A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

Pocket-size brochure for contemporary art kinetic sculptures

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price.

A tight budget means doing more with less so this dual purpose business card brochure needed to show a range of kinetic works. Thinking of my paper as a screen or a stage I laid out a montage onto eighteen small panels that unfold into an informative, a4 size flier.

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The rationale behind this design uses the simple key to designing advertisements that sell: keep all eyes on the product. The goal, through pictures and composition was to make the wind activated kinetic sculptures speak for themselves. Into the layout montage I crafted drama, impact and interest. The only words in the brochure are the philprice.co.nz URL embossed in relief on the polished carbon fibre cover of the clamshell which the client designed and fabricated. Below the URL on the cover is a small authoritative Phil Price logo.

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

The carbon fibre case was designed by Phil Price, fabricated using CAD and an aluminium mold. The ‘natural’ carbon fibre fabric was hand polished for an aesthetic look and feel.

The bespoke, hand made carbon fibre clamshell

It’s so easy with a flier design to think cheap and downgrade the client’s valuable, irreplaceable, hard-won image. The concept of the carbon fibre case and novel pocket-sized format was well accepted by the client and he took on the task of making the business card sized clamshells by hand to help overcome this trap with a strong, tactile first impression that appeals directly to everyone’s love of novel new things.

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

The 18 panel unfolding story allows the wind-activated kinetic sculptures to speak for themselves.

Don’t tell, show

If you happened upon one of Phil Price’s large wind-activated kinetic works you’d see slick, beautifully modern forms, and fascinating lively movement. It is easy to see how photos of the works in the context of their urban and park-like surrounding communicate what is in Phil’s mind’s eye so that his readers can see the kinetic works as clearly as he.

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

The works that feature on the first page are Protoplasm, Fulcrum, Tri, Cytoplasm, Ratytus and Morpheus. They are located in Auckland’s Viaduct Basin, Wellington, Waiheke Island, Christchurch, in New Zealand and Bondi in Australia.

Open once… Open twice…

This single-sheet visual brochure is a wee beauty that gets thirty six pages of work out of just one. From it’s business card sized 95mm x 50mm bespoke clamshell case, a story unfolds in a natural, easy-to-follow sequence. The key to the design was to think of it as a visual catalogue of works rolled into two a4 fliers or mini posters. It was easy to design and inexpensive to print digitally. Perfect for Phil Price’s trip to exhibit one of his kinetic works in the Sculpture by the Sea group exhibition near Aarhus in Denmark in July of 2009. It slips easily into pocket or purse, and the pictorial format was ideal for telling the story of Phil’s kinetic works in general and showing selected images of the 9m tall “Morpheus” work exhibited in Denmark as work-in-progress in the Christchurch studio.

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

The visual theme

The brochure folds open like a story with a visual theme that reveals one kinetic sculptural work at a time laid out in an interleaved montage. Each column of panels unfolded contains a teaser of the next work to be revealed by unfolding the sheet in 4 steps. The very precise folding necessary was achieved using a precise and reliable pharmaceutical package leaflet folding machine of the sort used to fold the leaflets enclosed with all medication.

A pocket-size showcase brochure in a custom carbon fibre clam for the kinetic sculptures of Phil Price

The kinetic works featured on the verso of the brochure are Nucleus, Dodo, Pipi, Cassini, Protoplasm. They are located in Christchurch, at the Fulcrum one man show at Amisfield vineyard near Queenstown, Queenstown and Waiheke Island’s Sculpture in the Gulf.

 

A lively conclusion

The fully opened sheet has room to elaborate on the diverse forms of Phil’s kinetic works. It is no longer pocket size, but the theme continues—big images, vibrant colours.

Phil Price ‘Morpheus’, composite materials and stainless steel, 9m at Sculpture by the Sea, near Aarhus, Denmark, 2009.

Phil Price ‘Morpheus’, composite materials and stainless steel, 9m at Sculpture by the Sea, near Aarhus, Denmark, 2009.

