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Pati Profile Pic
Firstname/Profession
Pati
Graphic Designer / Digital Designer
4-8 years Experience
Auckland
107

Represented: 28/07/17

The new look nzherald.co.nz

About Project

Complete campaign to launch the redesign of nzherald.co.nz.

The concept revolved around the idea of change and that the brand was therefore changing with it's audience. The NZ Herald's audience was segmented into eight sectors, we then filtered these to four that were chosen to develop - Open Minded Observer, Community Spirited, Aspirational and Information Junkie.

The art direction focus was to apply a bold, fresh and contemporary style and straying away from the traditional approach The NZ Herald would usually take. Tall order.

Apart from the usual design flow the process included talent searching/auditioning, stylist direction, photographer coordination/direction, external VFX art direction and general juggling of the many stakeholders.

List of deliverables I created:

Newspaper print
Magazine print
Posters
Billboard
Signage
Mirror decals
Social elements
HTML5 creative
Videos: 15, 30 and 45 secs
Rich media
Digital elements (Wallpapers, EDM's, etc...)


Industries

Media


Specialities

Art Direction, Brand Advertising, Visual Effects


Client

The NZ Herald


Credit

Art Direction, Talent Casting, Stylist Direction, Video Direction, VFX Direction

Content image #1
The new look nzherald.co.nz
Character 01: Aspirational / 45 sec
Character 02: Community Spirited / 45 sec
Character 03: Information Junkie / 45 sec
Character 04: Open Minded Observer / 45 sec
Content image #6
Content image #7
Content image #8
Content image #9
PR campaign - Fish and chips activation
Content image #10
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