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

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

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.

mtc_web-product_hdr_pg-mock_1600

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


©magentadot brands