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M i k

R u f f

D e s i g n


Profile My name is Mik Ruff, I am a designer, illustrator & photographer with over 10 years experience. Throughout my career I have managed all facets of the design process from product vision, brief creation, conceptualization through to design & delivery. For the last 10 years I have worked at Lonely Planet. I currently hold the position of Lead Designer – Product Development, created to focus on redesigning all our guidebook series and create products for new and emerging markets.

Skills More recently my role has focused on digital exploration and Innovation. An ongoing project called ‘Guidebook of the Future’ gave me the opportunity to investigate and use several new software solutions. In addition to my full time position at Lonely Planet I also run a busy freelance business - Mik Ruff Design which provides a diverse range of services including Art Direction, Product Development, Branding, Publishing, Marketing, Digital and Print Solutions.

Technology

Proficient on both Mac & PC Print & Digital (CS6) InDesign, Photoshop, Illustrator, Acrobat, iBooks Author, Keynote, iAd producer, iTunes Producer Base HTML and CSS knowledge Photographer Pre-press preparation & production skills Sound typographic knowledge

mik@mikruffdesign.com.au 0425 775 447 03 9499 9664

Business

Product Vision Innovation, Problem Solving, Conceptualisation & Brief Creation Running product ‘Think Tanks’ & ‘Hack Days’ Art Direction Branding/Identity Iconography Agile work environment

360° project management Resourcing/managing design & delivery teams Client/Stakeholder management Ability to move from product vision through the conceptual to execution and delivery Time management skills, work well under pressure Work well independently and in teams Highly developed negotiation


Lonely Planet Lead Designer Product Development Key Responsibilities:

The major redesign of entire core guidebook series Creation of new products for new/ emerging markets Digital exploration & innovation Project management Stakeholder liaison & management

Key Outcomes/Results:

#1 travel publisher in the US market, 2013. Up from #3 in 2009 Over 10 complex products produced Pocket Guides and Best Trip guides created to serve new markets Development and maintenance of strong stakeholder relationships

Freelance Designer Trade & Reference, Business Development

Mik Ruff Design Services:

Key Responsibilities:

Creation of Trade & Reference products including - 1000 Ultimate Experiences, The Travellers Guide to Planet Earth, Travel Photography, Lonely Planet Calendars Creation of Trade & Reference products including - Chengdu The Real China, Cascade, STA Round the world Internal and external stakeholder liaison and management

Art Direction Product Development Identity Branding Marketing Collateral Content Creation Book Design & Print Design for Devices UI Illustration Photography Foundation HTML & CSS

Key Outcomes/Results:

‘Best Seller’ - 1000 Ultimate Series ‘Best Seller’ - Travellers Guide to Planet Earth

mik@mikruffdesign.com.au 0425 775 447 03 9499 9664

Clients Include:

Apple ABC Music The Wiggles Power Living Australia Yoga AFL Media Marlo Massage Therapies Arcimedia (Production House) Electric Pictures Independent Alternative Technologies Assoc Hardie Grant/Explore Australia

Education & Qualifications 2001 - 2002, Swinburne Diploma of Graphic Art 2013, Apple iBooks Author Workshop 2008 - 2009, RMIT Web Design & Authoring 2008, AIM Giving & Receiving Feedback 2005, David Harradine Photoshop on Fire Course 1992 - 1993, SAE Certificate of Audio Engineering


Contact Me

Referees

Mik Ruff

Matt Swaine (UK) Wildlife Magazine Editor

Chris Burgess (Sydney) Apple Austrailian iBookstore Manager

Mark Germanchis (Melbourne) Telstra AFL Product Specialist

matt.swaine@immediate.co.uk mattswaine@hotmail.com Work tel: +44 117314 8363 Mobile: +44 7530 483335

burgessc@apple.com 0419 843 874

mark.germanchis@gmail.com 0421 474 211

mik@mikruffdesign.com.au 0425 775 447 03 9499 9664

mik@mikruffdesign.com.au 0425 775 447 03 9499 9664


Destination Guide Series Covers Lonely Planet, 2013

Produced in iBooks Author and available exclusively on the iBookstore. The product vision was simple Connect, Collect & Share. The Destination guides helped connect the user to LP.com in an appropriate and meaningful way.

Key Results

Released in November to warm reviews these guides featured in Apples marketing campaign for the same month.

CONTACT ME


Language & Culture Lonely Planet, 2011

The Language & Culture Series is full of colourful language. The brief simple... ‘fun’. They were produced on a virtual non-existent budget, hence we used clipart.com as our main resource. I created a simple brief based on the idea of ‘Coles Funny Picture Book’ series.

