This strong profile, whether pored over or read at a glance, for MTC Equipment approached the SDC export manager and the company board in a direct, friendly and transparent way that built trust.
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After training in London at the Desmond Jones School of Mime and earning a living on the competitive streets of Covent Garden and at various international busking festivals, at age 25 Fergus returned to New Zealand to work full time as an entertainer. He needed a logo and self-promotional publicity kit to enable him to market himself and provide to talent agencies. This poster is a photo montage produced using old school paste up and photolitho methods. Inverting the chair handstand ‘fungustic slaprobatic’ trick into a free-falling Mr Fungus was to play with the audience with a sort of Irish parachute sight gag, and making a poster that could be hung “correctly” upside down and still not make sense.
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There’s a lot riding on the Mr Fungus (alias Fergus Aitken) business stationery system. It carries important information that must be clearly visible while overall making a good strong visual impression and being memorable (on a Scotsman’s budget).
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More compelling design doesn’t mean prettier, or more arty. By more compelling I mean richer, more complete, better because it is more efficient, better because it is attractive in useful ways. The design of Vinevax’s new brand collateral isn’t merely about their product looking better on the shelf, but actually functioning better as an advertisement for itself in a competitive retail environment. The design has to do with the work of increasing sales by making Vinevax’s packaging beautiful and clear.
It’s exciting.
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Recently returned to settle back in Wellington from the U.K. in 1991, having done his time entertaining Covent Garden and international festival audiences, Fergus Aitken was a busker, a young exponent of clowning, juggling, mime and the bizarre who needed a logo and a business stationery promotional kit to advertise and promote his comic mime character Mr Fungus. More broadly he needed to promote his availability for various performing arts roles and as a mime workshop teacher in community, school and tertiary education settings. The first project, a card, would be handed over personally or included in direct mail campaigns to various audiences, where it would be viewed mainly at very close range.
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Once a mainstay of the graphic design business, nowadays print brochures are more the rarity but my fascination with ink on paper is perennial. I was inspired by the opportunity to create a small company launch and product catalogue brochure for MTC Equipment, that is short and to the point.
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The MTC Equipment’s rename and rebrand project included designing their new logo and identity system, the design and populating of their catalogue website , and creating a direct mail brand launch and product catalogue.
It was a great opportunity to work with an established family company, formerly Murray Tractor Company, to implement a rename, rebrand, and repositioning their new business as import agents of Chieftain Trailers of Ireland in the New Zealand, and Australasian regional markets.
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Design eye appeal is only one factor in the logo design equation. A useful logo for KittyCat Rehoming Wairarapa requires concept, great execution, and most of all, clear thinking.
Use a picture, especially of a cat, or use more pictures, say an icon that is immediately recognised as a home. People relate to pictures of familiar things like cats instantly.
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Desktop publishing as in-house designer for Pionair was a path of discovery. Why is striving to make something look better worthy toil? There are benefits to clarity, ease of understanding for busy people justifies hours in production.
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The A5 bifold brochures and Escape from the Straitjacket of the Mind promotional poster were produced to launch John Davey’s refreshing & inspirational new approach to delivering a corporate message at conferences or training seminars—“Lip Service”.
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Silver Cloud product launch even invitation.
A documentary photo essay that I shot of the fabulous Silver Cloud 100% Pure Agave liquor launch event at Nicola’s Cantina in Nelson New Zealand.
The feature of the launch event was the auction by Terry Knight of only the first two of the thirty bottle limited release, bottles number 30 and 29, which sold on the night for a tidy NZD$400 and $450 respectively, a fitting testament to the quality of the pure agave liquor, the packaging, the branding and the success of the well promoted and event managed launch of event.
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Talk less.
Although I’ve worked on many high-profile projects, I strive to give equal attention to the more commonplace assignments and small business clients. This is the small things that need to be precise—the directional signs, capabilities brochures, websites, product packaging, corporate collateral, After almost 40 years of practice, I am still excited by that challenge and the possibilities each new project presents.
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MagentaDot Brands 