Anneke Green and I have been collaborating on the development of her brand for grown ups. She already has an existing brand for the younger folks, called Tummy to Toddler and was after a new look and feel for a more sexy, grown up market.

Anneke had chosen the name Capture Me Beautiful for her new brand. Being that the focus was on boudoir, couples sessions and other similar shoots – we started off playing with the notions of ‘capture’ and what it meant to be captured.

In a playful twist, the idea that by letting someone ‘capture’ a subject in an image, would be empowering and liberating – almost like setting oneself ‘free’. And so, the first symbolic icon was born, the cage and bird in flight. From there, the rest of the icon suite grew and grew. The idea is that Anneke can add more if she likes, swap and change them as the need arises.

They all sit within a framing device, much like a voyeur might peep through a window, or watch a reflection in a mirror, or someone might see silhouettes through a window late at night. It’s all very grown up, and very sexy!

Check out Anneke’s work at the Capture Me Beautiful blog.

Posted by Netra on Aug 3rd 2011 | branding - card - design - graphic design - logo - marketing - photography - print design
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Earlier in the year, I was contacted by the Australian Breastfeeding Association to ask if I would be interested in pitching for the design component for their upcoming International Conference. Of course I jumped at the opportunity to work with them again, in particular Susan Greenbank who is always a delight to collaborate with.

I submitted my proposal and waited a few nervous days before I found out that it had come down to the wire, but I had won the project. It was huge. The scope included developing the logo for the conference, extending this to a visual identity and branding that could be adapted across many different promotional pieces, and then the design of those pieces as well!

It’s always SUCH a pleasure and relief to be able to take a branding project from the logo right through to the end design. It let’s the designer really do what they are supposed to, and enjoy the process, work with the brand like a nervous mother might hover over their own toddler, and finally waving it off into the big wide world.

There are still a few bit and pieces left for this project before the conference at the end of October. But for now, here is the logo (complete with blocks to step up and concentric rings expanding and reaching out like a broadcast message) and the icons we developed to identify the key themes of the conference (community, innovation, discussion & support).

There is also the first couple of pages of the Sponsorship Prospectus hat was done as a print and interactive document, the 24pg Conference Proceedings and Registration booklet  (I especially love the form on the last page – I have a thing about making all forms look like tax forms) as well as the banner for the web page.

Make sure to check out the Step Up, Reach Out website and also make sure to have a look at the program.

Just wanted to say thank you for the marvellous work you have done with the design on our international conference materials. The conference program arrived from the printer today and looks fab. We are now at 620 delegates and I think that is of course due to the FABULOUS promotion we have done! I really have enjoyed working with you and thank you for all the weird hours you’ve had to put in. There will be many more projects to come so I’m sure you’ll hear from me again soon!
- Susan Greenbank, National Marketing Manager, Australian Breastfeeding Association

Posted by Netra on Aug 2nd 2011 | branding - brochure - commercial - corporate - design - graphic design - logo - marketing - print design
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PCCA are hosting their big Australasian Networking Conference in Sydney in a few short weeks and we got to do all their material for it! As it is a conference for international attendees, PCCA were keen to showcase the location and what better way to do that but to use the all-recognisable Sydney Opera House on the front!

The scope of the project included an RSVP card, a save-the-date card and magnet. We have just finished producing the conference agenda on a lanyard insert, gate-folded to slip into attendees lanyard to keep handy at all times.

We were very lucky to find a stock art image of the Opera House that was close to the corporate blue of PCCA, so with a bit of a boost to the levels in Photoshop, we were able to bring the image in line with the brand colours.

Posted by Netra on Jul 26th 2011 | branding - card - corporate - design - graphic design - invitation - marketing - print design
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Gemma Higgins-Sears and Janet Palmer are the two creative brains behind Storytellers Photography. While they each run their own successful photography businesses, they found enough synergies between their two styles to come together in this joint collaborative effort.

Their brief for the logo was simple, they wanted something evocative, that would capture the imagination of their audience. It had to fit in with the idea of storytelling as well as ideas they had already developed for the imagery of their brand.

The tree was an obvious choice for me. It had to be almost like a print, or old-school botanical illustration with heavy detail, so that each time you look closer into the logo, you see a bit more detail down to individual leaves. That to me was symbolic of this collaboration, that while Gemma and Janet were individuals, but when they came together they made something beautiful.

The tree was also about being ageless and timeless. It is about growing and expanding like the stories and lives of their clients. It was about aged paper and rustling leaves, about rings enclosed in rough bark and children scampering about like squirrels on branches laughing and shouting. It was about childhood and adulthood and all the glorious crazy years in between.

