Art Direction
Graphic Design
Brand Design
Branding
Motion Design/Direction
Retouching
Illustration
‘The Yellow Van’ Re-Design Concept
RACV
I remember hearing about this concept that idea’s are made of ‘clay’ and of ‘glass’. I always liked that analogy. The clay is the parts of the idea that can bend and stretch but not destroy the essence of the idea. The glass components, well, one of those break and you’re fucked. The problem in reality is, the creatives don’t always define this and this brief was a great example of that. Sometimes it’s scary to go back to the client and say, we need to start again. I have rarely seen it happen. This job was an opportunity to re-design the famous (in Victoria Australia anyway) RACV vans. A component to the job was to find a way to integrate some sort of innovative technology whilst riding on the association these vans have always had. Known colloquially as the ‘yellow vans’ I proposed creating a unique yellow metallic matte finish that could be trademarked by RACV along with integrating the latest in LED tech. That, and a minimalist design that creates a confidence in a sea of traffic. It went on to die a death of a million cuts, but here it is shown nonetheless as an example of my thinking, and a lesson hard learnt.