A small niche, affluent market

While Mr Price’s wind-activated kinetic works have proven very popular with their private collectors and the public around the world, for example works like Morpheus winning a clean sweep of the “people’s choice” awards at exhibitions like the 2009 Sculpture by the sea in Denmark, the audience who commission and buy outdoor kinetic sculptures is a niche market. The advertising visualised those few who are very interested and presents his works to them. By maintaining poise, showing, not telling about Phil’s excellent works, the art buyer is led to his website for more information, this is the call to action of the piece.

Dress well. Be clear. Make your point.

The private collectors, corporate and civic art buyers are an intelligent and preoccupied audience, the flier’s message is concise and does not waste their time. Artists do not want their work to be sold in the retail sense and art buyers don’t want to receive a sales pitch for a commodity. As collectors, investors or developers they actually sell themselves. People like beautiful well made things and they like the people who make them, the relaxed tone of this engaging advertisement makes for a win-win transaction.

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Credits


Client: Phil Price Sculpture
Category: Fine arts
Printing: In-house Fuji Xerox digital at Pionair Propellor Studio
Design, print production: Shaun Waugh
Photography: Client archive, Shaun Waugh
Disciplines: Photography, art direction, graphic design, print production


©magentadot brands

BabyBliss nursery furniture collection A5, bifold landscape brochure

BabyBliss brochure redesign

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As a graphic designer and brand manager I am always striving to produce the best advertising and conceptual collateral pieces that money can buy. In 2002 the BabyBliss brochure project was no exception, it was a startup company, a small family business specialising in quality baby nursery furniture, made in New Zealand using native timber, the cribs and changing tables are compact, portable and easily assembled and dismantled—no tools required.

I redesigned their brochure and designed a portable exhibition display stand for their October 2002 appearance at the Earls Court international Baby and Child Fair which turned out to be a tremendous success. Part of the reasoning behind the redesign was to fully engage the brand name to evoke peace of mind and to allow the design and quality materials of the nursery furniture to hold centre stage.

These days I am well aware you want your visual communications to work hard. As hard as, let’s say, this redesigned brochure does. So to see more proof just have a look around or call Shaun on;
+64 21 067 6176.
Or email him hello@magentadotbrands.com

BabyBliss “Before” brochure cover.

Before.

BabyBliss nursery furniture collection A5, bifold landscape brochure

After.


Description


Project name: BabyBliss nursery furniture brochure
Disciplines:  Print production / Promotional design and advertising / Typographic design
Client (Industry): BabyBliss (Consumer products)
Formats: Booklet / Brochure
Date: 2002


Credits


Printer: Croft Print Limited
Photographer: Diederich von Huygen, Lightworkx
Design firm: tattoo (logo design by tattoo)
Account executive: tattoo
Copywriter: tattoo
Creative director / designer / illustrator: Shaun Waugh, The Waugh Office
Font credits: Avenir

Container Waste

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Container Waste is a very successful independently owned residential and commercial waste management company based in Amberley, North Canterbury. The firm is an expert in carting waste to landfills in a range of bins and containers that they deliver to clients’ sites. As part of the rebrand Identity Signs approached me to design a responsive website that communicated Container Waste’s all-in-one fast service with the least effort from the site user.

Container Waste owner Darryn Harris observed that their legacy website urgently needed to be redesigned as a responsive site. In response to intense competition in the sector as a consequence of the post-quake rebuild it became of utmost importance for their customers that the new site make the process of Skip hire very easy online, especially from a mobile phone. In other words the redesigned website had to result in a measurable increase in residential and commercial Skip hire as well as consolidate and grow their commercial waste management market share.

In a collaboration between Paul Walters of Identity Signs, Michael Marneros of NuWeb and myself the mechanics of a “Hire a Skip” web-app was developed which I designed the user interface for.

I put a lot of research and reflection into writing the copy for the site and developing the series of Marketing Communications adverts in the page head slider. The site photos were shot by Paul Walters, while I took care of the colour correction, image editing and the clear-cut photo composites that are key to the site’s uncluttered, clean look and feel.

The project was completed by my populating the redesigned website. The new responsive site has effectively improved the quality and quantity of their interactions with their clients. If you think a responsive website redesign might be a good strategy for your firm contact me here.

