This is the portfolio of Joel Jeffery (he/him/his). A Graphic Designer from the Mid North Coast of NSW.
He has an interest in Fine Art History, His strengths are in branding, campaign and document design. His kryptonite is any and all things caramel.
handcrafted for the review of the Mental Health Commission of NSW
About
Corporate Branding
Presentation
Design
Brand Identity
Campaign Identity
Long Format Document
Contact
Details
Hey, I’m Joel- a Graphic & Brand Identity Designer from Newcastle who is looking for new opportunities. I use my design experience to support brands of all sizes in telling their stories through timeless visuals & strategic thinking.
My philosophy is that great design should not only improve the visual presence of a business, but that it should also aid in communicating the ideals a brand upholds - resulting in clever and sophisticated work that tells visual stories and solves client problems.
When not in front of the computer, you can find me painting in the studio, tending to my indoor plants, seeking inspiration from pop culture, or traveling up and down the coast.
I received my Postgraduate Diploma in Design from the University of New South Wales in 2018, and it’s within my plans to complete my Masters in Design. I received a Bachelor of Fine Arts from the University of Newcastle in 2015, majoring in Painting and Graphic Design.
I would love to use my design experience to support your business in telling your story.
Let’s get in touch.
JOEL JEFFERY
Goodman is a specialist global industrial property and digital infrastructure group. They own, develop and manage highquality, sustainable properties that are close to consumers and provide essential infrastructure for the digital economy.
During my time as a Graphic Design Consultant at Decante This, I was required to develop multiple sales deck presentations for a variety of Targeted Diner-related Consumption Incentives that would target both restaurant vendors and customers respectively.
This particular incentive would implement an in-venue rebate for customers to encourage repeat business when they made purchases of either Vadin-Plateau or Albert Bichot products instore upon returning to dine.
I was tasked with developing the visual design of the sales deck and also with clarifying the sales message to eliminate any unnecessary information that didn’t support the core message or goals of the program.
Upon pitching the idea to potential leads, we had four restaurants immediately sign up to the program in Newcastle and are currently proposing the incentive with restaurants in Sydney, Brisbane and the Hunter Valley.
JOEL JEFFERY
Goodman is a specialist global industrial property and digital infrastructure group. They own, develop and manage high-quality, sustainable properties that are close to consumers and provide essential infrastructure for the digital economy.
During my time at Goodman, I was required to update the Key Message Guide, an essential document for aligned brand
Goodman’s annual brand updates, following their 2022 rebrand, presented a unique challenge in maintaining a fresh corporate identity. was tasked with reviewing the new brand update collateral from external agencies and providing regular communication updates with internal stakeholders through prototype layouts. My goal was to simplify complex data for readers using infographics and charts while integrating new visual elements like tinted ‘bento-box’ bubbles behind text boxes, which hadn’t been formally introduced to the global design team. To address the challenge of integrating the new visual style without
excessive design time, I created a design shortcut. Instead of drawing individual vector elements and placing them behind text, I implemented a paragraph style that replicated the tinted ‘bento-box’ aesthetic. This approach reduced design time by 35% while adhering to the new visual guidelines. I also communicated this solution to my higher-ups, who provided feedback to our external agency for refining guidelines and training. The updated Key Message Guide was successfully distributed to our global team across 14 countries, meeting organizational requirements and ensuring staff were well-trained in its use. The
INDUSTRY Fitness ROLE Lead Designer
Collective Wellness Group are the leaders in health and fitness franchising. With a portfolio of brands such as Anytime Fitness and Xtend Barre, their mission is to enhance the lives of over 1 million Australians through promoting physical and mental wellbeing, and helping people live happier, healthier lives.
During my time as Graphic Designer at CWG, was given the opportunity to roll out a brand refresh of the umbrella wellness company.
in-office livery; digital and social presence, their website and any industry, employee and partner communications.
The goal of this project was to modernise the visual brand identity for Collective Wellness Group to allow consistent and cohesive storytelling across all touchpoints - from a new employee welcome pack to the
JOEL JEFFERY
Decante This is a wine importing and distribution company that provides a worldly drinking experience to passionate Aussie wine connoisseurs. Focusing on bringing the finest wines from the Champagne and Bourgogne regions, they pride themselves on providing wine tasting experiences that are unmatched in quality.
During my time as a Graphic Design Consultant at Decante This, I was required to develop multiple sales deck presentations for a variety of Targeted Diner-related Consumption Incentives that would target both restaurant vendors and customers respectively.
This particular incentive would implement an in-venue rebate for customers to encourage repeat business when they made purchases of either Vadin-Plateau or Albert Bichot products instore upon returning to dine.
I was tasked with developing the visual design of the sales deck and also with clarifying the sales message to eliminate any unnecessary information that didn’t support the core message or goals of the program.
Upon pitching the idea to potential leads, we had four restaurants immediately sign up to the program in Newcastle and are currently proposing the incentive with restaurants in Sydney, Brisbane and the Hunter Valley.
INDUSTRY French Wine ROLE Art Direction + Brand Designer
Vadin-Plateau Champagne is a family run enterprise in the heart of the Great Valley of the Marne, in the village of Cumières, near Épernay, the capital of Champagne. Since 1785, a passion for wine and its cultivation has been transmitted from generation to generation.
