Hidden Gems set of 3 escorted tour direct mail brochures, 2009 direct mail campaign to Pionair’s past traveller database and affluent travel agents in the U.S. and the rest of the world, this set of brochures comprises; Hidden Gems of New Zealand, Secrets of Southern Australia and Spirit of Papua New Guinea

“Hidden Gems” direct mail campaign

Pionair logo, rebrandDefining and evolving Pionair’s corporate identity. Pionair was one part private air charter firm, owning aircraft, employing pilots and aircrew, the other part an affluent travel firm, inbound travel wholesaler and tourism operator, my job of in-house designer, art director and founder of Pionair’s in-house “Propellor Studio” was the best of design jobs.

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The initiation of the design process for client departments within the firm;

  • air charter,
  • escorted group travel,
  • free inboard travel,

was based on a collaborative designer-client relationship. Not being from an aviation, air charter or travel background diligent research through my own learning programmes relating to each new project I was designing or writing was key to composing compelling communications. Understanding the travel industry background and customer drivers was essential. This research was backed by print cost estimation, and formal presentations. The printed campaign components were sometimes colour digitally printed and bound in-house. If not I took responsibility for the design and print production, out-sourcing of offset litho printing, signage, or web design.

Get involved, ask the right questions, work collaboratively

The design development phase with in-house clients was collegial, design strategies were expertly discussed and explored, draft design solutions were evaluated by the presentation of preliminary design visuals or comps. By a process of client designer consensus building we developed the rationale for the final selection. Once the rationale was settled for projects I was able to implement the design, artwork and copywriting (as required) with single-minded creative direction. The application and implementation of the identity system was planned and followed coherent guidelines. Custom Word document templates were developed, the house set of typefaces installed on colleague’s computers, a library of digital assets was developed and curated containing images, maps and infographics.

The five years of being in-house creative designer for Pionair was preceded by two years of their brand management; design, art direction, artwork and print production of their marketing collateral in an independent creative studio. Out of this evolved considerable knowledge and experience and as this “Hidden Gems” exposition demonstrates, a Corporate I.D. System of clarity and conciseness that yielded measurable sales and marketing results.

If you think a well planned corporate identity system design with well developed manuals and guidelines might be a good strategy for your firm contact me here.

Hidden Gems set of 3 escorted tour direct mail brochures, 2009 direct mail campaign to Pionair’s past traveller database and affluent travel agents in the U.S. and the rest of the world, this set of brochures comprises; Hidden Gems of New Zealand, Secrets of Southern Australia and Spirit of Papua New Guinea

The Hidden Gems set of 3 escorted tour direct mail brochures. The brochures formed a 2009 direct mail campaign to Pionair’s past traveller database and affluent travel agents in the U.S. and the rest of the world. This set of brochures comprising Hidden Gems of New Zealand, Secrets of Southern Australia and Spirit of Papua New Guinea was a component of the kit of promotional material supplied to Pionair’s leading agents in the U.S.. The agents’ kit also included the “Unparalleled Journeys” affluent travel booklet.


Description


Project name: “Hidden Gems” direct mail campaign, 3 x A3 Z-fold brochures.
Disciplines:
Brochure design / Digital printing (in-house) / Print production (offset litho) / Promotional design and advertising / Type design
Client (Industry): Pionair Unparalleled Journeys (Travel & tourism)
Format: Booklet / Brochure / Digital Illustration / Direct mail / Illustration / Map
Date: 2009


Credits


Printer: Croft Print Limited
Design firm:
Pionair Propellor Studio (in-house)
Copywriter: Rae Wakefield Jones / Tim Scott
Art director / designer / print production: Shaun Waugh
Photographers: Pionair travelers, Papua New Guinea Tourism, Christopher Michael
Client: Pionair Group Travel / Escorted Tours business group (Tim Scott)
Type Credit: Avant Garde, Avant Garde Condensed


©magentadot brands

Title, Opto short film.

Video; kinetic graphics

Title, Opto short film.Tree of Life short film title frameVideo is kinetic graphic design, and the field of video production is a subset of the visual communication and graphic design services MagentaDot Brands offers.

Tree_of_Life_alive__Phil_Price_Kinetics-8072Both in its long history and in the explosion of visual communication in the modern era there is at times a blurred distinction/fuzzy boundary between, and overlapping of, advertising art, graphic design and fine art. This is exemplified by the “Superstars” of 60s Pop Art such as Warhol and Lichtenstein—who made stylistically refined “high-brow” fine art works derived from banal and ubiquitous consumer goods and the media/tabloid starmaker machinery of celebrity culture i.e; Campbell’s Soup, Marilyn Munroe and low-brow Comic Book Art.

