inspiring olympic torch flame wordmark concept

Australias largest diet brand, 12WBT required an uplifting and fresh brand to entice the ever growing 40+ female market. Brand naming, identity, UX brand guidelines

nutrition and workouts, living best life

Created at The Works.

https://www.bynwr.com/expressway-article/the-ghastly-one

Recently renamed Lifestyle Solutions Australia | Foster Care & NDIS Services‎

Created at Brandcraft

TED assigned their entire 2010 marketing budget to develop a grass roots campaign focused solely on discovering and mentoring the future of music. 

The Lab was a major new initiative that saw eight of the worlds biggest international artists and one rising Australian band collaborate to create the soundtrack for the next Tooheys TVC. Shot in NYC the project ran for 8 months and resulted in a 12 part series which documented the winning band's (The Danimals) journey and studio antics with: Mark Ronson, Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and The Dap-Kings.

Consumers were given the chance to win exclusive merchandise and music remixes from Mark Ronson as well as an all-expenses paid trip for two to the Big Apple. Here's what happened… 

Trailer at top, full documentary at base

Role: Creative Director

Goodpool is a nonprofit organisation. We are building a skilled volunteering marketplace that will completely disrupt and revolutionise how professionals volunteer their time & skills to nonprofits worldwide. We do this for free and aim to deliver hundreds of millions of dollars of social benefit every year

It will enable individual & company philanthropy through finely matched volunteering opportunities that will empower people and allow them to feel good about their work. A reward system will allow Goodpoolers to flaunt their ‘goodness' on social media.

It also has a Corporate Social Responsibility platform that displays, promotes and measures how organisations allow their workforce to contribute to society.

Role: Co company director & UX/UI design

Goodpool.org

Bacardi sought to increase brand awareness amongst 18-29 year olds, drive everyday consumption occasions and reduce seasonality. This original and highly engaging concept has been copied but never matched.

The 1960s Southern Aurora train carried five bands to four cities for a music festival along the Eastern Seaboard of Australia. The concept was 100% owned by Bacardi, and loved by artists, the venues and most importantly the consumers. It was an incredible marketing campaign that spread across digital, TV, retail, experiential and radio.

Bands included;  Groove Armada, La Roux, British India, Blue Juice, Van She, Art Vs Science, Lost Valentinos, Beardyman, Hoops, Sampology, Yves Klein Blue, Miami Horror, Cassette Kids, Faker, Pnau, Scribe, Bumblebeez and Bang Gang DJs.

Throughout its three year run, the campaign saw over 73,385 ticket requests, 20 gigs, 15 bands, 18 carriages and one hell of a ride!

Role: Creative Director

We (Milk Communications) contacted sneaker freaks to research this global obsession, exploring themes of: technology, identity, criminality, exploitation, fashion and obsessive behaviour. Resulting in an innovative book and a Channel 4 documentary - it provides a stunning tribute to this social phenomenon.

Within its pages, celebrities, musicians, athletes, artists, designers and enthusiasts worldwide, extol their love of the sneaker. Including: The Prodigy, The Jungle Brothers, Spike Lee, Jake & Dinos Chapman and Prince Naseem. 

Extensive media coverage has sold 60,000 copies to date.

"Size isn't everything, IT WILL BE MAJOR”
- Snoop Dog

Bud sought to attract young hip Brits with an arts-based programme. The ’B’ campaign drew on cultural synergies between the US & UK. It utilised film, music, fashion, art & design to woo stylish 18-24’s repelled by it’s mainstream US image, creating a new underground market.

Exhibit B saw US & UK artists collaborate, culminating in a London based sculpture exhibition.
B Reel toured with BFI, juxtaposing US and UK 'social realism' films such as 'Room at the Top' and 'Do the Right Thing'
B Side pitted US and UK DJ’s against each other in a series of ’sound clashes’ with Sleazenation magazine.
B Shirt took public submissions via a 32-page pull-out in I-D magazine, culminating in retail outlet multi-media installations.
Cele’B’ritation was a book by Rankin exhibited at London’s Proud Galleries, featuring US & UK celebrities. 

Looking for a new avenue from which to access the young 18-28 year old creative market, Peer Group Media approached Kirin to partner its award winning typographic exhibition, Go Font Ur Self*.

The GFUS* initiative was a 36 month ongoing showcase of typographic works presented by Kirin and produced/curated by Peer Group Media.

It explored the written word in all its various configurations, beyond the bounds and restraints of traditional typesetting. The focus was to embrace letter form as the inspiration for artwork, deconstructing it without the need to adhere to legibility or the vernacular.

Consisting of 6 Chapters, 2 books and traveling across the country 4 times the exhibition attracted over 16,000 attendees and saw 84 Australian and International artists exhibit. The program firmly established Kirin as the the beer behind the creative industry, opening the brand up to a new and inspired market.

Tooheys Extra Dry was looking to engage directly with up and coming Australian artists on a grass roots level.

The uncharTED music program was about discovering and developing original Australian artists and gave them a chance of winning a spot on the bill for Splendour in The Grass and Big Day Out, national media exposure, a recording deal with Sony Music and a $25k artist support package.

A strong relationship with the entire music industry was established, along with a national artist discovery program. Supported by televison, print media, radio and a national tour, UncharTED encouraged artists to submit original songs online where the the public could vote. An UncharTED TV series was aired weekly on MTV, Channel V and was available for online viewing. Live gigs where held nationwide and winners were chosen by an esteemed music industry panel.

Over 3 years, 8542 bands registered and 6 million votes were cast. The PR generated was valued at $4 million and sales of Tooheys Extra Dry grew each year by 11% placing it ahead of all other competitors in the market.

Role: Creative Director / Director

The iconic whisky label launched an annual music award night called The Jack Awards. 

The 'Jacks' were a set of popularly-voted Australian music awards that rewarded all areas of Australian live music, from bands to venues, tour art to drummers rather than only recorded single or album releases. The Jack Awards aired on Channel [V] Australia.

The nominees were selected by a music industry panel and the winners were chosen by the public via an online voting system. 

stuff and things

V Energy / Frucor: Branded content

Ladies and Gentlemen: meet Vera, senior citizen.

“Switch on the ol’ box pets, pour yourself a cup of V and join me for the latest and greatest in rising stars in Australian music”

Each week, Vera invited one of Australias hottest independent artists to join her on the couch at Channel [V] to answer the questions that only your nan would ask. Vera loved it, the bands loved it and it was great TV. 

Veras nearest and dearest included:
BlueJuice, Lanie Lane, Cog, Goons of Doom, The Presets, PNAU, Van She, Yves Klein Blue, The Lost Valentinos, The Potbelleez, The Jezabels, Sparkadia, Songs, Mercy Arms, Josh Pyke, ELF, Dappled Cities, Bang Gang DJs and more…

“We’ve been interviewed by all sorts but never by a granny! She’s a sweetheart” 
- Nick Littlemore (Empire of the Sun)

An activation was also rolled out to the Australian music festival circuit.

Role: Creative Director / Director / Producer

Assorted

A smorgasbord of logo designs made over the past several years. Most are in use, some expired :( and some were made for fun. For more information on any logo in this collection, please feel free to email me.

1: T-shirt range (store coming soon)

2: Ben Sherman (Englishman in Tokyo)
A mens S/S13 range that plays on the contrasting cultures of UK & Japan whilst retaining the BS target brand.

A selection of various branding projects integrating, web development, infographics, UX and UI design.

development work

Commissioned by Mitch Morgan design

Created at BMW Dentsu