Foundry Creative Portfolio

Massey University
College of Creative Arts

Recruitment Campaign

The Massey University College of Creative Arts (CoCA) has a strong tradition of defining art and design education in New Zealand.

Foundry were tasked with creating a recruitment campaign to help strengthen it’s position in this highly competitive market.

Utilising student work across multiple disciplines we created a distinctive set of collateral with a clear ‘Defining Art and Design’ message. Collateral is customised with colour and texture from the hero image.

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College of Creative Arts
Campaign collateral aimed at prospective students

Flyer series

Poster design

Poster promoting Exposure 08, an exhibition of graduating students’ work

Poster typography detail incorporating textures from the hero image

Display stands for campus wide events and the Coke Career Expo

Display stand in use at the Massey Creative Arts festival opening

Recruitment advertising promoting specific courses

ProDesign magazine advert promoting student success at the BeST Awards

OpenCloud

OpenCloud builds innovative software for the development of next generation telecommunications services.

We worked closely with OpenCloud in the UK to develop a distinctive visual identity reflecting innovation, stability, convergence and growth.

We designed a suite of product collateral that simplifies the way complex information is presented to customers. The collateral has enabled OpenCloud to target new markets in Japan, Europe, Asia Pacific and the US.

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OpenCloud
Visual identity for an international software development company

Brand imagery reflects core themes – innovation, stability, convergence and growth

Brochure series colour coded to differentiate products and services

Brochure inside spread illustrating product capabilities

Brochure diagram detail

Brochure spread featuring product diagram and summary chart

Brochure diagram detail

Flyer promoting the new online developer portal

Folder cover design and inside flap details

Product brand, dock icon and software interface

Mission Kayaking

Current Craft Perception, an established kayak manufacturer, approached Foundry to create a new name, brand strategy and visual identity for their range of kayaks and accessories.

We developed the name ‘Mission’ and an inspiring brand story aimed at a diverse community of kayakers. The story is about going on a mission – exploring neighbourhood streams; catching some waves; spending a few days on the river; camping in the middle of nowhere; and discovering new oceans.

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Mission Kayaking
Brand design and promotion for a new generation of kayaks

Lake imagery evokes the feeling of being out on the water, at one with nature

Brand imagery conveying the Mission kayaking experience

Advertisement in Canoe and Kayak magazine

Brochures allow customers to match a kayak to their specific needs

Product branding with distinctive colours and careful attention to detail

Folder design for retailers

Owners manual communicates the brand story and safety information to customers

Modular poster series designed to work in any retail environment

Website promoting kayaking experiences, product range and accessories. www.missionkayaking.com

Massey University
College of Creative Arts

FOYA Fashion Show

Foya Collective 08 is the Massey graduate catwalk show offering a glimpse into the raw, dark, bold and innovative world of the next generation of fashion designers.

Foundry created a sophisticated campaign combining concrete textures with fluro pink patterns derived from the logotype.

Collateral included event posters, flyers, tickets, programmes and a projected backdrop announcing the works as the models ventured down the runway.

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Foya Fashion Show
Visual identity reflecting this years edgy and innovative fashion students

Flyer design incorporating logotype pattern

Poster design with concrete texture and fluro pink detailing

Programme

Tickets in three fluro colours

Ticket details

Massey University
College of Creative Arts

Blow 09 Festival

Blow is Massey University’s annual Creative Arts Festival. The festival combines the end of year design exhibition and fashion shows with live music performances, workshops, public talks, animation screenings and much more.

We created the festival identity back in 2007 and as design partner have helped to evolve the festival into a highly anticipated calendar event.

This years campaign re-invigorates the festival theme ‘fresh creative perspectives’.

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Blow Festival
Visual identity with a fresh creative perspective
2009 poster detail
2008 poster features a reflected bridge, creating an impossible space
2008 collateral included posters, flyers, programmes, banners, billboards, flags, invites, menus and certificates
2007 poster launched the inaugural creative arts festival and fresh creative perspectives theme
2007 campaign collateral

Massey University
College of Creative Arts

Exposure

Exposure 08 is the end of year exhibition featuring work of the College of Creative Arts’ graduating design and fine arts students.

Foundry designed a 200pg book of collected student works to mark the occasion and to promote the College to prospective students and the wider Creative Arts community.

We used typography as a window to the students work. The result is a compelling design that entices you to discover the work of the students.

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College of Creative Arts
Exposure book design showcasing graduating students’ work
Exposure book cover detail
Exposure book contents page detail
Exposure book section spreads
Exposure book Fashion section detail
Exposure book Fashion spread
Exposure book Spatial spread
Exposure book Textiles spread
Exposure book ICD National Awards spread

Massey University
College of Creative Arts

Induction Booklet

Foundry were tasked with designing an induction booklet for students beginning their studies at the Massey University College of Creative Arts.

