Do you have a unique selling point?
How much time do you spend worrying about a unique selling point? I had an interesting discussion with a colleague today about that concept. What we realised was that there are some businesses that cannot claim a genuine unique selling point. Quality service - check, knowledgeable people - check, good customer service - check, the list goes on. So many companies claim these features, but some are missing the point, rather than looking for the golden goose, why not focus on what you can control, and how much more effective these services can be delivered. As... more
Gary Richards
16 Dec 2011
Here’s a magazine to match the cars and the people
No matter what they drive, old or new, V8 or V12, red or yellow, Ferrari owners are united by their passion for performance, quality and distinction – that’s why designing and producing a publication like the Ferrari Owners' Club magazine is one of the most pleasant projects you could ever work on. Naturally, they bring the same high standards to everything they do and the Ferrari Owners' Club magazine is no exception – not to mention that a Ferrari owner knows how to appreciate good design. The magazine that we produce for the Ferrari Owners' Club of New... more
Gary Richards
14 Dec 2011
ORBIT: showing learning progress
This month we've seen the launch of a new version ORBIT, an online platform for schools to work with students and parents in setting learning targets. This is a web project that gardyneHOLT has been working on for over a year with education consultant and developer Peter Tait of adaptED. ORBIT enables teachers to easily upload student assessment data. It then displays the results as graphs (similar to a Plunket chart) so parents, students and schools can easily see progress and set goals. This helps raise student motivation and also suits reporting requirements for... more
Malcolm Dale
14 Dec 2011
3 common misconceptions about branding
What return on investment does branding offer, if anything? Years of experience have left me in no doubt that a good brand is essential for business performance - it’s the one thing that most organisations can change to make themselves more successful. But the biggest obstacle is that most people don’t really understand what a brand is – there are too many misconceptions about branding, its value and the return on investment a good brand provides. Here are three of the most common misconceptions. Misconception number 1: “Branding is... more
Gary Richards
13 Dec 2011
SmartSpace Brand Development and Packaging Design
Round the world solo yachtsman Graham Dalton has had plenty of time to come up with good ideas. Sitting in the cabin of his yacht he got to thinking about how pots and pans could be rectangular rather than round. This way they would take up a lot less space in cramped areas such as a galley, a camper-van or todays more common small city apartments. Brother of Team New Zealand boss Grant Dalton, Graham saw an opportunity in the market for space-saving rectangular cookware that would let sailors, campervan owners and apartments dwellers take advantage of the limited space available in... more
Gary Richards
5 Dec 2011
Think I.T.
Why change your company's brand identity if it's not broken? Think I.T.'s logo was distinctive and it's name was memorable, why would they want to change it? On November 10th, one of our longer-term clients, computer network engineers and suppliers, Think I.T. held a launch to their clients and partners at the ASB Showgrounds to show off their redeveloped brand. A decade ago the company had developed their previous brand identity, however the design was now looking outdated and no longer reflected their market and capability. This was especially evident on their website which... more
Fraser Gardyne
15 Nov 2011
Fête - Mission Estate celebrates 160 years
Our newest wine label design celebrates 160 years of winemaking at Mission Estate in Hawke's Bay. Mission Estate was the first New Zealand winery to make a Methode Traditionelle, and wanted to mark this anniversary with the launch of a superb new sparkling wine, Fête. The wine is hand-harvested Pinot Gris and Chardonnay, and has a wonderful delicacy and freshness that we needed to capture in the brand and packaging. At the same time, we needed to build on the authority and prestige of the Mission Estate brand. We made the logotype the centrepiece of the label,... more
Malcolm Dale
15 Nov 2011
Fraser Gardyne Honoured Again
"To be a great graphic designer, you need to use language. You need to understand, you need to be able to listen. You need to be able to use words — and then you communicate visually." - Fraser Gardyne. Once again, Fraser has been officially recognised by the NZ design community. This time it was at the Designers Institute Best Awards, held on Friday 7 October, 2011. Fraser was presented with the prestigious Designers Institute of New Zealand 'Black Pin' award. The Black Pin is awarded each year to "a member of the Institute... more
Malcolm Dale
20 Oct 2011
Top Three RWC Ambush Campaigns
UPDATE: Congratulations to the All Blacks and also to the people of New Zealand for putting on a great event. Since writing the blog entry below - the RWC has run it's course. A round-up of some post-win advertising can be found here. With the RWC fast approaching it's climax, I think it's a good time to acknowledge those who have made best use of the tournament's exposure, while not paying the IRB a cent! In keeping with the tournament theme, I've awarded medals to my top three... Bronze Medal - Raybon Kan With a tongue in cheek approach, comedian Raybon... more
Andrew Niven
20 Oct 2011
Link LINKED
This year gardyneHOLT were very pleased to be appointed by Auckland Transport to develop the branding strategy supporting a revamped 'Link' circuit, plus the introduction of two new high frequency bus services. A new outer loop circuit reaching out to Carrington Road and Unitec and a new service up and down Queen Street and onto the redeveloped Wynyard Quarter. Initially it had been imagined that there would be three separate brand systems developed. Rather than go to the unnecessary expense of developing and communicating three brands gardyneHOLT recommended that it would be... more
Fraser Gardyne
23 Aug 2011
Selaks is here to stay!
