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In order to write effectively in technical documents online or in print, writers need to do their research. My ability to get the facts straight and communicate them in ways that are engaging is showcased in my technical writing & research for the websites, blogs, and news feeds of these four clients; Velocette Racing New Zealand, Terranova thing, MTC Equipment and TruLine Civil. Depending on specific client needs, as is the case with the VRNZ project, or my own MagentaDot Brands portfolio website, blogs are integrated with a Facebook page.

AbsoluteProof logo black and white iconI began to develop my technical writing skill in the late 90s when I was involved as a stakeholder in the development and marketing of the AbsoluteProof digital proofing solution. My stake in the development of this innovative “highest achievable standard” Digital Proofing solution encompassed both marketing strategy and the provision of all the marketing communications materials, including the writing of software “quick start” user guides and both marketing and technical writing about the printing, packaging, desktop publishing and graphic arts industry for the AbsoluteProof website and print promotions.

Absolute-Proof website 2008 redesign

Absolute-Proof | Product name origination, logo, website, software UI, packaging, advertising and promotion, copywriting.


Velocette Racing New Zealand website, blog & fb page

Velocette Racing New Zealand organisation logoAs a designer every now & then you get involved with projects that take on a life of their own. Velocette Racing New Zealand’s campaigns to build and race Classic Velocettes like the 2015–18 project to recreate the 350cc Twin Cam to race at the 2018 Isle of Man Classic TT, or the 2012–2014  Eldee Velocette at the Isle of Man Classic TT in August 2014. The Eldee project had its beginning in the 1950s and like the new 350cc Twin-cam is part of both NZ and Australia’s classic motorcycle racing folklore.

Eldee-2, magazine advertisement, ClassicRacer,

Quarter page magazine advertisement, May 2014 ClassicRacer mag.

First at the New Zealand Classic Motorcycle Racing Register (NZCMRR) event at Pukekohe in 2012, then at the Hampton Downs Summer Classic racing event in February 2013 I joined a small team of dedicated classic motorcycle racing enthusiasts contributing their skills and resources to the project. I undertook to provide VRNZ the full multi-disciplinary designer’s toolkit to document and professionally promote this home-brewed Kiwi project to build the fastest Velocette Lightweight Special of the 50s and race it in the 250cc class at the Isle of Man Classic T.T. in August 2014.

The VRNZ website, sweet running blog and Facebook page are a straightforward brand toolkit initially created for VRNZ’s 2014 Isle of Man Campaign and other projects going forward such as the 2015 campaign to take a trio of pre-war “girder forks” class winners to the 10th Anniversary Burt Munro event. The site aims not just to tell the stories of racing classic Velos Downunder, but to get the reader to connect with the passion that drives the men and women who champion the racing of classic machines. With the liberal use of noisy and dynamic action photos, slideshow ‘visual essays’, pithy video, and both short and long-form articles written by Classic Motorcycle enthusiasts and racers for Classic Motorcycle enthusiasts and racers. The content covers the development of classic racing machines, the team’s campaigns to race at events in New Zealand and at the Isle of Man Classic TT, some of the personalities behind them, and the ‘smell the Castrol’ of Classic Motorcycle Racing in New Zealand.



The Terranova tiling “Journal” documents the recognition garnered from industry peers

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

Terranova tiling | New identity, web design

Terranova tling is a firm of tile installation craftsmen headed by master tiler Camillo Schulz. Faultlessly accurate tiling craft is very often the icing on the cake of high value new home builds and renovations, high-spec kitchen and bathrooms and the like. Accurate tiling showcases the geometry and art of architectural and interior design. Since 2007 high quality imagery of Terranova’s award winning tiled interiors had been shot for New Zealand bathroom and building awards annually, and Terranova have garnered more than their fair share of prestigious awards…


MTC equipment newsfeed

MTC Equipment are Chieftain Trailers’ New Zealand distribution, sales and service agent offering custom designed and made trailers direct from the Irish manufacturer to their New Zealand customers. Because of Chieftain’s commanding size in the European market MTC can offer the full line of types and models of trailers that set out on the comprehensive catalogue website I designed and built for them. The design and build of the website included writing and rewriting all the content including the details such as individual product specifications tables.

