Founded by a fiercely independent female winemaker, T’Gallant’s most distinctive quality is its style: its idiosyncratic grapes, the renegade techniques to mature them, and its owner’s personality. The winery is a famous destination on the Mornington Peninsula, and is visited by a coterie of devout, mostly female followers.
The brief was a brand overhaul: new tagline, a new vision for the wine, a new era.
The world of wine, like perfume or art, is rich with romance and nuance. How, then, was the best way to re-launch T’Gallant?
Dance is the perfect medium to express strength, beauty and freedom. I cultivated a tone and script that embraces these qualities and offers a call-to-arms for the T’Gallant consumer to feel free to be.
Script:
Come out, come out,
whoever you are.
Come brazen, come bashful,
Come without labels or constructs.
Come out of the shadows
and into the light.
Come out of your shell.
Come undone.
Come unstitched.
Come unburdened, unbridled.
Come from the earth,
or return to it.
Come as you are,
for you are exactly who
you need to be.
T’Gallant. Free to be.
My role: Writer, art director, designer.
Bonds is one of Australia's most iconic fashion brands. The brief tasked us to shake things up and reposition Bonds as an edgy, cool, fashionable brand that millennials will continue to flock to.
This campaign needed more than just a bunch of coat-hangers and a great product. For this to work, we needed to craft characters and evoke a lasting attitude that would make the product jump off the screen.
I set about building a tone that was all about being at ease in your own skin. It doesn’t matter who you are, who you love, how you cut your hair: Bonds Sweats are for those who are comfortable AF.
We cast an unexpected bunch of kids, kept re-touching to a minimum – because flaws are human! – and worked with killer photographer Jo Duck to capture the magic on set.
My role: writer, art director, designer.
The Spirit of Tasmania is a ferry operator sailing between Victoria and Tasmania. 'The Spirited Traveller' is a platform we developed to capture the mindset of those who'd rather take their own car, take more time and have a memorable on-board experience.
A combination of brand and frequent retail campaigns gave me the space to cultivate a tone of voice that was at once whimsical, friendly and relatable. We were able to evolve the brand experience to include exploring the hidden gems in Tassie and show off some of the best that the Apple Isle can offer.
Script:
The spirited traveller packs more than a bag.
They journey on four wheels, two or none at all.
They carve their stories on unwritten paths.
And crave the unique and unexplored.
They show their little devilish side or
Hope to find it along the way.
And they know when to unwind
And when to wind it up a gear.
To all the curious ones, we say
Come aboard Spirit of Tasmania.
Be a spirited traveller.
My role: writer, designer, art director
nudie is the only juice brand in Australia that is made entirely from Aussie fruit. And that’s it. No chemicals, no additives - no nasties. Possibly the most playful lines in my book, nudie's inimitable mix of cheek and genuine feel-good appeal helped craft a personality for its new range of Icelandic yoghurt and breakfast smoothies.
My role: writer, designer
D&AD Pencil - 2018 - Melbourne Fringe Festival - Everything is Art
Historically, the Melbourne Fringe Festival has re-invented the wheel every year with its communications theme and design language, making it feel ad hoc and disparate. We created a new brand platform and visual identity Melbourne Fringe could refresh year on year. Everything is Art *for 2.5 weeks talks to the diversity of the Fringe program, while celebrating the festival as an art takeover of Melbourne. The diversity of the festival became the basis for creating a bold design language, allowing for a unifying aesthetic with endless layout possibilities. We then rolled out a campaign for 2017, working with the Fringe performers to capture the energy, curiosity and fun inherent in Melbourne Fringe.
My role: art director, stylist
Fish is a restaurant in Sydney that offers contemporary Australian seafood in an iconic beachside location. The brand’s personality expresses itself at the nexus of graphic and type. This identity celebrates seafood and shoreline in a clean, minimal approach.
My role: writer, designer
The Victorian Youth Symphony Orchestra is Australia's longest running community orchestra. A suit who I worked with plays double bass, and she invited me to join the VYSO (I play violin - not very well, mind you!). After a few weeks, we came to the conclusion that VYSO needed a rebrand. So we got a crew together at J. Walter Thompson and overhauled the orchestra's identity. Classical music is cool, so an orchestra has to look cool.
We designed an entirely new look and feel - a minimal design coupled with a hashtagged logo - #RAW VYSO.
Each poster visualises the theme of the concert. From love and heartache to wars, computer games and agent provocateurs. And as soon as we started putting these images around town, classical musicians started to talk. Who was this rogue orchestra?
My role: 2nd violinist, art director, designer, stylist
HV Salon is a hair salon and retail store on the Gold Coast, Queensland. The brief was simple - overhaul their website in favour of something more unusual and minimal. The owners were emphatic: no hairdressing symbols at all. Definitely no scissors.
My role: art director, designer
Bonds released a colourful unisex range for kids - a first for the 100-year-old company. This campaign was all about colour for every kid of all shapes, sizes and creeds. It doesn't matter if you want to wear pink, have short hair or long, you play just as hard as everyone else.
My role: art director, designer, stylist, tone writer
In Australia, it’s really hot at Christmas time. Is there any way we could have a White Christmas, like the rest of the world? Turns out we can – on salt flats and pristine white sand dunes. This is a Bonds Christmas, done the Aussie way.
My role: art director, writer, designer
Below is a selection of point-of-sale editorials for Bonds, which are displayed in store, in out-of-home, and online.
My role: art director, tone writer
When I’m not designing, I’m painting. I have an Honours and Master’s degree in Painting from the National Art School in Sydney, Australia. Here are some works from my Master’s show, HyperSigns, which examines re-appropriating mediated imagery in the 21st Century.
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