augpreview2002

Photography Annual 43 •

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August 2002 Sixteen Dollars www.commarts.com

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COM M U N I CAT ION

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PHOTOGRAPHY

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2002

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ART S

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Lemonade

Location: Richmond, an inner city urban industrial area of Melbourne, Australia .

Duration: Formed in 1997 as a traditional design studio .

Staff: Currently five : Tull Roseby, account director;

Dion Wise, new media director; Josh Cohen, creative director; Nathan Manley, senior Web developer; and Janine Wurfe l, senior designer.

Education: Directors' educations are a mix of accounting, design, marketing, information technology and industry experiences . Staff members have an array of backgrounds from silversmithing and jewelry design, to high -end programming and database development skills.

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Cultural Influences: Creative stimulation is an integral part of the way we stay fresh . As idea communicators, we process and absorb the visual soup surrounding us . From fine art to urban culture, we constantly find inspiration in the environmental, social and technological influences evolving around us . This is how we stay original. It also equips us with a range of experiences and points of reference with which to respond to the challenges that clients set before us.

Environment: We like to keep our working environment open and continually evolving . Through an open plan configuration, all staff members are privy to most of the general conversation of the studio. It is through this open communication that ideas are exchanged, discussed and developed .

Embracing a flexible work ethos, ideas are developed as individuals, in teams or in partnership with the client . We embrace each team member's influences, backgrounds and talents, thus the studio has to have one of the best CD collections in town.

All team members are encouraged to wear whatever they feel most comfortable in and are also encouraged to reference, dissect and extract influences from any source - whatever makes them tick.

Lemonade follows no formulas in developing its creative output - only in the way that it is executed and implemented . Through in -depth discussions and thorough research of a client's industry, product/service, position and goals, do we base our creative directions. From there we discuss, develop, define and deploy.

Philosophy: Embracing our mix of influences helps us to stay current and enables us to understand the needs of each of our clients . We keep our eyes and minds open, which is reflected in our design . We develop unique design systems that flow from our broad range of unique experiences, talents and interests, not from a "house

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style" or current design trends . Our creative team continually reinvents the way they think, through involved discussions and by capitalizing on their main skill-communication . They love the research involved in the creative process . This is where they are able to delve into their collective mindset and extract, manipulate and apply the influences that make them tick . They are able to think beyond their immediate thought patterns and go on the hunt for the artifacts that can act as a catalyst to spawn new directions . This keeps the studio

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dynamic and rich in creat ive expression . We have always found that integrating the"cl ient into the creative process has helped us deliver solutions that are every bit as individual as the clients we work with .