Queensland Performing Arts Centre
Brand Identity Design
Queensland Performing Arts Centre
The essence of the brief was to create an identity that was dynamic and 'performed'. It also had to unify a diversity of high arts (dance, music, plays) without alienating more mainstream entertainment (pop concerts, comedy etc).
The technique of light painting captured the essence of all these performing arts — that of movement-through-time. The name block was stacked to reflect the iconic 'brutalist' architecture of the building itself. It also helped anchor the angle of the logotype.
The identity was developed in consultation with website developers, in-house marketing team members and photographers on the feasibility of the idea. We also consulted with the architects, interiors and wayfinding designers working on the refurbishment of the building at the time. Staff were also engaged with the review process and incorporated their feedback before formally presenting to the executive board for approval.
The logo is intended to appear white wherever possible to keep the illusion of light. It also allows it to adapt to the colour palette of the show being hosted. A base palette of colours were extrapolated from the materials being used by the architects for the refurbishment.
The identity extended into a publication style that introduced a horizontal ‘stage’ line into the mix. This broader visual identity was demonstrated in the design of the first few season booklets that we designed before handing over to the in-house marketing team.
- Studio: MinaleBryceMoodyDesign
- Architects: CoxRayner
- Wayfinding: DotDash
Griffith University
Brand Identity Strategy
Visual Standards Manual Design
Griffith University
With the logo, typeface and colours developed by others in the team — my challenge was developing a functioning brand identity system. Stakeholder meetings and an audit of existing materials identified that a one-size-fits-all approach would not work for all entities within the organization. While core operations could be heavily controlled, other entities operated with differing levels of autonomy. This was balanced with the the stated goal of creating "One University".
The solution was to create a series of tiered categories. Each tier having a progressively relaxed set of visual controls as they moved away from the core brand identity.
To provide a foundation to this system, a set of unifying layout grids were developed to strictly control logo size and placement.
The 90+ page identity manual was written and illustrated to demonstrate the system as well as providing the required technical details. It was delivered through a series of briefing presentation events to major stakeholders.
- Studio: DotDash
Qld Health Campaign
Campaign Collateral Design
Queensland Health Vaccination Campaign
The goal of this project was to promote the need for an upcoming vaccination program for high school children.
The concept of vaccination was illustrated by a fizzing barrier of rigid square elements against a sea of organic infection. The painterly approach and bold colours was aimed at being more appealing to the audience than the usual dry departmental material they were used to. It was also a lot of fun to make a mess with paint, hunting for suitable mixes and textures.
The package of materials had to work across a range of applications including information kits, Powerpoint presentations and notices.
- Studio: MathesonDesign
- Writer: InformationDesignCentre
QPAC Seasons Booklet
Publication Design
Art Direction
QPAC Seasons Booklet
The design of these flagship booklets tied into the larger QPAC brand identity strategy. Central to this was the use of stepped horizontal blocks that mimicked the iconic architecture of the venue and echoed an element of the previous identity design. This created an unifying visual cue that identified any page as a QPAC document even if the logo was not present. This visual language became the benchmark for all other QPAC documents.
- Studio: MinaleBryceMoodyDesign
- Assistant designer: Gavan Michael
Robbie and Rose
Promotional Graphics and Poster
Robbie and Rose
Robbie&Rose was a short film produced for entry into the 2018 TropFest film festival. The poster and associated image was created to support promotion of the film. The film title letterforms were heavily customised from a neon typeface to create something unique. The support line for the film was also developed to support the concept of the movie and the poster.
- Studio:MathesonDesign
- Photographer:Rob Riley
Zoic Environmental
Brand Identity Design
Zoic Environmental
Zoic is an environmental consultancy that deals with the impact of development works on the earth. The symbol shows their focus on areas of impact below a 'ground surface line'.
A series of soil cross-section illustrations were created to provide a less clinical and tactile counterpoint to the trademark. These were applied throughout the office fitout as digital prints and frosting decals. Several of the original drawings of the soil cross-sections were provided to frame and hang in the foyer.
The identity extended into the design and build of the initial website and subsequent consultation on the site’s redevelopment.
- Studio:MathesonDesign
ResoluteOne Security
Brand Identity Design
Resolute One
This start up security firm needed to appear established and capable to potential clients.
In addition to the R1 mark, the angled 'blade' device was adopted for a sense of being dynamic and active in their duties.
The angles were extended to a supporting pattern that was developed for use on vehicles, presentations, websites and office fitouts.
