BRAND PROFILES
Community Design
Consumer Intuition
Environmental Design Design with Passion Product Design Creative Observation
Creative Art Director Paul Richardson Skills
Product: to create persuasive visual communication that
necssitates results. To produce dynamic work which fully interprets needs and generates impact. To deliver a creative folio worthy of awards and accolades.
How: by diversifying into many areas of brand management (discovery, creation, delivery) campaign art direction, direct marketing and community-design thinking.
My international creative practice has been driven by understanding markets and meeting consumer needs. During my career I have been fortunate to work with many talented and inspiring individuals within award-winning agencies (direct marketing, advertising, graphic design, product and environmental design). Gaining experience in a multitude of sectors: event management, theatre, professional sports, adventure tourism, extreme apparel, high-street fasion, telecommunication, finance, government, NGOs, community housing, education, charity and non-for-profits. As a socially aware designer, a special area of interests of mine, is how to creatively motivate social media within the environmental sectors. Making sustainable conservation an exciting, positive and feel-good factor into today’s society.
Philosophy: to enlighten, to entertain, to educate.
Experience
Campaign Art Direction
Brand Art Direction
Advertising
Management Understanding the end user: workshop, customer observation
Direct Marketing Tabloid
Discovery
Shop Floor/P.O.S
Radio
Explore solutions: innovate, brainstorm, co-design, prototype, user test
Web & Illustration
Creation
High Street In-store
Delivery
Produce results: refine, implement, proof, deliver!
Clients Presbyterian Support, Adopt a Greyhound,
Charity
Banardos, Seattle Bike Collective
Environment
Speedo, Helly Hansen, Hummel, Adidas, Fire Breed, Teva, Buff, Mo Punk, Chocos. Speedo, Helly Hansen, Hummel, Adidas, Fire Breed, Teva, Buff, Mo Punk, Chocos Footwear.
Sports Apparel
NZ Post, Cisco Systems, Data Mail
Business Solutions
Cisco Systems, British Telecom, Vodafone, Sky Mobile
Communication
Singapore Airlines, Thomas Cook Holidays, TravelBag,
Tourism
Midland Mainline, Queenstown Tourist Board, British Airways, Lonely Planet Bank of Singapore, Travelex, Mastercard
Finance
Speak Communication Wellington NZ
Delivery Creation
Brand
A creative voice that promotes you
Insight Discovery
User friendly outcomes
Speak Communication Wellington NZ
Optimal communication
SC
Product
Who: through-the-line agency (to be launched late 2010). Speak’s core product offering is process-driven design, that ensures a user-friendly outcome.
Product: apart from inspired creative thinking, the key to Speak’s approach is the discovery of end-user requirements, collaboration with clients, and the testing and measuring of their responses.
Philosophy: to create a compelling conversation between the client, their service, their brand and their customers. By understanding what customers want, Speak can engage on the client’s terms.
How: Discover: understand the end user. Insight: identify and agree on the problem. Creation: innovate and explore the solutions. Delivery: produce & deliver.
Original Trademark “Optimal Communication”
To develop a brand name first and brandmark second
Brief
To design a brandmark that will have multi-dimensional use for web, environmental design and advertising To promote a look and feel that incorporates humour and down to earth business attitude, that gets the job done
Speak Communication Wellington NZ Brief: to design a brandmark with simplicity and character, that conveys a down-to-earth, straight talking aproach that gets results. Will have multi-dimensional use for web, environmental design and advertising.
design Product offering: Visual + Print
speak
do
listen
speak Strategy
do
think
Interactive
speak
do
Strapline Communication is what Speak does best Trademark A highly flexible trademark was designed for optimal use. The shape represents a directional arrow or an entity communicating.
Brand development: poignant words were added to the name to give emotive ‘legs’ to the brand image of the agency, for use in many potential marketing environments.
speak without words speak greater than speak intelligence speak resilience speak quietly speak unity speak freely speak this way speak exuberance speak is what we do
www.speaktous.com
Speak Communication Wellington NZ
Web development: to create an open source creative forum. Where people inside and outside the agency/creative industry can exchange free-flowing ideas. A site devoted to
developing idea generation and innovation for the Kiwi creative community. Ultimately promoting Speak’s product offering.
