Vegan Athletic is the side project that I have been working on for the last 3 years which has now become my full-time job.
Vegan Athletic aims to develop and distribute the highest quality, ethically made and sourced athletic apparel in the world. The brand is built on ethical and sustainable practices throughout the entire manufacturing process and teams with a number of best practice companies from around the world to help us achieve this standard within the business.
More about the brand can be found at www.veganathleticapparel.com
On April 10th 2016 I filmed the very first womens only Rapha Prestige down on the Mornington Peninsula. Over the last few years I've become quite familiar with filming sporting events and in general a lot of cycling specific films. It was this experience that convinced both Rapha and digital agency VTWO to ask me if I would be up for taking this job on.
I have been working with the guys over a VTWO since moving back to Melbourne and I'm really grateful for the client projects that they have been able to bring me in on.
To capture the journey of these women, both their struggles and their glory was something I won't forget and I take my cap off to them all for bringing such a positive attitude to a monstrous day in the saddle.
I'm really proud of what we created for Rapha and the feedback has been overwhelmingly positive since we released it.
As part of the project deliverables, we provided Rapha with a number of edits from the 5min full feature down to a 2min clip and ten 15sec clips used for Rapha's social media channels.
I want to specifically thank Dan Wilkins for leading on the direction and strategy for this project. His ability to get shit done is like level 300 and I'm really happy to be working side by side with him via VTWO on a number of projects now and in the future.
I also want to thank Nadine O'Connor from Rapha who was the Executive Producer on this film for putting you trust in my ability to create something that has turned out so well. You're welcome any time to cut edit after edit on my balcony at home if we ever do another film again. Just bring the vegan donuts...
Identity, art direction, web design, signage and interior design for accounting agency Corbetts in Shepparton, Victoria. The brief was to brand the new financial agency, made up of two accountants that wanted to bring a new approach to the local financial management market.
We were able to recognise through market research that a younger generation of clients were looking for a firm that were on their level. The challenge was to appeal to a younger market but still allow the brand confidence among corporate clients.
The Garden Farmers is a business run by Jay Kimber that grows and supplies Adelaide's largest Farmers Markets with chemical free produce and cold pressed green juice.
I designed and developed a brand that helped capture the true essence of Jay's business which has fast become a favourite market stand at Willunga and Adelaide Farmers Markets as well as the Market Shed on Holland St in the Adelaide CBD every weekend.
I also designed and developed a responsive website that ultimately gave Jay an outlet document her journey and keep people connected to their food.
When NRM Adelaide & Mount Lofty Ranges contacted me to photograph a range of their national parks and reserves in June 2015, they got more than they expected! I was asked to help them build their photo library for future marketing and communications. Being able to shoot on location with the rangers allowed me to get to some places that not many people can access, but it also allowed me to offer my ability to shoot aerial panoramas and photos with my multirotor/drone.
The results were spectacular. Most shots consist of 10 to 18 photos that have been stitched together. Some really interesting perspectives were the result in some cases which just isn't possible without the flexibility that a multirotor can give.
All photos are owned by NRM.
Returning to my hometown to work and live for a year and a half between 2013 through to 2014, gave me the opportunity to take my commitment to cycling to a new level, both on the bike and off.
It didn't take long before I was on the committee of the Shepparton Cycling Club where I played a significant role in designing and developing the marketing and communications for the club.
I recognised very quickly that we needed to start capturing all events on film and creative photography. I produced a range of films that focused on different events, riders and services in a way that inspired and invigorated that local cycling community.
I updated the club branding, designed a new club kit and built responsive website that now enables the club to manage all their event and race sales online. The club can now promote and keep people up to date with a full season calendar that provides live map locations of events and races and the ability to add events to your personal devices.
The website is fully accessible by any mobile or tablet device and integrates with the club's social media channels. These are just some of the features that have made the club's website so easy to use and go far beyond what at least 95% of Australia cycling club websites are currently providing.
Branding proposition for Abbotsford Cycles located in Richmond, Melbourne. The business is one of the oldest and well known bicycle repair shops in Melbourne. They provide some of the best service in town and have always stayed true to their small but experienced team.