The booklet included detailed campus maps, an events calendar and outlined regional ‘hot spots.’

We introduced a creative arts trail so that students could familiarise themselves with local galleries, book shops, cafes and art supply stores.

Foundry also designed a set of illustrated paper toys as a student giveaway at Massey Open Day.

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College of Creative Arts
Induction booklet and open day collateral

Induction booklet inside spread showcasing Wellington ‘hot spots’

Induction booklet typography detail

Induction booklet campus map illustrations

Induction booklet inside spread showcasing campus ‘hot spots’

Induction booklet in use by students during orientation week

Paper toy student giveaway

Paper toy called Erika, provided as a flat sheet for students to cut out and construct

Paper toy called Erik, an emo graduate with attitude

Paper toy called Hoot, a wise graduating owl

Grow Wellington

Grow Wellington is the regional economic development agency. The organisation aims to connect, inspire and grow Wellington businesses through incubator programmes and promotion of the region across industry sectors.

Foundry evolved the Grow Wellington brand so that core values and aims were clearly expressed to staff and external audiences.

We designed a suite of collateral to promote services and to increase brand awareness. The result is a unified voice across education, film and business sectors.

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Grow Wellington
Brand evolution to promote living, working and studying in Wellington

Brochure introduction spread

Brochure inside pages reveal core services offered to businesses at each stage of their development process

Handwritten typography style

Gift tag designs promoting the Wellington region

Education directory and brochure promoting Wellington as a study destination

Website featuring case studies, streaming video and stunning regional imagery. www.growwellington.co.nz

Education Wellington collage promoting a vibrant Wellington region to prospective students

Education Wellington posters feature a 3-dimensional pop out section

Education Wellington website with distinctive collage treatment. www.ewi.org.nz

Ministry of Education

Education for Sustainability

Education for Sustainability is a new Te Kete Ipurangi (TKI) website from the Ministry of Education which aims to help teachers engage students in relevant learning about sustainability.

The new visual identity drew inspiration from the Toitu te Ao carving, which reflects a Maori world view on sustainability. The brand imagery conveys the passing of knowledge from the grandfather to his mokopuna to ensure that the next generation of New Zealanders live in a sustainable world.

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Ministry of Education

NZ Curriculum Tools Senior Secondary

New Zealand Curriculum Tools for Senior Secondary is a new TKI website from the Ministry of Education which aims to help teachers develop dynamic, engaging and connected learning environments for senior secondary.

The new visual identity conveys dynamic learning pathways. This concept was carried through into the website imagery which combined a range of students and teachers in dynamic learning environments.

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Ministry of Education
Education for Sustainability visual identity and website

Education for Sustainability brand imagery

Education for Sustainability website home page. efs.tki.org.nz

Education for Sustainability website section page. The carving informed the website branding.

NZ Curriculum Tools visual identity and website

NZ Curriculum Tools brand imagery reflects connected and dynamic learning

NZ Curriculum Tools website imagery conveys learning pathways and imagined futures

NZ Curriculum Tools website imagery conveys effective pedagogy

NZ Curriculum Tools website home page

NZ Curriculum Tools website section page

Ministry of Education

Down the Back
of the Chair

Down the Back of the Chair is the Ministry of Education’s online resource catalogue, named after a well known Margaret Mahy poem.

Foundry were tasked with developing a distinctive visual identity for the website and promotional material.

The poem evokes a sense of discovery and knowlege so we created a chair graphic that would enable us to illustrate different words and objects flowing out from behind the chair. The result is a compelling website featuring quirky illustrations.

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Ministry of Education
A visual identity for the Ministry’s online resource catalogue

Down the Back of the Chair website home page. www.thechair.minedu.govt.nz

Down the Back of the Chair website search results page

Down the Back of the Chair website banner illustrations

Down the Back of the Chair Education Gazette feature

Pet Team

Pet Team is a new range of pet accessory products. Foundry were tasked with creating a new brand and packaging system that would stand out in a competitive and busy retail environment.

The new brand positions the pet at the heart of the family and appeals to the owners desire to treat, pamper and nurture their pet. We identified the opportunity to take ownership of blue across the range and to use accent colours on packs to define each pet category.

Pet Team won Supreme Supplier of the Year at The Warehouse Awards.