TAKE A LOOK


Credits


Client: Identity Signs
Stakeholder: Container Waste
Category: Waste management
Rebrand: Identity Signs
Web Design firm: MagentaDot Brands
Back-end support: NuWeb
Site build:
 Shaun Waugh
Disciplines: Copy writing, Illustration, User experience design, Web design, Web content management


©magentadot brands

Phil Price Sculpture

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Phil Price is a very successful New Zealand sculptor based in Melbourne and Christchurch who has achieved international renown for his mesmerising wind-activated kinetic works.

Phil approached me to design a dynamic brand identity and catalogue website to his exacting creative brief. The branding brief was for a Personal or individual brand, built around Phil personally, as a fine artist and sculptor. To that end his primary url was renamed from philprice.co.nz to philpricescultpure.com. It was also mandated that all forms of commercial branding that had been developed in the past would be absent from the redesigned catalogue website and career biography project.

As a fine artist Phil must walk a tightrope in the manner he portrays and markets himself via the media because the business side of the art world, loyal patrons, art galleries, dealers and the like must be inscrutable, mysterious.

So it is arguable whether this is a form of brand because while it aims to add value to Phil’s oeuvre it lacks a business model to commercialise the strategy.

Yet it makes perfect sense in context because the fine art world holds it to be a truism that great branding does not make a great artist. So while there are some great artists with great branding, the enigma of a catalogue website of Phil’s work in its opacity is a statement and an expression of confidence. The website is a work of art for arts sake.

As the rebranding and repositioning project was web based, as per the site name and the sculptural work’s provenance, upholding the perceptions and reputations of Phil Price the artist and his works is the great accomplishment of the site. An attractive and useful showcase for his kinetic oeuvre was the goal.

As part of the UX development I created a set of small custom symbols to give clarity to the different categories of information attached to each sculptural work. Much care and attention was devoted to optimising the site’s presentation on mobile devices. If you think a responsive website redesign might be a good strategy for your firm contact me here.

TAKE A LOOK


Credits


Client: Phil Price Sculpture
Category: Fine arts
Website rename and rebrand: Phil Price
Web Design firm: MagentaDot Brands
Template customisation: Webbymonks
Back-end support: NuWeb
Site build:
 Shaun Waugh, MagentaDot Brands.
Disciplines: Photography, User experience design, Web design, Videography, Web content management


©magentadot brands

Terranova tiling website Laptop mockup of a cascade of 5 pages with the Homepage at the top of the stack.

Terranova tiling

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Terranova Tiling is a Christchurch firm comprised of a small team of master craftsman tilers headed up by Camillo Schulz. Terranova impress with the fact they have gained more than their fair share of prestigious awards for their artisan tiling over the last decade.

The logo design was inspired by my being impressed with the way that the meticulous precision of professional tiling showcases the geometry and art of architectural interiors. This lead to giving myself the design constraint that a craftsman tiler’s logo must actually be able to be constructed of tiles, in real life.

The Terranova Tiling website represents an established firm of tile installation craftsmen headed by master tiler Camillo Schulz. Terranova’s work is impressive and has been consistently recognised as second-to-none in various building and interior awards since 2006.

Camillo was trained and worked in Germany for ten years before emigrating to New Zealand in 2001 when I met him. I designed the Terranova logo and a business card for Camillo when he launched the firm in 2003 and designed their brand new website (along with back-end assistance from NuWeb) in 2015. During the briefing of the website Camillo paid me the compliment that the Terranova logo design was perfect as it was, and that feedback from his customers and business associates assured him that Terranova tiling’s branding remained as fresh today as it ever was.

The attractive Terranova Tiling logo and business card. Illustrations send a powerful message. Using artwork to stir a specific feeling—in this case quality craftsmanship and attention to detail. A minimal but well crafted page layout is more professional than a flashy design poorly built.

The attractive Terranova Tiling logo and business card. Illustrations send a powerful message. Using artwork to stir a specific feeling—in this case quality craftsmanship and attention to detail. A minimal but well crafted page layout is more professional than a flashy design poorly built.

