telecommunications brand that encapsulates simplicity. No jargon, no confusing plans just simple mobile and internet.
Tasked with refreshing their brand, mascot and a brand campaign this playful, design-led solution is all about visually simplicity. Clean lines, bold type and a restricted colour palette, the treatment leans into a slightly nostalgic feel. Peely the Tangerine brand mascot has been refreshed to be recognisable, friendly and ultra-adaptable.
Deliverables include a refresh logo suite, brand mascot development and illustration toolkit, brand guidelines, TVC animation assets, website refresh and OOH.
My role:
Design Lead, Illustrator
Agency:
The Royals
Tangerine website
Branding
The Lion & Wombat is a British-inspired neighbourhood pub in St Kilda showcasing and serving the best Australian product with a British twist.
The logo is influenced by historical crests with the shield at the heart to contain the typography. Completely hand-drawn, the identity is designed to look bespoke, crafted and playful. The letterpress inspired typeface feels at home with the illustrated treatment and a colour palette of bright and traditional shades inspired by the pub interiors.
My role:
Design Lead, Illustrator, Interior Designer
Brand refresh, style guide
The Bradman foundation exists to promote and support the link between mental wellbeing and performance potential in young people. This is done by sharing inspiring stories of challenge and growth through the Bradman Museum, through our cricket and mental wellbeing programs and resources. The Bradman Foundation believes that 'best lives' come in all different shapes and sizes. It's about how you lead your life, more than how many runs you score.
The new brand identity is a visual representation of potential and being your best self, the asterisk or star is uneven and hand drawn as a nod to the human aspect of the Bradman foundation. You ‘star’ or ‘asterisk’ things on paper that mean something to you. We mark things that we love, or we want to highlight or maybe something we’ve achieved or ticked off. The upward movement of the line work purposely alludes to forward progressive momentum.
Our star icon works as a sign off, or star of approval that compliments the logo typography. Noto Sans Lao is a clean font with character, dynamic flicks at the end of certain characters add interest and personality for that human edge.
My role:
Design Lead
Agency:
The Royals
NGV 2022 Rigg Design Prize
Our brief was to celebrate and elevate the value of Australian creativity. We created a conceptual online store, dubbed The Without Store, "selling” integral Australian inventions as products at the value they’ve brought to society. You may want to “buy” some wifi, used by 4.66 billion people around the world. Or perhaps IVF, responsible for 8 million babies born each year.
Visually we lent into the visual cues of the advertising industry, bold colour, clean headlines, value roundels as seen in infomercials. Then we offset with warped patterns that reflected the products themselves as well as the hypothetical nature of the fictional store. We even pushed this further by creating a custom vending machine, printing and packaging these products in real life.
The exhibition space includes a suite of campaign assets – including billboards, street posters, moving image, social media posts, website, and vending machine installation.
The Rigg Design Prize 2022 is on display from 7 October 2022 to 29 January 2023 at The Ian Potter Centre: NGV Australia at Fed Square, Melbourne, Australia.
My role:
Design Lead
Agency:
The Royals
Exhibit Photography by Melissa Butters
Rigg Design Prize Website
Without Store Website
PR
Lagune is a complete branding suite developed for Joe Adsett Architects newest luxury boutique development in Moffat Beach, Queensland.
‘Lagune’ French for lagoon reflects soft sophistication with a European twist. Using a modern, elegant serif with a unique ligature style which mimics the curved architectural lines of Lagune. These curved lines also inspire the playful angle of the Moffat Beach typography which casts fluidly off the main logo type.
Complete creative overhaul of Flybuys social in the run up to brand relaunch February 2021. All posts are designed to either educate, inspire or showcase program benefits. The design system is intended to be flexible, always fresh with lots of design elements to really cut through the market with a sense of fun and confidence.
Vivo
Vivo is a health, wellness and recovery program offered to members of MLC Life Insurance
Being a highly competitive space, it was important to create a brand with cut-through and that strikes the right balance between health and wellness.
The meaning of Vivo is ‘living in the body’. The brand mark is designed to move, with the symmetry of the letterforms lending themselves to animation and fluidity. This logo is intended to be approachable, clean and trustworthy. The umbrella accent that sits around the ‘o’ is designed to represent care and support as well as energy and vigour.
This digital-fist brand was developed with close collaboration between The Royals agency and the MLC Team particularly in regards to the website work. Developers, writers, UX and design all worked together in an iterative workflow.
Touch points delivered for launch included a foundational design system including a digital brand style guide and shared components for the website via Figma. AA compliance, TOV, illustration and complete toolkit for the in-house design team to implement, iconography, animated explainer video, digital banners, brochure and image library.
My role
Design Lead
Illustrator
Art Direction
Website
Better with Age
Despite what the younger generations might like to believe, sex doesn’t stop at 60. This campaign is about throwing away the misconception that there is a use-by date on sexual pleasure and celebrating sex over 60. Empowering this age group with normalising adult toys and conversations around pleasure, the art direction and design aesthetic of the 60s and 70s familiar to our audience is a visual throwback to their heyday. This style is playful, joyous and celebratory, allowing us to play with typography and also ensuring our target market is represented in the duotone treated imagery.
We take the online brand Wild Secrets and take them offline to previously unexplored mediums like catalogue, OOH and press with supporting digital assets.
My role
Design Lead
With a virtual space capable of holding a 500,000-strong crowd, we give more Telstra Plus members than ever the chance of a front row gig experience. From the comfort of their own home.
This digital campaign targeted existing and new Telstra Plus members across eDM, social, web and app.
My role
Art Direction
A complete rebrand of Stansted Express including full airport signage relaunch including over 40 individual billboards. Animated digital and social banners in 7 languages. London Underground billboards launching the new brand and a brand toolkit.
