curtis leaning portfolio

curtisleaningdesign

curtis leaninggraphic designer and artist

m. 021 843 849

p. 09 963 5681

e. [email protected]

Project

‘Orewa Beach Holiday Park

branding 1.1Orewa Beach Holiday Park logo redesign

Brief

Orewa Beach Holiday Park recently

approached me for a redesign of

their logo for their top ten holiday

park. They wanted to retain the

existing shape of their existing logo

but freshen it up. Upon sending

through some early concepts, it

was later revealed they also wanted

to include a reference to sails as

boaties make up a large portion of

their clientele.

The Client has expressed that they

would prefer to keep the ‘summery’

colours and also some shades of

green. Being Auckland Council

affi l iated, they would like to have a

reference to these colours too.

Origninal logo

The client sent me two versions of

their existing logo. Each one was to

be used as they absorbed another

holiday park in the near future.

Concept logo and meaning

Orewa is known for summer, the

beach, the lush green parks and

hills, and the surf. While keeping in

mind the clients request to keep the

circular shape of the original logo,

I also took it upon myself to make

reference to these unique summer

features of Orewa through colours

and continuing the circle theme.

The central ‘sunset’ feature of the

logo oversees the rolling green

fields, the warm brown sand and the

waving surf in blue.

Logo

version 1 - stacked

Logo

version 2 - horizontal

Logo

version 3 - logo incorporated as ‘O’

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Project

‘Orewa Beach Holiday Park’ logo

redesign.

branding 1.2Orewa Beach Holiday Park logo redesign

Brief

Orewa Beach Holiday Park recently

approached me for a redesign of

their logo for their top ten holiday

park. They wanted to retain the

existing shape of their existing logo

but freshen it up. Upon sending

through some early concepts, it

was later revealed they also wanted

to include a reference to sails as

boaties make up a large portion of

their clientele.

The Client has expressed that they

would prefer to keep the ‘summery’

colours and also some shades of

green. Being Auckland Council

affi l iated, they would like to have a

reference to these colours too.

Origninal logo

The client sent me two versions of

their existing logo. Each one was to

be used as they absorbed another

holiday park in the near future.Logo with sail

version 1 - large sail

Logo with sail

version 2 - smaller sail

Final design Final design reversed

Large sail logo

The client requested that a sail be

added as a large portion of their

client base are boaties. While I

thought this would ruin the original

design, I tried my best to make it

work.

Large sail logo V2

While not being too happy with the

first result, I incorporated the sail

into the arc of the dark green circle

to continue the flow of the shape of

the logo=

=

Project

‘Snowclones’ branding

branding 1.2.1Snowclones - logos

Brief

With all of the tshirt designs on

the racks, there was never really a

brand that raised awareness for the

arts. A friend of mine pitched this

idea to me and it was something

that I wanted to be a part of. We

ventured to create a brand that not

only raised awareness, but created

an avenue for young artists to get

themselves out there. The name

Snowclones was used as a lot of

tshirt designs used this method

of taking a well known image or

saying from popular culture and

exchanging elements to change the

meaning, while stil l referencing the

original source. I took the reins on

this project to create an identity and

a line of designs for tshirts, events

and whatever else our minds would

allow us to venture into.

Logo

Upon looking at the logo I took the

term Snowclone extremely literally,

and with a play on consumerism

I used the barcode as a type of

snowclone for our logo.

Logo

version 1. Simplified the logo using Helvetica

and keeping the stylised ‘o’ to stand as a

pictorial logo.

Logo

snow clones - visual arts.

Gaining inspiration from Colin McCahon’s

iconic type used in his art. This brand is for

marketing tshirts, sponsoring exhibitions and

everything to do with the visual arts.

Logo

Snowclones ink.

A second sub brand developed for publishing

and based around everything aimed at writ-

ing. Making a play on Inc. I developed the idea

of ‘ink.’ to relate to the area this logo was to be

used for. With my business partner making a

name for himself in the community of slam poetry

we felt this would be a relevant brand.

Logo

version 1 reversed

Logo

version 2 reversed

Logo

version 2 reversed

branding 1.2.2Snowclones - tshirt designs and art

GR

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OO

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Andy WarholBased on Andy Warhol’s Velvet Underground album art, this design puts a kiwi spin on the well-known iconic image.

