Two beautiful structures designed by Bates Smart in Melbourne’s docklands. The creative brief for this project was heaven sent! Requiring a brand positioning that to quote the client was… Johnny Walker Black Label as opposed to red label.

The name translates from Italian to convex and concave and represents the shape of these two buildings positioned on the harbour. These organic-like living spaces reflect a quality of life to be had both inside, and outside from the advantage of it's geographical locality.

'Getting customers through the door is only half of it. It doesn't matter if its hard goods, white goods, FMCG or Sponge Bob Squarepants!
You have to make it effortless and aspirational for the customer. It needs to work on so many levels'.

From time to time pro-bono work comes up which is for a good cause. Lend Lease contributed to the Earth Hour initiative, while the Australian Conservation Foundation were keen to communicate how the affect of global warming has increased with prosperity, as people consume more meat and dairy products every year. 

‘Change the World’ is a ground-breaking new cross-platform media project being produced at Docklands by local Melbourne
filmmakers, Wayne and Anne Tindall and Brent Masters. This exciting and ambitious project is set to include a feature documentary which will follow the challenges, the struggles and the seemingly impossible dreams of 6 teams of ordinary Australians who will be given the chance (by way of financial and practical support) to go out into the broader community and make a significant and positive impact on the world.

The fashion industry has formed a large part of my work on and off for many years, starting with editorial in London for Harpers & Queen and Company Magazine, through to mail-order fashion and advertising promotions for a variety of publishing houses. 
In the US, I worked on Olivia Newton John’s Koala Blue brand, while here in Melbourne I was involved with Country Road and Myer. 

Moore Apartments symbolise a way of life that offers so much more! This thought is leveraged by creating a printed piece that gives potential residents a real taste of Moonee Ponds life, while at the same time showcasing the luxury apartment attributes. Produced as a broadsheet style magazine that could be picked up in local cafes and outlets, potential investors would be drawn to the location through this high quality newsprint title with its informative  stories, style, clear copy and strong typography.

This high-end luxury apartment development from Lend lease required a name and a story that reflected it’s many Asian design influences. It also had to convey how this area of Sydney Harbour has changed. I explored the idea of the cocoon and silk moth which conveyed ‘Transformation’ (metamorphosis) and it’s end product silk, – a unique Chinese discovery which is the embodiment of luxury. 

I’ve worked on a number of car brands including Mazda, BMW, Mini, Alfa Romeo, Fiat, Chrysler and Jeep. The majority of this work has encompassed brochure, POS and dealer marketing support materials, for both online and print.

As a member of this photographic collective, I have been responsible for its brand as well as curating group exhibitions for the last 6 years. You can view my companion photography website at www.chrismayphoto.com or www.imagechasers.com.au

Chilled beam technology, light harvesting and black water recycling were just some of the low carbon footprint initiatives used in the Lend Lease headquarters at Victoria Harbour. The creative brief had to reflect this forward thinking as well as convey that great workspaces increase potential in the people that work within them.

A leasing campaign for the AMP building. It’s all about the numbers.
Take a look in the TV section for the video.

WESLEY LONSDALE STREET.
PITCH & BRAND IDENTITY.

The story behind this historical site is
rich in the flavour of times past.

Steeped in the splendour of Victorian Melbourne, the challenge of this brief was to acknowledge that past and yet blend it seamlessly with its future architectural intentions. A distinctive brand name was required that recognised the Wesley Church and also its adjacent site for the new commercial space. A definitive positioning statement was also created in support of the brand name together with a detailed rationale. This juxtaposition of the old and the new successfully expanded into a narrative that describes Melbournes glorious past and its bright new future.

Gallery work in the form of limited edition books, catalogues, posters and invitations provide a great creative platform for me.