Designed by Gormo | Case Studies by Jason Gorman

“ DESIGNED BY GORMO CREATES

VISUAL CONNECTIONS BETWEEN BRANDS & THEIR CUSTOMERS. “

DE S IGNE D BY GOR MO / P OR T F OL IO

NORCO / CHEESE ROUNDELS

C UR IOU S / C OL L A B OR AT I V E / C R E AT I V E

BWS / CORE VALUES & WAYS OF WORKING

Case Study ........................................................................................................................................ 7

Case Study ........................................................................................................................................ 21

Labelling Design + Colourways ...................................................................................................... 8

Postcard Set Design ............................................................................................................................. 22

Final Cheese Roundels .................................................................................................................... 9

Ways of Working Poster Design ......................................................................................................... 23

NORCO / MIGHTY COOL POP TOP FLAVOURED MILKS

NATUREâ&#x20AC;&#x2122;S OWN / A FORCE OF NATURE CAMPAIGN

Case Study ........................................................................................................................................ 11

Case Study ........................................................................................................................................ 25

Custom Logotype . ................................................................................................................................. 12

Campaign Type Treatments ................................................................................................................ 26

Label Artwork ........................................................................................................................................ 13

Campaign Posters ................................................................................................................................ 27

3D Bottle Mockups ............................................................................................................................... 14

Social Media Imagery . . ......................................................................................................................... 28

Promotional Collateral ......................................................................................................................... 15

In-store Signage .................................................................................................................................... 29

NEIGHBOURHOOD FARM / LOGO AND VISUAL IDENTITY

TRAVEL HEALTHY HUB / TRAVEL VACCINATION

Case Study......................................................................................................................................... 17

Case Study ........................................................................................................................................ 31

Logo Development + Colour Palette + Typeface ............................................................................. 18

Image Manipulated A2 Posters .......................................................................................................... 32

Visual Identity . ....................................................................................................................................... 19

Retro Illustrated A2 Posters . . .............................................................................................................. 33

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NORCO / CHEESE ROUNDELS

CASE STUDY /01

THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

Norco was founded in 1895 as a dairy farmer owned co-operative and remains so to this day. As Norco looked at how best to position its products within the highly competitive dairy market, it looked to its heritage for visual inspiration.

Dairy Co-operative

Labelling Design / From initial concept to finished artwork in collaboration with the marketing team

2019

Norco sought to launch a premium range of cheeses that reference the historic Norco logo and expand the Norco footprint into premium cheese.

THE APPROACH The style and tone of the design had to appeal to cheese lovers who were looking for premium, provenance led cheeses that have interesting flavours and textures whilst still remaining true to the heritage look and feel of the Norco tradition.

THE SOLUTION

â&#x20AC;&#x153; N ORCO CO-OPERATIVE / 100% AUSTRALIAN DAIRY FARMER OWNED SINCE 1895.â&#x20AC;?

I developed an authentic, hand crafted illustrative style for the labelling and coupled it with easy to identify flavour variants in order to compliment the cheeses, which have been made in a local dairy in Northern NSW.

NOR C O / C HE E S E R OUND S L A B E L L ING

C A S E S T UDY /0 1

LABELLING DESIGN DEVELOPMENT The label evolution arc started with a retro 50s style badge lockup. However, it quickly became evident that the variant name was too small. In order to solve this, the background design was simplified to a plain circle to provide more area to increase the point size of the variant name.

V E R S ION /0 1

FLAVOUR COLOURWAYS The other problem that needed to be solved was the size of the heritage logo. The client wanted it to be larger and instantly visible. In order to achieve this, the Norco cow was taken out of its circle lockup and placed within a much larger white half circle.

V E R S ION /0 2

The heirachy of label information was further clarified through multiple rounds of iterations until the final design achieved the goal of communicating the variant name and the Norco logo within an illustrative style that felt hand-crafted and authentic.