- Studio: MathesonDesign
Cobb and Co Museum
Wayfinding Strategy
Signage Design
Cobb and Co Museum
As part of the extension and refurbishment of this iconic museum, we were commissioned to plan and impliment the wayfinding signage. Due to time and budget restrictions the project was broken into two parts. The first priority was establishing the minimum level of signage needed to make the site function navigationally for the re-opening event. The second stage was a more iconic 'placemaking' level of signage. Several site inspections to the Toowoomba location were made to assess the site and requirements. A wayfinding plan was then developed that plotted the user flows both in vehicles on arrival and on foot to and through the venue.
It was also important that the signage not overpower the display graphics used in the exibits themselves. This was acheived through a use of desaturated colour keyed from parts of the architectural palette. Fabrication and installation was sourced from a Toowoomba manufacturer to support the local community.
- Studio: Matheson Design
Southport Heritage Walk
WWayfinding Strategy
Signage Design
Heritage Walk — Southport
An integrated set of signs to direct visitors through the history of this Gold Coast suburb. The main interpretive signs were custom designed as a totem of independently rotating boxes. The design included a modular approach to construction to allow easy replacement of a box should one be damaged.
Each sign used gold anodised aluminium plates for stories about the location and silver for information about the walk itself.
The same anodised aluminium was used in location markers embedded in the street surface at key locations.
The map was also reproduced in brochure form to assist those taking the walk.
The project was developed in close consultation with the local city councillor, volunteer heritage group and fabricators.
- Studio: MoodyDesign
Griffith University
Graduation Material Design
Griffith University Graduation Material
Graduation ceremony booklet, testamur (certificate) and academic transcript template design.
Fraud prevention was a major part of this brief. The pattern method was inspired by the work of Gordon Andrews on Australian bank notes in the 1960s.
Additional security features included printing with metallic and pastel ink, foils and embossing.
- Studio: DotDash
Conrad Gargett
Brand Identity Design
Conrad Gargett
The goal was to show this respected architectural firm moving forward from the legacy of the original founding partners. The removal of the 'and' and merging of the two names typographically represented this new iteration of the practice. The positioning word was also changed from 'architects' to 'architecture' to signify a bigger idea of what the company offered.
The hand-drawn supporting graphic illustrated their collaborative approach to the creation of architectural space.
- Studio: DotDash
Heritage Hotel
Brand Identity and Website Design
Heritage Hotel Rockhampton
A brand refresh as part of the larger refurbishment of this historic hotel. The logo was refined and rebuilt from an existing version to improve readability in digital formats and at smaller sizes. The website strategy was developed through a UX and social media plan. This included writing and refining the website context to optimise the use of key words for improved SEO. The digital build incorporated an external accommodation service as well as a Facebook feed for live updates.
- Studio: MathesonDesign
- Web developer: Lyndon Moore
Brisbane Bicycle Experience Guide
Map and Booklet Design
Brisbane Bicycle Experience Guides
A series of small booklets mapping the bicycle paths across the city of Brisbane. This was a redesign of an existing booklet. The original maps were overly-colourful and difficult for users to digest the information. The new colour strategy used desaturated colours for background elements and warm saturated colours to identify bicycle lines.
Supplied imagery were of mixed quality, so a hyper-sharpened treatment provided a unique and unifying effect.
The success of the booklet led to the creation of a city centre leaflet edition. This version also experimented with the use of tear proof paper.
- Studio: DotDash
Brookfield Show
Brand Identity Design
Brookfield Show Identity
Proposed brand identity for a regional fare about to celebrate its centennial year. The iconic Brookfield Hall featured prominently as a drawing in the previous logo and is a historic landmark of the site. A more robust graphic version was created to ensure maximum clarity when using lower fidelity print methods. The identity included the use of rustic whitewashed timbers as support imagery inspired by their impressive timber show ring.
- Studio: MathesonDesign
Sumbion Park
Brand Identity Design
Sumbion Park
Identity design for a proposed industrial estate that sat adjacent to a national park. The developers took pride in how the development and nature could coexist.
The proposed name is an extrapolation of the Latin word sumbios, meaning 'companion'. Also the source of the word symbiosis.
The logo was based on a stylised pinwheel. A man-made object perfectly formed to integrate with natural forces. Proposed ideas included the development of large scale pinwheels to be placed in the precinct as landmarks.
- Studio: MathesonDesign
Red Magazine
Publication Design and Art Direction
Red Magazine
Red was a magazine produced for external relations at Griffith University. The concept was pitched as a window on the world. A portal into the University as well as a window on the outside world for students. The suggested name was a homage to the University’s iconic brand colour as well as a subtle play on the word read (past tense).
The magazine was then designed and developed in close consultation with an editorial team. Feature articles were brainstormed with a talented staff photographer to produce interesting images that had a conceptual basis.
Subsequent issues were art directed with a team of junior designers assisting with the layout of various articles.
