Before I started working for Salted Herring, the team worked on the Lantern Festival in Auckland sponsored by the Asia New Zealand Foundation. For this event they needed to create a lot of noise and presence for the Foundation brand. It was an opportunity to get new brand messages around the role the Foundation plays in helping Kiwis thrive in Asia. And they launched the new consumer and campaign name: Think Asia.
They built bold and simple word-plays off this relating to the Foundation sponsored content eg. Think Tea Pouring, Think Asia… And extended this into more generic brand messages and improved the colour palette which extends the existing red out with pink and yellow gradients and patterns to make it very festive and upbeat.
Pep and Kate tasked me with designing the full ANZF report experience. This included designing the covers, inside layouts, data-visualisation, and the different communications around these reports like social media ads/posts, and campaign video. Throughout the year, we created 3 reports, and this way, we extended the brand experience, guidelines and system we can use again and again across other collaterals.