Part of the reasoning behind the web design was to encourage the client to set about obtaining high quality originals of the imagery of his work that had appeared in various architectural, building, and interiors magazines and that had been shot in the course of being entered into bathroom and building awards by his clients, dating back to 2007. Terranova’s faultlessly accurate tiling craft showcases the geometry and art of architectural and interior designTerranova’s work has been recognised by his industry peers for many years as award winning so it made sense for the web design to be centred on quality imagery of the work. It was reasoned that this would appeal to their discerning ultimate clientele of homeowners, many of them affluent, and to the architects and interior designers who in pursuit of the best architecture design projects centre on stylish interiors.

The flex imagery of the full-screen slider of their best work on the homepage creates a strong and memorable first impression centred on the utmost quality of Terranova’s work. The purely visual landing page was a conscious strategy to first show, not tell. The Projects page tiled Mosaic unfolds an elegantly staged, lean presentation of the client’s work. It is also designed for best optical appeal with its pared-back aesthetic and pragmatic descriptions and credits. The overall result is a minimalist design feel that is plain speaking, direct, and showcases their work functionally and beautifully.

The Journal/blog provides the objective documentary evidence to back Terranova’s claims of expertise and and industry benchmark standards of finish (whilst serving the need to update the site content regularly in order for it to continue to rank consistently well in the search engines).

A significant amount of research and image processing love went into this web design project as well as thorough domestic and international research into appropriate keywords and phrases to ensure the site is search engine optimised. I’m looking forward to updating the site again shortly with Terranova’s 2016 crop of Master Builders’ plus Kitchen and Bathroom awards.

The website is responsive and I took great care with the design to ensure that it will age well as Terranova commissions me to add more and more great news items to the Journal awards showcase, and fantastic award winning projects to the Projects mosaic.

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terranova-macbook-mockup-01
terranova-ipad-mockup-01
terranova_iphone-6-mockup


©magentadot brands

Eurowood website showcase mockup displaying 3 different site page templates, the homepage, a product catalogue item page and the current projects news / blog page.

Eurowood

So often startup businesses suffer from having a cheap-looking template website which fails to capture the personality of the firm’s products, services and culture.

Along with Identity Signs, who designed the logo, I spent time getting to know the Product System, Product Range and the histories of Eurowood’s European business partners. This helped me design for them the Eurowood website which serves as a precise extension of their engineered timber business itself. The aim was to strip away clutter and present a clean and extremely accessible website that serves the solid timber log home, log cabin and laminated timber structure markets. Eurowood’s engineered timber product range and state of the art construction methods are of an extremely high quality and this is reflected in the website design. The Eurowood team are constantly creating great content as they grow their new business from scratch and the WordPress content managed website is designed to help the client bring that content to the fore with ease. Staff are quickly able to post news and project updates, refresh the content of the homepage promotional slideshow no matter which device they use and the intuitive navigation enables visitors to quickly find the information that they most care about.

Eureco_Arcadian_colours

The Arcadian colour palette brings the website a soothing colour sense.

The clean design of the site is nicely complemented by the Arcadian colour palette, the hues of trees, wood, water and sky brings a soothing sense with a clean scandinavian modern appeal to the design. The website is a responsive website design which provides an optimal user viewing experience—an ease of site reading and navigation with the minimum of resizing, panning, and scrolling—across a wide range of devices so a fantastic user experience is guaranteed no matter which device you use. For more information and full project Credits visit the blog post here.


Eurowood website showcase mockup displaying 3 different site page templates, the homepage, a product catalogue item page and the current projects news / blog page.

Euro-Wood Ford pickup branded vehicle wrap. Front threequarter view.Euro-Wood_bus_card_front_mock-up

Euro-Wood_bus_card_back_mock-upEuro-Wood Ford pickup branded vehicle wrap. Side elevation.


 

MTC Livery

When offered the opportunity to design MTC Equipment’s new commercial fleet livery I leapt at the chance. Having previously collaborated with Darren Leeds of Leeding Signs, and TruLine Civil’s master truck painter Andrew Gill on several successful livery projects I was confident of a top-of-the-line finish.