Andy WarholBased on Andy Warhol’s Velvet Underground album art, this design puts a kiwi spin on the well-known iconic image.

Roy LichtensteinCarrying over Lichtenstien’s use of the comic art and benday dot, this design is incorporates Lichtenstein’s art within the Snowclones logo.

Richie H O P ELeading up RWC11 I was inspired to create this Shepard Fairey influenced piece by taking the famous composition and placing Richie McCaw’s image in Obama’s place.

Colin McCahonTaking inspiration from McCahon’s ‘Six Days In Nelson and Canterbury’, I used the Snowclones logo as the cells within the painting to refer to the famous New Zealand image. Also uses his iconic handwriting.

Colin McCahon - I AMWith the event of February 22 having just happened, I used the Snowclones brand as an avenue to create art for Christchurch. Using Colin McCahon - an artist from the Canterbury area - I took his iconic handwriting and created this slogan for Christchurch raising money and awareness in the process.

Shepard Fairey - H O P EHOPE and all of it’s knock offs is the very element of Snowclones so I naturally had my turn with the idea in response to the CHCH earthquake. Using the stil l standing Cathedral as a symbol of a city’s hope, I created this piece for the same reasons as the previous piece. Both of these were well received.

Dick FrizzellTaking a similar artistic approach to Dick Frizzell, I took some of his famous art and transformed it. This is his ‘Mickey to Tiki’ with the tiki morphing into the brand logo.

Gordon WaltersTaking his iconic contemporary koru design I created the brand logo.

branding 1.2.3Snowclones - website

www.snowclones.co.nzA mock up of www.snowclones.co.nz which has yet to go live.

Project

‘physiobydesign’ branding

branding 1.3physiobydesign

Brief

phsiobydesign is a new

Physiotherapy practice that opened

it’s doors in 2010 in Rosedale,

Albany. The client had requested

to have an entire branding project

carried out, including logo,

letterhead and business cards.

The client would be opening within

an upmarket gym and aims to

provide a complete health solution.

One criterion the client wished

to incorporate within the logo

was a reference to a vertebrae I

incorporated a representation of the

backbone with an intersecting wavy

line that creates the look of a double

helix, suggesting a more biological

feel of the clinic.

Outdoor banner and DL pamphlet

Logo

As the client requested, the logo incorporates a stylized backbone with the added soft brushstroke

referencing the form of a double helix - aiming to the entire health solution.

Project

‘elementa’ branding

branding 1.4elementa

Brief

Working along side Maxim Design

in Parnell, a brief was set for a new

Health Centre - Elementa - which

was to be based in Parnell and aims

to be a complete health stop with

an up-market feel. Based around

Eastern practices and the idea

centring around the Mind, Body

and Soul, I set about creating an

aesthetically pleasing logo and

identity with these three elements

in mind. The client initially wanted a

look and logo and eventually extend

to stationary, business cards etc.

Logo

Using a play on the negative

space I created a logo with the

first and last letters of the word

‘elementa’ and sitting it over

three circles to indicate mind,

body and soul.

Project

Sports club Manurewa Spartans

branding 1.5Manurewa Spartans

Brief

American Football club Manurewa

Spartans wanted a new look. Their

existing logo and their current

uniform needed updating. I created

a new logo and developed their

existing logo into a crest for the

club. I created a new logo, helmet

decal and uniform for the club whilst

updating the club’s palette.

Club patch

Taking their existing logo I used it within

a patch that could be sewn onto their

uniforms. The patch is based on the

classic Spartan shield with a sword

crossing through it.

New club logo

Taking the silhouette of the traditional

looking Spartan helmet I created a

simple one colour logo with the profile

of the face within the helmet of an

American Football player throwing the

ball.

New club uniforms

With the continued use of the club’s green and gold -

with the gold taking on a bit more of a deeper old gold

feel - I created a whole new uniform including a new font,

updated palette and club patch. The sword motif from

the club patch is carried through into the stripe down the

pants and the new font is carried throughout the numbers

and name on the jersey. The previously plain helmets will

now have the decal of the stylized Spartan helmet taken

from the new primary logo.

Existing club logo

Embroided badge for front of collar

Embroided badge for front right shoulder, on sides of arms and and old logo below collar above name plate.

