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Celebrating creative thinking - week 10

01 Oct 2019 by Alice McKeown

How do you create work that resonates with someone? What is it about the work that affects or appeals to someone in a personal or emotional way? We asked the wider Insight team these burning questions and asked them to...

celebrating creative thinking - week 10 alice mckeown

how do you create work that resonates with someone? what is it about the work that affects or appeals to someone in a personal or emotional way? we asked the wider insight team these burning questions and asked them to talk about what insight work has achieved this.

insight ar wall

it’s hard to imagine modern strategic creative without the technology involved. incorporating an emerging technology into creative experience assists users in getting a personalised experience and engaging with the brand through a new creative way. insight ar wall is a bright example of how augmented reality helps storytelling, gives a different perspective on usual things and brings customers closer to the brand.

— anna spreys

 

magenta

i think the addition of the cat in this app is not only fun and playful but judging on the popularity of all things cat on the ‘net’ – strategically it is a nice move too. the colour (our colour), linking directly to insight is also strategically smooth. the name alone, (magenta) is strong and punchy. fresh and solid. pretty and powerful. a brand new insight design and ‘thing’ that we can be very proud of. i love it.

— megan fowlds

 

blake

i have a few favourites from the last year, but the blake rebrand really appealed to me. i’m old enough to know much of sir peter’s legacy and his environmental ambitions and was really impressed with the team's rebrand solution here – especially when requested to keep the albatross. it’s sharp, strong, young and impactful (as the brief was to focus on younger people), with clever design in regard to placement of the text and the bird. it’s also very versatile, working well with sub-brands and colourful uplifting imagery.

— jo otto

the blake rebrand is not only exceptionally lovely, and very clever by incorporating the albatross in the word, but manages to incorporate the various other sub-brands in a way that makes them look unique but also part of a group.

— kirsty drummond

design, creative celebration, insight creative, strategic creative

Celebrating creative thinking - week 9

13 Sep 2019 by Alice McKeown

Strategic creative is the sum of two parts, strategy and design coming together. This week we asked our strategy and client service teams to discuss their pick of Insight work that does this successfully.   ...

celebrating creative thinking - week 9 alice mckeown

strategic creative is the sum of two parts, strategy and design coming together. this week we asked our strategy and client service teams to discuss their pick of insight work that does this successfully.

 

 

argosy annual report 2019

earlier this year argosy did some work around formalising and refreshing their business strategy to ‘create. manage. own.’. the strategy was launched publicly with the annual report so this needed to communicate the reset in their approach clearly to shareholders. on the cover, we used a triangle constructed from three coloured dots to create a sense of intrigue. the opening spread of the report then reveals the association of the dots (and colours) to create, manage and own. on the following pages this is explained in even greater detail, with proof points to show how they are delivering on their strategy across the business.

— claire evans

 

 

blake identity

it solved a generational change issue but with a super-smart nod to its legacy. it has the versatility to accommodate multiple “products” with strong evocative design. finally, the creative retained what the organisation and it’s founder have always been about – clear, environmental focus. plus the use of the albatross into the word is just genius.

— jason linnell

 

this is an exceptional example of clever strategic creative work. we successfully managed to navigate tricky waters (excuse the pun) to restructure their product offering and deliver a world-class wordmark/visual identity that has propelled their organisation forward, while still maintaining important ties to the legacy of their past.

— gabe graham

 

 

nz post — the full download

my pick for a good strategic-creative example is nz post the full download. as it says in the case study, “our first strategic recommendation was to move to a digital-first approach, with print as the supporting medium”. sounds obvious, right! it took insight, lucid thinking and thinking big to make it happen. we could’ve done just another printed report, but where is the strategic-creative in that? how’s the client helped by that?

— paul saris

 

 

 

 

meredith connell

the meredith connell rebrand. i felt it was the perfect example of strategy and design coming together to make a major change for a client. it hit the brief and is still going strong 4 years later. we’ve recently done the wellington office fit-out and are currently working on updating some of the auckland office graphics. it is a fun brand, full of attitude. projects like this don’t come across too often and it is always one which brings me joy.

— monique wallace

design, creative celebration, insight creative, strategic creative

A celebration of creative thinking - week 8

12 Jul 2019 by Alice McKeown

How do you create strategically creative ideas that capture the imagination? This week we asked the team to choose examples of our work that demonstrated this successfully.   Education New Zealand An...

a celebration of creative thinking - week 8 alice mckeown

how do you create strategically creative ideas that capture the imagination? this week we asked the team to choose examples of our work that demonstrated this successfully.