The research and writing of a set of featured blog or news feed items was also required, two of which required technical research and writing.

The MTC Equipment blog or newsfeed is displayed in the bottom frame of the homepage layout. The slider contains 5 marketing communications mini-adverts and the middle frame contains quick links to trailer category header pages.

TruLine Civil case studies

Technical writing & research for TruLine Civil’s ongoing series of Case Studies. The Case Studies are broadly themed around TruLine’s unique civil engineering methodologies as applied to specific projects.

This is the list of case studies I have researched & written, photographed and videoed for TruLine Civil between 2006–2016.

Horizontal infrastructure

Pipes that form the water supply network, the wastewater or sewer network, and the stormwater drainage network. Links open in new browser tab.

01/ Stream Culvert under Embankment, Magdala Link.

02/ Trenchless Technology: Horizontal Directional Drilling – Akaroa Harbour Water Supply Reticulation Upgrade.

TruLine Civil excavating Barbadoes Street, new waste water main pipe lay, linear metre record setting day. Post quake horizontal infrastructure rebuild, central city Christchurch.

03/ Wastewater Main Upgrade Central Christchurch

04/ Blaketown Sewage Separation Scheme, Greymouth, Parts I and II

05/ Trenchless Technology: Mole Ploughing*

06/ Prestons Pressure Sewer


Fibre-optic cable laying to install Ultra Fast Broadband networks.

07/ Ultra-Fast Broadband Initiative Roll Out, Nelson. Hydraulic Excavation video.

08/ Project KAREN UFB Cable Lay. Port Underwood, Makikihi, Leith Valley.

Project KAREN (Kiwi Advanced Research and Education Network) links all New Zealand’s Tertiary and Crown Research Institutions via UFB from Auckland to Invercargill.

Volvo excavator, Ripper mole ploughing, State Highway 1

October 2010. Geoff supervising the laying of Ultra Fast Broadband cable on SH1 near Makikihi. Part of Project KAREN (Kiwi Advanced Research and Education Network) linking all Tertiary and Crown Research Institutes.


TruLine’s experience spans the professional disciplines of structural, civil and transport engineering in the assembly and building of bridges, streets, townscapes & landscapes – the substructures, superstructures and the horizontal infrastructure in-between.

09/ New Civil Structure: A Reinforced Earth® retaining wall, part of the Wigram–Magdala Link Highway upgrade, Christchurch.

10/ Arthurs Pass Bus Terminal siteworks.

11/ Akaroa Pole Retaining Walls.

12/ SH73 Arthurs Pass (Mingha Bluff realignment). Precast concrete box culvert installation beneath main trunk railway on Otira river bed.

TruLine Civil works against the clock to place a new 2.5m square culvert beneath main trunk railway on bed of the Otira River, Arthurs Pass.


13/ Iveagh Bay Terraces | Lake Brunner.

14/ Punakaiki Resort site works.

15/ Mountainview Estates Westport.*


Roads, bridges, culverts including walls, roading structures and utility work not meeting the definition of vertical. (*Photos from TruLine Archive.)

16/ Rocksaw Road Widening, Matiri Narrows near Murchison (Rocksaw road widening video).

17/ Maruia Highway resurfacing, Lewis Pass.

18/ Woolhouse Creek Bridge Replacement, West Coast Highway.*

19/ Rock Anchor & Drilled Pile Retaining Wall, Lewis Pass Highway.*


Shaun is experienced and skilled in both graphic design and artwork and in research and writing particularly with regard to tender bid document presentation and the Civil Engineering Case Studies on our TruLine Civil website. We have found all of this very valuable when preparing our Expression of Interest and Civil Engineering tender bid documents. […]

Geoff Powell TruLine Civil. On-the-job portraits; Geoff Powell.