CurrentProposed 1 Proposed 2 Proposed 3

Existing club uniform

Spartan Jersey elevations

Project

‘Mata’ beer branding

branding 1.6Aotearoa BreweriesMata beer

Brief

When approached by Aotearoa

Breweries, they wanted to create a

new boutique beer with the idea of

‘the edge’. The client was relatively

new and wanted a look and a label

that was cost effective. Taking the

idea of the tectonic plates that

New Zealand sits on to reference

‘the edge’, I created a single piece

label that was different and did not

directly reference New Zealand in an

obvious way. The label wraps around

the bottle meeting in a fashion that

refers to the tectonic plates New

Zealand sits on and also creates

a visual tension that reinforces the

underlying theme of the edge. Within

the label at each edge is a stylized

brush stroke of the silhouette of both

the North Island and South Island.

Project

Dunkin’ Donuts posters

advertising 2.1Dunkin’ Donuts

Brief

Very early on I did some freelance

work for Café Concepts - parent

company to Dunkin’ Donuts NZ.

Here are a few examples of work

that I carried out with Dunkin’ Donuts

creating point of sale material

including flyers, advertisements,

banners, billboards and posters.

Working within a tight time line I

learnt to work under pressure.

Posters

Various interior posters for Dunkin’

Donuts. This was upon their initial

launch of their café range and the client

wanted a more intimate coffee lounge

feel with this line of posters.

Posters

This was an exterior bus stop poster to

promote the upsize promotion at their

- at the time - newly opened K Rd site.

The client wanted to make sure this ad

was eye catching and above all - bright.

Project

‘Every Interaction Counts’ customer

feedback internal communications.

advertising 2.2.1Auckland Council - posters

Brief

Currently working for a business

unit within Auckland Council I am

exposed to a lot of Auckland Council

collateral. Since being taken over by

Auckland Council in November 2010

I have had to incorporate and help

develop their stil l ongoing brand and

look. This is an achievement of my

developing the rather starchy, stiff

and uninspiring Auckland Council

brand look into a new direction

aesthetically. This initiative will be in

numerous recreational facilit ies and

throughout Auckland Council.

Old and outdated artwork in need of redesign

Posters

Covering the four areas of the

given Auckland Council business

unit - aquatics, fitness, childcare

and recreation - four posters were

created for internal use with facts and

statements designed to inspire and

educate the staff on their expectations

as the face of the company and council

to their customers.

Auckland Council ‘ribbon’ logo

The old look of how to display the

brand hierarchy was very uninspiring.

I drove the head design team at

Auckland Council to push for a more

interesting method of displaying the

logo. I championed the movement to

have it displayed like this for the brand

hierarchy and thus revolutionising the

layout of Auckland Council based

posters from the above to a more

interesting typographical look.

Find out more: visit your local Community Gym or www.manukauleisure.co.nz

Allan Brewster Recreation Centre • Otara Leisure Centre • Lloyd Elsmore Park Leisure CentreHowick Recreation Centre • Moana-Nui-ã-Kiwa Leisure Centre • Manurewa Aquatic Centre

Starts 13 February 2012Only $150 for six weeks

Indoors • Outdoors • Pools

Boot Camp

Previous

Redesign

Project



advertising 2.2.2Auckland Council - values

Brief









developing the rather starch, strict






Posters

The values posters were in need

of conceptualising and I followed

the same vein as the previous

posters listing the six values within

the footer of each poster. I created

a poster for each value highlighting

each with a statement about each

company value.

Old company values poster in need of redesign

Previous Redesign

Project



advertising 2.2.3Auckland Council - values screensavers

Brief









developing the rather starch, strict






Examples of current company screensaver in need of an update

Previous Redesign

Screensavers - four areas of the company

Using the same look as the posters for the

four areas of the company I created these to

replace the existing company screensaver.

Screensavers - six values

The company screensaver was made in

powerpoint and was a crude representation

of the company’s values. I have updated it

using the same concept as the posters.

Project

Manukau Leisure Commnuitygyms

campaign posters

advertising 2.3Manukau Leisure - Communitygyms

Brief

Manukau Leisure - an Auckland

Council business unit - have various

sub brands within the business, one

of these being ‘Communitygyms’.

I inherited this brand to overhaul

as the existing campaign was very

uninspiring and bland in an industry

that needs to inspire. The primary

aim in creating this campaign was

to il lustrate the gym being ‘real’ and

approachable by ‘Joe Average’.

