Our answer to the brief was to create the Inside Out Guide. Our concept for this guide revolves around the idea that the splendid weather, natural light and ambience of our city sets it apart and allows for a lifestyle that most city dwellers can only dream of. Much more than a generic tourism pamphlet, this guide focuses on lifestyle, ensuring that both visitors and residents can find the right Brisbane for them.

The success of the original guide led Brisbane Marketing to engage us for a second time. The look and feel of the new Insider Guide and its cover image have been developed from our original design, to reflect Brisbane’s growth over the last few years.

We developed the book to be as useful and interesting as possible. There are Top Ten lists, an Itineraries section and a What’s On calendar for those just looking for snippets of information. We divided Brisbane’s popular inner city precincts into a series of Urban Villages, each with their own character and look, to give visitors a sense of Brisbane’s identity. The second part of the book has been split into Experience categories, such as Shopping & Fashion or Arts & Culture, so that readers could easily find relevant information according to their needs. On top of this, the guide is interspersed with helpful maps, directories and visitor tips.

The cover image, which we art directed and Jesse Smith photographed, encapsulates our inside out concept by placing contemporary dancers in an unexpected outdoor setting, with our beautiful city lit up by morning sunlight in the background.

Pick one up from your closest visitor and information centre or you can download the entire guide from the Visit Brisbane website.

The typography was also an important part of these projects, establishing a strong style and layout which can be used through all iHealthcare+ marketing, from banners to calendars and posters.

Navigation and usability were key considerations in the redesign. The site is divided into three very distinct sections for each of Roy’s ventures. The School section contains information of the different courses, a photo gallery and an easy-to-use booking form. The Collection and Custom sections have been designed to showcase his work, with a thumbnail gallery, huge folio images and keyboard navigation.

The website also incorporates a blog, RSS and Twitter feed, with WordPress used as a content management system to allow Roy to easily update his site. The site has been optimised for different browser sizes, including a mobile version that makes the most of the small screen size and touch navigation.

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An important element to this project was its production. The client required our advice on how this document should be put together, to ensure employees could find the information they needed easily and swiftly, as well as being appealing to flick through. The guide was to be placed in lunch rooms, boardrooms and common areas, meaning it needed to be sturdy and easily mounted to various notice boards. We developed a simple swing book with an eyelet and keychain, printed on FSC certified coated artboard, which ticked all the boxes for the client.

We decided to explore the design principles that form the basis of every design practice, from architecture to fashion design. Principles such as “light and shade”, “balance and harmony”, and “form and function” can be applied to the design of Raymor products just as easily as they can be used in large scale architecture projects.

Borrowing from the distinct style of architectural photos and renderings, we shot a range of Raymor products, focusing on their beautiful angles and finishes. Using miniature sets, we can played tricks with scale and perception to make the products seem the size of a building. We then finished the images with the magic of Photoshop and plenty of retouching nous.

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