We encourage everyone to interact by being user-friendly. Speak aims to measure how well the conversation worked, so that we can do it better the next time… and the next time. We think that’s the future of communication. We call this experience design. So come on in and Speak to us.
design
speak do listen
speak do
Concept web creative
Creative: Our print and visual communications bring strategies to life and make them both impactful and memorable. Beauty may be attractive, but Speaking meaning and function are imperative tools.
think
speak do
listen
speak do design
speak do
Strategy: Fortunately, a brand is more than a buzzword: it is not what you say it is, but what they say about you after you leave the room. We make brands Speak bold and believable, and transform often misunderstood or understated concepts into strategic business assets.
think
speak do
design
speak do
think speak do
listen
speak do
think
speak do listen
speak do
Interactive: Successful interactive design balances aesthetic with information design to create an intuitive and immersive experience. Interactive media offers more complex brand interactions than print media. Through creative research, Speak finds this both confounding and broadening.
design
speak do
www.speaktous.com
Speak Communication Wellington NZ
Firebreed California U.S.A
Women who love to surf & play outside 30+ - Baby Boomers
Brand
Creatively Ethical
Environmentally Conscious
Action Sports Apparel
Firebreed California U.S.A
Environmnetally Driven
FB
Market
Who: conscious surf apparel brand (2010/11 launch). Aimed at the female 30+ - baby boomers market.
Product: providing consumers with beautiful and chic active apparel. For those who have attitude, and want to look great, and who have a connection with the environment which they love to play in.
Philosophy: to “design like we give a damn”. To make the most stylish and environmentally-friendly apparel. To build a creative action-sports brand that has balls, style and intelligence. Take 10% (gross tax profits) and promote scientific marine film-based research.
Original Trademark To “freshen up the organization and bring new life to what they do.”
Build a brand look that rises above the competition.
Brief
To use design-thinking and apprach the apparel business in a new direction To make caring for the planet cool. To make green the new black.
Firebreed California U.S.A Brief: “ to breathe fire into the brand”. To combine beauty,
attitude and individuality, for a socially responsible actionsports brand. To design a brand look (trademark, strapline) that will extend into apparal graphic design, advertising art direction and future product lines.
Trademark An identity that will be applied to apparel graphic design. To mirror the ‘FB’ to form a cult-ritual symbol. A mark that represents idigenous tattoos.
Strapline “Love the environment you play in” Authentic passion. Attitude, intelligence and soul.
Firebreed California U.S.A Indentity development: to develop a brand identity that represents an authentic indigenous connection with the planet. Originating from the Firebreed trademark, the aim was to design a library of cult-ritual symbols (150 in total) to be applied to action-sport apparel.
Indigenious Trademarks The ‘FB’ is flipped, mirrored or repeated. The outcome is to make a library of graphic symbols to be applied to surf wetsuits and other action-sports apparel.
Firebreed California U.S.A Indentity development: distinctive Firebreed graphic symbols are applied onto ‘Yamamoto’ limestone based neoprene. Digital priniting technology transforms ‘the wetsuit’ into impressive ‘wearable art’ action apparel.
Concept Wetsuit Creative Applying graphic trademarks as tattoo designs.
Firebreed California U.S.A Brand development: gritty, real, confronting, thought provoking. ‘ Environment on the edge’ is the theme behind the photography. To breath wonder, insight and excitement into the Firebreed brand.
Concept Instore Advertising
STUPID? FREAKS WIN DOG
Firebreed California U.S.A Brand development: beauty, attitude and individuality is carried forward into the brand advertising arena. Mother Earth and her outstanding geography offers many opportunities to lure the market to the brand.
LIVE YOUR GREEN SOUL
WALK YOUR GREEN SOUL
SURF YOUR GREEN SOUL
SWEET DREAMS.
Concept Instore Advertising
Concept Adshell Advertising
Concept magazine advertising
The Sustainable Group Vancouver BC
Ethical Entrepreneurs Home Owners. Baby Boomers
Brand
Intelligent Creative Outputs
Local & National Enterprises
Authentic Governance
The Sustainable Group Vancouver BC
Research Driven
SG
Market
Who: a Governmental environmental organisation, that encourages investment, support and promotion in energy efficiency, energy conservation, and the use of renewable resources.
Product: providing people in the private and public sector with the information, tools, and support they need to make changes in their energy use. To work with many partners to do this - with community groups, industry associations, and central and local government.
Build a national image that represents a switched-on ethical investment company. Build awareness for environmental governance through ethical investment.
Build a community of environmentally conscientious and loyal customers.
Philosophy: an organisation that is authentic, thorough and relevent. To support the growth of investments in sustainable business, urban and rural communities. One that drives environmental issues to the forefront.
Original Trademark To “freshen up the organization and bring new life to what they do.�
Brief
The Sustainable Group SUPPORTING B.C.
The Sustainable Group Vancouver BC Brief: to develop a trustworthy, succinct brand face throughout British Columbia. Utilised for trademark, literature and campaign collateral.
Trademark A mark that represents the integrity of the old identity. Use of font, bringing intelligence and clarity. The use of acronym that brings a fresh approach, with simple intrigue.
