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 to 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.



Client: Phil Price Sculpture
Category: Fine arts
Website rename and rebrand: Phil Price
Photography: Shaun Waugh, Phil Price Archive
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, Bespoke WordPress Template build, Videography, Web content management

©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.


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.


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 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.


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


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

©magentadot brands