The concept for this campaign was inspired by circuit boards and my love of typography. I decided on a more "slogan-based" approach for this campaign, rather than our usual photography-based banners. This campaign was new and different, and I decided that a different approach was relevant.
Banners feature hand-drawn typography, while other collateral such as decals, signage, t-shirts and digital collateral (including website banners and EDMs) were similarly themed. T-shirts are screen-printed in neon green ink.
Owned by Australian Geographic, Bobble Art consists of brightly coloured bags and accessories for children. Bobble Art branded stores also feature a range of products to encourage creative play.
As the lead designer for Bobble Art, I created the concept and direction of the Christmas campaign, and carried out its completion. This included the creation of banners, decals, signage, catalogues, social media posts and more. The centrepiece of the campaign were the wreath and Christmas trees made entirely from Bobble Art products. This had the two-fold effect of both appearing "Christmassy" and displaying the Bobble Art range.
Using this theme, I directed and designed the 24-page catalogue for Christmas 2014, with a focus on the different designs, new stationery range, and creative play toys.
To strengthen the brand awareness, I created a stand-in using our lion character "Bounce" to encourage customers to connect with Bobble Art on social media. I also designed a string of social media posts highlighting the Bobble Art characters were created. These were run across Facebook, Instagram, and as flash sale EDMs. I also created a range of EDMs for the wholesale business.
Bobble Art opened two pop-up stores for Christmas 2014. I created a window decal to advertise the store through punchy wording and to differentiate it from other Bobble Art stores.
When the Bobble Art Wholesale Manager discussed the idea of bringing in kids for a series of lifestyle images, I thought it had great potential. I met with the Wholesale Manager and Product Manager to set up a schedule.
Over several sessions, I directed the models and guided the photographer to create a database of fun and usable images. I was involved in both location shoots and studio photography to ensure that the finished product was right for the brand.
These images have since been used in various media across both the wholesale and retail Bobble Art brands, including catalogues, EDMs, social media, billboards and more
CHOICE is a training manual for Australian Geographic staff. The manual features the six key steps of selling, combining to form a guide that takes employees from the initial acknowledgement through to closing the sale and encouraging customers to return.
The interlocking triangles create a hexagon reflects this six-step concept – each part can stand on its own but the outcome is better when all the segments are combined. The manual was accompanied by a DVD and a USB.
The CHOICE branding was also adopted as the theme for the Australian Geographic manager's conference in 2013. I created a series of typographic banners with inspiring quotes to do with "choices", as well as an infographic banner for store staff to understand just what goes into developing the campaigns and product ranges in a year.
When Australian Geographic first bought Bobble Art, we inherited a logo, a few colours and a font. With this limited branding guideline, and our roll-out of retail stores, I had to develop a much larger brand presence that was bright, colourful and worked within the design of the stores themselves.
The logo was, unfortunately, unable to be changed, however the grey version was not appropriate in all occasions, so I added a white version which was much more versatile. To this, I also expanded the typography being used across the various collateral to include a cute script font (Remachine) and a solid, tall condensed font (Alternate Gothic). Century Gothic is a very spacious geometric font which is sometimes difficult to use to convey a punchy message. It is also limited as it doesn't have a particularly “bold” bold, and therefore is not as exciting and impactful in all situations. The other two fonts were chosen to address these two issues and complement each other.
Opening up retail stores necessitated the use of colours other than the three branding colours we inherited, since the green simply did not stand out in signage throughout the store. I chose pink and yellow as the two main colours used, since we don't have any products that are specifically these colours, while purple is used sparingly and red used during the sale campaign.
The typography and colours work together harmoniously in the decals and signage for various campaigns to offer customers a consistent brand presence throughout the store.
The imagery used, which can be seen on in-store TVs, advertising, EDMs and catalogues consists of lifestyle photos of our little models in various situations within the Bobble Art illustrations. This has the effect of both looking adorable and encouraging children to create stories about the illustrations and include the Bobble Art characters in their creative play.
Woodcraft kits: when Australian Geographic launches a new range of woodcraft kits. I was tasked with designing a cover sheet to make products look similar, but avoid looking age-specific. Using the images supplied, I was inspired by fairytales to design these illustrative cover sheets, yet kept the colour to a minimum to ensure they still appealed to adults.