“There are three responses to a piece of design—‘yes,’ ‘no,’ and ‘Wow.’ ‘Wow’ is the one to aim for.”—Milton Glaser

Opto__Phil_Price_Kinetics-6237This ongoing series of small but perfectly composed Kinetic Sculpture short films for Phil Price aim to elucidate how and why these works flip the Pop Art script. The videos showcase his rare, stylistically refined, meticulously engineered, and valuable fine art works within a movie trailer length short film format. By flipping the script I mean that his work multi-faceted, it is “high brow” in the sense that people are often engaged and intrigued by the apparent mystery of how these futuristic Kinetic marvels function and the meticulous craft, engineering and standard of finish they display, on the other hand, time and again in public outdoor art exhibitions in New Zealand, Australia and Denmark, his  Kinetics are voted favourite by children and adults alike—their broad appeal demonstrates that while his work is stylistically refined it is optimally accessible, or “Pop” in the sense of being popular. They thereby flip or redefine the term “Pop Art” as unique, animated fine art beauties that please people of all ages whether they have a Western fine art education or not.

Rather than Pop Art works these short films however are Fine Design works that demonstrate how graphic design and fine art share many of the same elements, principles, theories, history, practices and languages, and sometimes the same client, patron or benefactor.

The “communication art” of TV or print advertising, has the ultimate objective of the sale of goods and services. These confections of engaging, high-performance, subject, moving images and music aim to create an engaging kinetic visual representation of each of Phil’s works, partly for entertainment value, partly to celebrate the beauty of a thing well made. They aim to impart an impression of the ethos of Phil’s practice and tell a story of the works alive in their habitat as a 2 and-a-half minute experience both entertaining and memorable.


 Outdoor Kinetic sculpture short films:


Tree of Life | Phil Price

Tree of Life short film title frameMeasuring 10 meters high and made of carbon fibre, glass fibre, high temperature epoxy, precision bearings and stainless steel, the large scale, wind-activated kinetic sculpture “Tree of Life” is a major, permanent Public Artwork by Phil Price of Christchurch, New Zealand. Commissioned by Peninsula Link and installed in December 2012 at the Cranbourne Road exit site, in the suburb of Frankston, located in Melbourne, Victoria in Australia… More >>


Opto | Phil Price

Title, Opto short film.The kinetic sculpture “Opto” is by Phil Price of Christchurch, New Zealand. Commissioned by the Moreton Bay Regional Council and installed in 2011 at Redcliffe, QLD, Australia.

As the title suggests, this sculpture is about looking. It is a focal point, while looking at the sculpture you can’t help but see through to the environment beyond. The giant pair of round frames are placed where the land meets the sea and move in response to how the wind is blowing… More>>

Title, Opto short film.

Opto | Kinetic sculpture short film

Scupture short film: Opto | Phil Price. Published on Apr 27, 2014 The kinetic sculpture “Opto” is by Phil Price of Christchurch, New Zealand. Commissioned by the Moreton Bay Regional Council and installed in 2011 at Redcliffe, QLD, Australia.

As the title suggests, this sculpture is about looking. It is a focal point, while looking at the sculpture you can’t help but see through to the environment beyond. The giant pair of round frames are placed where the land meets the sea and move in response to how the wind is blowing. Opto serves as a celebration of this beautiful place: past present and future.

Opto’s movement is entirely wind powered. It was made of composite materials and steel in Phil’s workshop in Christchurch New Zealand. Private, public and corporate commissions undertaken world-wide. Contact Phil Price. info@philprice.co.nz | http://www.philprice.co.nz The music; Mozart’s delightful violin sonata in E minor. The video is made for Phil Price by Thomas Rands and Shaun Waugh (a collaboration otherwise known as Sparkling Duet).


Description


Project name: Opto Short film

Client (Industry): Phil Price Sculpture / PKP Kinetics (Fine arts)

Disciplines:  Art direction (collaborative) / Editing / Photography / Promotional design and advertising / Videography / Video editing / Video production

Format: Short film

Date: 2014


Credits


Shooting: Shaun Waugh / Phil Price

Editor: Thomas Rands

Design firm: MagentaDot Brands / Sparkling Duet

Art director / designers: Thomas Rands / Shaun Waugh

Font credits: Caecilia

Tree of Life short film title frame

Tree of Life | Kinetic sculpture short film

Scupture short film: Tree of Life | Phil Price. Published on Apr 30, 2014

The large scale, wind-activated kinetic sculpture “Tree of Life” is a major, permanent Public Artwork by Phil Price of Christchurch, New Zealand. Commissioned by Peninsula Link* and installed in December 2012 at the Cranbourne Road exit site, in the suburb of Frankston, located in Melbourne, Victoria in Australia. The Cranbourne Road site on the Langwarrin exit ramp is one of the exit points for access to the McClelland Gallery + Sculpture Park**.