Watch for the new Selaks Heritage Reserve range of wines, appearing very soon in restaurants, supermarkets and wine stores. We've worked with the Selaks team to create a modern, reserve-quality range that gives the whole brand a new vitality. Selaks is a classic New Zealand wine brand, founded in 1934 and renowned for generations of careful, consistent winemaking. Their straightforward Premium Selection range is very familiar, but their boutique Winemaker's Favourite wines are quite a bit harder to get hold of. Selaks saw the need for a reserve range in between.... more
Malcolm Dale
23 Aug 2011
Hulme Supercar at Goodwood
What does excitement mean to you? What about pride? "I know when New Zealand won the Americas Cup, I felt it". I felt it again last month when the prototype Hulme CanAm Spyder was one of the invited supercars to take part in the Goodwood Festival of Speed. This is a must attend event for motoring enthusiasts worldwide and is so popular that admission is capped at 150,000 pre-sold tickets only. Double World Touring Car Champion Paul Radisich drove the car up the famous Goodwood Hill and was very impressed. So were the crowd who voted it in the top ten... more
Fraser Gardyne
23 Aug 2011Ten most frustrating things ever said to a graphic designer (and what they wished they could say back).
Please note: all our current clients are a dream to work with, and have never made a request of this sort. 1. Make the logo bigger. Yeah! Let's do it! Nothing says 'winning' like a massive logo. 2. Let's increase the font so it fills up the space. That's a great idea, why didn't I think of that? Now we can get your 13-page magazine up to 16 pages without even trying! 3. Can you make the picture less blurry? No, I can't. Why not? Because the picture you gave me is only 2cm wide, and you got it from a thumbnail preview on google images. Just... more
Andrew Niven
23 Aug 2011
Is your brand worth fighting for?
I hear it all too often - people telling me that they don't need to invest in their brand. They're convinced that so long as they offer good products with even better service, the rest will take care of itself. If that were the case, why then would the big names in branding routinely hunt down and eliminate even the smallest indiscretion when it comes to their intellectual property. Disney are famous for this. Their legal department is of mythical proportions - rumored to see everything. If you so much as dare have Mickey Mouse screen printed onto a t-shirt, you'd better... more
Andrew Niven
16 Aug 2011
Should you translate your website?
How often have you been searching the web for a product or service and have come across a website which is all in a foreign language and you can't make head or tail of what's going on? The product looks interesting and it would be great if you could read all about it. But, it is in Japanese or Chinese, so you leave the site and move on to the next one. That company has just recorded another bounce on their analytics. So, if your client base is in a foreign country where English is not their first language, how many potential enquiries are you missing? How many bounces is your... more
Gary Richards
16 Aug 2011
Online Retail - Do you need to get online?
