Set to revolutionise the haloumi scene, Bashi brings a modern twist to a traditional Cypriot staple, in order to share the cultural dish with a new, contemporary audience.
Unlike much of the haloumi available in the current market, Bashi haloumi is soft, creamy and of course “not so squeaky”. It was of great importance to make this character immediately distinguishable which guided the creation of an expressive hand drawn wordmarque that reflects the nature of their haloumi.
The wordmaque evokes this squishy, pillowy character through it’s accentuated, buldging form and soft, rounded edges. It also functions as an outline and with an offset path to figuratively represent the look of haloumi once its fried; as well as enahncing its flexibility across various applications.
The primary typeface features an organic, imperfect character style to further highlight the crafted, artisan nature of cheese making.
The art direction applied across the illustrative direction and image use, features natural scenery with toned down hues to give a vintage feel, creating bold contrast that enables the primary visual identification elements to stand out. This illustrative style aims to translate seamlesly to animated graphics which will permeate across video marketing.
The strategic choice of colour features a creamy yellow to create an immediate association with the product and subtly accompany any given imagery. Green reflects the Bashi’s highly natural, health conscious values. The secondary colours feature any earthy, low-vibrancy hue to reflect the warm, authentic personality of the product.
Photography by Grace Petrou
Unlike much of the haloumi available in the current market, Bashi haloumi is soft, creamy and of course “not so squeaky”. It was of great importance to make this character immediately distinguishable which guided the creation of an expressive hand drawn wordmarque that reflects the nature of their haloumi.
The wordmaque evokes this squishy, pillowy character through it’s accentuated, buldging form and soft, rounded edges. It also functions as an outline and with an offset path to figuratively represent the look of haloumi once its fried; as well as enahncing its flexibility across various applications.
The primary typeface features an organic, imperfect character style to further highlight the crafted, artisan nature of cheese making.
The art direction applied across the illustrative direction and image use, features natural scenery with toned down hues to give a vintage feel, creating bold contrast that enables the primary visual identification elements to stand out. This illustrative style aims to translate seamlesly to animated graphics which will permeate across video marketing.
The strategic choice of colour features a creamy yellow to create an immediate association with the product and subtly accompany any given imagery. Green reflects the Bashi’s highly natural, health conscious values. The secondary colours feature any earthy, low-vibrancy hue to reflect the warm, authentic personality of the product.
Photography by Grace Petrou
Run South Yarra (RUN.SY) was seeking a vibrant and energetic, visual language that attracts and engages new potential members when finding themselves on their landing page of their principal social media platform - Instagram.
The three pinned instagram posts encapsulates the experience that Run South Yarra offers to their community across their three scheduled weekly running sessions.
Through a considered approach to typography, and composition; hierarchy is exercised to ensure that all of the relevant information is presented clearly so viewers can easily understand what sessions RUN. SY offers without needing to message the club about their schedule.
The task required maintenance of typographic choices as well as their keybrand colour - volt yellow/green. The highly dynamic, fluro "holographic-like" light projection emits a dynamic sense of movement that metaphorically reflects the nature of each running session offered. The image treatment resonates with the theme movement and motion - RUN. SY’s core value. The use of imagery ties back to the clubs community focus and the importance they place on their runners which make up their club.
“OFF COURSE” - a multifunctional space open to Run South Yarra (RUN.SY) Members & the general public across Nike Melbourne Marathon 2024 “Race Week”. The running hub, located in Cremorne, VIC was powered by On Running and held a plethora of events and activations including On Shoe Wear Tests, Breathwork, Running Meets, On-site Race-Kit Printing, Pop up merchandise, Pilates, Live Q&A, Giveaways & an Afterparty.
The multi-dimensional visual language system was the centre of Run South Yarra’s MM24 campaign
which aimed to communicate RUN.SY and their current brand transition into "All Ours", using Melbourne Marathon as the vehicle to communicate this journey. The concept harnesses deconstruction; the idea that many, differing constituent parts summate into a whole which is a flexible construct that can take upon multiple forms. This reflects the multifaceted nature of Run South Yarra and their community - who are all on their own individual journey but united by the dynamic, anti-static movement of running.