 

education new zealand

an identity for education new zealand and their international recognised agent. requiring distinct new zealand attributes and qualities. we’ve utilised a strong proprietary ‘label’ shape for visual cut-through in a busy and competitive international environment that also controls the hierarchy of elements. the graphic koru has strong new zealand associations, this as an unfurling fern frond. made up of two elements moving in the same direction, it emphasises the ‘e’ for education and a subtle tick.

brian slade

 

insight creative tote bag

strategic creative idea: taking action

the creative idea for our promotional tote bag is as engaging as it is simple. it plays on the larger idea of taking action against climate change, to the more basic action of defacing a bag. it shows that even small steps can make a change. the punk styling of the bag reinforces this somewhat irreverent style of activism and also brings a smile to your face as you read it. job well done!

sarah turner

 

myhnz

a more agile use of our strategic creative process. i quickly developed the idea of ‘yours’, steven added his strategic view to expand and make this more fully realised.

showing the hnz tenant portal as an easy, faster way to manage your home. in your time, at yours, your choice etc…. approachable, lively typography with considered supportive imagery. a quick, campaign style approach informed by strategic thinking.

edwin hooper

 

ravensdown

ravensdown integrated report was a strategic idea that captured my attention because of its distinct and unique approach to an annual report. this was designed in a newspaper format which cleverly displays content in a down to earth, everyday, no fuss way. the design presents key arguments upfront in a bold typographic approach which speaks to their transparency as a business.

jo ross

 

napier port

the degree symbol (taken from the logo) is used as a graphic device throughout the document at varying scales. it is used in an abstract form to communicate a range of key brand values including growth from a central point. this symbol is used well to highlight key information and links it clearly back to the brand, as well as adding really nice detail to the document.

alice mckeown

design, creative celebration, insight creative, strategic creative

A celebration of creative thinking - week 7

05 Jul 2019 by Alice McKeown

Like it or not emotions will drive many of the decisions we make. Even the most analytical of us will respond emotionally to stimulus. This week, the creative team chooses their favourite recent examples of  ideas...

a celebration of creative thinking - week 7 alice mckeown

like it or not emotions will drive many of the decisions we make. even the most analytical of us will respond emotionally to stimulus. this week, the creative team chooses their favourite recent examples of ideas driven by emotional connection.

 

this is us – symbol

insight created this symbol in the wake of the christchurch terror attack and was supercharged with emotion. what i liked about this is that it embodied positive emotions of love, support and empathy to showcase strong values held by new zealand as a nation.

— alice mckeown

 

vector 2018 annual report

working to the theme of empowerment, we developed our creative thinking around the emotion and joy individuals are likely to feel when ‘empowered’ within an environment of the ‘new energy future’. vectors vision for its customers.

— brian slade

 

 

insight creative auckland fit-out.

the clever placement of simple vinyl graphics turn everyday elements within the auckland office into detailed and surprising interactions of joy and delight, over and above their obvious application to enhance and liven-up the office environment as part of the bigger insight office fit-out. my favourite, and perfect example, is also the smallest artwork; the wee hamster running on its wheel just above the light switch – positioned for those who get to work first, or last to leave – a smile-in-the mind and emotional connection for when it’s needed most.

— chris gough palmer

 

st john retail network – identity

from the position ‘all good in the community’ to the lively execution, this project brings a positive, optimistic, feel-good feeling to the ‘recycled goods shop’ experience. repurposing things to help the planet, helping those in need and the wider community that st john supports and helps. all good, all round.

— edwin hooper

 

nz drug foundation catalyst room illustration

the illustration for the nz drug foundation catalyst room tells an emotional story of how drugs can effect people’s lives and loved ones. the illustration allows the story to interweave many different people, roles and outcomes combining both positive, triumphant messages and sad stories of struggle and despair.

— jo ross

design, creative celebration, insight creative, emotional connection

A celebration of creative thinking - week 6

28 Jun 2019 by Alice McKeown

This week, from the macro to the micro, the team looked at  design detail, detail, detail  and how it enhanced the idea and experience for users. Fisher & Paykel AR – 2019 Fisher and Paykel...

a celebration of creative thinking - week 6 alice mckeown

this week, from the macro to the micro, the team looked at design detail, detail, detail and how it enhanced the idea and experience for users.

fisher & paykel ar – 2019

fisher and paykel are renowned for their innovative products. this dosen’t just happen by chance and this year we were able to successfully communicated their core idea of ; culture of innovation that drives the business. through simplified thoughtful design layout we tell a big idea story that links thoughts and narrative. from idea, sketch to patient.

