The Travelling Style Guide

As a business your brand is your signature. It needs to be versatile, and sustainable. It should be adaptable to a website design, a T-Shirt, your vehicle, or even your coffee cup. Each part of the brand should be well thought out and designed with a purpose and a style guide.

Colours, fonts, and essential features and elements will be crucial to your design. Is there a lot of negative space? Are the contour lines very thin or too thick? and what about the hues and shades, are there any, and if so, what purpose do they seek?

Below is a quick style guide I did for RK Freight services. It is a mock up and in it’s developmental stages. I have sough feedback and have developed it in a couple of ways, as you can see. The purpose of this is that, for any designer, it is important to try out mocking up you logo so that it can be seen in different ways.

A logo is not just at ‘the point of sales’, it is more diverse and serves it purpose throughout the industrial process. It may be in the hands of the receptionist, to another designer, the printing company or just a friend. With this is mind keep your logos versatile, allow them to be re-created in different ways, and on different things. Overall, as a designer keeping up with the momentum will be a full time job. That is why a style guide is an essential resource for any business.





Hollywood’s Hero

The lone hero has caught me breathless, once again. That rugged, individualistic, sexy, rebellious guy that lives alone in a trailer. The cowboy, the horse whisperer, the dinosaur trainer, call him what you may but he has left me feeling inspired once again.

With a narrative that has captivated moviegoers from the early days of cinema, Jurassic World is an example of a story that can’t go wrong. The over controlling, hard to get woman that’s too good for a horse-whisperer-cum-rebel, an evil capitalist, a wannabe capitalist, the protagonist of course, and his wise friend, and a nice family in the backdrop that is representative of family values in the current society. Anything unfamiliar?

Generally speaking, one would have to surmise that the movie stays true to Hollywood’s values. Action scenes, which will keep you in suspense, light-hearted humor and romance to end with. And if you don’t like the sound of it so far, well there are the dinosaurs to look forward to.

Go and Watch it. It had taken me a couple of months before I finally did, and I could watch it again, only for its ragged hero.

You’ve Gone Digital: New Trends in Digital Advertising

Have you recently seen the new advertising boards at the shopping centers?  They now display interactive elements, moving images and animated sequences.
I noticed it only two days ago at my local shopping center in Canberra, when I walked passed an advertisement board carrying heavy grocery bags. I had to look twice before I saw some vegetables exploding behind a woman holding a ‘cup-a-soup’ packet. Next was an advertisement of an animated sequence for a mobile phone. These commercials are now at most regional areas in Canberra, and have already been implemented in larger cities. This in turn, shows that static billboards and ad shells are of the past, and as we look further into the future new trends which, will emerge, will be of interactive animated sequences in the advertising realm.

Before flying into the future, a quick glance over the current state of the media, and one does not need to be a scientist to come up with the hypothesis that, the advertising sector of society is changing. The methods used to analyze customer engagement have been studied through both qualitative and quantitative analysis and what consumer studies are showing is that digital advertising is more ubiquitous than before. An article called, ‘Shingy: Are you creative enough with your customer engagement?’ is about AOL’s digital marketer analyzing today’s market. The article quotes David Shingy stating that, “Back in the day, if you were a brand strategist, there might be five places where you could place your brand. Now there could be 50 places – and counting.” This shows that the digital atmosphere has changed and has consequently enabled advertising to expand, giving more opportunities and places for it to be displayed.

In addition to the more physical spaces available in advertising, the idea that one can personalize their advertisements is also imperative to the changing landscape. For example in the same article, Shingy explained that, “Consumers are making a whole movement out of your brand, and they believe they have more tools, more expertise and more creativity than you anyway.” To illustrate this he used, the Coke Advertising Campaign, which allows one to personalize a coke can or bottle by writing their name on it, and sharing it and, if you would like to personalize a coke, just visit, – bottle

The available spaces used in advertising and the personalization of content increases consumer awareness. However, the current state of the trend is also changing as people change. Following from the same article written by Azadeh Williams, Azedeh states that, “Shingy highlighted the power of video to creatively engage with consumers. He pointed out 90 per cent of customers now engage with video content on their devices in long or short form.” This demonstrates that animated sequences, interactive elements are imperative to the advertising realm and as animation becomes more and more realistic, other elements such as Augmented Reality will become more prominent as consumer behaviors will also change.