- Studio: MoodyDesign
- Award: Society of Business Communications Gold Quill (2009)
Nix Beads
Brand Identity Design
Nix Beads
A cottage business selling beaded jewellery in a crowded crafts market needed an edge to its brand. The crisp whiteness used to stand out from the competition was offset by a friendly hand-crafted logotype.
- Studio: MathesonDesign
Department of Mines and Energy
Annual Report Design
Dept of Mines and Energy
An annual report that needed to unify two distinct groups (miners and energy workers).
Research of their image archives revealed a common element was their use of hard hats, plus the black of coal and darkness.
To save time and budget, one of these helmets was placed in a scanner to create the cover image. Feature portraits of workers from each group (wearing hard hats) were featured prominently on each of the department's goal statements.
Also to preserve budget, the entire publication was printed in two spot colours. A custom 'double-Canadian' spiral binding was implemented with some of the savings made to add a point of uniqueness.
- Studio: GoPrint Creative Studios
Terrain Landscapes
Brand Identity Design
Terrain Landscapes
A logotype designed to 'grow' from the bottom of the page. A series of supporting landscaping textures were generated though the grasses became the dominant one used. The identity was applied to the usual stationery as well as a set of folding report covers for their proposals.
- Studio: DotDash
Alcan G3 Action
Newsletter Design
Alcan - G3 Action Newsletter
G3 was the third expansion project for Alcan’s bauxite refinery at Gove, Northern Territory. The goal was to provide a sense of unity to a diverse group of contract workers under the banner of the G3 project. This newsletter was created to provide quarterly updates on progress and insights to the diverse jobs and people involved to achieve it.
Each issue was developed closely with the writer to provide a good balance of words and images.
The colour palette was sourced directly from the deep blue of the Alcan logo; the cyan blue of the ocean and sky; and the rich orange of the bauxite itself. The newsletter also had to conform to Alcan identity guidelines, including a predefined grid. Rather than be restricted by it, we heavily engaged with it. This newsletter was later presented at Alcan head office in Montreal as an example of the creative potential possible within their own framework.
- Studio: DesignAgenda
SW1
Wayfinding Signage Design
SW1 Wayfinding Sigange
SW1 is a unique accumulation of buildings on a single city block in West End, Brisbane. Within the precinct are a number of architectural styles for each building. The goal was to unite the precinct and provide a guide to navigating it through signage. A preliminary set of signage had been established after the first stage of buildings was completed at one end of the precinct. The iconic wooden entry sign was repeated at the other end of the precinct as a mirror of the original. This also echoed the common architecture used at each 'bookended' building. These two major buildings featured iconic use of black steel and recycled timbers which became a dominant influence on the core design. This ensured a tight synergy between the architecture and signage in these areas.
To identify the extremities of the precinct a bolder set of large red totem signs were developed. One for each street corner.
- Studio: MinaleBryceMoodyDesign
Design College Australia
Promotional Postcards
Design College Australia
Created to promote the photography course, this collage of a tank and a long lens camera helped express the power of photographers and their imagery. That having a camera makes you powerful if trained how to use it properly.
- Studio: Design College Australia
I believe that design is a verb not a noun.
It is a way of thinking to harness right brain ideas with left brain strategy. It's all about making the world make sense to other people and enriching their experience along the way.
Some other things I believe:
- Near enough isn't good enough unless your standards are high enough.
- Good designers transcend disciplines.
If you can design something you can design anything. - A good idea will shine through average production.
No amount of production gloss will make up for having nothing to say. - Being a professional means taking things seriously. Plenty of people play golf or tennis on weekends but it takes committment to turn pro.
- Talent is mostly a combination of a little aptitude multiplied over a lot of time spent playing with what that interest can do.
- If you really want to understand something, learn how to teach it to others.
- You should judge a book by its cover.
The cover should be designed to reflect the content of the book. - Form follows function.
- Geometry is the underpinning of all good compositions.
- Have heros but don't be a slave to their doctrine.
- Thinking about what it means to be a designer is just as important as actually being one.
- People don't fear change, they fear being changed.
- Some disruption should be disrupted.
- Procrastination is evil.
- If it has to be, it's up to me.
- Batman is the best superhero because he doesn't have super powers.
- There is nothing wrong with dad jokes if told by a qualified dad.
- Pineapple on pizza is a bad idea.
Overview.
A design practicioner with over 20 years experience for a variety of studios in a senior role. Skilled at translating a client's needs into visual strategies and solutions that work. On time and on budget.
Highly adaptable and able to apply a universal approach to design to new mediums as they arise. From print, signage and digital through to broader design consultancy in areas of brand strategy and user/customer experience.
This experience has included lecturing/tutoring design skills and knowledge to the next generation of designers. A chance to design design education itself.