The Vegery is a health and wellness company that produces raw wraps as an alternative to bread. The mastermind behind these wraps, Kathryn Jansen, approached Principals for help with a brand and packaging for her three wrap flavours. We created three fun and vibrant labels, aiming to stand out from the competitors who mostly had a 'brown paper' natural look.
Taranaki Arts Festival Trust bring a variety of events to the Taranaki region but were widely unknown. They are an extremely passionate organisation, and they believed this passion needed to come across in how they expressed themselves visually. We created a fresh, spirited identity for TAFT, one that truly expressed their ethos as a company and will raise their profile in the region. The concept and related collateral was bright and fun, drawing a clear link to the artistic events they facilitated (WOMAD, Taranaki Arts Festival, Taranaki Garden Spectacular).
The Kiwiherb Family were created for health and wellness brand Kiwiherb in 2017. Their creation coincided with a series of short animated adverts promoting Kiwiherb products. I designed and storyboarded for seven animations, each one following the family through a light-hearted problem that a Kiwiherb product could solve (low immunity, bug bites, and stress are some examples of the animation themes).
StressArrest – for moments when you're under pressure
Kids Calm – can help soothe restless children
SprainAway – helps sooth aches and pains
Herbal Bug Spray – natural spray to keep the mozzies away outdoors
Large Scale Graphics, Environmental Design, Guidelines, Signage, Artworking, Print
Various projects for New South Wales based St.George Bank. Design and artwork for items in retail branches such as ATM surrounds, wall graphics and brand statements. This was an ongoing lesson on how a large company deals with brand over it’s many channels — in-store, social media, internal staff etc. It was also very eye-opening for me to deal with the requirements of such a large brand very early on in my career.
Darlinghurst 'rainbow' concept design, ATM surround design and artwork
Various executions of the St.George 'fraxel' (triangular pattern) – environmental graphics, digital, typography
ATM surround and large–scale wall graphics
Brand extensions – cups and a bespoke Fraxel sculpture (Bondi Beach)
Business Banking identity
Business Banking identity – Icon Suite
Brand Identity, Brand roll-out, Guidelines
News Works are promoters for New Zealand’s news media brands. They required a visual identity refresh that reflected their new brand personality traits: Inspired, relevant, challenging, and positively inspiring. The logo is bold and energised. Comprised of three coloured panels, the outer two panels represent the media industry and the consumer, with News Works as the linking central panel. The logo is completed with a full stop, creating an emphatic “news does work” statement. The logo system is flexible and comes in four colour ways. News Works is a nimble and adaptable company, and we wanted their logo to represent their flexibility.
BankSA required a brand system to go with their new logo and brand idea of ‘let’s do this’. This involved creating and incorporating a new colour palette, photography style, graphic element system, and language style into their retail branch design and across the wider brand. I worked as a designer helping to define and refine the BankSA visual brand concept, and worked on designs for key branch elements.
Munno Para (Adelaide) branch elements – Fascia and feature wall
How the identity elements work in a digital application
Large-scale graphics for Munno Para (Adelaide) branch – Kids area
Seeing the branch environmental graphics together
Overview of brand assets our team created and developed for BankSA
Brand Identity, Logo Design
A freelance project for a new bar in Pt. Chevalier. Alix, the bar’s owner, wanted Cupid to be an unpretentious hang-out for all types of people. Her brief to me was based around the idea of Cupid being an ‘intriguing alternative’ to the other bars in the surrounding area. We came up with the idea of mixing an edgy rock-chick vibe with an unashamedly retro feel – drawing inspiration from art deco fonts and patterns that were reminiscent of paisley. The resulting brand is edgy, defiant, and fun (2017).