V E R S ION /0 3

CMYK = 75/56/41/18 RGB = 75/95/112 HEX = #4b5f70

CRACKED BLACK PEPPER CREAMY CHEDDAR CMYK = 70/30/93/14 RGB = 85/128/65 HEX = #558041

SPICY JALAPEÃ&#x2018;O CREAMY CHEDDAR CMYK = 36/46/8/0 RGB = 166/141/182 HEX = #a68db6

PARMESAN & GARLIC CREAMY CHEDDAR CMYK = 16/100/100/7 RGB = 193/32/38 HEX = #c12026

CHILLI & GARLIC CREAMY CHEDDAR

V E R S ION /0 4

V E R S ION /05

V E R S ION /0 6

CMYK = 27/63/100/15 RGB = 167/101/39 HEX = #a76527

PREMIUM MATURED VINTAGE CHEDDAR CMYK = 39/71/59/26 RGB = 131/78/78 HEX = #834e4e

PREMIUM SMOKED CREAMY CHEDDAR

SPICY JalapeNo

CRACKED BLACK PEPPER

1895

100%

N FARMER OWNE LIA DS A TR

100%

N FARMER OWNE LIA D

FARMER OWN IAN E

FINAL CHEESE ROUNDELS

PARMESAN & GARLIC

Creamy Cheddar

150g

HAND CRAFTED • AUSTRALIAN CHEESE

LIA

N FARMER OWNE

A TR

1895

PREMIUM MATURED

100%

N FARMER OWNE D

1895

100%

LIA

A TR

CHILLI & GARLIC

100%

N FARMER OWNE D

LIA

HAND CRAFTED • AUSTRALIAN CHEESE

A TR

HAND CRAFTED • AUSTRALIAN CHEESE

PREMIUM SMOKED

Creamy Cheddar

Vintage Cheddar

Creamy Cheddar

150g

HAND CRAFTED • AUSTRALIAN CHEESE

The label designs are clear, contemporary and visually exciting with a distinct visual differentiation between the products for the customer.

HAND CRAFTED • AUSTRALIAN CHEESE

NORCO / MIGHTY COOL POP TOP FLAVOURED MILKS

CASE STUDY /02

THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

The current Mighty Cool range was a successful kids range that was only available in select Coles and Independent supermarkets. Woolworths were willing to look at stocking this product if the look and feel of the packaging design was freshened up in parallel with refining the formulations to be healthier for their customers.

Dairy Co-operative

Packaging Design / From initial concept to finished artwork in collaboration with the marketing team

2018

THE APPROACH Norco saw the value in renovating its existing Mighty Cool Kids range of Pop Top Flavoured milks in order to appeal to the main grocery buyer, females 25-44 who were looking for a healthier flavoured milk treat for their kids, within a broader range of supermarkets. In order to achieve this, the health claims were enlarged and prominently displayed on the front of pack.

THE SOLUTION

“ 1 00% NATURAL AND PACKED FULL OF CALCIUM, MIGHTY COOL IS PERFECT FOR GROWING, STRONG, BUSY LITTLE BODIES.”

Norco Mighty Cool Chocolate has been designed with the main grocery buyer, female, 25-44, in mind. The healthy call outs; Made with 30% less added sugar along with 60% of your child’s daily calcium needs and made with reduced lactose milk, have all been enlarged without overcrowding the overall design. Norco Mighty Cool Pop Top Flavoured Milks label artwork have been visually enhanced to present a wholesome lunchbox treat for active kids on the go.

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NOR C O / MIGH T Y C O OL P OP T OP F L AV OUR E D MIL K S

CUSTOM LOGOTYPE DEVELOPMENT

C A S E S T UDY /0 2

FINAL FLAVOUR LOGOTYPES The logotype needed to appeal to the target market of 5-7 year old kids. Norco wanted to make it look more contemporary without moving too far from the original. In order to achieve this, I developed a bold, colourful and fun reinterpretation of the original lockup.

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NOR C O / MIGH T Y C O OL P OP T OP F L AV OUR E D MIL K S

C A S E S T UDY /0 2

SHRINK-WRAP LABEL ARTWORK Norco wanted the new label artwork to be cleaner, bolder and brighter without causing confusion to existing loyal consumers of the existing Mighty Cool range. This was achieved by pulling out and refining the key health claims, such as 30% less sugar and utilising strong colour blocking in the backgrounds. The pop top bottle design was kept as it allows mums to provide a permisable dairy treat for kids to consume on the go, in a colourful, fun packaging format.