Digital Animation and Interactive Media will increase within the advertising realm. Some factors for this change include, the changing spaces of advertising from the ability to advertise on social media, to the personalization of branding, and the increase in video media. Overall, the ability to create interactive advertisements in the digital sphere is expanding rapidly and this consequently allows advertisers to create more interactive and animated sequences to tell their story.

The factors that lead to increase in digital advertising will also open up new trends and opportunities.A study called, ‘Global Advertising Forecasts’ written in an article, by Andrew Birmingham, states that “Digital media advertising is expected to grow by double-digits again this year again (+16 per cent to $149 billion) driven by mobile advertising (+53 per cent at $50.0bn), video formats (+38 per cent at $15.4bn) and social formats (+38 per cent at $22.7bn). Global digital revenues will reach 31 per cent market share globally this year. Mobile advertising now accounts for 30 per cent of total digital advertising and will reach 55 per cent by 2019.” This shows that mobile and video advertising has created a trend in advertising. This trend has emerged as consumers are more engaged with the platforms.

Video advertising can be defined as a montage of moving images that are created to develop a dynamic marketing strategy where a story is told and shared with an audience as well as their consumers. Most recently, a successful video advertising campaign has been created by McDonalds to show the McDonald’s history in Australia. The video called, “Maccas- it’s what Australia Ordered,’ was created to show that the next step at McDonalds is the ‘Create Your Taste Menu’ initiative.

Through the animated sequence the main aim was explored by showing Australians how far McDonalds has come and how they have influenced McDonald’s success. One example of touching Australia’s hearts and minds (or perhaps I should say, stomach) is when the advertisement explained that the McCafe is an Australian Invention. Like humanity’s achievement of landing on the moon, so to have we Australian’s help to create the unique McDonalds experience.

Although video and mobile advertising has hit the consumer market, other more advanced programmable digital media will start to capitalize in the market as well. Technology such as augmented reality, facial recognition and programmatic platforms may be the way of the future.

Advertising has started to use Augmented Reality Technology to market out their products. For example, in an article titiled, “LÓreal launches virtual cosmetics trial via Augmented Reality” the make-up brand has used the technology to allow consumers to trial their products before they purchase. This allows the consumers to gain more control over the buying purchases and in turn enables them to personalize their products, without having to buy it then go home and try it. The article states that, “Consumers scan a product or advertisement to detect a colour match, then can virtually try on individual products as well as curated looks suggested by expert makeup artists. These images can then be shared via Facebook.”

As a digital media advertiser, the skills that are needed to create a digital media advertisement is to foremost know what the audience wants, and know how to tell a story. Other skills that are more technical, relate to an understanding of the digital media realm and new innovations and the how they work. For example App development and programming are skills that are needed for understanding how mobile apps work. Other skills such as photography and animation skills, including 2D and 3D will also be needed to create movement from the images collected.

These skills can be attained from college and universities. One can keep up to date with the changing technological realm over the internet, however for more technical skills such as animation and video effects one can opt to go and undertake training at a college such as the Academy of Interactive Entertainment or at a place where these technical courses are taught.

Whether one gains these skills to enhance the digital realm or does not, either way, it is prominent that digital advertising has changed. Video, film and animations are used more widely to create a story. This already demonstrates that the predictions for the future lay, in more advanced interactive design allowing user flexibility and functional design to work together to get better consumer engagement.