The project included a full repaint and “pimping” of the first vehicle, a Volvo FH12 truck, including the budget for metallic lustre finish paints. Metallic paints are more costly and generally not preferred by Heavy Transport operators, but it was agreed by the stakeholders that this vehicle is a large moving promotion for MTC so the added investment in a top of the line finish is warranted. MTC is New Zealand agent for Chieftain Trailers and supplies custom designed and built Commercial and Agricultural trailers to New Zealand customers. The purpose of the MTC livery Volvo is for the delivery of orders to customers and for the hauling of trailers to, and being the centrepiece of, MTC’s exhibition stand at Agricultural and Pastoral shows the length and breadth of the country.

Presentation visuals were supplied to the client and stakeholders as a set of orthographic projections.

Presentation visuals were supplied to the client and stakeholders as a set of orthographic projections.

The design project comprised photographing and measuring up the Volvo at MTC’s premises after taking the brief from the client and the paint and panel man, then drawing up highly developed “as built plans” in the form of illustrations of the livery to scale, then presenting the design in a set of vector illustration isometric projections to the client and other stakeholders for review. The brief stated that the vehicle livery should be outstanding, and tie into the themes of MTC’s brand colour palette, logotype the “M” identifier symbol and illustrative tyre tread brand asset. I work closely with client, transport refinisher and signwriter at the concept development and design stage of the livery project, seeking expert advice on materials, application issues and layout in order to rationalise the concept on the drawing board to ensure the design will work optimally on the vehicle when finished and will be fast and easy for the signwriter to apply. The project process involved first photographing and measuring the vehicle in order to draught illustrated draft concepts for presentation, and highly accurate As-Built plans and final vector artwork to scale. The process results in easy, no-waste, high quality application by the Signwriter and finished results that exactly conform to the concept visuals, thereby ensuring a final product that meets or exceeds client expectations.

Volvo_MTC_truck_graphics-9454Volvo_MTC_truck_graphics-9470

The As-Built plans dimensioned.

The As-Built plans dimensioned.

Front elevation.
Air-brushed effect back of cab decal.

Leeding Signs Tradecraft is evident in the details.


 

Tru-Line Civil business card

TruLine Civil

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TruLine Civil are a family owned civil engineering headquartered in Greymouth and with operational bases there and in Christchurch. The TruLine logo design was inspired by the theme of their core business, laying drainage pipelines, and portrays this forward thinking firm in a fresh, dynamic way.

As good as some, better than most

Since 2012 TruLine have made a significant contribution to the rebuild of Christchurch’s horizontal infrastructure and roading network. TruLine has earned the respect of their civil contracting peers due to the metre rate per day which they can lay water mains and waste water pipelines. Other contractors manage about 20 m per day, TruLine consistently delivers 100 m per day. This performance is down to sheer hard work. Having photographed this crew at work on a number of occasions I have been impressed witnessing this high-energy highly-skilled crew’s ability to coordinate personnel, machinery and resources.

Print quality says craftsmanship

Print craftsmanship says quality and a minimal well laid-out page is more professional than a showy design, poorly built. An engineer’s corporate I.D. system must work hard and the graphics must be purposeful.

Craftsmanship is attention to detail and the fit and finish of Tru-Line Civil’s corporate stationery system is good looking, works hard and adapts easily. The design conforms to the world’s most popular business look. It is corporate—uncluttered, clean and impressive. While the Print craftsmanship says quality, the dynamic illustrated logo sends a powerful message.

The Tru-Line business system, consists of A4 letterhead, envelope, business card, with compliments slip and a versatile laminated and embossed document folder that is trimmed down from the same worksheet as the folder to create a custom Word document cover with a window. The system is easily manipulated and I can adapt it for almost any use. At the core of the system is the Tru-Line Civil logo, or “mark” and a separate block of text.

Tru-Line Civil, corporate stationery system, business card, letterhead, mobile web, CD ROM, envelope, website

Tru-Line Civil corporate stationery system and website.

In addition to the full set of corporate stationery the custom Word bid document template delivers highly critical business-to-business information, primarily tender bid documents, that are read by professionals who read every word. With no need to “hook” the reader in, Tru-Line’s B2B documents can be long, dense with text, charts, tables and organised so their information flows like water from a tap.

READ MORE

The Tru-Line Civil business card is dressed to impress. Printed 3 colours including one metallic ink. Civil engineering is the sort of work where you are out in the field getting your hands dirty so the matt laminate, and radiused corners ensures they are robust and presentable on the job. The well crafted embossed logo is a theme repeated in the stationery system. It is craftsmanship that says quality.