My role
Design lead and illustration
Art direction and design for a suite of social posts intended to inspire and showcase the breadth of partner product you can redeem for a special occasion.
Email templates as well as a Welcome Journey for 9Now featuring engaging layouts and content placement in a fluid hybrid build. This suite was designed to be flexible for 9Now to use, yet using a consistent look and feel throughout the customer lifecycle.
Refresh of Flybuys most read eDM formerly known as the Points Tracker. The Points Tracker email used huge existing modules, taking up vast amounts of space. By condensing important customer data it allowed an at-a-glance dashboard with additional personalisation. Each monthly My Flybuys edition now adds value with permanent content markers to educate, inspire and keep members engaged with the program.
Design and Illustration for a range of modern Valentine’s Day cards to raise money for the charity Create Arts.
There are messages for leavers and remainers, north Londoners and non-binaries, the loved up and the lovelorn.
As featured on The Drum
Email Welcome Journey
New Health and Beautycard customers have signed up for the scheme, but don’t fully understand the benefits. We wanted to engage Health and Beautycard club members who value the scheme, and feel that it’s giving them something of value in return.
The execution
Welcome to more: a new welcome journey of 11 emails were created. They served up personalised content and made it clear what benefits customers received from the club.
My role
Art direction, illustration and design.
The results
To be launched by Superdrug in 2019
CHE Proximity’s Christmas staff gift wrap illustration and design.
When the staff have worked hard all year, nothing beats a break. Especially when you get gifted a portable home speaker wrapped in the biggest and most influential artists of the year.
Illustrations that are surreal, vibrant and make you smile for AGLs Rewards program.
The brief
Just what is Virgin Red and how do we get users to live a life more Virgin?
The execution
A brand refresh and relaunch.
A playbook and style guide were created as well as assets to re-skin the Virgin Red app to improve the user experience. A new welcome journey was also created to streamline the welcome experience.
My role
Art direction and design direction.
Superkicks App
The FA’s new app for children to inspire them to get outdoors and play more football from the ages of 5-11.
The execution
Identity for The FA Superkicks, app design and tool kit to guide the developers building the app. The creation of the character ‘Kicker’.
My role
Art direction, identity design and design direction.
The results
Just launched a BETA version of the app.
Rebrand launch welcome brochure.
Design and illustration.
Virgin Red
The second wave of our acquisition campaign following Keys to the Kasbah, this time Rock themed. A series of games created across social and digital channels.
My role
Art direction and design direction.
The results
40k new members, 100k active Virgin Red members and 1.2 million impressions of #RockYourWorld
Love Your Body Club
We noticed The Bodyshop’s loyalty scheme Love Your Body Club didn’t actually involved any body positive messaging and felt the somewhat dated program could feel more relevant to today’s market. Together with Ben Golik and Lizzie Hutchinson we created a fresh proposal for a direction that feels right for one of the world’s most trusted brands.
My role
Art direction and design direction.
2015 Christmas catalogue design
From loyalty to escapism
To showcase the app, we launched the Keys To The Kasbah campaign across social and digital channels – inviting new and existing users to dive into a month of thrilling missions as an international secret agent.
The brief
Drive acquisition and retention for the Virgin Red rewards app.
The execution
Banish those daily humdrum moments by escaping in to the world of a secret agent. Keys To The Kasbah ran through July 2017, with daily missions released across social and digital channels belonging to Virgin Group companies. Each mission pointed back to the Virgin Red app to redeem codes and unlock Vaults of rewards - including a trip to Kasbah Tamadot.
My role
Art direction and design direction.
The results
Top Ten Customer Engagements list in the Campaign Annual for 2017
9x the usual number of monthly app downloads and hundreds of thousands of missions completed.
Future Saltire Project
Empress Global an identity for a business marketed to elite group high performing women dedicated to fulfilling their potential and leaving a legacy that counts.
Bodoni, a typeface of strength and history foiled in gold set against navy blue, white and textural grey create a classic yet modern expression of the aspirational women Empress attract.
Virgin Red
This campaign toolkit was sent out across the Virgin Group companies encouraging Virgin customers from all over the UK to download the best of Virgin all in one app. This toolkit included email modules that could be customised, social and digital banners as well as instore posters and flyers.
My role
Art direction and design direction.
Stationary design and collaboration with Alter.
The Ville Hotel and Casino in Townsville has been rebranded to reflect the colour and vibrancy of tropical North Queensland Australia, along-side inspiration from iconic Gold Coast hotels in their heyday and the Beverly Hills Hotel weaved through.
Global Ideas Branding – Art Direction & Design
Primary identity and secondary initiative identities, colour palette and website.
JUICY ISLE
Branding & Campaign
The simplicity of the design reflects the brands honest, friendly and pure nature. It's success has lead to two other flavour additions.
It has also won a 2013 gold Tasmanian PICA as well as an AMI for campaign on a shoestring.
Kingfisher Citrus identity, conserve packaging, website and farmers market signage.
A three generation family-owned citrus farm in Victoria, Australia has been rebranded with organic circular lines that weave together to reflect their produce and farm fresh natural positioning. The typography, a nod to the past with a letterpress retro feel.
A family-friendly brand, a strong sense of movement and colour attract customers to market stalls with chalkboard signage, piles of produce, pressed juice as well as jams and conserves.
Press, Catalogues, POS, Instore Wayfinding, EDMs
Fine Wine Buyers Guide Magazines Editions 6, 7, 8 & 9
36 page editions, design and finished art.
Beer Discovery Guide 2015
36 page magazine, working with an Art Director. Concepts were taken through to finished art output and press check.
Champagne & Sparkling Discovery Guide 2014
6 page magazine, working with an Art Director. Concepts were taken through to finished art output and press check.
Please email me directly for examples of catalogue and instore wayfinding work.