Azadeh Williams, published, (CMO) 06 May, 2015, ‘Shingy: Are You Creative Enough With Your Customer Engagement?’ ‘

Azadeh Williams, published, (CMO) 03 June, 2015

Azadeh Williams, published, (CMO) 22 May, 2015

Birmingham Andrew, published, July 15 2015

CMO STAFF, published, (CMO) 25 March, 2015, ‘Lóreal Launches Virtual Cosmetics Trial Via Augmented Reality’

The Coca-Cola Company,

Mcdonald’s Australia,

Miranda Ward, published, March 31st, 2015,

Dynamic Art

My Mind Map at – “”

As this course is reaching its end, I have decided to take a different media spin for my last blog post. I consider this post more dynamic than the rest, more creative and much more inspiring. I have thus created a mind map with The idea behind this is not only taken from the course outline, but is also influenced by art that is seeped through the new media lens. The definition of art may seem overblown, superfluous, or pretentious on the outset, but for the thoughtful it will be evident that it is anything but. Through mind  meister I have attempted to lay down the ground works for what identifies art media.

Fleix Guattari’s ‘ethico-aesthetic paradigm’ highlights the networks that are created through art in new media. I am yet to read the book, but have a fond interest in it after further research. Networks that have emerged in generative art are examples that have enabled me to discern these complex theories.  Generative art was just one of the different areas that I have sought to look into. It is characterised by the flow of algorithms that enable a kind of hyper-virtual reality. Paul Prudence, does a better job at defining generative art, as “the realtime social media flow of projects, memes and links that we tend to bathe in – (it) is also techno-utopian at its core.”  In hope to provide some light in how art is defined through the media, I have attempted this mind-map attached. In a day two as new forms of art emerge this will no doubt be of little value, albeit it has been a fun journey and one that will never end.

Guattari F, Wikipedia entry,élix_Guattari

Whitelaw M, ‘(The teeming void), An Interview with Paul Prudence (for Neural 40)’, published, Monday 9th 2012,

My Mind Map at – “”

The Future: Can you hear it Coming?

A short video created for University. It is inspired by transversal thinking. Transversal refers to in (mathematics) a line that intersects, thus in (media) philosophy transversal thinking is a process where the norm changes form, or direction. In media it is when networks diverge and form other networks as opposed to the framing that has occurred within the media sphere (up and until the “transversal line”).

In my short video I have attempted to show that the future is based on new inventions (technologies), but the innovations are reworked through the present culture. This is most evident in what is called, ubicomp. The media philosopher Matheew Fuller, describes ubicomp short for ubiquitous computing, as the notion where machines form part of our everyday culture. Innovative networks, computational intelligent systems basically create the culture we live in. As I enjoyed reading the article and highly recommend it, I thought I’d throw in one of the quotes (by Fuller) that made an impact when thinking about ubicomp in the future. He states, “You might say that they (the old ubicomp systems e.g. PC’s) were the hardware equivalent of apps, but perhaps more interesting the model, also shifts computing from mono-linear to multidimensional.”
So with this quote, I shall make for the exit and see you next week.

Fuller, Matthew ‘Forward’ in Ekman, Ulrik (ed.) (2013) “Throughout: Arts and Culture Emerging with Ubiquitous Computing Cambridge” MA; MIT Press: xi-xxxi

Quick note: Music is recorded with general sounds of different technologies.

The Mirco-politics of society

After watching a short animation introducing the social organisation ‘Coalition of the willing’ I feel that I should be fulfilled and enlightened for society. That collectively, we must now show our appreciation to technology that has brought us to this heightened state of democratic expression. There has been no other time that has given us such freedom to connect, inform, and share thoughts, emotions, and ideas as the present time. Or has there?

As a skeptic I am a bit more critical about new things, and feel that each generation in the past has defined their generation as being unique to the others. The Silent Generation between the 20s and 30s, the famous Baby Boomers, Generation X and the Millennials or Gen Y. Each generation felt that they faced their own set of struggles, problems and resistance.

More recently the contemporary society has tackled a new set of political freedoms via micro-politics. Never before have technologies created network to bring empowerment to local communities. Think of GetUp, and Avaaz as two examples of micro-politics. They start small but they think large, and behold this is not a new idea either.