The Tru-Line Civil business card is dressed to impress. Printed 3 colours including one metallic ink. Civil engineering is the sort of work where you are out in the field getting your hands dirty so the matt laminate, and radiused corners ensures they are robust and presentable on the job. The well crafted embossed logo is a theme repeated in the stationery system. It is craftsmanship that says quality.

 

 

 

Detail of the cover of Tru-Line Civil presentation folder with a focus on the up-scale blind emboss of the logo the core of the corporate identity system. Craftsmanship is attention to detail.

 

Detail of interior spread of Tru-Line Civil presentation folder with a focus on the up-scale blind emboss spanning front and back cover. Craftsmanship is attention to detail.

 


Description


Project name: Tru-Line Civil stationery system
Disciplines:
 Brand and identity systems design / Corporate communications design / Digital Illustration / Photography / Print production / Typographic design / Word document template
Client (Industry): Tru-Line Civil (Construction / Contracting)
Format: Booklet / Brand identity system


Credits


Printer: Brightprint Ltd
Design firm:
 MagentaDot Brands
Art director / designer / photographer: Shaun Waugh
Client: Tru-Line Civil
Font credit: Vitesse, Vitesse Sans (Forza), Helvetica Neue, Helvetica Neue Condensed


©magentadot brands

Atopis Therapeutics

When offered the chance to design branding and packaging for Bionona’s new Atopis™ Therapeutics daily skin care range initiative, I leapt at the chance to develop a New Zealand biotechnology firm’s groundbreaking product for the therapeutic and consumer markets, and.because it was an opportunity to collaborate with the biotech scientist Iona Weir, who discovered and developed the novel compounds that are the active ingredient—research scientists are pretty much heroes of mine.

Atopis™ is a clinically proven, patented, therapeutic cream specifically designed for the long-term safe management of skin conditions usually managed with steroidal creams, such as eczema, psoriasis and acne.

Bionona-logo-silver-foil-on-K-mock-15

The bionona logo is simple, bold, works well in all sizes and it is appropriate for the business. The symbol is an actual snip of DNA from one of their proprietary peptides. The ”Transforming ideas in health” positioning statement idea emerged out of the logo research and brainstorming phase of the logo design project.

The logo design brief stated that the logo should be consistent with the Decima Health brand designed for Bionona in 2012, and tie into the themes of “natural” “healthcare” “biotechnology” the packaging design had to tie into those themes and be finished with an upmarket gloss. In addition to the therapeutic range the illustrative packaging design included an Anti-Aging, beauty product.

Iona extracted the novel active ingredient compounds from sources such as kiwi fruit, coconut, honey and pollen, these ingredients provided inspiration and the theme for the packaging’s clean blend of clinical and botanical elements.

Myricell-skin-treatment-cream-comparison-1600px

Atopis Product pack research chart. Core to MagentaDot Brand’s packaging design research methodology is the essential need to understand the brands that compete for the shopper’s attention and whether they will be able to quickly find your brand. It is an iterative process of create, test, refine through the design and development process.

The vibrant and healthy image projected by the packaging contrasts vivid colour tones aimed to distinguish the product range in the competitive retail environment. A broad and detailed study of competitors products lead to the lively and sometimes brilliant contrasts when the colourful product range is displayed together.
Atopis_Therapeutics_3-product-composite-1
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Credits


Client: Bionona Limited
Category: Biotech pharmaceutical / healthcare marketing
Logo design, Packaging design: Shaun Waugh / MagentaDot Brands
Disciplines: illustration,, logo design, packaging design

Logo portfolio

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Designing a logo is important business. Logos are meant to appeal to client’s customers through their beauty and fitness for purpose. The most successful business logos share these valuable characteristics; they are simple, bold, appropriate for the business and they  work well on a billboard, a business card and a website.

As a professional branding expert I begin designing logos by first researching the tastes of its potential market audience. My goal is to design logos that are memorable and make a strong first impression.

