A New Chapter
Big Idea
Big Idea: With round the clock rolling content, the Portmans website arms girls with all the fashion knowledge they need to get on top. From fashion films to unique content such as a weekly Style Guide, the site is the ultimate destination for girls going places. A major part of our brand reinvigoration strategy in 2010, Jane also provides fashion content for the site on a weekly basis ensuring their pixels are always looking pretty and polished.
Bang: Portmans now has over 200,000 online members and the new digital flagship store is quickly rocketing towards becoming the number 1 performing Portmans store in the country. Fast fashion at it’s best.
The Bridge
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Stories
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Magasin du Nord
We created a classic wordmark that’s as confident as it is elegant, as well as a shorthand monogram.
We refreshed and extended the color palette, dressing it up with fun, energy, and optimism.
A spontaneous and playful handwritten script captures the spirit of living in the moment.
High Skies
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New Look. New Hart
Jane is pleased to announce the next phase of our highly successful Girl On Top campaign for Portmans.
Featuring Australian IT girl Jess Hart, the campaign launches the new Winter 2013 collection shot in the heart of Jess’ hometown of New York. As well as outdoor advertising, the campaign also includes exclusive online content and new ways to shop and engage with the brand.
Since launching the Girl On Top campaign for Portmans in 2010, the brand has gone against the grain of retail in Australia delivering outstanding results with increased profitability, customer engagement and a new online platform; which is now one of the strongest performing stores across the entire Just Group portfolio.
Jess Hart replaces supermodel Abbey Lee Kershaw as the new Girl On Top and joins an exclusive list of Australian models that have represented the brand including Miranda Kerr and Portmans’ first IT girl Alison Brahe.
Making a Marque
An organisation’s marque and visual identity system is a prominent expression of the brand. While no marque can express a brand’s DNA in its entirety, or become a substitute for effective communications, it should encapsulate the headline qualities that make the organisation or product different.
No matter whether the brand is large or small (we work for both with equal dilligence) we first uncover what makes it unique before the design process begins. Only once we thoroughly understand a brand can we design timeless and recognisable marques that genuinely reflect its characteristics, values and promise.
American Express
The Canadian Olympic Team began competing in the modern Olympic Games in the early 1900’s. Over a century of stories, themes, and iconography, influenced this comprehensive rebrand which included brand strategy, brand architecture, marks, typography, colour, graphics, photography style, writing style, brand guidelines and launch video.
The brand strategy was repositioned to focus on the team rather than the committee, and our goal was to deliver a classic sports brand with fresh appeal. In everything we did, we attempted to balance classic versus current aesthetics and themes. In communications, we looked to balance imagery and stories of today’s Olympic heroes with legends from decades past.
From creative brief to research, sketches to final art, writing to production, strategy to guidelines, our small design team delivered on every aspect. Ben Hulse was the project lead / art director, with design by Greg Durrell, Adam Bognar, and Andrew Simpson.
Torch Relay Photography
I donated my entire 2009 holidays to travel with the 2010 Olympic Torch Relay team for three weeks as a documentary photographer. Some people thought I was crazy to take a working vacation where I slept on hotel floors of friends and ate my own meals, mostly made up of granola bars, fruit, dried fruit, nuts, berries and pizza buns. I ran alongside just over a thousand torch bearers (running approximately 10 km a day) photographing them through Newfoundland, Nova Scotia, Prince Edward Island and New Brunswick.