Vadin-Plateau and Decante This host a decade long business partnership, allowing Australian audiences to experience authentic, award-winning Champagnes and French wines without having to travel the distance.
Approached by Decante This, Den of Foxes was commissioned to create a new product brand identity for an exclusive Australian release of Vadin-Plateau’s latest Extra Brut Premier Cru Cuvee.
The brief was to create a design that would target an untapped market that would appeal to an Australian audience that appreciated an edgy, elegant and fresh design.
This project that I had the pleasure of leading the art direction for required that I develop a logotype, a visual product identity, illustration work and a final label design for use on the bottle’s packaging.
I went through a number of initial drafts when developing the logotype- being drawn towards the usage of typography in vintage liquor and travel advertising posters, such as those found in ‘Cinzano Vermouth Drink Poster by Jean Pierre Otth (1955) and ‘WhiteLady Martini Rossi’ by Marcello-Dudovich (1847).
Whilst I was inspired by imagery found from the travel advertisements, particularly looked towards the gelato colour palettes used in vintage French Riviera travel advertisements from the 1950’s to tie in with the French heritage of the Vadin-Plateau brand.
This tied in well with the influence we took for the illustration work from 1960’s Sun Valley/ Palm Springs adverts and modern isometric environmental illustrations that have been trending in recent years.
After having been so inspired by the travel advertising imagery we uncovered in our research phase, we wanted to envision a luxury getaway destination that would inspire such trips for buyers of Origine. t
Travel ROLE Identity Designer
The B2B Brand Redesign was an initiative that started in Sydney during Q2 of 2o18. This project required a full revamp of Sales Collateral and Presentation designs for Travelzoo Australia.
On an international level, Travelzoo does not host any designers or design teams in house - each office is required to either outsource designers or more often than not, create artwork inhouse via the Sales and Marketing teams.
One of the issues the team faced was that their outdated sales collateral was difficult to understand and wasn’t competing in the Australian market.
The goal of this project was to redesign the entire print and digital collateral suite initially in Australia then roll the designs out globally across all trade channels.
For this project I worked alongside their then Marketing Manager Caroline Heslop as the sole Graphic Designer assigned to this project.
Upon launching, this brand redesign on their internal collateral drove incremental sales of $3 Million for Travelzoo Australia’s clients.
JOEL JEFFERY
INDUSTRY Fitness ROLE Art Direction + Design
R U OK? is a harm prevention charity that encourages people to stay connected and have conversations that can help others through difficult times in their lives. Anytime Fitness partnered with R U OK? to drive awareness of suicide prevention amongst their club communities across Australia.
Anytime Fitness Australia wanted their clubs, members and broader community to feel empowered in asking ‘R U OK?’ year-round.
For this particular project, I was required to build a number of digital and print assets for the campaign, as well as building a digital toolkit that Anytime Fitness franchisees around Australia could use to roll out the campaign. These elements were a great opportunity to drive awareness of meaningful conversations as an element of suicide prevention and educating local communities on the significance of asking ‘R U OK?’’.
I was tasked with developing the Art Direction for the campaign, as well as building out all assets across digital, web and socials.
As the R U OK? x Anytime Fitness partnership has been an ongoing project prior to the 2021 Anytime Fitness Australia rebrand, I was asked to ensure the visuals of this campaign visually complemented the assets used in last years ‘Tread as One’ campaign - whilst giving it a fresher look that complemented the new AF visual identity.
INDUSTRY Fitness ROLE Graphic Designer
One Day Sale (ODS) is Anytime Fitness’s biggest national sale that brings substantial revenue into the network. The sale happens twice a year – in February & August. The offer is always $0 Joining Fee* and is available for 24 hours only.
For this project, was asked to refer to concept art provided to us by one of our Design Studio Partners Razorfish, then produce an array of social, web and print assets for use across over 520+ franchisees in Australia. Working alongside Head of Marketing (AUS) Georgie Jones
Whilst the offer was consistent with previous years, for 2022 we had the opportunity to leverage the Any Body Any Time brand campaign in market – the messaging, ethos and creative, as well as the new AF Branding introduced late last year. However, we wanted this to be fresh and stand out against what we had done previously, i.e. the in-club posters for the ABAT brand campaign and the recent ODS.
INDUSTRY Health Services ROLE Art Direction + Layout Design
The Royal Flying Doctor Service of Australia is one of the largest and most comprehensive aeromedical organisations in the world. It provides emergency and primary health care services for those living in rural, remote and regional areas of Australia.
With the desire to collaborate with Australian charities within the travel space, I had been approached by the Sydney team at Travelzoo Australia to develop a number of editable internal documents, frameworks and powerpoint presentations for the Royal Flying Doctor Service. RDFS was a natural fit with the company and thus an ongoing partnership was formed.
By rethinking the information architecture and visual design of their Framework and Guideline documents, I was able to help RFDS with producing an array of editable framework documents valued at $15,ooo that would be used across all NSW RFDS bases.
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joeljeffery@den-of-foxes.com
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