From originating company names and designing logos, brands and trademarks to uniting print and responsive web design to create a total brand presence. My design services include delivering clients comprehensive brand use guidelines that back the strategy and creative work, help maintain the integrity of your brand and support educating users.

This selection of logos spans work that launched start-up businesses and new products, to established firms rebranding for growth across diverse industries.

Bionona-logo-silver-foil-on-K-mock-15
Novel pop-up Hapuku Cafe and Lodge logo business card, a business card and a calling card rolled into one. Digital illustration, logo design and graphic design, Christchurch, New Zealand.
Hand-held photorealistic mockup of front of Bionona business card, printed in 4 colours, litho offset.
hand-held portrait of Decima Health business card, two colours, black and blue, two-sided card design, symbol and name on front, symbol and positioning statement illustration on back
Still life of two bottles of TeKiwi Silver Cloud with shot glasses
Windsor Urban symbol and type logo and trademark, two colours bright orange and dark grey on white. The symbol is a stylized pool of light drawn in coarse halftone dots that form a radial glow from the centre out within an implied slanted oval shape. Windsor Urban name is set as a unit, in clean extended sans-serif Eurostile font, the words differentiated by a colour change from dark grey to orange. Company rename and rebrand. Brands for New Zealand companies, Christchurch New Zealand.
Nick Thomson, Eldee T.T., lightweight, Velocette special, side elevation, starboard side, petrol tank, new Eldee Velocette badge, carbon fibre petrol tank and fairing, rider, Bill Swallow, flying swallow mark, publicity photo, photographer, Shaun Waugh, MagentaDot Brands
Convair CV580 VH-PDV, dynamic air-to-air view, newly refurbished and sporting the new specialised Pionair aircraft ‘fluid’ livery’.
Kraft paper shopping Bag, The Arts Centre Market, Christchurch, Logo, Brand and identity systems, Illustration, Type design
WestStone_Business_Card-front-mock

The Tru-Line Civil business card is dressed to impress. Printed 3 colours including one metallic ink. Civil engineering is the sort of work where you are out in the field getting your hands dirty so the matt laminate, and radiused corners ensures they are robust and presentable on the job. The well crafted embossed logo is a theme repeated in the stationery system. It is craftsmanship that says quality.

The Tru-Line Civil business card is dressed to impress. Printed 3 colours including one metallic ink. Civil engineering is the sort of work where you are out in the field getting your hands dirty so the matt laminate, and radiused corners ensures they are robust and presentable on the job. The well crafted embossed logo is a theme repeated in the stationery system. It is craftsmanship that says quality.

The attractive Terranova Tiling logo and business card. Illustrations send a powerful message. Using artwork to stir a specific feeling—in this case quality craftsmanship and attention to detail. A minimal but well crafted page layout is more professional than a flashy design poorly built.

The attractive Terranova Tiling logo and business card. Illustrations send a powerful message. Using artwork to stir a specific feeling—in this case quality craftsmanship and attention to detail. A minimal but well crafted page layout is more professional than a flashy design poorly built.



©magentadot brands

Showcase of MTC Equipment online catalogue website. The three pages portrayed are the homepage, a catalogue overview page and the Ejector Trailer catalogue item page. The three key elements to the responsive online catalogue’s ease of use.

MTC Equipment

I was commissioned by MTC Equipment in January 2015 to design and art direct their rename and rebrand project. This included designing their new business logo and identity system, designing and populating their new online catalogue website , and creating a distinctive brand launch and product brochure.

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.

The new brand identity

The “M” monogram along with the company name forms a cohesive signature. The colour scheme of the logo, the corporate look of symbol and text block matched the brief to implement an evolutionary improvement upon the successful attributes of the legacy Murray Tractors’ logo, not replace it. More on the identity system below.

MTC equipment | New branding, web design

MTC equipment | New branding, web design

The online catalogue website is instrumental to brand launch and success going forward

Their online catalogue website is instrumental to the success of MTC Equipment selling their range of Chieftain transport trailers, other product lines, plus spare parts and after sales service.

But there is more to an impressive online catalogue than a collection of colourful pages. An effective online catalogue is a 24-hours-a-day selling machine to the domestic, Australasian and global markets. It is a website that is as effective as their leading salesperson, as knowledgeable as their top buyer and as organised as their best office administrator. The website captures online everything that is good about MTC Equipment’s business.