I just read about Leni Riefenstahl’s work. The essence of the article was that Riefenstahl’s moving image creating a captivating and emotive pieces of work (or campaigns). Now this is being adapted in interactive technologies to create mobility and to allow people to voice their own opinions, share ideas and lobby policies. Just think of Peer2peer sharing, which is happening online, where people can easily post information of their new designs and developments in farming, irrigation, or water ecosystems.

Although this phenomenon is happening, what is more challenging for a skeptic is whether we are entering a community which truly is participatory or simply more individualistic; Are we neglecting the political power structures that build society when undertaking this research into micro-politics? Or alternatively, am I being too paranoid. I’m more of a skeptic and although technology and networks create this dynamic form of social organization, I see the catch in it. Where is the funding coming from?


Knife Party and Rayner, Tim and Robson, Simon (2010) Coalition of the Willing

Manning, Erin (2009) ‘From Biopolitics to the Biogram, or How Leni Riefenstahl Moves through Fascism’ in Relationscapes, Massachusetts Institute of Technology, USA

Anon. (2010) ‘Elinor Ostrom’, p2p foundation, link



Our (cool and awesome) Government…

Have you every wanted to find out information about developments at you local, state or federal Government? Wonder where your tax is going? Or are you supportive of a cause or alternatively, frustrated about something, or even wanting further information of government services? Well then, in any of the cases mentioned above and more, there is no need to waste your time making calls, leaving phone messages, or writing letters. Now with the advent of web 2.0 technologies your government is at your fingertips. Literally. 

For example, the other day I was asked which hospital had the fastest treatment times during a conversation. As this person was not feeling too well, I immediately pointed to the places that were closest to the area where we were situated. They then went onto their mobile checked the places, locations and also found out the exact answer to their question even comparing the exact minutes each place takes. This incident alone had made me raise some questions on the creation of an open, available and transparent government.

I felt that on the one hand transparency in government creates accountability, but on the other hand the information can be misunderstood, creating further problems. In my example above, the individual could have simply gone to the closest hospital, without having wasted the 20 or so minutes attempting to access reception on their device, connect to the site and find out some statistical small differences between the facilities. Sure, I do understand the value of an interactive accessible government, but like Lessig Lawrence, the vast amount of data made available by governments on the net creates more problems than necessary. A better system would be less numbers and data but more information, specialists, investigations and inquiries.


Listening without prejudice

I have bought into the piracy issues that have dominated the music and movie scene for years now.

You know doing things like buying CDs and DVDs, rather than creating one’s own copies by burning them. One of the reasons I chose to do this was because even though it is a way of supporting the musicians, its also supporting the record labels, such as EMI Music and Universal Music. Now you might be thinking why I’d do such a thing, especially when record labels dictate what society listens to, by monopolizing the industry. Well, this is what I am trying to work out and hopefully solve through this post.

Thinking transversally is one way that is helping me deal with how to think about piracy issues. Thinking this way means that one is thinking out of the box, in a way. To elaborate, up to now I have believed in supporting musicians by buying records (Perhaps the media had something to do with it?), however, I didn’t realize that there are musicians that prefer to post their music on the web for free to gain the status and reputation they want.

Websites, such as sound-cloud now enable music makers to post and share their own music. On the one hand it may be argued that this cheapens the music industry, but I lean towards the other side that it creates diversity, a local and global music scene that is more personalized for the listener, and more collaborative for the musician. Thus, I think it is important to take note of the way prejudices have informed the music industry.

Now that I have become aware of CINEBEAT and SPOTIFY by smule I wonder what the music conglomerates would say about that. However, after reading a bit about the org it seems like the musicans themselves have started to explore other avenues than the good ole’ pub down the road. Thinking transversally makes a difference.

Murphie, Andrew (2006) ‘Editorial’, the Fibreculture Journal, 9,

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