Superior Hummer Limousines, A2 Poster art, display, Promotional design and advertising, digital illustration, photography

Hummer Limos poster: arrive in style

Superior Hummer Limousines letter replacement logo in two colours, black and dark grey on white. "Superior" is set in Javelin a joined-up slab serif italic font inspired 50s automobile badging, positioned above and left of Hummer which is set in all-caps. The first "M" in hummer is replaced by a line drawing of the front elevation of the Hummer. Hummer and Limousines words both set all caps in custom modified Antique Olive Nord font, horizontally extended consistent with Hummer branding. "Superior Hummer" are black, Limousines is dark grey, tucked in below Hummer, aligned right. Brands for New Zealand companies, Christchurch New Zealand.The “Wow!” factor of the stretch Hummer limo, the largest of its type in Christchurch, means that the vehicle is a real head-turner, literally its own best advertisment.

When waiting to pick-up or dropping off clients the unique Super-Stretch Black Hummer Limousine garners a lot of attention from passers-by. In addition to handing out the “Welcome aboard” brochure to prospective clients, the brochure artwork is designed to double as a pair of A2 promotional posters or advertisements. These display posters are used at trade shows and wedding shows, as well as mounted back-to-back on a display sandwich board information sign that is carried on board the stretch Hummer. At the chauffeur’s discretion these promotional poster advertisments are placed beside the vehicle. Handing prospective customers a business card and directing them to the signs saves the chauffeur from the ‘Groundhog Day’ experience of having to have the same conversation a dozen times a day with passers by.


Project name: Superior Hummer Limousines promotional poster
Client (Industry):
 Superior Hummer Limousines (Travel & transportation)
Disciplines: Copywriting / Digital Illustration / Photography / Print production / Promotional design and advertising / Typographic design
Format: Poster / Corporate communication / Direct mail
Date: 2010

Riding in style, the brand communications strategy

In 2010, the Superior Hummer Limos black super-stretch Hummer was only the third to enter operation in Christchurch. Two established firms had stretch Hummers in operation for a year or so. SHL’s limo was the first black super-stretch Hummer to enter the Christchurch market. Entering the already well served market presented a unique brand communications challenge and opportunity. The two incumbent operators promotional material rested entirely on the obvious novelty value and “wow!” factor of the vehicle’s exterior, along with their established positions in the limousine hire, wedding car hire and corporate transport operators industry.

You only get one chance to make a first impression

The colours of the Canterbury region, Christchurch City, and The Crusaders rugby team are red and black. Art directing the colour story of the website, and printed matter to be red and black, the decision to photograph the stretch Hummer in picturesque signature Christchurch locations—this creative direction was the product of the marketing communications strategy developed for SHL. Thorough research into the stretch Hummer limo market niche worldwide informed the creation of a coordinated set of original, punchy positioning statements. Combining these ‘headline’ statements with the big, graphical images we shot made for entertaining and informative printed brand collateral, and a strong design alliance between print and web which strongly connects customers with our client and contributed much to the establishment and ongoing success of a great Christchurch brand.


Printer: Art Fetiche Signs
Design firm: MagentaDot Brands
Copywriter: Shaun Waugh
Creative director / designer / photographer: Shaun Waugh
Font credits: Antique Olive Nord, Javelin

Infographics: present complex information quickly and clearly

Illustration beats explanation

Illustration provides an overall impression of what an object is or does, how a process flows or functions, or to map or chart information with the aim of immediately engaging the viewer’s interest and understanding, and being memorable.

Information graphics or infographics are graphic visuals that represent data, information, processes, or knowledge and skills with the goal of making complex information clear and understood quickly. This portfolio of infographic projects has links below to the relevant brand & identity project sketches that will be added as they are completed.

Projects featured in portfolio

  • Pionair CV580 Marshalling signals illustrations and diagrams, Hazard area diagram and aircraft characteristics. Marshalling illustrations were applied to workplace information poster and upgraded Standard Operating Procedures Manuals for Pionair Australia’s to meet Civil Aviation Safety Authority (CASA) Aviation Safety regulations for their Air Cargo operation. While historical reference existed for the optimum form of these diagrams the full suite of these high quality originals needed to be re-drawn from scratch. Photocopies of photocopies of photocopies were rejected by CASA as too obscure to be of any practical use. This was also the case for the set of Air Cargo ground handling diagrams. These needed to be easily understood and reproduce well as black and white output from a desktop laser printer, to the small printed page size (A5 portrait) of the updated Pionair Standard Operating Procedures (SOP) manual (page size; 148mm wide x 210 tall).
  • Ethos Woodfires ‘warm your world’ point of sale retail display collateral. A custom cut log laser etched with the Ethos brand acts as a display rack for the Ethos ‘best’ product catalogues on the shop floor.
    The cylindrical wrap infographic around the flue demonstrates the how the double-skinned ‘concentric flue’ ducts cool air drawn from outside down the outside chimney into the firebox effectively heating the air to 600°C before it enters the firebox thereby maximising the burn efficiency and minimizing the level of particulates produced by the woodfire to the lowest level output by any woodfire in the world—hence the ‘best’ woodfire in the world.
  • Pionair CV580 Air Safety Cards. More infomation about this project on the portfolio page.
  • Tru-Line Civil Rocksaw road widening infographics, formed part of a larger slideshow. These simple infographics enable the sales team to more effectively use their work methodology case studies and slideshows as presentational selling and communications tools.
  • Tru-Line Civil Parklands West Gravity Wastewater replacement, Horizontal Directional Drilling sub-task map.
  • Pionair Classic DC3 air tour of Australia. Working for Pionair’s travel and tours department resulted in the creation of hundreds of custom map infographics.
  • Pionair CV580 ZK-PAL, simple interior / exterior composite image shows the business class interior along with the taxiing aircraft resulting in an engaging and dynamic infograpic.
  • Plan the work, then work the plan. Pionair aircraft livery blueprint and the CV580 marked up to specification prior to masking and painting. More infomation about this project on the portfolio page.

Technical illustration

Digital illustration is well suited to visually communicating information of technical subjects and processes. Vector illustrations of components rendered as technical drawings or diagrams are often a more effective way of succinctly conveying core information to customers and end users.

My technical illustration workflow always begins with thumbnail sketches or sets of reference photographs which are traced over and developed in illustration programmes such as Freehand, Illustrator, adn Photoshop using the using my Wacom® tablet as a rendering interface, rather than the mouse. The need for very precise and detailed imaging and ongoing updates to products and processes makes digital illustration the ideal method for many subjects.


Credits are attributed for the projects in the portfolio are either on each of the linked project sketch pages above or they are embedded in the image descriptions themselves.