Dave. by Morgan Brown

THIS IS DAVE.

THERE IS OUTSIDE OF THE BOX AND THEN THERE IS

THIS IS DAVE. WE DO IT DIFFERENT.

A KICK ASS MANIFESTO CREATED EXCLUSIVELY FOR DAVE CREATED BY: MORGAN BROWN, MARIANNE GRANTHAM, ELLEN JENKINSON, EMMA EDGLEY IN ASSOCIATION WITH BILLY BLUE COLLEGE OF DESIGN CDM300A LIVE DESIGN STUDIO © DECEMBER 2014

THIS IS DAVE.

DAVE’S GUIDE TO STYLE.

THE WORKSHOP.

DAVE’S WORK.

THE NITTY GRITTY.

DAVE LOVES A PARTY.

FUTURE DAVE.

HERE’S THE THING.

TERMS AND CONDITIONS.

DAVE’S MANIFE S TO

CONTENTS.

THE MAN. Dave may be your mate but let’s be honest; he has always been the quirky one. There is outside the box, and than there is Dave — so far removed from the box that he is floating around in his own little stratosphere of pentagons and obscure angles and shapes, constantly creating something new and then showing it to you like its no big deal. It just comes as naturally as breathing. I am sorry to say but Dave is your annoyingly talented friend. Dave is the one that when everyone else is wearing skinny jeans, he is rocking the plaid slacks, with of course his signature socks underneath. Double denim is not a novelty for him; it’s a daily outfit. Leather bank account at their mercy and he prides himself on quality goods from all corners of the earth. Everything about Dave has a story and it’s always a good one. There is a lot about Dave that we don’t get but we can be sure of one thing, he will always pull it off because he is Dave, unashamedly himself.

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satchels and all things vintage see him emptying his

MEET DAVE. Dave is an easy going and friendly studio that is here for a chat. We strive ourselves on being, as we call it, â&#x20AC;&#x153;the essential fourâ&#x20AC;?: Down to earth, approachable, versatile and eccentric. This is Dave. We pay the same amount of attention to whoever the client, big or small because we believe that every brand and every concept is just as important as the next. We approach design with a fun, and at times cheeky attitude. However, we respect your ideas, with an unwavering end goal of helping you to develop your brand further while entering every situation with a unique style and left of field angle. We do it different.

Our studio dog, Rufus the French bulldog keeps things cute when late nights leave us worse for wear. Quick wit and (terrible) puns are thrown around the office all too much but this is what keeps Dave as he is; your mate from next door, the life of the party and the guy who built your brand. We believe the greatest strategy you can implore is the truth and our work and relationship with you will be unapologetically truthful

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because this is Dave.

A LITTLE DIFFERENT. Dave is more than just a studio. Dave is the lifestyle that we want to live within. We have gathered all our interests, passions and observations of the world around us, placed them in a blender and poured out a tall frosted glass of fresh ideas — and we want to share it with you.

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THIS IS DAVE.

AT WORK. On a Monday morning we ask ourselves the same

beverages on the roof. We believe in a strong team

thing. But we think to ourselves, ‘what would Dave do?’

and a cultivating environment; one that anyone feels

So we pull up our socks and step through the doors

comfortable to step into.

into our offices, immediately the creativity is infectious and Monday-itus is a thing of the past.

We take care of ourselves too, so we made this thing our second home. Equipped with a shower to refresh

At Dave, everyone is, literally, on the same level:

oily, stressed faces and a closet with a change of

working in an open plan studio we guarantee that every

outfit should a night out end back at our desk — we

idea and every brain explosion of brilliance can be

are prepared. We work on a communal desk where

accessed and explored. The creative director works

we leave each other memos and notes. We believe

closely with the junior designers and the HR manager

creativity is infectious so why separate us? No matter

helps with colour choices. At Dave, everyone is involved

how much we may want to body slam each other,

because after all, a great idea is a great idea, doesn’t

some days we stick together like irritated glue. But,

matter who it came from.

not to worry, that is why we have the pillow corner and

With an abundance of natural light our industrial sheek offices are given an organic touch with dashes of raw timber and mint green, as these are a few of our favourite things. Coffee is always at the ready for those late night musings and Friday evenings are for

break out areas where screaming into a cushion is acceptable and Nanna naps are allowed (/encouraged) should someone have their grumpy pants on. Don’t fret; we have it all covered, as always.

A DAVE OF ALL TRADES. Dave can do anything. And we mean that. We specialise in fashion and lifestyle across all mediums. Whether it’s print, online, photography, motion design, music videos, album art, campaigns or simply an identity for an electrical company down the road, we do it all and we do it different. Dave is always looking to enter new exciting territory with our ever-

DAVE’S MANIFE S TO

present ‘can do’ attitude so we welcome any ideas.

T HIS IS DAVE. HE IS ME SS Y.

DAVE’S MANIFE S TO

HOW HE DOES IT. RESEARCH & PLANNING. Our analyst and design team consider your goals and plans for your brand while researching the environment in which it will be placed. We assess the scope of the work, the team required, the budget and a realistic time frame in which we could complete the work. We position ourselves well outside the box and ensure that your brand will be ahead of its competitors with a unique edge and we have fun while we do it. We make sure to understand the client, their outcomes and we always, not matter what, pitch the brief back to you through Dave’s eyes — to make sure we are on the same page.