Movement is evident throughout the visual langauge system, applied through the primary identification system & branding which involves the splicing of shear affected typefaces. These are paired with a digtialised, "bit- mapped" ilustrative treatments which break down whole shapes into separated parts, creating a constant state of motion. Graphic elements are layered exercising a dynamic texture filled hierarchy, featuring visual elements that always contain a metaphorical meaning.
Maté Magic introduces the deeply rooted South American tradition of maté to a modern, health-conscious audience. Known for its sustained energy release and rich cultural significance, maté is positioned as a natural, plant-based alternative to coffee.
The challenge was to craft a brand that speaks to a contemporary audience while honoring the tea's traditional origins. The visual identity is centered around the theme of "green energy," which is communicated through colour and texture. A custom typeface was developed to reflect the herbal, qualities of maté through elegant curves that imitate the action of mixing and cradling the round gourd (cup).
To captivate an audience unfamiliar with maté, the colour palette uses gradient hues of dark green to white, innovatively symbolizing the product’s botanical nature and creating a strong connection with herbal tea. This unique colour pairing, maintains a nuanced yet traditional feel, positined at the intersection between modernity and tradition.
The grained textures paired with the periodic, textured waveforms reflect the powdered form of the loose leaf tea, whilst further communicating the idea of invigorating energy that is a feature of the product.
This overall visual language is both approachable and mysterious, designed to draw attention and spark curiosity in a product that remains largely undiscovered across Western culture and society.
MELBFTV is a community-driven organization that introduces the sport of futevôlei (pronounced foot-volley) from the iconic beaches of Copacabana of Rio Di Janeiro to Melbourne, Victoria.
As a relatively new sport in Australia, MELBFTV aims
to capture the energy, entertainment, and passion of futevôlei, bringing it to a broader audience. The brand focuses on fostering a community that celebrates diversity, self-expression, creativity, and positive energy— values that align closely with the sport’s Brazilian roots.
The visual identity of MELBFTV embodies the fluidity and acrobatic nature of the sport. The bold, yet flowing typeface is complemented by three-dimensional, figurative shapes that together capture the motion and athleticism taught at MELBFTV/.
Drawing inspiration from the sandy beaches of Brazil, the color palette evokes a sense of place and history. These hues aim to emotionally connect the audience to the origins of the sport while highlighting the sun soaked, outdoor nature of the game. This design strategy captures the physicality and cultural essence of foot-volley, creating an identity that invites new players and spectators to experience the energy of MELBFTV firsthand.
Undoubtedly the most notorious night club in Australia, Revolver Upstairs, necessitated a fresh visual identity to shift their unshakable reputation as an unrestricted hideaway of debauchery.
Through a creative strategy that maintains their core identity of free spiritedness and allusivity, the new brand narrative refocuses on what Revolver Upstairs and party culture values most - the music. This is immediately evident in the primary identification system which utilises a typeface containing characteristics resembling a graphic interpretation of a vinyl record and a ‘crash test dummy’ symbol, which acts as a motif, positioning Revolver as a ‘testing ground’ for experimental music.
The highly flexible typeface selected effectively works across the various naming conventions of Revolver and the different nights they are known by.
Through the texture and colour applied across the art direction, the focus on sound is eminent capturing the eclectic experience of experimental music that Revolver shares with Melbournians. This visual language welcomes people of all backgrounds to experience the energy of Revolver and deviates away from the unwanted, negative culture and crowds that the nightclub seeks to avoid.
Following the Great Japanese Earthquake, parents Miho and Hiro Yokobori abandoned their life in Tokyo to embrace a new beginning in the isolated mountain community of Kawakami. Kentaro’s birth—the first birth in the village in 25 years—injects a renewed sense of hope and vitality, countering Japan’s troubling trend of an ageing population and record low birth rates.