Tree of Life is one of Peninsula Link’s featured major permanent sculptures and is part of Southern Way’s unique partnership with the McClelland Gallery + Sculpture Park in Langwarrin, which was established to manage the selection and installation of sculptures on Peninsula Link. Tree of Life is part of an ongoing project that will alternate sculptures on the Peninsula Link Freeway. Every two years until 2037 one new sculpture will be commissioned to alternate between the sites at Skye Road and Cranbourne Road. This will results in 14 new commissioned works spread over the 25 years until 2037. Tree of Life will be relocated to McClelland Gallery in April 2015 and will form part of McClelland’s permanent collection.

Measuring 10 meters high and made of carbon fibre, glass fibre, high temperature epoxy, precision bearings and stainless steel. Located at Cranbourne Road, the large tree like form is a wind-activated kinetic sculpture recognizable with obvious reference to the eucalypt —an Australian icon and will function as a landmark for the natural beauty of the peninsula.
—PeninsulaLink Media release

Private, public and corporate commissions undertaken world-wide. Contact Phil Price.
info@philprice.co.nzhttp://www.philprice.co.nz

The music; Mozart’s sublime Piano Concerto in D Minor, K 466 2nd Movement – Romanza.

The video is by Thomas Rands and Shaun Waugh. ( A collaboration otherwise known as Sparkling Duet)

*Peninsula Link: A Public Private Partnership between; Linking Melbourne Authority (Victoria State Government) / Southern Way.https://www.peninsulalink.com.au/Page…

**McClelland Gallery + Sculpture Park:http://www.mcclellandgallery.com/


Description


Project name: Tree of Life Short film
Client (Industry):
 Phil Price Sculpture / PKP Kinetics (Fine arts)
Disciplines:  Art direction (collaborative) / Editing / Photography / Promotional design and advertising / Videography / Video editing / Video production
Format: Short film
Date: 2014


Credits


Shooting: Shaun Waugh / Phil Price
Editor: Thomas Rands
Design firm: MagentaDot Brands / Sparkling Duet
Art director / designers: Thomas Rands / Shaun Waugh
Font credits: Caecilia

Phil Price installing the Tree of Life, Karingal, Melbourne, Australia.

Tree of Life wind-activated kinetic sculpture installation, Melbourne, Victoria, Australia,

Tree of Life documentary photography (December 10–11, 2012. Cranbourne Road exit, Peninsula Link, Melbourne, Victoria, Australia)

The large scale, wind-activated kinetic sculpture “Tree of Life” is a major, permanent Public Artwork designed and made by Phil Price of Christchurch, New Zealand. The work was commissioned by Peninsula Link[1] and installed in December 2012 at the Cranbourne Road exit site, on the Langwarrin exit ramp. This is one of the exit points for access to the McClelland Gallery + Sculpture Park[2].

Tree of Life is one of Peninsula Link’s featured major permanent sculptures and is part of Southern Way’s unique partnership with the McClelland Gallery + Sculpture Park in Langwarrin, which was established to manage the selection and installation of sculptures on Peninsula Link. Tree of Life is part of an ongoing project that will alternate sculptures on the Peninsula Link Freeway with the McClelland Gallery collection.

The work measures 10 meters high and is made of composite materials; carbon fibre, fibreglass, kevlar high temperature epoxy, along with custom, one-of-a-kind precision bearings and various kinds of steel. The large tree like form is a wind-activated kinetic sculpture that makes an obvious reference to the eucalypt—an Australian icon as such Tree of Life functions as a landmark for the natural beauty of the Mornington peninsula.

Tree of Life documentary photography

This ‘Art at Work’ project forms part of an 8 year ongoing collaboration between myself and Phil (Phil Price Kinetics and MagentaDot Brands)—a work in progress that aims to progressively document both Phil’s completed works and methodologies. Heroic photos of completed work have been shot and select, significant episodes of work process events such as this one have been journaled. This slideshow aims to visually chronicle two days work in Karingal, Melbourne of Phil, his highly skilled employees and sub-contractors—art at work.


