design thinking

We create value for business through innovative communication, build memorable brand experiences through thoughtful engagement – ideas brought to life.

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Guildhouse

Brand strategy, naming, brand identity, brand platform and collateral for Guildhouse – South Australia's oldest arts institution.

Responding to significant changes and challenges that have emerged within the creative arts sector nationally, Working Images was engaged to rebrand and reposition Craftsouth.

As a basis for the work we devised and facilitated a Foundation Working session bringing together senior figures spanning business and the arts in Adelaide. The group discussion moved through a series of design conversations responding to core issues the group faced and with the aim of mapping a future for the organisation and its members. A concise design brief and strategic map was defined which formed the basis for the brand development and naming.

The name Guildhouse reflects the earliest roots of craft and design practice and serves to reflect the fraternity that united disparate practices through the guild.

The visual identity is comprised of a hand-crafted logotype that aims to evoke the historic origins of the name through a contemporary rendering. The notion of the guild is also reflected in the symbolic form of the house. The varied and colourful graphic elements of each house is reflective of the unique aspects of work that defines each creative practitioner. The common form describes the aspects of practice that unites the artists across various disciplines.

 

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SKEIN

Brand identity and collateral for Skein: architecture / objects / installations.

In the development of the brand identity we were guided primarily by the strong materiality and distinctive, sculptural characteristics of Skein's works. In particular we aimed to capture the folded thematic elements evident in the public space commissions. The word skein refers specifically to the V-formation of a flight of geese and we were inspired with the correlation between this and the folded forms of the architectural works. The visual identity has its origin in a simple folded plane.

The typographic brand element, originally distorted and unnecessarily overt, has been reinstated to read right way round. The incidental visual reference to the identity for band Nine Inch Nails was a curiosity.

The brand aimed to position this practice confidently and clearly in a saturated market in a challenging economic climate. It speaks easily of the innovation and clarity of thinking evident in their works.

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New Taipei City Library

Rebranding and website design for New Taipei City Library, Taipei, Taiwan ROC

As a beginning point for the two-stage project a comprehensive global benchmarking process was undertaken to define the contemporary role of the modern library and aim to define its future. Technology and rapidly changing routines around the consumption of information has largely consigned the Twentieth Century library to the archives.

A working phrase and positioning statement was developed to guide the design process:

The modern library is a repository of knowledge that reflects the collective wisdom and culture of the country and provides a window to the world's greater knowledge. It is a place for the exchange of ideas, for learning and inspiration for all people.

The whimsical brand identity developed sought to cast a progressive and aspirational position for the library and aimed to embody the fundamental overlap between information, intelligence, human growth and the potential for ideas to take flight symbolised by the bird.

The benchmarking process served to identify a critical functionality for the website that was assessed for relevance against the known requirements for the library and in turn weighted in terms of service priority. The design aimed to bring a formality and clarity to the incumbent website that had gown organically and on an ad hoc basis. 

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National Foundation for Australian Women

Rebranding for The National Foundation for Australian Women, a non-profit organisation that is responsible for high level policy development, representing women at a Federal Government level.

NFAW is an organisation formed in the second wave of feminism of the 1980's with the shared goal of ensuring the gains of the past 20 years were not lost. Its board members, comprised of leading women from diverse demographics, have all played a significant role in historic policy development and other initiatives all working largely behind the scenes for the better representation of women nationally. 

When initially approached we felt obliged to discreetly question the merits of engaging an all male design team for the project but were assured we had the full support of the group. To develop a thorough design brief and ensure we fully grasped the issues and goals of this national organisation we devised and ran an intensive one day strategy working session for the board. The session comprehensively addressed a broad range of historic and contemporary factors influencing women and successfully defined a contemporary position and direction for the organisation.

A range of archetypal and stereotypical design directions were all explored, proposed, discussed and debated at length. The resultant mark was supported unanimously by the group despite it being the most visually risky – its minimal form and corporate language represents a significant departure from the past visual identity. The symbol is a bold statement of clarity and draws from the theory and analysis of the way gender influences the definition and construction of space. The circular mark is an inherently nurturing form and the openings top and bottom feminine in nature in that it allows movement through and around. This is reminiscent of the forms of mediaeval earth shelters and of town squares in contrast with the more masculine marking of space with monumental forms such as obelisks and towers.

The new visual identity has been instrumental in refocusing the goals and values of a significant group of women and provides a contemporary face to an organisation existing comfortably behind the scenes at the very highest levels of power. The tagline Real Women. Visionary Leadership affirms a clear path for the future and reflects the practical determination of its members to effect real and lasting change.





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