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NOR C O / MIGH T Y C O OL F L AV OUR E D MIL K

SHRINK-WRAP PACKAGING / 3D BOTTLE MOCKUPS

/14

C A S E S T UDY /0 2

NOR C O / MIGH T Y C O OL F L AV OUR E D MIL K

C A S E S T UDY /0 2

PROMOTIONAL COLLATERAL

Now with

30%

Less Sugar

Flavoured Milk

100% natural, nothing artificial

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NEIGHBOURHOOD FARM / LOGO + VISUAL IDENTITY

CASE STUDY /03

THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

Neighbourhood Farm is a small scale, bio intensive, urban farm situated on an acre of fertile soil in Oxley, run by two young farmers passionate about local food and sustainable agriculture.

Urban Farming

Logo Design Identity

2018

They produce locally grown food for the neighbourhood and surrounding areas of Brisbane and needed a visual identity that reflected their inspiring model of bringing small-scale agriculture to suburbia.

THE APPROACH The Neighbourhood Farm logo had to reflect their authentic, honest, grass roots approach and represent an embodiment of their local neighbourhood. Therefore, it was mutually agreed upon in the early stages of the design process that the look and feel would be clean, minimal and utilise simple linework in order to reflect this.

“ A N INSPIRING VISION OF WHAT OUR NEIGHBOURHOODS COULD LOOK LIKE.”

THE SOLUTION I developed the Neighbourhood Farm logo with the client’s regular collaboration, refining it through many iterations until it visually represented their core value of produce grown locally for the local residents of their neighbourhood. The supporting visual elements were resolved in a very organic, collaborative way and became a natural extension of the same simple, illustrative linework.

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NE IGHB OUR HO OD FA R M / L O GO + V I S U A L IDE N T I T Y

C A S E S T UDY /0 3

INITIAL LOGO CONCEPTS

FINAL LOGO

NEIGHBOURHOOD FARM

COLOUR PALETTE

NEIGHBOURHOOD FARM

TYPEFACE SELECTION

CMYK = 43/33/98/8 RGB = 149/143/54 #958f36

CMYK = 0/0/0/90 RGB = 65/64/66 #414042 CMYK = 0/100/58/30 RGB = 178/0/74 #b2004a

A combination of clean lines and fresh produce with a nod to a sense of community under the one roof in the form of a symbolic, stylised house.

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CMYK = 0/55/81/9 RGB = 233/105/44 #e9692c

IN T RO HE A D R B A SE Strong, straight and slightly rough around the edges, the chosen typeface exhibits all three while still being extremely legible, allowing it to be easily read, both as a headline and as body copy.

NE IGHB OUR HO OD FA R M / L O GO + V I S U A L IDE N T I T Y

C A S E S T UDY /0 3

VISUAL IDENTITY

Neighbourhood Farm wanted visuals that incorporated their core values with a natural yet slightly sophisticated illustrative style that heightened their brand awareness across social media.

MERCHANDISE

I achieved this through the use of an â&#x20AC;&#x2DC;of the earthâ&#x20AC;&#x2122; colour palette. I chose colours that evoke the deep richness of the soil and the traditional heritage of heirloom vegetables.

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CASE STUDY /04

BWS / CORE VALUES & WAYS OF WORKING THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

BWS is an Australian convenient stand alone liquor outlet offering its consumers a wide range of products. BWS opened its first store in 2001 and now operates 1,100 stores across Australia.

Liquor Retail

Iconography

2017

I was asked to design a unique graphical model that would act as a visual representation of the 6 core values that form the ways of working and the purpose for all staff across all BWS stores.

THE APPROACH The icons were created in collaboration with many key stakeholders within BWS management as a direct response to the need for a set of values to be created for every team member within the company. The graphical elements all needed to be bold, fun and easy to understand when accompanied with the key message. The style and tone of the postcards and poster design had to appeal to the “work hard/play hard” character of the staff members in order to be an effective communication tool.

THE SOLUTION

“ I T ALL STARTS WITH BUILDING A GREAT RETAIL TEAM THAT LISTENS TO OUR CUSTOMERS, OTHER TEAM MEMBERS AND OUR SUPPLIERS.”