— brian slade

 

 

sanford ar – 2018

a report with significant data and reporting, its effectiveness seeing it as a recent award winner at the ara awards. the design idea, ‘the elements’, related to their relationship with weather, embracing the wild seas as they catch, and changing farming methods with effects of climate change. subtle isobar elements are used selectively through the report, linking messages on opening pages, to background use on key sections. like good design detail, should it provides an ‘element’ that can be used in different ways to thread the thinking throughout, to an enhanced result.

— edwin hooper

 

information is in the detail.

the kea learning centre wordmark is a great example of design detail supporting and uplifting an overall idea. the clean wordmark features a beautifully integrated ‘i’ – and weather you’re aware of the ‘i’ standing for ‘information’ or not, it demands a sense of curiosity from the viewer, creating that enquiry, that overt need for information. the wordmark is therefore a perfect representation of the very essence of the product – the learning management system.

— chris gough palmer

 

heartland bank symbols - internal brand

detailed graphic elements are taken from whare tukutuku panels to represent heartland's values in a very intimate and engaging way. using these graphic components to support other text and imagery they drive home heartland's positive brand messaging to strong effect.

— alice mckeown

 

nz post icon suite

we’ve been developing an icon library for new zealand post over the last few months (just a snapshot seen here) to support the e-commerce report. a visual tool to communicate some of the more technical areas of their business. exercising an exacting eye to ensure consistency across hundreds of line weights and adding unique details to make them ‘ownable’ and recognisable for the business.

— jo ross

design, creative celebration, insight creative, design detailing

A celebration of creative thinking - week 5

21 Jun 2019 by Alice McKeown

At the heart of our strategic creative thinking are single minded ideas. This week the team explores a few examples of  design execution that enhances the idea  and brings it to life: Auckland Airport...

a celebration of creative thinking - week 5 alice mckeown

at the heart of our strategic creative thinking are single minded ideas. this week the team explores a few examples of design execution that enhances the idea and brings it to life:

auckland airport website 

love the simple parallax movement in this site. the message is clearly embedded in the medium. a well-considered shift from previous years that utilises subtle movement to really good effect. the effective use of the diagonal appropriately enhances the brand ownership wherever you are on the site.

— brian slade 

 

 

nz post ecommerce 

using the landscape format and with selective use of larger, full page imagery this report presents a lot of information with clarity. with the wider strategic-creative thinking informing this, the online report and the flow through to the sales team, the report presents ‘the full download’ feeling very much like a product of the digital environment it’s reporting on.

— edwin hooper 

 

mashmaster 

the main idea behind our end of year gift last year, mashmaster, played a huge part in informing the layout design. the concept of ‘combinations’ was strongly executed through a half/half layout arrangement across the whole project – from the playing cards, logo marque, brochure insert and packaging, to the mallington itself, a bespoke cake combination of two coming together as one! without reading the rules you can get a pretty good idea of what the game is about from the design – a great example of design communicating a message. 

— jo ross

ravensdown ar 2018 

data-rich content is presented with an ambitious and positive tone on and offline, with clear and straight up comparisons. the theme ‘expect more’ is expressed thoroughly with the continuous use of the plus symbol as an intimate detail – that detail is then echoed on a larger scale becoming the document’s flexible grid presenting the content through the contrasting panelling of messaging, colour and imagery.

— chris gough palmer 

 

strategic notebook 2019 

strategy and creative are the words we live by at insight. this notebook combines great, thought-provoking imagery, bold colour and clever printing techniques, augmented reality experiences and practical user experiences to create a strong layout design that reinforces these key ideas at every touchpoint.

— alice mckeown 

design, creative celebration, insight creative, single-minded idea

A celebration of creative thinking - week 4

14 Jun 2019 by Alice McKeown

This week our creative celebration focused on Digital Solutions.  Augmented Reality experiences, responsive websites, intranets and tactile hands on digital playtime in a sandpit. A variety of creative solutions...

a celebration of creative thinking - week 4 alice mckeown

this week our creative celebration focused on digital solutions. augmented reality experiences, responsive websites, intranets and tactile hands on digital playtime in a sandpit. a variety of creative solutions for diverse user experiences.