[1] Peninsula Link: A Public Private Partnership between; Linking Melbourne Authority (Victoria State Government) / Southern Way.https://www.peninsulalink.com.au/Page…

[2[ McClelland Gallery + Sculpture Park:http://www.mcclellandgallery.com/


Description


Project name: Tree of Life installation documentary photography
Client (Industry):
 Phil Price Sculpture / PKP Kinetics (Fine arts)
Disciplines:  Photography / Video
Format: Slideshow / short film
Date: 2012


Nb. On the work safety side, it is important to point out that I comply with all Occupational Safety and Health guidelines on site and hold a current Trans-Tasman ‘Workplace Health and Safety’ card.

Gallery mock-up of shots from the Kinetics portfolio.

Phil Price Kinetics photography portfolio

This PKP Kinetics portfolio represents a selection of images form an 8 year ongoing collaboration between myself and Phil Price (Phil Price Sculpture and MagentaDot Brands). The collaboration is a work in progress that aims to progressively document both Phil’s completed works and selected work methodologies. This selection is of the best heroic photos of the wide range of Phil’s completed outdoor, wind-activated ‘Kinetics’, large medium and small scale, from civic sculptures to private commissions in Australia and New Zealand.


Description


Project name: PKP Kinetics emergent portfolio
Client (Industry): Phil Price Sculpture / PKP Kinetics (Fine arts)
Disciplines: Photography / Video
Format: Slideshow, various print media
Dates: 2006–2014


Credits


Design firm: MagentaDot Brands
Photography: Shaun Waugh

Convair CV580 VH-PDV, dynamic air-to-air view, newly refurbished and sporting the new specialised Pionair aircraft ‘fluid’ livery’.

Fluid Pionair livery

Pionair logo, rebrand

Working at Pionair my strength at creating powerful brands that flow across all print and web material as well as 3D objects was put to good use.

This pacific design has two bold calligraphic lines that elegantly flow from one side of the fuselage to the other. The dynamic two-tone blue on white ribbon device with cool grey wings are clean and modern while the polished metal nacelles are a stylish gesture towards its mid-century origins. Overall the curved design is a cool change from the cheatlines of most mid-century aircraft. The tension between the two fluid swoops draws the eyes away from the nose section and appears to lengthen the aircraft. With its notched profile, the nose gives away the fact the Convair is more than 50 years old.. To further de-emphasise the nose section it has been painted clean, featureless white.. The swoop design and fresh colour scheme appears modern and effortless, always turns heads and inspires confidence in passengers overcoming any reservations they may have about flying aboard older aircraft.

Background

As part of the Pionair rebrand in 2006 I designed a new specialized livery and logo standard. This aircraft livery was a first in the history of the firm, a first for me, and a tremendous career highpoint. The brief was for the livery to be variable, the design needed to be able to accept either the Pionair logo in the prominent vertical stabilizer position, or the brands of air charter clients and other entities. The inaugural livery featured the compass rose icon from TAUCK, a US operator of all-inclusive guided tours and cruises that was Pionair’s most significant private air charter client on both sides of the Tasman at that time.

The new livery was the icing on the cake of a complete refurbishment of one of Pionair’s two ‘business class’ passenger Convair CV580, the aircraft ultimately to be registered in Australia as VH-PDV. After sending the specifications plan for the new livery to Fieldair’s ‘Pete the Painter’ Pionair received the response that if we wanted the new ‘swoops’ design on the aircraft that I would have to travel to Palmerston North and apply the design to the aircraft myself. Because, it turns out that while painting a cheatline, a decorative horizontal design composed of single or double band of colour was one thing, but, as one of the engineers remarked about the new livery design when he saw the plan on my first day in the Fieldair hangar;

That design is a compound curve on a compound curve mate! That is impossible to draw!

Methodology overview

The portfolio explains the method visually, in preparation for applying the swoops the fuselage had been painted white as specified, in short the task was to;

  • scale up the design onto the fuse and draw it precisely on the white paint with a sharp chinograph pencil,
  • once the four outlines of the swoops were drawn, Pete applied the mask. This begins with thin 5mm masking tape masked up to the drawn line. Once the 5mm mask outline was placed he used broader guage masking tapes to affix his standard masking materials to the design,
  • once masked up the painter was able to spray paint the fluid two-tone blue design.

PDV_Tauck_horiz_flight_1024The TAUCK compass rose was applied with cut solid 3M vinyl by a Palmerston North signwriting firm.


Description


Project name: Convair CV580 aircraft livery
Client (Industry):
 Pionair Australia and Pionair New Zealand (Private Aviation, Travel & transportation)
Disciplines:  Digital illustration / Graphic design  / Signwriting
Formats: Aircraft livery
Date: 2006


Credits


Design firm: Pionair Propellor Studio (Solo in-house creative designer)
Design and Art Direction / Signwriting: Shaun Waugh
Painting: Fieldair Engineering
Font credits: Univers, Sloop script