Through the process of numerous and rigorous iterations from many team members, I believe the final infographics have been strengthened and have resulted in a more successful outcome, boosting productivity and strengthening interpersonal relationships within BWS.

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B W S / C OR E VA L UE S OF T E A M W OR K & WAYS OF W OR K ING

THE POSTCARD SET These initial six cards represent the first design iteration that formed the starting point for what would eventually become the final core values and ways of working. The iconography were developed in collaboration with the marketing team first, before being workshopped with the broader BWS team. Through the process of more iterations that were made by the team members who were eventually going to uphold them on a daily basis, there was a much higher level of personal investment in the design project which led to a highly considered, tightly focused and ultimately more authentic outcome, due to the increased level of accountability during their creation.

/22

C A S E S T UDY /0 4

OUR PURPOSE

Together , we make special happen OUR WAYS OF WORKING

We PUT our customers 1ST

Weâ&#x20AC;&#x2122;RE ALWAYS IMPROVING

We WORK END-TO-ENd AS ONE TEAM

We ENCOURAGE FREEDOM WITHIN A FRAMEWORK

We KEEP THINGS SIMPLE, ESPECIALLY FOR STORE TEAMS

OUR CORE VALUES

I CARE DEEPLY

I LISTEN AND LEARN

I ALWAYS DO THE RIGHT THING

I CAN BE MYSELF AND HAVE FUN

/2 3

NATURE’S OWN / A FORCE OF NATURE CAMPAIGN

CASE STUDY /05

THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

Nature’s Own, having started in 1975 with a passion for natural health, has grown into one of the most trusted vitamin brands in Australia and can be found in over 1.4 million Australian households. A chance existed to inspire all Australians to be “A Force of Nature”, regardless of their age, via a marketing campaign that highlighted Nature’s Own combination of natural, potent ingredients and the health benefits that come from using these quality products.

Health Supplements

Label Design 3D Bottle Mockups Image Treatments Layout Design

2016

THE APPROACH The campaign needed a high level of authenticity with the use of real people who are literally a force of nature in order to appeal to customers buying their products and have cut through in the highly competitive vitamin industry. Fitness and vitamins are seen as essential for a healthy life. In order to inspire the target audience to purchase more Nature’s Own products and lead a more active lifestyle, they specifically targeted seniors who do remarkable physical feats that would be impressive by anyone’s standards, let alone someone in their 60’s! I collaborated with the marketing team to choose the best images of ’active elders’ that were authentic but had a subtle hint of the heroic about them. The colour blocking was chosen to match the accompanying product.

“ N ATURE’S OWN HAS ALWAYS BEEN INSPIRED BY NATURE AND BACKED UP BY EVIDENCE.”

THE SOLUTION By staying true to the initial brief and utilising real people and letting them tell their own amazing stories of how they remain fit and healthy, I believe the final point of sale display artwork was visually strong and carried clear, cohesive messaging that resonated with the customers leading to increased sales.

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N AT UR E ’ S O W N / A F OR C E OF N AT UR E C A MPA IGN

C A S E S T UDY /05

TYPE TREATMENTS The initial typefaces for the title block were chosen for their ability to portray both strength and movement to align to the essence of the ‘A Force of Nature’ campaign. The type treatment was aimed at empowering an older audience and spoke to the potency of the products.

FORCE of NATURE NATURE OF

A Force Of Nature

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N AT UR E â&#x20AC;&#x2122; S O W N / A F OR C E OF N AT UR E C A MPA IGN

C A S E S T UDY /05

CAMPAIGN POSTERS The A2 campaign posters were designed specifically to drive in-store purchasing, being positioned at the end of the aisle where the ranges were located. The text was colour matched to the vitamin packaging designs as a subtle wayfinding element to help guide customers to the relevant product they were looking for.

FIGHTING FIT /2 7

N AT UR E ’ S O W N / A F OR C E OF N AT UR E C A MPA IGN

C A S E S T UDY /05

SOCIAL MEDIA IMAGERY

FEEL THE

The imagery for the Facebook posts were chosen for both their vividness and literal alignment to the whole “A Force of Nature’ campaign being of water or related to it. This was a purposeful decision based on the results of research conducted into people’s belief that the ocean is associated with good health and well being.