My approach was to design a logotype that spoke to the heritage of the establishment. The brand needed to remain integral to a customer base who have been loyal to the shop and at the same time appeal to a new generation of cyclists.
The brief was to design an identity that reflected the nature of the business and one that can relate with the niche clientele, mostly farmers in rural Victoria.
When researching competitors, it was clear that no one was really showing off their work, and those that did so were few and far between. Tony, the owner, had given me a DVD full of photos from most of the projects he has ever worked on. Because he had such a great folio of documented photography, it was decided that this would be the key focus for the website. People need more than just well written business profiles, they want to see what you can do and what you have done.
In 2011 Market Life owner, Jason Gugliotti, approach me to develop the branding of his flagship grocery store, located at Bentons Square Shopping Centre in Mornington, Victoria.
The desire was to design a mark that referenced an era when grocery store shopping meant, fresh and full of flavour. This is something Jason has a family history with being the son of multi award winning grocery retailers located in Echuca, Victoria. I designed a custom type face and curated a range of printed marketing media for the store which has continued grow and expand since its opening.
A brief from the National School of Design to rebrand Melbourne Community Foundation. Their existing brand mark was far from representing what the non for profit do and didn't connect to the current audience. The approach was to suggest not only a feeling of community but a coming together of the various individuals that make up a large part of the philanthropic foundation through a bespoke typeface.
When Anthony Ferrinda from The Cranking Solution came to me in need of a re-brand, he threw something into the mix that made the project a little more interesting. TCS is a bicycle servicing business based in Shepparton, Victoria. Anthony had recently started working in the fitness equipment servicing industry which for the most part is almost the same job as being a bike mechanic. Same tools, different parts. Anthony decided that he wanted to not only re-brand TCS but make fitness equipment servicing the business focus.
We stripped the name back to TCS and used a sub name for the full title. The typography for TCS was designed to sit in both the cycling and fitness industries without compromising one for the other.
A full suite of stationary and a responsive website was created that have significantly helped TCS transition into a whole new industry.
Over 2013 to mid 2014 I worked at the Greater Shepparton City Council as their Digital/Social Media Officer. One of my major projects was the Council's new website.
The major feature of the new website is that it had to be completely "responsive". This means that no matter what device is accessing the site, it needs to display in its entirety as well as being highly readable. No zooming in on small text, no hard to click buttons and easy to navigate pages on any mobile device.
My role was to work with the entire organisation's different departments in reviewing their content on the old website and helping them re-write for the new. My catch cry when dealing with all departments was that "every page needs to be written for the user/community in a language that they understand... no council jargon and no bureaucratic speak if we can avoid it." Pages were shuffled, titles were changed and content was re-created all with the user in mind. But being a graphic designer, I couldn't help but contribute to the design and interface of the new site. The header banners, the front page layout, the typography and icons were all areas that I put my creative spin on.
In the end we were able to create a truly functional and responsive website that looks great and hopefully lasts as many years as it's predecessor.
A massive credit goes to Council's very talented web team Michael McCorry and Rick Canobie. These guys are brilliant web developers who always took so much into consideration over the project. This was their baby and I was so grateful to help them design and deliver it.
You can view the website here www.greatershepparton.com.au
Design Made Trade is one of Melbourne's showcase events during the State of Design Festival. The 2008 brief was to take the existing barcode logo to create a poster and interior wall graphics for the trade show. Working closely with Büro's industrial designer, Tom Allnut, we were able to transform the barcode into a 3D twisted sphere. This was then transferred into 2D images and placed on all print collateral as well as being printed on the interior wall dividers for the event.
Direction under Büro North
Jay Kimber is not one to back down from a challenge. Owner of The Garden Farmers, she supplies produce and her freshly pressed Green Juice to Willunga Farmers Market, Adelaide Farmers Market and The Market Shed on Holland St every weekend.
In early 2015, Jay was successful in her application to have a food stall at the 4 day Womadelaide Festival. The now well known "Garden Farmers Green Juice" was marketed just as Green Juice for the festival stall. I designed the branding and built the facade for the stall as well as helped Jay manage the stall over the four days. It was a big hit among the Womadelaidians and I think it will most definitely grow to become a favourite option at the festival if Jay continues it... which I'm pretty sure she will.