Strapline “Enduring Support� Simple, intelligent, reassuring. Giving the acronym a double meaning. Bringing a playful and approachable element to the identity.
SG BC TM
Sustainable Governance
The Sustainable Group Vancouver BC Indentity development: to develop a brandmark that is instantly
Pantone 138
Pantone 1405
Pantone 7546
Pantone Cool 11
Color Management
Product Identity a: brandmark b: planning c: research d: community e: investment f: governence
a.
b.
c.
d.
e.
f.
Pantone 192
Pantone 362 Pantone 7543
Pantone 306
recognisable, from near and afar. To build an organisational identity with high flexibility, that is fresh and approachable.
The Sustainable Group Vancouver BC Indentity development: to develop a series of brand identities that represent the environs that SG most actively work within: forest, sea, land and community.
Ocean Statistics Enterprise Protection & Investment 2008/9
Forest Investment Geo Forecasting Enterprise Protection & Investment 2008/9
Enterprise Protection & Investment 2008/9
Organisation Brochures
The Sustainable Group Vancouver BC Indentity development: to demonstrate how graphic art direction and to-the-point copy writing can be carried through to effective campaign advertising.
A connection to your environment only comes when you have access to care about it.
What does a government organisation know about what goes into your childrens school dinners? Probably more than you do.
The Sutainable Group are here to help your future...
Campaign Advertising
The Sutainable Group are here to support your future...
Reel Earth Film Festival Wellington NZ
Students, baby boomers, semi- retired, company owners, government employees. Government & private enterprise
Brand
To feel positive about serious Kiwi and global environmental issues
Educated. Well travelled. Passionate film enthusiasts
Film & Media is at the heart of what we do best
Reel Earth Film Festival Wellington NZ
Creative community support
RE
Market
Who: Offering financial support and media-management expertise to up and coming local and international Natural History film makers. Reel Earth offers local and visiting filmmakers an opportunity to push their films into the public domain.
Product: New Zealand has the best of a global creative film culture focused on the natural environment and opportunities for change. For film lovers, it is the chance to interact with filmmakers and experience beautiful and compelling new films and animation.
Philosophy: ”if no one is thinking different - no one is thinking.” To promote environmental governance through ‘feel good’ creative community events.
Original Trademark To design a sub-brand to compliment existing branding
To design a Reel Earth sub-brand for the Greater Wellington region.
Brief
Implement fun, provocative and innovative ideas. Open-up new opportunities and greater support for the film festival. Help to raise the profile and build an awareness of the Reel Earth brand.
Reel Earth Film Festival Wellington NZ Brief: to further boost the awareness of a popular film festival. To instill fun, creativity and entertainment into the brand. Promote an identity that will stand out from the crowd. To design a sub-brand that enhances and compliments exisiting Reel Earth brand.
Indentity development: global social and community events (Olympic and Commenwealth Games), heavily influenced the development of a new ‘feel good’ Reel Earth film festival. Adding color and subtle humor to create ‘Eden’.
Trademark ‘Eden’ was designed to give the festival an eye catching icon to remember.
Reel Earth Film Festival Wellington NZ Indentity development: large numerals, simple typefaces and a colourful ‘rainbow’ spectrum (complimenting black type) was implemented, to build a Reel Earth brand that stands out from the crowd.
Background graphics Subtle and simple messages to influence the public think.
Color Management Primary color swatch to promote fun and instill natures’s use of color.
Font Management Large numbers. ‘To the point’ font management. Helvetica Extra Bold.
Existing brand Identity Innovative use of existing Reel Earth branding.
Reel Earth Film Festival Wellington NZ Festival branding development: over a period of 4 months, a low budget 3-step promotional ‘gorilla’ campaign was art directed. Implemented in and around Wellington City centre.
Tell your Brother to support your Mother Earth.
Front sticker.
Back sticker.
Step #1
Gorilla stickers 5000 recycled, self-destructive stickers were used in an aggressive gorilla campaign. Front sticker.
Give your Mother Earth a hand.
Kiss your Mother Earth everyday.
Love your Mother Earth.
When did last tell your Mother Earth you loved her?
Support Mother Earth Simple and enticing messages to coax the public eye to the brand and the film festival event.
Reel Earth Film Festival Wellington NZ Festival branding development: we used Wellington’s parks, pavements and public works of art as a publicity canvas. To build an urban campaign with intrigue and humour.
Step #2
Gorilla works of art 28 environmentally friendly works of art were placed around the city streets, to surprisse and delight the public.
Reel Earth Film Festival Wellington NZ Festival branding development: 3 weeks prior to the launch of the film festival, a more traditional campaign art direction emerged to the Wellington public.
Step #3
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