Glitter, Volcano and Jellyfish Lamps: these were part of a series of gadgets being ranged for Christmas 2014. The packaging had to be generic enough to suit a range of different products, but work together on a store shelf. My solution was to design these simple CMYK-inspired boxes with bold type and large, brightly coloured product images.
Puzzling Planet: The original packaging for this product was black with dark imagery. This appealed more to our adult customer, rather than the age range for which it was intended. Using a ribbon design and vintage styling, I created a punchy, vibrant package, which resulted in a lift in sales. I also added in an educational aspect, writing "Did You Know" facts around the outside of the boxes.
Australian Geographic telescopes: a new range of branded telescopes were launched in 2013. These are a step above the simple kids telescopes, with the 150EQ being a more mature scope. The packaging therefore had to appeal to teenagers and adults, as well as looking striking when bulk-stacked on the shop floor.
Bobble Art Wholesale: as the lead designer for Bobble Art, I was tasked with designing a logo for the Wholesale department stemming from the original logo that we inherited. The new Wholesale logo was accompanied by a custom typeface and new business cards.
Spine Chiropractic: the logo and identity for Spine was a freelance project, and began as a modification of an existing logo. After having a logo designed, my client was unhappy with the result. We worked to simplify the original logo, and apply the design to business cards and letterhead.
Personal Identity: after designing my original logo while still a student, I decided that I needed a new, simpler design. After attempting to move away from the linked "AR", I stumbled upon this angular configuration, and used a strong grid to keep it clean and modern.
Bobble Art was launching a “Storybook” campaign to encourage stores to promote the Bobble Art characters as potential elements of creative play.
To coincide with this, we started calling the designs “stories” and I created banners, large window-wrap book decals, TVs and short story signage based on each design to further the idea throughout the store.
From 72-page wholesale catalogues, to A5 flyers, catalogues and flyers are part of my everyday work for Australian Geographic and Bobble Art.
Bobble Art Wholesale catalogue: this 72-page catalogue was designed in two different sections catering to different customers: customers who wanted to shop by story, and customers who wanted to shop by style. I felt that this was the most useful way of presenting the products.
Astronomy flyer: one of the annual powerhouses for Australian Geographic is the Astronomy campaign. In 2013, it was decided that Astronomy needed a boost in the form of a 4-page flyer. This flyer included my own research and copywriting, providing a straightforward explanation of how to take photographs of space using a telescope. The flyer was so successful that the same design was repeated in 2014 using new products.
Great Gifts flyer: this 4-page flyer was inspired by wrapping paper, and includes the rip design throughout. This flyer was launched 2 weeks before Christmas, and as a result is more product- and price-driven than our other catalogues.
I was invited by Blanket Magazine to do an illustration for the "Found in Translation” project. While the layout that was designed for the magazine was acceptable, I took it upon myself to design an alternate layout. This layout makes use of ample white space and large images.
Blanket Magazine also commissioned me to design two spreads dedicated to the issue's featured font, Neu Eichmass. Inspired by the very structured nature of the font, I designed a strong grid system for the spread. The provided images were also enhanced in order for them to fit with the feel and colour palette of the spread.
When Bobble Art launched their new range of hard-shell luggage and cabin luggage, the release prompted a new "travel" campaign. The banners were covered in polaroids and postcards featuring our little characters enjoying themselves around the world. A decal, signage and TV screens were also designed as part of this campaign.
Since the campaign also marked the launch of the Bobble Art website, I designed two short EDMs to announce this to our growing database.
This campaign is the second biggest of the Marketing calendar besides Christmas. When I presented the idea of a blackboard set of banners, there was a bit of resistance because it was thought to be too dark. However, the beauty of the Bobble Art products is that they are so bright and colourful. The banners were strong and striking in the window, as was the decal, and the pops of colour from the products proved to be a winning combination. This campaign has been run twice with the same collateral.
I also designed several EDMs for the Bobble Art Wholesale side of the business, to promote stationery and our range of bags to these customers.
Bobble Art added an entirely new collection of stationery to the range. In order to promote this, I was tasked with creating banners, decals, signage, in-store collateral and TVs.
I was inspired by my school days of doodling in notebooks, and highlighted the banners with characters and stationery pieces from the new range. The wrap-around window decal was inspired by the products, as was the cardboard cutouts featured throughout the store. Signage was simple – purple with white writing – and TVs featured flat-lay images I had set up in a photoshoot of the new stationery line.