Key Results

Tee-shirts (with some of the more popular illustrations) were produced to sell out of the LP airport stores.

CONTACT ME


Lonely Planet’s Guide to Planet Earth Lonely Planet, 2008 This product, a spin-off from the hugely successful BBC series of the same name, helped the reader to understand more about the topics and places from the Series. The guide also gave readers vital ‘Getting There and Away’ information.

Key Results

Made Lonely Planet’s ‘Best Seller’ List.

CONTACT ME


Lonely Planet’s Guide to Planet Earth Lonely Planet, 2008 continued.

CONTACT ME


1000 Ultimate Experiences Lonely Planet, 2007

1000 Ultimate Experiences was initially planned to be a one-off. Due to it’s market success 2 other titles were produced as well. Ultimate Sights and Ultimate Adventures

Key Results

1000 Ultimate Experiences became a Lonely Planet ‘Best Seller’. The ‘1000 Ultimate’ title was a working title I came up with. It was later adopted in full.

CONTACT ME


1000 Ultimate Experiences Lonely Planet, 2007 Continued.

CONTACT ME


Lonely Planet’s Guide to Travel Photography Lonely Planet, 2008

This product, a spin-off from the hugely successful BBC series of the same name, helped the reader to understand more about the topics and places from the Series. The guide also gave readers vital ‘Getting There and Away’ information.

Key Results

Made Lonely Planet’s ‘Best Seller’ List.

CONTACT ME


Destination Guide Series Covers Lonely Planet, 2013

Produced in iBooks Author and available exclusively on the iBookstore. The product vision was simple Connect, Collect & Share. The Destination guides helped connect the user to LP.com in an appropriate and meaningful way.

Key Results

Released in November to warm reviews these guides featured in Apples marketing campaign for the same month.

CONTACT ME


Identity Electric Pictures, Arcimedia, 2011-13

The titles above are a selection of the work I did for both production houses. In each case I produced Film Titles, DVD and disc artwork, DVD Menu art and Marketing Collateral

Key Results

The artwork for 10 Conditions of Love was a contributing factor to the documentary almost being pulled from MIFF, the Chinese government were up in arms.

CONTACT ME


Modern Yoga Power Living Australia Yoga, 2013-current

Published in Dec 2013 just in time to capture the Christmas/New Years ‘remorse market’ Modern Yoga is for yoga enthusiasts, those new to practice and a great teacher training aid.

Key Results

It will be the very first Interactive Yoga eBook on the market when published in 2014.

CONTACT ME


Branding & Logo Various Clients 2010 - 2013

Recording Label, Furniture Designer, Firearms Dealer, Chemists and Massage Therapist this selection of branding and Identity design starts to represent the diverse range of clients I deal with.

CONTACT ME


Country Guidebook Series Redesign Lonely Planet, 2009

In 2000Focusing on Full colour, new features and navigation, we looked at every facet of the Lonely Planet Bible. This comprehensive product overhaul was produced in an Agile team environment.

Key Results

Lonely Planet becomes No. 1 Travel Publisher in the US. Up from No. 3 before relaunch.

CONTACT ME


1000 Ultimate Experiences Lonely Planet, 2007

1000 Ultimate Experiences was initially planned to be a one-off. Due to it’s market success 2 other titles were produced as well. Ultimate Sights and Ultimate Adventures

Key Results

1000 Ultimate Experiences became a Lonely Planet ‘Best Seller’. The ‘1000 Ultimate’ title was a working title I came up with. It was later adopted in full.

CONTACT ME


Lonely Planet’s Guide to Planet Earth Lonely Planet, 2008 This product, a spin-off from the hugely successful BBC series of the same name, helped the reader to understand more about the topics and places from the Series. The guide also gave readers vital ‘Getting There and Away’ information.

Key Results

Made Lonely Planet’s ‘Best Seller’ List.

CONTACT ME


McClaren Real Estate, UI Mintleaf Studios, 2008

I worked on a few UI jobs with Mintleaf Studios over 2008 & 2009. In the case of the McClaren Real Estate site the clients were extremely happy with the results.

Key Results

From a photo of a glass etching inside the offices I developed their current logo. Increased traffic and revenue.

CONTACT ME


Digital Designer, Matchday AFL Media, 2013

I worked with AFL Media over the 2013 premiership season. On a matchday I produced 2-3 news related tiles. The tiles needed to be produced quickly, 15mins, and often involved quite complex deep etching.

Key Results

Massive increase in traffic through the website after the tiles were posted.

CONTACT ME


Mik ruff resume folio cassette 2014