Property naming and branding for a Blue Mountains Luxe Cabin holiday rental. Responsibilities include naming, brand design, photography and art direction, social media content creation and production. It is currently one of the top NSW stays on Airbnb.
As creative director for Famous Soda Co I was responsible for the design and production of their packaging and marketing collateral. This includes social media animated and static posts, trade and consumer brochures, outdoor signage, magazine advertising, photography art direction and retouching, product labels, in store advertising and more recently, a new website. I work directly with the major stakeholders at Famous from brief through to final product.
https://www.famoussodaco.com
An event identity that speaks to working together to shape the future of retail. The identity was used across stage and screen and became an integral part of the event momentum. A contract job through Jack Morton for Kmart and Target IT departments.
Unlike other pasta sauces, Five Brothers uses vine ripened fresh tomatoes. The first campaign, taking our inspiration from old fruit box labels, was crafted with typography and illustration, to capture an old style farm freshness.
The second campaign was a bold, in your face, use of colour and photography to reflect the distinctive, intensity of flavour from these pasta sauces.
BAI Communications designs, builds and operates communications networks - broadcast, radio, cellular, Wi-Fi, digital - for their customers across the globe. They own and operate one of the most extensive transmission networks in the world and have broadcast, radio, cellular, Wi-Fi, digital operations in Australia, USA, Canada, Europe and Hong Kong.
pHdESIGN was commissioned to reinvigorate the company brand, both internally and externally, in a way that best enabled BAI to pursue new markets and opportunities.
Beginning with a new logo and brand story "Bringing the connection to our world" pHdESIGN transformed the brand look and feel across all aspects of marketing and communications.
This included everything from BAI's digital experience for their internal and external audiences, breathing new life into the office environment with a new reception areas, creating a global series of external corporate and staff videos based on the theme of "i am bai" and comprehensive templates for presentations, advertising, events and their extensive range of printed materials
"By project completion, Paul had designed a comprehensive brand guidelines document, as well as a number of supporting materials in time for the launch of the brand both internal and external. To date we have launched, with Paul's help, an office fitout, a new website and intranet, collateral, culture program, brand photography and videography and have exhibited at our first major conference event. All to great acclaim. We will continue to work with Paul as our brand continues to evolve, and would not hesitate to recommend him to others looking to appoint a professional, strategic and most importantly enthusiastic designer."
Gabrielle Hall BAI Communications Marketing Communications manager
The most sophisticated destination in Sydney, Royal Randwick exudes glamour and prestige. It’s royalty, Sydney style. Not rigid, conservative and backward looking but dynamic and celebrity focused.
As art director of the TVC, print and outdoor campaigns, we celebrated these themes with glorious fashion and hand-painted sets.
Founded and directed by Danielle O’Keefe, Toy Choir is an independent youth ensemble dedicated to excellence in choral ensemble work and the development of young artists in singing, song-writing and performance.
They are also spreading the love with a new ebook series.
Part of the new breed of travel sites developed in 2006 called variously Travel Search Engines, Meta-Search and Travel Aggregators. As we now all know once you tell a Travel Search Engine where you want to go or stay, it will then go a search a wide range of travel sites, and give you comparative results showing price, details and ratings.
Bezurk needed the right online identity to kickstart their business. pHdESIGN was commissioned to provide a bold and dynamic identity that communicated how the company was helping to turn chaos into order by helping them get the best deal which suited their needs. Bezurk is now offline but exists under the new name Wego.
Brand Design for Change, HR and Leadership business
The launch of first BP Citibank's Mastercard was entrusted to Love Communications. At the time most fuel discounts were delivered via fuel coupons. This card eliminated the need for coupons and made it easier to access the savings.
As art director on the campaign I was responsible for the print, outdoor and instore look and feel as well as the wonderfully hard-working TVC, which featured quirky animation by Teaspoon Films combined with engaging and original music and SFX.
