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A celebration of creative thinking - week 2

30 May 2019 by Alice McKeown

Continuing this new series, where we stop occasionally and take some time to celebrate our creative achievements. This week, I've focused around the theme ‘great ideas’. It was great to see a wide variety of work...

a celebration of creative thinking - week 2 alice mckeown

continuing this new series, where we stop occasionally and take some time to celebrate our creative achievements. this week, i've focused around the theme ‘great ideas’. it was great to see a wide variety of work coming through from the past 12 months. clear, strategic thinking helped to solve and navigate complex briefs. all projects chosen were excellent examples of how balancing strategy and design is essential to communicate a ‘great idea’.

breadcraft – cottage lane

simplicity is a great idea.

as designers we can quite often get carried away with details and seduced by the unnecessary – confusing what is trying to be communicated. the cottage lane logo is a good example of a good idea simplified. with the name at the core of the idea, it is presented as an elementary laneway sign, using classic street-sign typography and a recognisable street-sign shape. you get it, a nod to classic european street experience, the cafés, the food, all echoed too in the packaging through the traditional ‘naked’ presentation of the fresh product.

chris gough palmer


airways brand

the big idea behind airways branding is a “going beyond” story to define the essence of the brand. it expresses the role of airways in the modern era, doing more than just guiding planes to land safely. with a customer first ethos, and using cutting edge technology to deliver beneficial outcomes. i love this idea because it’s dynamic and exciting; there is always more to be discovered, implemented, and delivered to their customers. the visual identity that followed expressed that story. triangles facing forward and up express the forward motion and innovation, generous tracking in heading type treatment creates a sense of space and energy, combined with a bright and bold colour palette and future focused, fresh imagery, creates a compelling and forward thinking identity.

anna charlett


insight’s new website

i think it was a great idea to put energy into refreshing and updating the insight website. as a design agency i think it is really important for anything created that represents ‘us’ to be at the same level as something we would create for our clients. after all, it’s generally the first piece of work clients will see.

alice mckeown


insight’s ar wall (featured in insight’s offices)

there are so many exciting layers of thinking within this project. i think it’s a really smart idea to capture our vast range of capabilities in a piece of technology that we can show to clients and help them understand and buy into ar. it successfully represents what insight stands for as a business. a true result of learning, pushing the boundaries and collaborating as a team.

jo ross


mashmaster’s mallington - insight's end of year christmas gift

the mallington. this baked goodie not only supported the ‘big idea’ behind the gift it was a part of (two complementary forces coming together to create a better end result), but was delicious enough for both eyes and tongue that one of our clients is getting it re-made for her wedding! it shows that not all ‘design’ ends up printed on a piece of paper, or formed in pixels on a website.

sarah turner


mercury showcase

this project was so deserving in recognition across the whole of company. from the initiative to invest in the project, used as a testing ground and the ongoing development of strategic creative idea generation. i think it’s lifted us all to another level of expectation.

brian slade


design, creative celebration, insight creative, big idea, single organising thought

A creative celebration

21 May 2019 by Alice McKeown

Since I started at Insight Creative, there has been much talk about how we need to stop occasionally and take the time to celebrate our creative achievements. So with that in mind, let me introduce examples of great...

a creative celebration alice mckeown

since i started at insight creative, there has been much talk about how we need to stop occasionally and take the time to celebrate our creative achievements. so with that in mind, let me introduce examples of great typography created within the walls of insight within the last 12 months, as seen through the eyes of our design team:

custom typography / nz super

i just think it’s great that we took the time to create something bespoke for a client that many people might consider ‘a bit dry’. it’s going the extra mile for them, but also gives us something to feel chuffed about. the theme of the report was constant change, so the fact that the typogrpahy character changes and evolves throughout the document is really fascinating.
sarah turner


handwritten type / victoria university

the typography used for victoria university's 2019 recruitment campaign successfully delivers the concept of thoughts swirling around a young person’s mind. the hand-written form, using various sizes, cases, and styles, conveys the different options/thoughts when considering their future career, while also subtly promoting wellington. this all reinforces the strategic idea that you know your mind and that vic will teach you how to think, not what to think. composing those different type treatments together, evokes a compelling visual that connects with potential students making those big choices; it cleverly delivers the message that victoria university is the place where you can decide the route to fulfil your potential.
anna charlett


creating a 'black' font / breadcraft 

when do you get a chance to use a ‘black’ font? in my experience not that often. with this new range of wraps, we were aiming to express the ‘rebel’ at every touchpoint, and so we combined a slightly redrawn version of black future, redrawn copperplate gothic 33bc, aardvark and trade gothic. 
— brian slade


typography as a graphic device /  nzso

i really like the way the typography is the central graphical device in bringing the idea to life: “so… let’s begin. so… on with the show” is a really clever idea. bold and simple, with good use of colour and scale. 
— jo ross


architecturally inspired typography / 7 waterloo quay

we are working with argosy on some signage elements for 7 waterloo quay (formerly known as nz post house). we’ve developed a typographic approach informed by the brutalist architecture of the building. the feature 7 graphic made up of elements echoing ‘7’ and of similar proportion to concrete elements used in the building. 
— edwin hooper


good ol' helvetica neue / auckland airport annual report

here it is presented boldly in the airport's report. amongst the billion dollar busyness and ongoing construction at auckland airport, the typography adds a sense of confidence, clarity and calm; expressing the ongoing growth of the airport’s infrastructure through the repeated titles – underpinning the theme of the report ‘delivering, planning, building’. and of course the way it translates online is also great (as it should).
chris gough palmer

wordmark / mashmaster

the typography created/used for mashmaster word-based card game instantly reinforces the concept or ‘big idea’. by combining the ‘h’ and ‘m’ the concept of two elements combining to create a unique hybrid is visually represented. it shows the amalgamation of two elements becoming a quirky, and creative final product.
— alice mckeown 


design, creative celebration, insight creative, crafted typography, typography
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