GEI is A Greener Future‘s flagship event and is organised in partnership with ILMC.
In the ever-evolving landscape of sustainability within the live events sector, AGF's longstanding collaboration with ILMC for the Greener Events and Innovation Conference has played a pivotal role for 16 remarkable years.
As part of the AGF rebrand, the task was to revolutionise the aesthetic of the conference.
The essence of this transformation lay in the belief that the visuals should be as awe-inspiring as the conversations themselves, creating an immersive, unforgettable experience that captivates participants from the opening moments to the conclusion.
These backdrops align the visuals with the profound conversations with luminaries such as Brian Eno, Jarvis Cocker, Louis VI, and Dale Vince to deepen the impact of the discussions.
I was tasked with creating series of visuals for a Deloitte AI article. The primary directive was clear: abstain from the utilization of AI and rely on the capabilities of Photoshop.
Each visual within the series was to illustrate a world where tech and nature merge.
I was tasked with creating a visual depiction for the public State of the State report. The request was for a collage-style presentation, encompassing key sectors like sustainability, the NHS, government, and the treasury, each represented distinctly.
After an incredible 17-year journey, A Greener Festival embarked on a transformative rebrand, heralding the birth of A Greener Future. AGF found themselves at the forefront of the evolving sustainability movement. What was once considered a niche endeavour has now become an all-encompassing direction, a shared path toward a greener future for all. As AGF evolved and grew, their want for a new visual identity was more than just a change of name; it was a powerful testament to their unwavering commitment and their bold vision for the future.
Now with a refined and bold aesthetic befitting an industry leader, the visual style captures the strength and passion that drives their work.
Creative Direction & Design: Christy Howells
Logo Animation: Julien Jamarroque
Formula 1 Savoury was an exciting new product in Herbalife’s offering. It marked their first savoury meal replacement so they really wanted to drive awareness for consumers and distributors.
I wanted to create a strong visual that easily communicated the product. Food aesthetics is only one aspect of food promotion - consumers look for food that is either delicious, exciting, healthy, or better than what’s being offered by other brands. For a food advertisement to be truly effective, it has to vividly and creatively depict one of these traits.
The intention behind each asset was to make it honest, make it clever where possible, but most of all, make it resonate. Utilising the emotional visual and colour hues that represent comfort, warmth and excitement. To help the audience identify the value of the product it is important that it is authentic and creates a sense of authority. Communicating these qualities gives an emotional attachment to the brand and shows that the product will make their lives better.
The creative was expanded into a promotional video and across over 100 various assets for print and digital.
Creative Direction & Design: Christy Howells
Copywriter: Chayya Syal
Post Production: Christy Howells
Agency: Walker
Eating foods high in prebiotics, probiotics, vitamins and minerals will ensure that your body has all of the nutrients it needs to maintain good gut health. Good gut health is essential to maintain an active lifestyle and overall well-being. A healthy balance of nutrition, regular physical activity and healthy bacteria in the gut will help promote a sense of energy and vitality which can empower us to live life to its fullest potential.
With that in mind, we really wanted to focus on creating an uplifting and engaging campaign that facilitated some kind of interaction with the information.
Creative Direction & Design: Christy Howells
Copywriter: Chayya Syal
Animator: Chris Moore
Herbalife's Extravaganza event is a highly anticipated annual gathering that brings together thousands of Herbalife distributors and employees from around the world. The event showcases the latest products, offers educational opportunities, and recognises the achievements of top distributors.
To generate excitement, we wanted to reflect the character of the host city, Stockholm, into the event's design. By incorporating vibrant elements of the cityscape, utilising the colors of the flag, and the yellow line, we were able to bring a touch of the city to the event's theme.
Ordinarily, the venue is completely branded with the Extravaganza creative however, due to Covid-19, the event was held online.
Sustainability is an area that all businesses are expected to have built into their strategies. It’s increasingly important in the face of climate change and customers will leave brands that do not have any plans or credibility in this area. We created a Sustainability Toolkit to be given to members preempting their needs and the questions their customers might have.
As this was a very new area of communication for the company, developing this project to create an effective representation of the company’s journey and the small milestones all the while ensuring we hit the right tone, became somewhat of a journey in itself.