The neat, minimalisitc choice of sans serif font allows KENTARO, the English heading of the film to stand out with a sense of subtleness and simplicity. A cursive serif font is used for the Japanese translation. This elegant typeface reflects the strokes of traditional calligraphy of Japanese handwriting, providing the link to Japanese culture. The strategic use of yellow brings a warmness to the composition, adding a subtle amount of vibrancy whilst still allowing the image to remain as the focal point. The secondary headings are hierarchically featured in white in this same sans serif font, which gives off a sense of integrity, authenticity & naturalness which is shown by the themes explored in the film.
Photography / Filmography:
Til Stewart and Gaku Matsuda.
Screened at:
The Banff Centre Mountain Film Festival; Banff, Alberta, Canada
Archives are systems designed to contain, categorise, organise – to give order to the chaos of human existence. They typically strive for order, objectivity, but are created by people, and are inherently subjective.
This archive serves to function as a graphic repository of awareness. An awareness of the dark, confronting, unparalleled realities that often go unseen within this realm of existence.
Life can be cruel, life is not promised, life is obscure. There are parts of life we will never even come close to experiencing. But we mustn’t be hidden from these realities.
Every piece of information that we absorb, acts as a node which bears the capacity to influence how we generate our thoughts, mould our ideas, instil our values and drive our behaviours.
Despite the boundless array of content accessible to us, we seem to be developing a selective tendency to prioritise subject matter that promotes feelings of pleasure — comfort —gratification — familiarity.
The systems in place also seem to support the proliferation of this limiting display; constantly censoring and governing what we are exposed to.
More often than not, things seem to exist as they are expected to appear, aligning with the preconceived narratives that define what is considered desirable.
While masking our sensory landscapes with pleasure and predictability filters may protect us from 'avoidable stress and discomfort', in this realm of existence, where there is light — there is also a shadow.
It is with hope that this graphic illumination will help broaden understanding, spur thought, question reality, shift perspective, instil empathy, stimulate introspection and inherently, foster change.
In a deep exploration of kinetic motion typography, this fluid personal manifesto aimed to function as a memento; a set of guiding cues that stimulate thought, instill inspiration, and help redirect ones mindset when in need of wisdom across not only design practice; but an echoing reminder throughout daily life.
Each numbered section of MEMENTO is broken into a key heading which is essentially it's own call to action that aims to invigorate the viewer and spur thought.
The visual direction of my personal manifesto was to create a visual personality that represented the inbetween spaces of digital and analogue. We are constantly distracted by “quick scrollable” content bombarding us each time we open our mobile devices, hence MEMENTO aimed to grip the viewer with intrigue; to actually cause us to stop, observe, process and ruminate about what was being showed on screen to in turn influence behaviour.
With this in mind, the clip was tailored to be viewed across mobile devices, and even featured the strategic use of rotating the composition to engage the viewer beyond simply watching the screen.
Length:
03:08:00
Audio:
Frank Bretschneider - A Soft Throbbing of Time (2007)
Typography:
Autoscape by Lineto
Public Pixel by GGBOTNET
A System of Systems contains a 16 page excerpt each from 23 different authors tasked with constructing a visual narrative using the restrictive parameters of OpenAi system - ChatGPT for all written content and a single monospace font to display this wrriten content. The work seeks to offer a fresh perspective on the role of books in our lives.
My individual section, aims to develop a thematic narrative, drawing upon my subjective experience of publication design and the growing concerns that artifical intelligence imposes on our privacy.
The narrative aims to alarm the reader to emphasise the importance of the book and its analogue, tangible form in enabling us to protect our privacy in a highly technological revolution where newer generations seem to be losing touch with printed matter.
It draws back to the original purpose and use of books which was to communicate messages and share knowledge.
Typographically, the selected typeface - Cartograph CF supports the storyline by evoking a digital feel and the prominent use of uppercase lettering alarms the reader with a sense of urgency. Whilst monospace typefaces are rigid, components on each page show dynamism by challenging the conventional book’s structural system; guiding the reader through an engaging journey. Visual elements such as line support this intent.
Moreover techniques to obfuscate and confuse ‘the AI system’ such as using numbers to represent letters, and altering the orientation of text, creates a codified language which forces the reader to decipher the hidden messages and find meaning.
This piece was presented and retailed at the 2024 Melbourne Art Book Fair, held at the National Gallery of Victoria.