Two NZ designs feature in international design series

2 March 2011

International design publishers Victionary have recently published a two volume I Love Type Series, featuring the very best of the world's graphic design typography.

New Zealand design company Everything Design is the only New Zealand company to have been included in the I Love Type Series, which includes work by leading international designers like Experimental Jetset, Dani Navarro, Un.Titled, Company, Browse, Big Active, Meta Design AG, Triboro and Bunch.

"It's great to know our work is recognised and valued by the international design community", says John Varcoe a Director at Everything Design in Auckland, "Our emphasis has always been on delivering strategic outcomes for our clients, rather than designing outputs that simply have a pleasing aesthetic. That strategy-led approach ensures the work we produce for our clients delivers strong and effective communication of key messages, and this characteristic is likely to be what made our work stand out from the crowd."

The two New Zealand projects featured in Victionary's I Love type Series were the Pink Ribbon Day public awareness campaign posters Everything designed for the New Zealand Breast Cancer Foundation and the Mirror on the Wall Best Awards campaign promotions they created for the Design Institute of New Zealand.

Suzanne McNicol, Marketing and Communications Manager for the New Zealand Breast Cancer Foundation was not surprised to see Everything's work included in such august company, "Everything continually produces work that's right on target for our key audiences, is beautifully brand-aligned and highly effective", she said, "Everything's Pink Ribbon Day poster campaign for the Foundation was so strong and such a perfect fit for the out of home medium that it enticed Adshel to make the NZBCF a recipient of two free Adshel campaigns - now that really is effective communication!"

In the recent Girls night In fundraising campaign for the Breast Cancer Foundation, Everything designed posters that used night time illumination of the outdoor advertising panel to reveal a second stage to the creative treatment. A range of different silhouettes were printed on the reverse side of the poster to represent the different age groups in the target demographic. The clever use of the silhouette technique reinforces the key message — encouraging women to spend a night in with friends and donate the money they would normally spend on a night out to The Foundation's support programmes for women with breast cancer.

The inclusion of two New Zealand design projects from the Everything Design studio in the I Love Type Series certainly seems to cap off a very good period for Everything's Creative Director, Jason Saunders. His work on the City of Salford destination brand was recently included in an exhibition at the Museum of Modern Art (MOMA) in New York, which opened on 2 March 2011 and runs through to January 2012.

A little bit about Everything

Everything Design has developed a reputation for its no-nonsense approach to brand strategy and design. That no-nonsense, client-focused approach is certainly evident in the various marketing articles they publish on their Everything Blog, many of which challenge conventional marketing wisdoms. In an industry known for its over use of hyperbole and at times heavy-handed pricing, Everything's down to earth approach to creating affordable, world class brand strategy work is refreshing to see.

While quite possibly more famous within the international design community than in New Zealand itself, Everything Design is best known locally for its brand work for the likes of Telecom New Zealand's Chorus brand, DB Breweries (most recently The Running Bull Bar in Christchurch), and for leading technology exporter Endace.

ENDS

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