I have included some of the various proposals we explored along with the final execution.
Creative Direction & Design: Christy Howells
Animator: Chris Moore
This campaign created for Simply Business Insurance communicated a simple, genuine message that resonated with the audience. By crafting a series of emotional and relatable stories, it established a strong connection with the viewers, fostering trust in Simply Business's USP - “Insurance as unique as your business”.
To acknowledge the unique needs and challenges of their diverse audience while presenting an uplifting solution that inspires the best in all of us.
Luxury marketing is grounded in one constant: consumers’ instinctual attraction to that which is luxurious and special. Art and sophisticated design fuel desire and with luxury, it is not just about having – it is about desiring.
Luxury brands will always need to appeal to the senses and with that in mind, we created a luxurious campaign that was more contemporary and impactful than the brand’s previous look.
Focusing on elegant photography, we ensured an aspirational feel that didn’t detract from the brand’s equally crucial attribute: glamour.
The campaign has featured in Vogue, Town & Country and Ritz Carlton to name a few.
Creative Direction: Christy Howells
Post Production Retouching: Christy Howells
Photographer: Matthew Shave
The catalogue was another implementation of Yoko’s brand refresh to ensure it remained relevant to the luxury audience.
Each unique piece in the collection deserved to be highlighted for its extraordinary qualities, and the resulting bold visual aesthetic embodied style and glamour.
At Yoko, attention to detail is one of the hallmarks of their luxury brand. To illustrate this, we crafted a refined and expansive image that speaks to their unique products and sets them apart from the rest. The image appeals to the viewer's sense of craftsmanship and quality, embodying the essence of the Yoko London brand.
The advert was featured in Vogue.
Creative Direction and post production: Christy Howells
Photographer: Aviv Solnitzky
Today’s consumer is extremely sophisticated when it comes to what they want. People with large amounts of disposable income often have low amounts of disposable time and place a high value on easy shopping. Which is why it is essential to raise awareness and generate desire through impactful advertising of the most desirable products.
To maximize the value of every media placement, simplicity is key. In this series of product adverts, the adverts align with the refreshed brand's image, consistently communicating its fresh, fashionable, and elegant ethos to discerning consumers.
The adverts have featured in Vogue, Town & Country and Ritz Carlton to name a few.
Art has the power to evoke desire, even in the world of luxury goods. With consumers often associating complexity with luxury products, adding a touch of cognitive difficulty or disfluency can make images even more alluring.
To achieve this effect, we crafted a series of adverts featuring strong imagery that required a bit more effort from the viewer. The result is an impactful campaign that captures the imagination.
Creative Direction and Post Production Retouching: Christy Howells
Photography: Aviv Solnitzky
In the luxury universe, storytelling reigns supreme and serves as a powerful amplifier.
To maximize the potential of social media, I conceptualized a 12 Days to Christmas countdown campaign. Each day featured a customised illustration alongside a suggested product, serving as potential gift ideas inspired by the famous song. This approach not only leveraged the power of storytelling but also fostered an interactive experience. The result was a highly successful social campaign that resonated with the audience.
Crafting visual content for Yoko London's social media was an extremely hands-on and gratifying experience.
I specialize in conceptualizing, directing, and producing unique visual narratives that bring the pieces to life. I direct every aspect of the photography process – from initial idea to the final edit.
Creative Direction and Post Production Retouching: Christy Howells
Photographer: Aviv Solnitzky
https://www.instagram.com/yokolondonpearls
Victory Motorcycles and American pride are intertwined in the very essence of their brand. While working as a contractor for GPL, I had the opportunity to collaborate with this iconic brand.
My task was to create a series of interim ads that showcased each model in a clean and impactful way. The incorporation of the American flag paid tribute to the symbolism of freedom that is at the heart and soul of Victory Motorcycles. The result was a simple campaign that honoured the brand's heritage.
BLACK, an upmarket designer retail brand, expanded the empire of entrepreneur Grant Blackbeard. The branding utilises expressive typography complemented by a monochromatic color palette reflecting prestige and elegance. The graphic elements infused every corner, from matching wallpaper to signage and installations, creating a seamless and visually consistent customer experience.
