Minerva Elements (Restricted Access: Repository Staff Only)
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ItemBelong to the West – Western Bulldogs Campaign( 2019)This work explores the impact of culturally resonant visual identities in sports marketing, focusing on the Australian Football League club, the Western Bulldogs. Situated within the fields of Graphic Design and Advertisement, my work investigates how strategic art direction and design can enhance community engagement and increase membership. The primary objective was to establish a deeper sense of belonging among the club's supporters by integrating the cultural elements of Melbourne’s West into the club’s visual identity. The design approach centred on capturing and incorporating the authentic textures of Footscray, reflecting the diverse and vibrant spirit of the local community. These elements were woven into the visual narrative of the club, aiming to resonate with and unify the club’s supporters. The effectiveness of this approach was demonstrated through the campaign's success, evidenced by its adoption by the club for over a year and a notable increase in membership numbers. The project underscores the significance of leveraging local cultural identity in graphic design to foster stronger connections and community loyalty in sports marketing. This work contributes new insights into the application of graphic design principles in enhancing brand engagement and community involvement, particularly in the context of sports.
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ItemThe brain is not a soap – Neurobranding for designers( 2015)Research in neuroscience shows that almost all of our thoughts and behaviours are governed subconsciously, which runs counter to the human predisposition toward reasoned decision-making. This realisation is essential to comprehending why buyers frequently spend more on branded goods than unbranded alternatives. Brands have a profound neurological impact on customer behaviour by exerting a large influence on the subconscious. I carried out an eye-tracking study to investigate how brands interact with the subconscious mind to learn more about this phenomenon. Evidence of this impact comes from the field of neuromarketing, which blends social psychology, behavioural economics, and neuroscience. In order to keep brands visible in stakeholders' minds, this field helps designers create strategic methods that closely match the identity of the customer.
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ItemNo Preview AvailableABC Radio: Building for comfort in the sky( 2017-04-15)
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ItemNo Preview AvailableABC 7:30 Report interview on Overheating(ABC, 2019-10-10)