Let’s be real. The world is changing and the world of retail is definitely changing everyday. Customers who shop at at busy malls where they will need to find parking, fight the crowds and battle the traffic is gradually declining. Customers also do not go to an online store just because it uses the latest technology or has stunning videos and graphics. They come hoping that the store will offer solutions to their problems and their needs. They are looking for good value and the ability to shop online in the comfort of their own home. The stats say that Kiwis are likely to spend... more
Gary Richards
8 Aug 2011
An introduction to mapping public transport networks
Making sure the right information is available at the right location is at the heart of Auckland City's public transport strategy. Route network maps are a vital part of this strategy and serve an important role in communicating critical information to passengers. GardyneHolt, a graphic design company with specialist knowledge and skills in mapping public transport systems, has been working in partnership with Auckland Transport for over a decade designing and developing map styles. Easily understood public transport maps encourage passengers to take advantage of existing bus and rail... more
Gary Richards
30 Jun 2011
Andovar - a true multinational client
Good communication is critical for any business, and for Andovar it is the heart of what they do. Andovar is a true multinational client, with offices in Thailand, Singapore, Australia, Colombia, and the United States. They provide a wide range of communication content services including translation, voiceovers, copywriting, language technology and e-marketing. The original Andovar website suffered from an overload of flashy special effects. A lengthy introductory animation created a frustrating delay for visitors to the site, and effects applied to every click of a button or change... more
Malcolm Dale
29 Jun 2011
Whitecliffe College of Arts & Design - Prospectus 2012 - 2013
In June Whitecliffe College published their latest prospectus, the ninth that we have created for the college since 2003. This is their number one marketing document each year, and is a considerable investment of time and resources. Prior to our involvement the colleges prospectus was a conventional A4 document whose production values we feel didn't reflect the creative capabilities and standards that the students often attained. We recommended strongly from day one that the format of the Whitecliffe prospectus needed to be different from the normal University offerings to reflect... more
Fraser Gardyne
29 Jun 2011
Pride In Print Awards - Roll of Honour
Fraser Gardyne was inducted onto the Pride In Print Awards - Roll of Honour at the Pride In Print Awards dinner held at the TSB Bank Arena on Queens Wharf in Wellington on Friday 20th May. This award recognises Fraser's involvement on the Awards committee and as a judge since the awards inception in 1994. Fraser, representing the Designers Institute, has pushed hard for graphic design to be recognised by the print industry as a vital ingredient in the creation of true excellence in print. The Pride In Print Awards attract over 600 entries each year which are judged by an extended panel... more
Fraser Gardyne
13 Jun 2011
Getting it right in Asia
Michael Holt interviewed on TVNZ NZI Business, Tuesday October 19 2010 "Asian market entry specialist Michael Holt from marketing company gardyneHOLT believes Kiwi..." click here to view more
Michael Holt
20 Oct 2010
Head vs. Heart: the importance of emotion in marketing design
The Best Design Awards are recognised as the leading celebration of excellence in the design industry. As the official awards of the New Zealand Designers’ Institute, it holds significant gravitas as an indicator of the current role that design is playing in the wider marketing landscape. We have long been a country that produces great creativity and this is vital in order to ahcieve our full commercial potential. After all, people’s purchase decisions are driven by emotion and the design of a marketing campaign or initiative is integral to this process. You would perhaps imagine that... more
Fraser Gardyne
12 Oct 2010
Sticking to the subject
Published on Design Daily 17th August, 2010 Designer Fraser Gardyne, of gardyneHOLT design partners, poses the question: any buildings constructed over the last fifty years in Auckland do you remember, let alone wish to protect into the future? Only a few spring to mind, and that, he says, is a real problem for this country. In his opinion piece, Gardyne argues that considering the longevity of our design decisions is integral to the successful brand of our country. I was a little taken aback recently when talking to a fellow designer who has returned to New Zealand... more
Fraser Gardyne
17 Aug 2010
A brand is not a logo