As part of my work at Hanover Saffron, I had the opportunity to create and develop an e-commerce website for Vanleles Diamonds.
Eventerprise, an innovative online startup within the events industry, entrusted me with crafting a corporate identity that conveyed a premium essence, while remaining dynamic and fluid. To strike this balance, I opted for a classic serif font for conveying sophistication and timelessness. I introduced a loose liquid graphic, infusing a sense of lightness and movement, and symbolizing the fluid connections the platform facilitates.
Ticketmaster were revitalising their Seasonal campaign and looking at potential pitches to move forward with.
The idea was to use fun non-human characters to appeal to a broad market without falling into any seasonal cliches. Developing likeable and relatable characters to be used in a variety of humorous situations to communicate the fun of Christmas giving. To achieve this, I created a trio of lovable and relatable characters, the hedgehog brothers - Billy, Charlie, and George. These three cheeky hogs are not your average seasonal mascots. They bring their own unique personalities to the mix, with a little roughness around the edges and a penchant for mischief. But above all, they embody the spirit of Christmas giving, with their hearts in the right place.
I developed a series of humorous scenarios that feature the Hogs in action, either at our events or causing playful shenanigans as they try to snag tickets for themselves. The bright and eye-catching animation style adds to the overall fun of the concept.
When I was approached by SAHotRods, I was tasked with revamping their publication. However, the revamp was so well received that they requested I continue working with them for two years.
My main goal was to create a new visual style for SAHotRods that would appeal to the target market while remaining easy to read. It needed to showcase the beauty of hotrods but also the passion and enthusiasm of its community.
One of the biggest challenges I faced was the low quality of photos provided. But with careful image selection and extensive retouching I ensured that each image was as visually impactful as possible.
The result was a publication that became a beloved staple in the world of hot rod enthusiasts across South Africa.
The corporate identity for a company that supplies lighting for the film industry is a unique and exciting project to work on. When approached with the brief that only consisted of a pay off line that highlighted the importance of light, I knew that the design needed to be something memorable and strong. Light, as the client had pointed out, is a fundamental element in creation, and it shapes the world as we know it. It is a powerful force that has the ability to transform and enhance any environment.
” “Light travels at 186287.490 miles per second. It is a form of energy release which shapes the world as we know it and a fundamental element in creation.”
To capture this essence, I decided to take a dramatic approach by creating a planetary scene that was reminiscent of a sci-fi movie. The use of simple, technical typography was necessary to balance the visual elements. The design had to convey the concept of light and energy, and the planetary scene provided the perfect backdrop to achieve this.
K-Way is one of the leaders in outdoor leisure apparel in South Africa and they required a revamp for their print ads.
I knew that simplicity and strength would be key. I wanted to create a series of adverts that would let the copy and images shine while communicating a clear message that resonated with K-Way's target audience.
I opted for a design that was simple, strong, and versatile that allowed the messaging to stand out. In addition, I developed a more casual logo execution that complemented the fixed structure of the format. This added a touch of playfulness to the ads.
To promote Cape Union Mart’s small equipment range, we knew that we wanted to take a conceptual approach. To create something that was memorable while still highlighting the products.
To achieve this, I imagined a world where Cape Union Mart's fantastic gadgets existed in the Wild West. The resulting concept was one that would capture the attention of passers-by’s and encourage them to explore the range of products on offer.
Once the concept was approved and the window artwork was completed, I adapted the design for use in adverts, posters, and all other necessary POS materials. This ensured that the campaign remained consistent across all channels and that the message was reinforced at every touchpoint.
The banner for the window display was a key element of the campaign, measuring 2m x 2,4m. Display cabinets were used in front of the banner to highlight the products on offer, while cut-out cacti and rocks were strategically placed throughout the stores to continue the Wild West theme.
The campaign proved to be memorable and engaging, generating excitement and interest in Cape Union Mart's small equipment range and driving foot traffic to their stores nationwide.