Pulse Australasia are an international boutique management consultancy who specialise in one area of business — establishing the right culture and leaders to ensure maximum profitability. Pulse align everyone within the business to ensure optimal performance, successful execution of organisational strategy, better governance and accountability for every single person resulting in a more efficient, more harmonious and more successful business.
pHdESIGN was commissioned to develop a dynamic and compelling brand that had one guiding principle - Pulse aligns people to achieve the CEO’s vision.
Rockend provides innovative, reliable and easy to use Property and Strata Management software solutions for Australian and New Zealand real estate agencies.
My role was to implement AMP’s new spark logo across all of the financial services brand’s retail and consumer collateral. This was a huge project with weekly presentations to AMP internal stakeholders and resulted in a 135 page brand guide that brought the new logo to life, creating a new brand visual language with which to communicate.
Most people read the Financial Review once or twice a week. We needed to build a case for everyday readership, to become the essential daily source of information for business. This award-winning advertising campaign positioned AFR as an inspirational daily success partner - ‘The Daily Habit of Successful People’
The great insight in this campaign was the shift from rational ‘Finance’ focus to highly emotive ‘Success’ territory
AYO nurture the musical development of Australia’s finest young instrumentalists. They were recruiting young musicians and donations. The idea was to juxtapose the greatest inspirational musicians (Louis Armstrong, Paganini, and Mozart) with the inside the chaotic bedrooms of teenagers across Sydney. The idea celebrated the humble beginnings of greatness, imagination and a love of music.
The chaotic bedrooms were real bedrooms of teenagers across Sydney and the art direction was simple using the contrast between black and white and colour to indicate the different eras of the performers. The final delivery tapped into the emotions and dreams of every parent with a musical child across Australia.
When it came to recruitment, IBM wanted to attract the best and the brightest people to the company. This witty and strikingly designed campaign was designed to give them an edge in luring these key individuals to the company.
This was an exciting opportunity for me to showcase my experience in design and digital illustration and combine this with my deep understanding and passion for music and the performing arts.
As Senior Creative for Sydney Symphony I was tasked with branding the Contemporary Music Festival 2003 and the subsequent festival in 2005. My initial idea was to devise a otherworldly, mesmerising image to represent the transformative, enlightening power of listening to the contemporary classical musical repertoire. The digital illustration of the moody image/soundscape with lyrical flourishes and rays of light as bars of music bursting from a white hot crack in the landscape was used across the entire festival collateral of outdoor posters through to program guides.
“pHdESIGN’S understanding of our brand has been a strong theme in our relationship over the last 16 years. From our initial branding and regular print advertising through to our banner ads, digital strategy and website, Paul's ideas and guidance are very clear, very much to the point and always valuable.”
David Newnham Managing Director, Stonehaven Homes
The insight behind this campaign was that people were looking to feed their mind, body and soul with inspiring experiences. The results were exceptional with visitation to Tasmania up 105%.
As art director on this campaign I was lucky enough to travel to the far reaches of Tasmania to photograph the stunning imagery. The layout was intended to reflect the physical and emotional journey across the island.
At the time, Ogivly Interactive were true leaders in the field. This credentials document was used to show clients the depth of service and innovation.
After many years as Northwest Airline's agency, Ogilvy New York wanted to present to the client a compendium of all the campaigns. I was asked to create a custom hand-bound book that represented the years of amazing creative work done by the agency.
As the merchandise and apparel arm of Marvel Comics, VB Concepts was briefed to make a range of superheroes more relevant. The streetwear of the time was heavily influenced by east meets west and Tattoo elements. Matched with spiderman it was a perfect fit. Along with designing and producing the Style guide, my task was to also style the clothes.
This campaign for Hershey's was showcased in a variety of publications including Graphis magazine's 'Top Ten in advertising' and Lurzer's Archive. The idea and art direction was simplicity itself. Jolly Rancher lollies are bursting with a bold fruit flavour that will wake up your sleeping taste buds. Use colour and copy to make each lolly look like distilled fruit flavour. The branding message was delivered via a tongue-in-cheek one billion% fruit sticker.