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Pet Team
Branding a new range of pet accessory products

Packaging design involved over 170 packs ranging from cat treats through to medical products

Bird packaging is defined by the green colour curve at the base of the packaging

Fish packaging with heart shaped window to reveal the product

Dog chew packaging with dental hygiene symbol to highlight health benefits

Small Animal packaging for rabbits, guinea pigs and mice

A deeper colour palette, pinstripe pattern and ribbon define the premium range

The medical range promotes healthy and active pets

Ministry of Youth Development

Activate

The Activate Youth Advisory Group represents youth voices and is actively involved in getting youth issues heard in government. The group works closely with the Provoke Youth Network to gain different youth perspectives and views.

Foundry were tasked with creating sub-brands for Activate and Provoke that appeal to youth while also working in Ministry communications.

The final designs are unified through an illustrative style that conveys the idea of broadcasting youth messages loud and clear across New Zealand.

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Ministry of Youth Development
Activate brand design broadcasting youth messages

Activate illustration style with broadcasting concepts in an urban setting

Activate brochure cover and inside spread

Provoke brand design representing youth voices

Provoke poster for youth workshops

Ministry of Youth Development

ID360

ID360 is a short film competition for young people aged 12 to 24. The competition theme is ‘identity and diversity in New Zealand.’

We created a visual identity for ID360 with a retro twist. The logo is derived from the film countdown sequence played before a film and also represents the concept of 360 degrees. This was combined with energetic illustrations of young people engaged in a range of activities and New Zealand identity elements. The result is an exciting campaign and online film viewing experience.

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ID360
Short film competition visual identity and promotion

Illustration details of active youth and iconic New Zealand elements

Poster series with alternating colour treatment

Flyer front and inside

Website home page showing finalist videos

Website film viewing page

Certificates were awarded to the finalists and overall winner at the Wellington Film Archive

Our Nature

Our Nature is a conservation consultancy that acts as a bridge between local iwi, communities, funders, policy makers and organisations working together to protect nature.

We worked closely with Our Nature to develop a new visual identity for the company after carrying out an extensive research and naming process.

The brand incorporates a canopy of leaves wrapping around the earth. The symbol represents a ‘common earth’ and the concept of linking, connecting and unifying communities. The pattern creates a natural foliage on the back of the card.

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Our Nature Consultancy
Visual identity for a nature conservation consultancy

Business card with pattern detail on reverse side

Billi Tees

Deluxe is a new range of elegant womens t-shirts by Billi Tees, an established New Zealand clothing brand.

Foundry were asked to create a series of nature inspired illustrations for the Deluxe summer range. We came up with four distinctive illustrations incorporating subtle New Zealand elements, delicate patterning and koru details.

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Billi Tees
Nature inspired illustrations for a deluxe range of t-shirts

Fantail design incorporating flourish details

Flower t-shirt design incorporating diamante details

Flourish t-shirt design

Dragon fly t-shirt design with wing pattern detailing

Myoga

Myoga is a boutique yoga studio that practices the art of connecting the body, breath, mind and spirit. Myoga classes are housed at Powa Centre, a multi-use open space dedicated to empowerment in many forms and styles from Capoeira through to improvisation classes.

Foundry created a distinctive butterfly motif for myoga as a metaphor for spiritual and physical enlightenment. The new brand reflects the positioning line ‘freedom to unfold’.

We also branded Powa Centre which draws inspiration from Indian Mandala patterns illustrating a radiance of power from the centre or core.

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Myoga
Visual identity for a new boutique yoga studio

Timetable design

Timetable design details

Kaweka

Kaweka is a new range of high quality convenience meals.

The Kaweka Food Company approached Foundry to create promotional material to launch their products in supermarkets and service stations throughout New Zealand.

The result is a clean, consistent brand across all collateral ranging from stationery through to website.

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Kaweka
Promotional collateral for a new range of convenience meals

Stationery system

Flyer promoting product range and benefits to potential retailers

Banner display series for tradeshows

Comprehensive website to inspire the chef within. www.kawekafoods.co.nz

Website features product information and recipes

EXMSS

Massey’s Extramural Students’ Society (EXMSS) is an independant organisation with 40 years experience representing Massey University’s long distance learners.

We created a new identity and brand for EXMSS that focusses on the support and advocacy services provided by the organisation. The new brand conveys warmth, support and connection. Foundry designs Off Campus, the quarterly EXMSS magazine which is circulated nationwide to over 20,000 Massey extramural students.

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EXMSS
Visual identity for Massey University’s Extramural Students’ Society

Brand imagery reflecting a vibrant and supportive culture

Off Campus is a quarterly magazine which is circulated nationwide to over 20,000 Massey extramural students

Off Campus cover designs reflecting a broad range of education concepts

Off Campus cover designs with illustration concepts

Brand elements consistently applied to create a unique stationery system

Brochure communicating advocacy services and exterior signage detail