The Cape Union Mart competition to win a trip to Egypt was an exciting opportunity for adventure seekers, but it needed a creative approach to capture attention. By using eye-catching visuals and humorous pay off lines, with a focus on fun and excitement, this series of ads built memorable anticipation for the competition.
I wanted to communicate the firm's technical prowess, fusing movement and precision into the design. The symmetrical and minimalist design with dynamic circular elements symbolizes innovation and continuous progress. Green hues in the color palette exude trust and modernity. This visual identity resonates the firm's precision in motion.
Glo Films is, as the name suggests, a film company that was formed by Allan Glogauer. The name of the firm being a play on his own name.
The brief was fairly open only stating that he wanted some element that would be memorable. We had the card printed on a semi transparent wax paper so that the design was visible on both sides creating a “glow” for the important information on each side. A small card holder was also created with a small cut out rectangle in order to see the “glow” in the package.
When I first joined Imagine Advertising, it was a start-up.
The decision to embark on a corporate rebranding was one steered by the company's growth and stability. An organization's identity can serve as a pivotal cornerstone, reflecting its evolution and aspirations. The existing branding had served its purpose, but it became apparent that a fresh identity was in order to encapsulate the essence of imagination that propeled its offerings.
The concept incorporates a playful spirit of imagination that the company was built upon while telling a story of metamorphosis, of growth, and of creativity.
For me, retouching is an art form that breathes life into an image.
The financial administration branch of Metropolitan Health Group, FAST, requested a rebranding. As colour is one of the most primitive forms of communication we have, a duotone using blues and grey was used to associate with stability, trust and strength.
FAST had requested a more creative way to present their information visually so I created abstract graphics to give the feeling of data motion as a nod towards their namesake and function.
The client wanted two fun adverts, however, their budget was very tight. Fortunately, I had a great relationship with them and I was given a lot of freedom. After they’d approved the concept, the next trick was pulling it off with no money. Where there is a will, there is a way – 3 lollipops, a wannabe photographer friend, a borrowed camera, a bathroom and an assortment of positions to balance lights with hands and feet, and I finally had something to work with.
The client loved it and also ran it as an in-house poster.
A campaign for Cape Union Mart would always involve a large window display for each of their stores nationwide with a 2m x 2,4m banner, correx cutouts, decals, and other necessary props. Once the concept was approved and window artwork was completed, the artwork would then be modified for adverts, posters and all their POS needs.
This brief was a little different to the norm but was undoubtedly one of my favorites to do. It was requested that I produce a painting/illustration for their Winter Bad Weather campaign. After a few back and forths to get the concept details in place, this was the final painting that was used.
It was a very successful campaign for them and I thoroughly enjoyed seeing my painting as a 2.4m banner in stores across the country.
A campaign for Cape Union Mart would always involve a large window display for each of their stores nationwide with a 2m x 2,4m banner, correx cutouts, decals, and other necessary props. Once the concept was approved and window artwork was completed, the artwork would then be modified for adverts, posters and all their POS needs.
If the copy didn’t immediately give it away, this was the Easter campaign. For an outdoor adventure store, Easter Island was not only a great choice but a logical one to play on for their Easter campaign. The Moai were large correx cutouts for the window displays set in front of the background banner with the copy line placed on the window glass.
This has been their most successful window campaign to date with them receiving a lot of positive feedback.
Binary Flex is a web development company. Elegant and unpretentious, the logo is supported by clean, modern typography and a simple colour palette of bronze, white and silvery grey
The approachable, open branding dictates a design language that is simple, engaging, and connected for a modern, approachable business.
Metropolitan wanted to run an internal campaign for their IT department. The brief was for the IT department to be portrayed as the elite superheros of the company that everyone relies on. I had a great deal of fun sourcing and redrawing the different superheroes. All internal communication was given the superhero makeover and internal posters were distributed.
I was commissioned to create the identity for a luxury waterfront development in the holiday destination of Knysna. It is a forested town that has grown around a picturesque lagoon creating a space for the ultimate relaxed lifestyle.
The logo portrays the spirit of the outdoor lifestyle through the relaxed depiction of a yacht – a very popular activity in the Knysna lagoon.
The colour choice and style for the branding was created in keeping with the typically Cape colonial look of Knysna.