Built to order, MTC’s trailer designs offer a complex of optional extras and custom design parameters—all of which needed to be made easily accessible and easily understood.

From a web designer’s perspective, this requires an extensive graphic design and programming background. My experience and creativity in collaboration with that of the team at Dynamic Multimedia/DMM, built an effective catalogue website under my Art Direction and hands-on production effort to get to the final result.

MTC Equipment website homepage mock up

The overview of product category pages is well laid out, and user scan time is significantly reduced by offering  both visual icon and list of contents views of product categories side-by-side.

A user friendly online catalogue “Chunks” information when users are required to recall information

At the individual product “item” page level, by “chunking” complex information the catalogue item pages are simplified. So when problem solving by comparing one product with another users are best able to recall and retain information they need. This is required to attract customers and visitors.

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User scan time is significantly reduced by offering both visual and textual list of contents views of product categories side-by-side.

The ordering process is well-integrated with the product detail pages making the shopping and ordering process easier. This ease of use requires careful planning and advanced web design, but it is essential to retain site visitors and encourage them to return. If you are ready to start on a catalogue web design project contact me here.

TAKE A LOOK AT THE MTC EQUIPMENT SITE

MTC Equipment Quotation / Sales Agreement form, printed full colour both front and back.

Designed on a grid, MTCs business stationery system says ‘corporate’, including this uncluttered, clean and impressive form. The system works on simple principles that are easily manipulated. The logo or “mark” is at its core, and a separate block of text and illustrated, gritty truck tyre tread developed from the logo. Combined they attractively deliver the appropriate thematic connotations of the heavy transport trailer and farm equipment “workhorse” product range.

Versatile MTC symbo

The MTC “M” Monogram was designed stand alone and for as the key repeating element of a graphical truck tyre tread pattern. This versatile illustrative brand asset stands strong when rendered with a gritty industrial look, true to the rugged, hard working character of MTC’s products and their markets.

A set of stationery items and forms was followed through with a 12 page printed launch catalogue, and a print advertising campaign placed in various trade publications.Hand-held MTC Equipment business card front. Full colour front full colour back.
Handheld MTC Equipment business card back. Full colour front, full colour back.

MTC equipment 2016 A4 brochure cover, hand held mock up, photorealistic visual

MTC Equipment is able to make a mark in the Agricultural, Industrial and Road Transport industries by creating a launch announcement and product brochure that stands out from the norm.

MTC_Brochure-A4-pg2-3-hand-held-final
MTC_Brochure-A4-pg2-3-close-up-visual-final
MTC_Brochure-A4-pg4-5-handheld-visual-final

MTC equipment 2016 A4 brochure back cover, photorealistic visualMTC equipment 2016 A4 brochure back cover, photorealistic visual

The back cover design is a break from the run of document. It features a festive display of spares and a half page horizontal advertisiment launching a new “High Tensile” semi-trailer type. The launch ad in the MTC Equipment rebrand campaign.

MTC presentation folder for holding loose sales documents and papers together to organize and protect them. Printed in full colour on both sides of heavy card stock, matt laminated and spot overglossed, folded in half with pockets. Used as a tool for business presentations to customers to aid in the sales process.

The cover graphic is a dynamic composition of the tyre tread pattern made from the MTC Monogram, the interior road photo is one that I shot near Porters Heights on the Arthurs Pass highway.

Volvo_MTC_truck_graphics-9470MTC exterior sign - agricultural trailer variation 2.
A white glazed ceramic mug with the MTC logo tyre tread pattern graphic wrapped around it.


Description


Project name: MTC Equipment branding
Disciplines: 
Branding / Print design / Responsive web design
Client (Industry): MTC Equipment (Automotive)
Formats: Advertising / Booklet / Brochure / Direct mail / Stationery / Website
Date: 2015


Credits


Art direction/graphic design/web design/UX design: Shaun Waugh
Copywriter: Client / Shaun Waugh
Printer: BrightPrint Limited
Web Design: MagentaDot Brands
Web development: DMM
Font credits: Defense, Futura, Futura Condensed, Impact


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