So here we are, the final result can be seen below. Make sure to stop by the Storytellers blog and say hello!

Posted by Netra on Jul 26th 2011 | branding - card - design - graphic design - logo
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I’ve posted previous issues of The Chronicle that I produce twice a year for William Clarke College. But THIS issue has one of my images on the front cover! and a whole heap more sprinkled inside.

Posted by Netra on Jun 16th 2011 | branding - corporate - design - graphic design - magazine - marketing
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Tara Hawley from Sweet Little Birdy dropped me a line to give her a hand revamping her business identity and applying it to a suite of promotional collateral. Clearly with a name that included a bird, we were going to stay with the bird she had. We just tidied it up a bit, gave her an interesting shape to brand with and keep her existing colours.

Once that was done we started rolling out the new logo on her material. With a business that sells party and homewares, gift and event styling options, there was a phenomenal range of imagery to choose from – and everything was just so gorgeous! So far we’ve done a couple of adverts (keep an eye out for the Sweet Little Birdy advert in the upcoming issue of Donna Hay Kids) and postcard, flyers are just about done as well.

I just love having a strong identity that carries through all the accompanying material. When you take a step back and see it as a whole, you really get a sense that this is a business that has things together. Its looks so professional and I hope this really helps Tara take her business to the next level.

Make sure to stop by www.sweetlittlebirdy.com.au and check out her products – they are just fabulous!

Posted by Netra on Jun 9th 2011 | branding - brochure - card - commercial - corporate - design - flyer - graphic design - logo - marketing - print design
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I’ve had the distinct privilege of working with this brand since its inception and evolution over the past couple of years. What initially started out as NFE Design and then grew to require the specialty sub-branch Indulge has now shifted gear to evolve into a new sub-brand direction called Beloved by Renee Bell.

Renee has built a strong visual identity within her own personal and business brands over the past few years. Both each have their own equity and so all we had to do to leverage this equity was to tweak Indulge slightly and so… Beloved was born. You can check out more of Renee’s work on her Not For Eating blog at www.nfedesign.com.au or her website www.reneebellphotographer.com.au.

Posted by Netra on Jun 7th 2011 | branding - card - design - graphic design - logo - marketing - print design
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It’s that time of year again, where we look back on a year of fabulous new brands and get to vote for your favourite!

Go to http://www.facebook.com/NetraChetty and make sure to cast your vote. A sneak peek of the entrants this year are here below – a years worth of brandin creativity – I LOVE my job!

Posted by Netra on Mar 15th 2011 | branding - corporate - design - graphic design - marketing - print design
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When Rana first contacted me she wrote me a message that simply said “I think there is no question. I need you!” And so began this branding  journey!

I would love to say I successfully get every single brief right the first time, every time – but that is just not the truth. This was one of the briefs where Rana and I both worked really hard to come to this solution and it took us a while but we got there in the end!

She was open, and honest and true to herself and her vision of the brand – that is what ultimately leads to a successful brand and a memorable visual identity. With this branding, Rana has so many colours and options to play with as part of her marketing and promotional material. The idea of the bunting is something she is trying to incorporate into her hero imagery where possible and it’s making for some fun images.  The whole thing is bright, cheery and a whole lot of fun!

Make sure to stop by her website and blog and read her post about her launch. Congrats Rana!

Posted by Netra on Mar 7th 2011 | branding - card - design - graphic design - logo - marketing - print design
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Mandy Bowler from White Tulip Photography contacted me late last year to rebrand her existing business. Put simply, she had outgrown the existing identity. It had served her just fine until recently but as she had grown as a photographer and a business owner, it was time for a revamp.

With a name like ‘White Tulip’ there was a pretty narrow area in which to play with branding visuals – but having said that, there were so many styles we could have chosen. Mandy chose to get me to do everything for her, the logo, business card, a document template, blog interface and there are a couple of outstanding pieces to go. When you see the bits together this way, it’s impressive to see how the brand has been carried through effectively across all materials, giving her a credible business face, as well as a slightly more casual persona for her blog and online activities.

Make sure to stop by her blog to check out the new brand in action, She will be rolling it out across all material over the coming days. Mandy has also just been nominated for Australia’s Top Wedding Photographers by Capture Magazine.  Congrats Mandy!

Posted by Netra on Mar 5th 2011 | branding - card - corporate - design - graphic design - logo - marketing - print design
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