FEEL THE

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FEEL THE

CHCANZ-NAT-15-08-0760

CHCANZ-NAT-15-08-0847

SUPER STRONG MUSCLES & BONES sourcing nature from all over the planet

CHCANZ-NAT-15-08-0754

Nature’s Own Mega Potency Men’s & Women’s Multivitamin 60 Tablet Packs are Australian Made. Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional. Vitamin supplements should not replace a balanced diet.

Nature’s Own Triple Strength Garlic + C, Horseradish 60 Tablets are Australian Made. Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional.

*When compared to standard 1000mg fish oil capsules. Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional.

72099

72152

72093

STRONG

BONES

& MUSCLES CHCANZ-NAT-15-08-0755

Helps support muscle strength. Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional.

72094

SLEEP

BETTER

TONIGHT

CHCANZ-NAT-15-08-0761

Always read the label. Use only as directed. If symptoms persist, consult your healthcare professional. *50% more Lactium® than Nature’s Own Complete Sleep.

72100

3X STRONGER

/2 9

CASE STUDY /06

TRAVEL HEALTHY HUB / TRAVEL VACCINATION THE OPPORTUNITY

INDUSTRY

ROLE

YEAR

Travel Healthy Hub, a service offered within a larger health organisation, needed to raise awareness of the free travel vaccination advice that they offered.

Travel Vaccination

Illustration Image Manipulation Poster Design

2016

Their target audience consisted of families, travelling to new places and experiencing new cultures, who would benefit from greater understanding of how to be protected from the potential health risks involved with certain overseas countries.

THE APPROACH Keeping in mind the artwork should focus on parents travelling with children and believing that travel broadens the mind, I designed posters in collaboration with Travel Healthy Hub management that expressed both a sense of responsible adventure as well as a direct response to the need for vaccinations.

“ F REE TRAVEL HEALTH ADVICE, IN-STORE TODAY.”

THE SOLUTION I designed a range of visual styles in the form of A2 sized posters that were designed to be hung in the front windows of the client’s stores, visible to passersby to see. After going through the process of multiple iterations from members of the organisation, the final choice of illustrated posters provided a light hearted approach to a serious issue that ultimately led to a successful outcome, boosting vaccinations and strengthening awareness of this free health service within the broader community.

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T R AV E L HE A LT H Y HUB / T R AV E L VA C C IN AT ION A DV IC E

C A S E S T UDY /0 6

THE A2 POSTER SERIES The graphical elements contained within the posters needed to be bold, fun and clearly communicate the call to action of getting you and your family free vaccinatons before travelling overseas.

FREE TRAVEL HEALTH ADVICE IN-STORE TODAY FREE TRAVEL HEALTH ADVICE IN-STORE TODAY

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COME IN STORE FOR FREE ADVICE

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READY TO TAKE THE NEXT STEP AND COLLABORATE TOGETHER? THE OPPORTUNITY

INDUSTRY

ROLE

AVAILABILITY

I am a versatile and experienced designer with a passion for visual identity and branding. I focus on creating an authentic visual connection between the client and their desired audience. My career portfolio spans the fine-arts, design and arts education sectors. I have worked in freelance, agency and in-house design contexts in the travel, health and facilitation sectors.

Graphic Design

Freelance Designer of / Iconography Illustrations Labelling Logos Packaging Publications

Now

THE APPROACH Put simply, I aspire to make great design. I design for efficiency and purpose. I am always looking for opportunities to create strong, impactful design solutions and have a passion for packaging, illustration and logo design.

“ L ET’S CREATE GREAT DESIGN TOGETHER!”

Contact me if you are looking for new packaging, an amazing logo or something superbly designed!

DE S IGNE D BY GOR MO / C UR IOU S / C OL L A B OR AT I V E / C R E AT I V E

M 0 4 3 4 2 9 8 2 3 7 / E INF O @ GOR MO . C OM . A U / W GOR MO . C OM . A U / A B N 4 8 1 7 2 1 25 1 8 1