Macallum Pool in Cremorne is an untouched gem that is an oasis not that far from Sydney CBD – the perfect escape for people in the city. The existing residents are very protective of it and hence the brand needed to capture the spirit of the community and their love of the pool. Working in a group our response was to pitch a complete design manifesto, the aim to reinvigorate an existing public space, renaming and designing a complete identity system for the space. The campaign idea of 'Solaqua Rock Pool' captures exactly what this place is all about and reflects the feeling of getting back to simple things that create happiness.
Deliverables: Style guide, Branding, way finding, social media.
American popculture is made out to seem superior in the media, and citizens of other nations are pressured to embrace this pop culture which masks native cultures and traditions. Tradition is the motivation for my subversive artworks where I have taken three well known folktales such as Little Red Riding Hood, Snow White and the Seven Dwarfs and the Magic Mirror and represented these all in the Disney style that society is familiar with, however I have slightly altered each image to incorporate influences of different cultures to change the veiwers perception of how the traditional story would unfold with the new influences.
Little Red Riding Hood has influences from Religious customs which incorporate the veil (muslims).
Snow White and the Seven Negro Dwarfs has influences of modern day slavery from Africa.
The Magic Mirror has influences from America with Cosmetic Surgery.
(These images are part of a subversive art project for a Uni assignment and are not intended to insult any culture or tradition)
I am Woman
I am so intrigued by the African culture and history. I am particularly drawn to the the beautiful dress and accessories of the women reflecting their age, social status and love of colour. Women also express their status in the way they adorn and ornament themselves. Ornate beadwork, blankets and other trinkets are used, becoming more elaborate after marriage, detailing her faithful devotion to her husband. Favoured jewels are the brass rings that are placed on her neck, arms and legs, which can often weigh up to 20 kilograms.
A selection of illustrations and artworks that I have been passionate about creating all have been influenced by things that are important to me.
OTZI - Branding
THE OBJECTIVE To create an innovative and ecological pair of shoes that can be dissembled for storage and reassembled. The design must be simple enough to ensemble using symbol lexicon and pictorial instructions only. No additional equipment is required.
OUR VOICE The product created is an innovation, in both fashion and practicality. We have designed a product that sets itself apart from gimmicks and trends, creating something new, unique and fashionable. Our voice is communicated through our design and branding. It is sophisticated, stylised and designed with our target in consideration to our target audience. When designing our product, symbols and instruction we aimed to ensure our information is professional, concise, easy to follow, whilst appealing to our audience. As our product will be available on a global scale, we have developed an easy to follow symbol system, that is legible and easy to follow regardless of language and culture.
The Beauty of Pain - Branding
The ‘ideal women’ is said to have a small chin, delicate jaws, full lips, a small nose, high cheek bones, large and widely spaced eyes, and a waist to hip ratio of 0.7. Since ancient times humans have attempted to modify their physical appearance to conform to cultural ideals of beauty and this idea stems from the fact that many characteristics of human appearance are considered to be evolutionary adaptations for survival of the human species. Beauty, size and muscularity advertise one’s health and fertility and historically physical appearance has also been linked to moral worth. Those considered good looking are more likely to get married, be hired, get paid more or promoted sooner. Today women of many cultures diet, exercise, apply makeup and undergo an array of surgical procedures to achieve a desired look, yet many of these techniques of body modification have profound health effects on those practicing them. Some cultural modification practices are designed to control the female sex revoking any women’s right to independence and all in the name of beauty and tradition.
The pain of beauty is an exhibition that has a target market of females between 18-60, however the exhibition would also appeal to anyone who holds a curiosity for different cultures and beliefs, fashion and trends. The audience will be taken on a journey from the moment they step foot on the ferry at Circular Quay to the island and will get a historical look at some of the modifications that women have undertaken to try to achieve particular ideals of beauty with the inclusion of historical stories, artefacts and images. The exhibition also explores current fashionable modifications such as cosmetic surgery, body piercing, tattooing, make up, painting, shaping, scaring and corsetry and these will all be interactive components in which the audience can watch and participate in each segment.
Message - Meaning - Media - Editorial
A visual diary that explores signs and semiotics within communication systems and media.
The City of Sydney target market has been defined as, those between 20-40 years of age, residing in the council area. The tone of voice for this crusade has been designed to resonate with many, in this diverse range of people.
The key message of this campaign is crafted around the sinister truth that batteries, light bulbs and mobile phones won’t stay dead. It has been made with the intention of encouraging the target market to ‘Stop the Spooking’, and recycle their hazardous waste to benefit the greater good. The tone of voice permeates into both the written language as well as the visual components of the outcomes. Drawing inspiration from classic horror films, a strong sense of parodical homage, ensures that despite elements of B-Grade gore, the tongue of the tone is pressed firmly to its cheek. Between gasps and giggles, humor meets horror to evoke a sense of social responsibility in respondents.
The campaign draws the parallel between the afterlife of hazardous household waste to the afterlife of humanity. The innate visual conventions of classic horror films have been referenced to draw attention to the similarity of these concepts. For example, many horror film posters are illustrated with three colours - black, blue and red. Similar shades have been applied to the posters advertising the message of the campaign.
Fable of the flickering light
Have you ever seen a film called ‘Psycho’? Even if you haven’t, you’d be aware of the famous ‘shower’ scene, where the actress is stabbed, and screams. Fake blood flies everywhere. ‘The Fable of the Flickering Light’ features a local actress taking a shower in a Redfern home. If it’s anything like Psycho, then you’ll want to watch it! It’s in this pack for your perusal.
The goal is for each video to reach one million views in 90 days. They are designed to represent an ‘everyman/woman’ from each of the aforementioned demographics. The videos are filmed in real City of Sydney homes, featuring local talent.
Each video drives home the key message of the campaign; that hazardous waste does not stay dead. They subvert the structure of a horror film, complete with tense piano music. The idea of hazardous waste items coming back to haunt the person who has thrown it away, is brought to life through these films. The final frame in each video offers the viewer this; ‘Drop off your hazardous waste at your local bin, and you might receive a little surprise. It’s not a spooky one! Or...is it? Find out how: www.facebook.com/stopthespooking.’
Portfolio - Editorial
I am a freelance branding and design specialist based in Sydney, Australia working with boutique brands and small businesses across a diverse range of industries.
My inquisitive nature gives me a thirst for exploration that ensures I am constantly learning and evolving. I despise boundaries and appreciate the endless opportunities to express my quirky and energetic personality through illustration, painting, drawing, graphic design and crafts.
I firmly believe that sparks fly when creative minds collide and I welcome the opportunity to collaborate, inspire and be inspired.
A rationale in response to a uni assignment which required us to re-design and develop a new brand and innovative packaging concept for the pet food industry to minimize waste and environmental impact.
The Silly Tart Kitchen specializes in artisan style food which is easy to prepare and usually plays with Old school recipes adding a bit of modern flair. The packaging and branding is inspired by vintage illustrations.