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GRAEME MCCREE • 083 402 4050 • GRAPHIC DESIGNER


ABOUT THE ECDC:

Eastern cape development corporation

The Eastern Cape Development Corporation (ECDC) is an economic development agency in the Eastern Cape that works with provincial and national ministries, municipalities, chambers, private business, communities and other development agencies to implement the economic development policies of the Eastern Cape provincial government.

Rebrand For the rebrand it was decided to transform the corporation from a business unit focused entity into one unit divided into the various sectors promoted in the Eastern Cape, such as Automotive, Agriculture and so on. This change gives clarity to not only the ECDC employee trying to promote a service but also potential investors. Thus for the design a range of icons were developed that could be used to highlight the sector in focus in any form of media.


SECTOR ICONS | BPO | ELECTRONICS & ICT AGRICULTURE & AGRO | FORESTRY AQUACULTURE & FISHING | PLASTICS MINERALS | PHARACEUTICALS AUTOMOTIVE & COMPONENTS | FURNITURE WOOL & MOHAIR | TEXTILES & CLOTHING LEATHER | ARTS & CRAFTS | TOURISM CONSTRUCTION | METALS & ENGINEERING

Eastern cape development corporation Rebrand In the web site design the ECDC sector icons are used to direct any potential investors to the exact information they might need. As this is the primary goal of the corporation this information was used as the primary focus and the general information about the ECDC takes a secondary position.


EASTERN CAPE DEVELOPMENT CORPORATION Annual Review The Annual Review is a promotional guide to what the ECDC has done for the 2008/09 financial year. It was accompanied by the ECDC financial report for the same period. Both documents can be viewed and downloaded in full at www.issuu.com when searching for ECDC Annual Review and Report. In the design for the Annual Review a ‘formal scrap book’ style was taken. The idea was to showcase different people who had been helped by the ECDC and their stories.


EASTERN CAPE DEVELOPMENT CORPORATION Annual Review A few selected spreads from the Annual Review show how the ‘formal scrap book’ effect was created by using images and blocks of text to create a layered appearance. The last two spreads show the financial reports at the back of the publication which conform to the more conservative government style.


ABOUT THOROUGHFAIR:

Thoroughfair

This is a brand created by the SMG Africa. ThoroughFair imports fast moving consumable goods (FMCG) from China. The product sourcing and sales team identifies items of quality, safety and affordability by travelling to China and physically inspecting producers facilities and items of interest.

Product and website design During my time at SMG Africa I designed various products for the ThoroughFair brand as well as the website www.thouroughfair.co.za. For all the above products a creative solution was required to interpret a sensory reaction that would compliment the item being sold, such as the soft appeal of a carnation on the ThoroughFair Tissues.


Barons Wine lables The Humming bird was used as the brand ambassador for the Barons wine as it conjures the images of flavorsome and abundant nectar. In further research I found out that Hummingbirds - like most birds – don’t have much of a sense of smell, if any and use sight to find food. While this may be true it was decided to stick with the Hummingbird as the association with a fine connoisseur was so strong. A hint of retro flavor was added to the design through the background texture of a traditional doily. Adding colour and contrast to the wine label.


Just on cosmetics Shopping bag Canvas shopping bag designed for Just On Cosmetics, a low cost cosmetics retail outlet. The design uses an old photo of a beautiful woman from the early 80’s showcasing natural or ‘real’ beauty. By making the photo a vector illustration a more contemporary look was achieved.


Idea 1 Legacy Idea 1 is a publication (still in production) produced by a group of creative’s as a means of experimenting with different ideas, styles and mediums through creative writing such as poetry and short stories. In this short story, Legacy, a young woman explores her heritage through the life of her grandparent in the hard, dry Karoo. I combined photography and illustration to convey the story.


4th year Porject Amuse magazine This magazine aims to do what the title suggests; inspire, entertain and stimulate thought. Dealing with the formal problems of typographic and layout design Amuse plays with various grid layouts and combining titles with imagery appropriate to the related article. Above is the feature article of the 80’s issue of Amuse and the following spread. On the left is the poster that is used as a wrap for the magazine.

Student Loerie Award 2008: Bronze Publication design


4th year Porject Amuse magazine Above are a few selected spreads from Amuse. For each layout illustration, typography and photography was used to explore the main idea of the corresponding article. To the left are posters for future issues, each poster was screen printed and presented with the final project.

Student Loerie Award 2008: Bronze Publication design


IGNITE: ECDC FINANCIAL PRODUCTS

AUDIO VISUAL GALLERY

Coubus POTGIETER

Logo

Logo

Logo

This logo was used in an internal campaign at the ECDC to inform the staff about the new financial products that were on offer. The aim was to generate a bit of excitement around the products and ‘ignite’ the staff into action.

Audio Visual Gallery is a local retail outlet that specialises in television and stereo systems. The idea behind the logo was to mimic the play button found on any remote control.

Coubus Potgieter is a Bloemfontein based drummer who is one of the most watched musicians on YouTube. He has produced a DVD with drum lessons and various covers now available online. The logo brings focus to the most basic and at the same time most essential part of a drum set, the drumsticks. The script like typeface used is meant to highlight that this mark was made to represent an individual and not a corporation.

I tried to create the flickering of a flame with changes in colour. The use of font was restricted to the ECDC corporate font Meta but a different look was created by using lowercase.

SOCCER SENSATION SOUTH AFRICA 2010

INTERSHARE

SOCCER SENSATION

MAGIC OFFICE

Logo

Logo/badge

Logo

Intershare is a proposed online company that compiles different stocks and allows users to trade online in a safe environment.

This is part of a promotional event created around an exhibition in Europe. The exhibition which has it’s own logo, has been traveling through Europe since late 2008. Now in Germany and coinciding with the launch of the FIFA Soccer World Cup new collateral was needed to promote travel to South Africa and the Eastern Cape as well as a competition to win a trip to South Africa.

An office furniture store that appeals to it’s customers through ‘magically’ low prices. The logo is a combination of two typefaces; Blur for the more whimsical magic portion and Calibri as the formal portion. Calibri was use because it can play a formal role and still relate to the soft edges of Blur.

Different icons were used to create a truly South African soccer vibe.

I love the idea of Blur as a typeface used to represent magic as it is a play on disrupted vision or something that is unclear, just as magic is an illusion.

The bracket and plus sign that make up the logo reiterate the slogan “giving you more.”


THANK YOU GRAEME MCCREE • 083 402 4050 • GRAPHIC DESIGNER


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