 

here’s what the team put forward…

mercury build your own hydro network

love how digital came to life in a very tactile way. i’d never seen technology work like this before so for me this project was a very exciting, delightful experience. great opportunity to release the inner child and learn by doing.

jo ross

 

mercury showcase – ar waikato river

it was wonderful seeing this at our insight strategy day. from redrawing the river and contours, to the assorted animated / video / interactive and final ar elements, it brings together our wider skill sets and expertise across the team (and some outside help). a great creative, practical application of ar that will inform anyone from school age to old age about how power is generated and delivered to us all.

edwin hooper

 

insight’s ar wall

what better way to celebrate digital than one of the newer mediums within that world – augmented reality. it’s great to work at an agency that prioritises new tech, and learning about it. spearheading the design aspect of our spacewoman wall was a lot of fun for me. and at the end of all the thinking and doing from so many people here at insight, we have two gorgeous static artworks in our offices, which we can play and engage with over the coming months.

sarah turner 

 

meredith connell

the mc intranet demonstrates a really strong design solution showing growth and visual identity evolution. a highly technical and challenging project for the build and a hugely improved user experience. great solution within tight boundaries.

brian slade 

 

watercare annual report – online

a great example of how to successfully take a strong print design and apply this to a digital setting. engaging animated interactions help bring the content to life while warm, people-focused images continue to tell the brand story.

alice mckeown

 

snickel lane website

the snickel lane website strikes the perfect balance between functionality of a responsive website and an interesting design idea that stands out. the site loads quickly on multiple devices, and draws you in, with highlighted headlines and creative imagery of street food markets.

anna charlett

design, creative celebration, insight creative, digital, augmented reality, ar, websites

A celebration of creative thinking - week 3

07 Jun 2019 by Alice McKeown

This week our team focused on examples of Illustration , and its effective use to communicate a creative idea. Helping the viewer navigate content with often abstract themes, challenging content or sensitive...

a celebration of creative thinking - week 3 alice mckeown

this week our team focused on examples of illustration, and its effective use to communicate a creative idea. helping the viewer navigate content with often abstract themes, challenging content or sensitive topics. here’s what the team had to say…

heartland good motoring programme

as part of the visual identity for the good motoring loyalty programme, insight created a simple and friendly illustration that speaks of a positive driving experience. it successfully communicates the idea that driving is a feel-good experience, that gets even better with driving tips, motoring discounts, and rewards offered to heartland customers as part of the loyalty program. simple, fresh and energetic illustration of a happy driver zooming in their new car is a successfully executed single minded idea – thumbs up from me! 

anna charlett

 

te ture, the law

this beautiful pattern was created for meredith connell offices. insight worked with the artist arekatera maihi to create this taniko design. the forms have a strong reference to protection, connectivity, genealogy, strength, structure and foundations. the artist described the meaning behind the work as follows: “the black outer diagonal bar forms the roof a whare or house – the sheltered safe zone to work in, as well as the law which employees work with and strive to uphold. the internal black bar looks at the connections, the foundations and core of the business. this all sits safely under the roof of the whare. inside of those areas is the most sacred part of the whare – that is the people, the communities, the families and the workers. this talks about the responsibilities of the company for its clients' whanau and staff. the black niho all face up so as not to be seen to be biting down on the people.”

jo ross

 

blake identity

intelligent and considered use of an illustrative element for our rebrand of the sir peter blake trust. a distinctive and unique marque.

brian slade

 

financial markets authority

this social media campaign worked so well because most content we see about boring things like investments can be a bit dry. cue the cute illustrated animation about learning to swim! the style is contemporary and clean, with a distinct kiwi feel – no wonder it was a big hit!

sarah turner

 

auckland council – parks, sport and recreation

i like that the illustration and illustrated-style text helps to make the information easily digestible and unites three diverse departments together with ease. the illustration style successfully allows the information to be split into three, or broken down further to be used across a range of platforms at a variety of scales.

alice mckeown

 

nz drug foundation

an exciting illustration for a space which is aptly named the catalyst room. here the illustration is a hardworking communication tool – delivering a wide scope of thoughts, initiatives, events and stories for the nz drug foundation. this is all achieved in a friendly and open style, creating sparks of interest through use of brand colour and additional ‘added-value’ quirk that only experienced illustrators can offer to an already content rich brand communication piece such as this.

chris gough palmer

 

matters of substance – cover

we’ve used a number of illustrative elements across work for the nz drug foundation. one primary reason is its flexibility to use a metaphoric or symbolic approach to develop imagery that communicates the story, or some context to the story – without showing drug use directly. we’ve developed a series of illustrations showing the history of drugs in nz, and typographic-led illustrations with information about individual drugs. this recent cover uses a stock image base, supported by typographic elements to create a generic ‘protest’ movement of people campaigning against the ‘war on drugs’. the ‘war on us’ term refers to the failings of the war on drugs and treating drug use as a criminal issue over a health one.

edwin hooper

design, creative celebration, insight creative, illustration

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 - week 1

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 - week 1 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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