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Scope: Brand Strategy, Branding, Application Design
This university project applied principles of differentiation, to create a brand both visually and ethically removed from competitors in the chosen sector – 'public transport'.
Initial research revealed a gap in the market for a luxury public transport brand, which was capatalised on with the conceptualisation of 'ALT'. As a brand, ALT differentiates from competitors by offering premium services, with a primary focus on traveller privacy and luxury comforts. Considered branding applications were developed to further differentiate ALT from existing public transport brands, utilising prestigious design elements to appeal to a more refined target market.2012 -
Scope: Cafe Branding, incorporating web and iPhone application design.
This project involved creating an identity for Daffodil Cottage Café — a fresh new establishment which aims to balance quality coffee with welcoming and intimate customer service. The venue also caters for a more youthful and tech-saavy customer base.
Colour was used to differentiate the brand from competitors in area, whilst a stylized symbol system was developed to reflect the brand's personality. A strong digital presence was also considered when creating the visual identity, tailored to Daffodil’s preferred target market.Branding, Graphic Design, Web Design2012 -
Scope: Futuring, Rebrand For Water, Package Design
60% of the human body is water – an amount which depletes as a result of everyday activity. Drinking 2 litres of water each day is essential, as it replenishes the body and enables us to live healthy and active lives.
In spite of these amazing properties, water is currently marketted as pure and thus boring. This project aims to challenge the way in which water is branded. Bold positioning and targetted brand applicatons are used to level the playing field between water and superfluos enregy drinks.Advertising, Branding, Packaging2012 -
Scope: Workbook/publication design for the Isis, I Heart Me program
The ISIS I Love Me program is a positive initiative, aimed at developing healthy body image and acceptance within school students.
This project required working with students, to develop a refreshing and engaging workbook. The nondiscriminatory design aims to promote individuality, creativity and positivity.
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Illustrations by Rachel Lee
Designed at Liveworm Studio, Southbank
Client: Isis – www.isis.org.au/iloveme/Editorial Design, Illustration, Typography2012 -
Scope: Design Futuring, Package Design, Platforming
Platforming is a strategy which allows unethical brands to revise and create products based on futuring (Introduction to Design Futuring, Tony Fry 1999). As this process is time and resource intensive, companies should in the meantime, apply simple design futuring practices to their branding and marketing applications.
This project is a re-brand of car oil filter company Ryco. Ethical design practices have been applied where possible, in attempt to offset the brand's current unethical product line. Designs aim to address inconsistencies in the brand’s current packaging, whilst reflecting the futurist nature of the company’s future platform.
Disclaimer:
This project has been initiated purely for education purposes and may not reflect the views of Rycofilters.Branding, Packaging2012 -
Queensland Conservatorium’s Jazz Café evenings are hosted on the parklands side of the Conservatorium building. Lovers of jazz can enjoy a monthly groove in the intimate space, which provides the perfect ambience for a unique jazz experience.
This project involved designing a poster and postcard, advertising the Jazz Café evenings. The dynamic concept was inspired by jazz posters of the 1920's, and aimed to attract both young and old to the event.Advertising, Graphic Design, Music2012 -
Project Coming SoonBranding, Graphic Design, Typography2013 -
Scope: Interactive Map Design for Southbank, Queensland
This project challenges the assumption that maps are designed to accurately reflect their target location. It invites visitors of South Bank (Brisbane), to interact with and imagine the space differently.
This was achieved by mapping the area of South Bank imaginatively, and not necessarily reflecting the space as it is currently perceived. Locations were mapped in an illustrative fairy tale context, inviting user’s sense of adventure.
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Collaborators: herbeywagner.com, kirstenbrowning.com, christynschneider.comIllustration, Typography, UI/UX2012