For over 20 years, Urchin has worked closely with brands, both nationally and internationally providing creative services ranging from brand strategy through to design execution and content creation.
PROJECT PROFILE
Lorne Sculpture Biennale - The groundbreaking 'Spirit of Place' exhibition concept provided a platform for delving deep into artists' minds and their creative processes.
In my multifaceted role, I directed, shot, and produced media content while weaving engaging narratives around artists' works. This direct interaction allowed me to truly honour their unique visions.
ASAHI
As Creative Director for this premium Japanese beer brand for 5 years, the challenge was to broaden the brand’s market position in Australia from professional corporates to the cool kids.
These two target audiences are literally at opposite ends of the marketing spectrum - with corporate professionals in the high rises of Sydney to the influential artists on the streets of Melbourne.
The strategic approach was BRAND AS CURATOR - this positioned Asahi as a facilitator and supporter of the creative industry. The strategic method strengthened both markets for a win win.
Creating a culture from the ground up took 3 years of consistent and targeted projects, gradually building a fabric of relationships in Australia and Tokyo with invited artists also from USA and UK.
ASAHI: Silver+Black Exhibition Melb & Sydney, curation, brand positioning, influencer program
DENFAIR
DENFAIR is an interior design event held once a year. They had a brand identity challenge where the audience wasn’t aware of the extent of value they could provide beyond the event.
Through creative workshops, we were able to reposition DENFAIR and created 3 market segments (Connect, Events & For Design) to open up communication channels.
Each segment now provided clarity for marketing and activation to occur.
The projects featured here showcase a simple and bold design style accompanied with a tag line - KNOW THE DIFFERENCE. This concept was a direct response to the proliferation of design icon knock-offs and positioned the brand as one that fosters and supports original design and innovative design.
DENFAIR: Brand positioning, campaign creative, custom typography, brand toolkit
SURFING WORLD MAGAZINE: Design
SUBAUD MAGAZINE: Creative direction, design team collaboration
YETI: Australia + NZ launch strategy, influencer programme, content plan, exhibition design, catalogue design, website, social media content
WIDE OPEN ROAD COFFEE: Brand positioning / redefine purpose and connection with community
AUSTRALIAN MARINE CONSERVATION SOCIETY: With Simon Normand; Documenting the creation of an indigenous songline cultural map
ALL TERRAIN CYCLES: Brand Toolkit, logo design, merch, event graphics, riders jerseys, shop signage
MEATMAIDEN: Restaurant identity, creative direction, social media content. Photograph of Meat Maiden by Andy Hatton
BRUTAL TRUTH: Co-founder, brand and product development
DC SHOES: Art installation
BAR NACIONAL: Restaurant identity
COFFEE.AFL: Brand identity, brand toolkit and style guide
MOVEMBER: Video production
ENA PELLY: Video Production
Projects range from helping startups to create brand DNA, define purpose and launch, to helping established brands reconnect with their audience or bring clarity and direction to complex problems.
Service areas cover:
Brand Positioning, Brand Toolkits, Style Guides, Marketing Strategy Decks, Graphic Design, Photography, Videography, Motion Graphics, Animation, Video Editing, Signage, Corporate Identity, Executive Presentation Design, Publication Design, Retail Design, Merchandise, Event Graphics, Campaign Concepts, Website Design, Social Media Strategy and Social Media Content Creation.
You can view projects via the main menu or the list below.