The Challenge
As a government agency with a variety of agricultural related roles, the Western Australian Department of Agriculture & Food (DAFWA) commissioned thebox to fulfill a number of graphical and communication tasks over the last decade or so. The DAFWA guidelines are both brand orientated and specific in their briefing. Here we have chosen to show a selection of the work thebox has created on the client’s behalf.
A Winning Pitch Example
During 2011, thebox was invited to pitch for a range of brochures that required some innovative thinking. While staying within the parameters of a stringent style guide, thebox took a different approach to creating something new and unique. The winning design concept appears here to demonstrate our skills in developing collateral marketing material for a variety of fields.
Using lighter tints from the colour palette, in contrast to heavy and sometimes overpowering darker colours, the lighter shades combined with the use of white space, allowing the product images to appear more appealing and inviting.
The images were required to look crisp and fresh. They were to reflect the copy which appeared in the articles and not simply fill space. thebox sought to utilise professional photography to convey the correct visual communication and add to the overall feel of the brochure. The format is a landscape A4, which opens to a portrait A3 – a point of difference to the usual banal effect.
A Youth Career Brochure
DAFWA was aware that mining was at its zenith and young people needed to be encouraged and shown the many benefits of entering a career in agriculture. This brief demanded a different approach. Our task was to create a unique document which would appeal to a specific age demographic of 16 to 24 years, engaged in study or had left school and had not considered a career in agriculture or perhaps did not realise that there was a career path suitable in the sector.
thebox developed the concept of the project needing to ‘open your mind’ to the possibility of agriculture. The result was a cleverly folded poster that unfolded through a double gate fold until the final reveal of a large poster demonstrating the various career options that linked back to the industry.
Leading to the poster were a range of personal stories of young people who had pursued different career pathways within the Department, creating a relevant and potent communication to the young audience.
Central to this was its unique design. Mixing modern icons with ‘grunge art’ and graffiti style text. The inside poster was an explosion of images, highlighted by street art and using circles and neuro-pathway images, allowing the whole message to unfold in a kaleidoscope of style. Immediately identifiable with the youth market it was accepted on first presentation. This also resulted in bookmarks of the same genre as well as other collateral.
Animated 7 minute Digital Production for AGRIFOOD 2025+
In December 2011, thebox were approached by DAFWA executives to create a 6 minute presentation video for the Minister of Agriculture to utilise in a speech announcing a new future initiative for the Agricultural Industry. The deadline was described as ‘unrealistic’, with 24 day turnaround being rejected as impossible by competitors, especially considering the pending arrival of the Christmas break. Compounding the difficulty, the brief was complex and called for a specific delivery style.
After briefings by senior executives, the Department’s economists and a futurist, thebox scripted, conceptualised, storyboarded, designed, crafted and animated the 6 minute promotional piece all in house, completing the task in 23 days.
The final video is now available and utilised on YouTube as well as being played in the foyer of the Agricultural Department’s Headquaters in South Perth. The result can be viewed here.
The List Goes On…
Having worked with various departments within DAFWA since 2006, thebox has built a reputation for quality work and the ability to work within the somewhat restrictive nature of the organisation while still finding pathways to being innovative.
Having been commissioned to develop brands for projects such as iShare and AEGIC (Australian Export Grains Innovation Centre) plus being included in the latest panel as the only organisation selected for more than one of the 6 panel segments, thebox continues to enjoy a solid working relationship with the Department.
thebox has also assisted with facilitation, consultancy, idea generation and communications on a host of projects which has continued into the Departments move into the Department of Primary Industries and Regional Development.
What We’ve Done
- Concept Development
- Campaign Development
- Facilitation
- Brand Development
- Stationery Suite
- Design
- Merchandise
- Collateral
- Signage Solutions
- Video Production
- Animation