Using our brand ambassador Ruben

Wiki was key and also using real

customers.

Communitygyms campaign posters

The top three examples use our brand

ambassador - Ruben Wiki. We also have

other options using staff and customers

showing our friendly and no fril ls gyms we

offer.

Project

Miscellaneous press ads, fl iers and

posters.

advertising 2.4misc. ads

Kauri Kids flier

Colour double sided A6 flier used as a

notification tool about the centre in the

neighbourhood.

Rising Voices 2011 event Poster

Poetry Slam event poster put on by my

business partner and I at the Auckland Town

Hall. Developed look of this first annual event

that got international recognition.

Marina Fitness collateral

Various campaign collateral for an upmarket East Auckland gym

sitting on the Half Moon Bay marina including posters, fl iers and

press ads.

Project

Auckland’s iconic Tepid Baths is

reopening after years of being

closed for a highly anticipated

refurbishment. Signage, collateral

etc are needed to advertise the

reopening of the centre.

Tepid Baths 1collateral

tepidbaths.co.nz

The Tepid Baths website needed to be

created starting from scratch. It is stil l in its

infancy but I created the headers while the

layout was dictated by the webmaster.

Tepid Baths membership cards

Membership cards were to be created.

Because the centre offers memberships to

both the inhouse gym and the swim school, a

generic graphic was preferred and in keeping

with Auckland Council.

Tepid Baths windblade flag

Similar to the membership card, a generic

graphic was preferred while keeping in line

with Auckland Council’s brand.

Posters

A range of posters was created for the facility

promoting it’s services and reopening.

Project







Tepid Baths 2invites

tepidbaths

tepid bathsa u c k l a n dtepid baths

i n v i tat i o n

2 3 j u n e

T e p i d b at h s1 0 0 c u s t o m s s t wA u c k l a n d c i t y

2 0 1 2

a u c k l a n d

Tepid Baths opening invite

A mayoral grand opening has been

planned for the Tepid Baths facility. As

the Tepid Baths project is on the mayor’s

top 20 projects list, this is a huge event.

Keeping with the period of the original

opening date - 1914 - I created some

invites with an Art Deco aesthetic.

Staff invite

Public invite - frontPublic invite - reverse

Staff invite

Above is the invite for staff. I took the

revamped shots of the facility and

rendered them to portray an Art Deco

feel about it.

Public invite

To the right is the invite for the public.

This will be sent to special VIPs and is to

be a special souvenir invite. Again I took

the Art Deco aesthetic and created this

il lustration. This will be printed on card

and will be a mock postcard with details

on the reverse.

Project







Tepid Baths 3.1external signage

Tepid Baths external signage

Temporary and permanent signage had

been requested for the refurbished centre.

Because this is a Heritage site, placing

signage has it’s limitations. I had explored

numerous options for placing signage

including an external lightbox, plinth and

temporary corflutes in large windows.

Project







Tepid Baths 3.2external signage

Tepid Baths external signage

With the brand of Auckland Council and its

facilit ies developing, with Tepid Baths in

particular, I had to develop a look that would

capture the eye of the consumer without

moving too far away from the strict Auckland

Council brand guidelines. This lightbox

graphic was the first of the new look using

council colours and putting a contemporary

spin on the typical ‘starchy’ council brand.

Project







Tepid Baths 4redeveloped website

A redesign in the Tepid Baths

website was needed to attract and

capitalise on the large amount of

traffic the site was already getting.

A choice to contemporise and put a

spin on the existing council look was

agreed on.

tepidbaths.co.nz V2

Taking inspiration from the lightbox graphic, I

redesigned the entire website, and while stil l

keeping it in line with the Auckland Council

brand, I was able to breathe a bit of life into a

council website.

slideshow

I developed a rolling banner for the home

page and experimented with layout of

imagery and the existing Auckland Council

palette as inspiration for the Tepid Baths

colour palette

curtisleaningdesign

curtis leaninggraphic designer and artist

m. 021 843 849

p. 09 963 5681

e. [email protected]

curtis leaning portfolio

Documents

existing logo

original logo

concept logo

large sail logo v2while

beach holiday parkbranding

existing shape

large portion

origninal logothe client