DESIGN & DEVELOPMENT. We start compact and begin to create — sketches, doodles, anything as long as we aren’t looking at a blank page. We monitor the workflow; assess problems and progress with regular meetings and contact with you. We propose the plan for your brand both visually and economically. We explain how it will sit in the world and which media to use to continue its success in the big bad world to ensure complete satisfaction upon completion.

PRODUCTION & IMPLEMENTATION. We produce the rules and frameworks in which your brand will exist. We take care in carefully choosing materials and situations in which your brand will flourish. We then consolidate the parts we created and roll them out to you as a finished product with outposts. Then we chink glasses and toast to another successful campaign.

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appropriate collateral, web design and social media

DAVE’S GUIDE TO STYLE.

THIS IS DAVE. We are quick witted yet professional. We are cheeky but always on time. We are friendly but firm. We are independent but work collaboratively. We ask questions and get answers. We are fearless (but secretly terrified at times, and thatâ&#x20AC;&#x2122;s ok). We are fresh. We are like nothing you have worked with before. We do it different. This is Dave.

THIS IS ME.

GIVE ME SPACE. PLEASE!

My identity is to be predominantly displayed in

To ensure the visual identity mark is protected from

100% black however it can also be shown in one of

visual clutter we ask that you always keep an area of

the colours provided in our colour palette. While

clear space around it. No other element, whether it be

transparencies are accepted in other areas, under no

type or graphic is to enter into this space.

circumstances should transparency ever be used with Dave’s identity mark. The minimum printed size of my identity mark is 1cm (10mm). If it does by any chance need to be smaller we ask that you perhaps reconsider

The clearance space is measured by using the same point size of the hand drawn letter ‘e’ from the identity mark with which it is being used.

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where it is being positioned.

DAVE’S S T Y LE.

I’M YOUR TYPE OF GUY.

DON’T BE A TAG DAG.

The typeface used for our identity mark is hand drawn.

To match in with our brand values and tone of voice,

Therefore we ask that you do not use any other fonts

Dave’s tagline is “We do it different.” This is to be

for the identity mark when used for branding. The

used on advertising touch points such as pamphlets,

headings are to be in capitals in Gotham Condensed

posters, print and online advertisements. The typeface

Light while the body copy on all collateral is to be

that is to be used is Gotham Condensed Light and must

DinPro Light. Both these types allow me to precisely

be displayed in capitals. It can be displayed in 100%

communicate our clean and user friendly appearance.

black or white or one of the chosen colours from our

We also ask that you never use typographic

colour palette. It is to be placed underneath the identity

effects such as slanting, shadowing, emboldening,

mark at all times, never above. We also ask that it also

expanding,outlining or condensing. They are yuck and

never appear larger than the identity mark.

make me look ugly.

G OT H A M CO N D E S N S E D L I G H T

Dd Aa

Vv Ee

DINPro Light

Vv Ee

WE DO IT DIFFERENT.

THE COLOURS THAT WORK BEST FOR ME. Our colour palette was inspired from the environment and all things masculine. Combined, these colours reflect the down to earth, fresh and welcoming vibe of Dave. Transparencies and tints are accepted yet only when they are used with their original colour. This provides tonal variation

White

Pantone 482 C

which can then be used to highlight important items in text or information graphics.

R 222

B 255

G 199 C 12

M0 K0

M 21 Pantone 428 C

R 195 G 197

Y 26 K0

Pantone 3285 C

B 182

G 42 B 46

G 147

C 58

B 130

M 72

B 200

C 100

C 23

M 14

M 17

Y 61

Y 17

R 63

Y 60 K60

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G 255

Pantone Black 5C

R 255

DAVE’S S T Y LE.

I’M READY FOR MY CLOSE UP. Photography is the main secondary design element of Dave. In order to correspond with my fresh colour palette and friendly tone of voice, the style of the photography is to display these similar values. We ask that simplicity becomes the key when producing and selecting images for Dave’s brand as to make sure the point is clear and concise with no frills attached; just like a Dave.

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DAVE’S S T Y LE.

NOTES FROM DAVE. Because sometimes Dave wants to leave you with a little something, so you don’t forget him.

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IT ’S A DAVE THING

FOR YOU. FROM DAVE. Here, have this; it’s just for you. We carefully prepared this package to make you feel warm and gooey from toes to teeth. Just remember creativity is a constant state of discovery, each item in here helps to strengthen that creative curse… and relieve them

DAVE’S MANIFE S TO

Monday blues.

THE WORKSHOP.

WHERE THE MAGIC HAPPENS. DAVE’S WORKSHOP Suite 7, Level 3 2-12 Forveaux Street Surry Hills, NSW 2010

MEETING AREA

KITCHEN

FEMALE W/C

BRAINS BEHIND THE BUSINESS

MALE W/C

Floor area: 100 m²

DAVE’S MANIFE S TO ENTRY

DAVE’S TABLE OF CREATIVE MESS

DAVE’S WORK.

DAVE’S P ORTFOLIO.

STASIS IN DARKNESS. Create a series of subversive art works on the concept ‘depression support’ to later be turned into a mass media awareness campaign. Hand drawn illustrations/mixed media.