Published in NZ Retail Magazine Issue 687 Many people in today’s increasingly competitive marketplace are confused as to what a brand is. What is a brand? What is a logo? Some people think that the words logo and brand are interchangeable. Clients come to us and want to talk about updating or creating a new logo for their business or product when in fact what they actually need is their brand appraised. A brand is a total experience, a collection of perceptions in the eyes of a consumer. It is not a logo or a name, neither is it a product or a service, though they can... more
Fraser Gardyne
4 Aug 2010
Your logo here - World Logo Design Annual (WOLDA) awards
Published on StopPress May 25th, 2010 Putting aside the business of creativity, strategy and effectiveness, international design competitions are kind of like Lotto Powerball. First and foremost, you’ve got to be in to win. Click here to read the article on StopPress more
Fraser Gardyne
25 May 2010
The Ad Show - Auckland Super City logo competition
Fraser Gardyne, Grant Alexander and Otis Frizzel were on The AD Show last night on TVNZ 7 discussing the Auckland City Logo Competition. Watch it here (Skip to chapter 4) more
Fraser Gardyne
30 Apr 2010Auckland Super City logo competition
Vicki McKay on Radio New Zealand National this morning at 5.40am got me off to a really good start. She was chortling about the new logo and how people got paid squillions for putting a few squiggles on paper. "I could do that" she said. Well actually no she couldn't, but it is a widely held public perception, 'anyone can do design'.To create a logo that is successful and workable takes talent, training and experience. It also takes process, and this isn't it. As recently evidenced by the Queen's Wharf fiasco. Sadly this is another instance where politics gets in the way... more
Fraser Gardyne
19 Feb 2010
Mount Dottrel Pinot Noir 2007 wins top trophy in London
Congratulations to Mitre Rocks Vineyard, who just won the trophy for best Pinot Noir at the 2009 London International Wine and Spirit Competition, with their Mount Dottrel Pinot Noir 2007. We worked on the label along with Bubble Design, and hopefully captured some of the style of the wine in its look and feel. more
Malcolm Dale
4 Nov 2009The Titirangi Theatre 24 Hour Challenge
The 24 Hour Theatre Challenge at Titirangi Theatre is a creative pressure-cooker, which I enjoyed taking part in recently. A tight deadline creates brilliant sparks of raw energy - but my big learning was that for depth and lasting impact you really need to spend some time. I'm now in rehearsals for 'The Sleeper' which, with a good script and a lot of careful work, I think is going to be a really nice piece of theatre. Not me in particular - I'm just a little slice of ham sandwiched in the middle - but the show in general is going to be a great night out. more
Malcolm Dale
28 Oct 2009
Design Relationships in Asia
It always strikes me how bizarre the impressions are of Asia from NZers. From time to time, I run across comments reported in the media from NZers there for their first time, or whose experience of Asia is limited to a narrow view. Asia is somewhat different from what we're used to but its more different when you focus on those. Conversely, apart from language, most societies around Asia are remarkably similar to our own. I find this particularly so when it comes to business. I see books and articles and so on, and increasingly, I'm approached also for comment about what it's like to... more
Michael Holt
26 May 2009
WOLDA
I'm honoured to have been invited to be one of the ten international design judges for the WOLDA - the worldwide logo competition for 2009. Wolda is a high-profile graphic design award scheme that rewards the best logos and trademarks designed throughout the world. The winners are selected by an international three-tier jury consisting of 10 top design professionals, 10 marketing managers from major international clients and finally 10 members of the public - provided respectively by the worldwide organizations Icograda, Aquent and Consumers International. more
Fraser Gardyne
17 Apr 2009
An interesting time to be in Bangkok
I've just returned from a 5 week trip to Thailand, in support of Simon's efforts there to build our base of clients and collaborators in Bangkok. We've been planning and working towards establishing a presence there for 2 years now, as part of our goal to eventually offer services throughout Asia. Present events, both global and in Thailand don't help much and certainly require adjusting our timetable. Having said that, I'm frequently annoyed at the breathless media reports of what is going on in Thailand. While there is political trouble, and this sometimes turns into violent... more
Michael Holt
14 Apr 2009Mike Cochrane survived the Oxfam trailwalker
I was stupid enough to do the Oxfam trailwalker in Taupo, thankfully eyes and hands are still working... so I'm back to work I was a last minute ring in for an Aussie team, we completed the 100kms in 19 hours 21 min. Placing use 21st overall - in the top 7% of the 290 teams that took part. more
Pitch Black concert
Pitch Black and The Lewis McCallum Orchestra played outside our front window as part of the Telecom Summer Sounds free concert series. more