Ideas and Execution: advertising, brand identity, design and copy writing.
RAcreate’s not-for-profit clients: Allanah and Madeline Foundation, Australian Conservation Foundation, Peninsula Health, Peter MacCallum Cancer Foundation, Secretariat of the Pacific Regional Environment Programme, Stroke Foundation, Tanna (film), The Last Goldfish (film), The Joan Performing Arts Centre (Penrith), United Way Australia.
Brands Rachel has worked with around the globe:
Flight Centre – advertising, collateral Student Flights (South Africa, Australia, UK) – brand identity, logo, store, advertising, collateral
3Com – brochures, direct mail Weight Watchers – art direction for pan-European integrated campaigns with a print run in the tens of millions and multiple language versions
Mitsubishi Electric – art direction, advertising, P.O.S. New Zealand Post – advertising, collateral Outward Bound – logo and collateral
BP – brochures, booklets Honda – direct mail, collateral MoreTh>n – direct mail and door drops with print runs in millions PC World – retail catalogues, door drops Porsche – advertising Renault – newspaper advertising templates (Content Management System) RSPCA – credit cards, direct mail The Carphone Warehouse – catalogues, advertising Vodafone – POS materials Volkswagen – direct mail, collateral
Rachel, always going the extra mile…
(above) Landscape A4, 44 page brochure for The Department of Communities Queensland. Five-colour print job with embossed and spot varnish on cover.
Australian Conservation Foundation
(above) Direct mail fundraising appeal inserts and donor care pieces.
The Joan Sutherland Performing Arts Centre
A range of material, including the 2015 and 2016 programmes, school engagement materials, banners, window vinyls, postcards and print advertising.
Tanna (the movie)
Press kit and posters
Direct mail fundraising appeals
Refresh the look and feel for Dolly Parton's Imagination Library, creating guidelines and templates. Plus a range of other collateral.
Art Direction for FCL's corporate travel magazine Intouch from the ground up. Commissioning illustrators, and photographers.
Collaborating with the Editor on the flat-plan and feature ideas.
Finalist in the Australian Catalogue Awards.
North Western Melbourne Primary Health Network
Annual Report and a range of other medical reports
Save the Children – Visual Identity Design
Visual ID design. Annual reports, donor communication pieces, fundraising appeals, membership materials and other collateral.
Rachel worked with the DM team to create innovative, effective direct mail pieces for FCL’s travel brands: Flight Centre, Escape Travel, Travel Associates, Cruiseabout and Student Flights.
Rachel also design a range of publications for these brands, created global guidelines and refreshed brand identity.
More Th>n Insurance
More Th>n is one of the UK's direct insurance sectors most premium brands. The brief was to work within their brand guidelines to create a range of pieces, predominantly inserts for direct mail; promotions, referrals, or cross-sell offers.
Rachel was responsible for art direction of photo shoots, including set design, and selection of stylist, models and photographer.
Advertising Concept, Design and Copy Writing
Rachel has a lot of experience with direct marketing and direct response advertising.
In London she was responsible for creating pan-European integrated campaigns for Weight Watchers Europe. She designed pieces for Hyundai, Beneficial and HFC Bank.
Rachel designed and signed-off on artwork with print-runs in the tens-of-millions for leading UK insurance brand MORE TH>N, Land Rover, Volkswagen, Honda and many more.
In Australia she has worked with FCL’s innovative DM team for Flight Centre, Escape Travel, Travel Associates, Cruiseabout and Student Flights.
Most recently she has created fundraising appeals for several organisations within the not-for-profit sector.
Rachel understands propensity modelling, the importance of innovation in DM, and the necessity of testing, testing, and testing again.
Direct mail piece for Honda. Letter and data capture device for direct mail to their existing customers.
Rachel created many Direct Mail pieces for brands such; Land Rover, Volvo, Volkswagen, Honda, Kia, Skoda, Seat and Audi.
She also created a series of national press advertising templates for Renault, to be used in a CMS system allowing their dealerships to produce their own advertising that was consistent and timely.
Rachel worked on Porsche during her stint at the award-winning DM agency, CMW in London.
SPREP, illustrations for campaigns in the Pacific Islands
Advertising and Copy Writing
Here are some examples of
Rachel's advertising concepts, design and copy writing.
Rachel has created plenty of ads
over the years, and in addition the pieces shown here, she can talk to you
through her other work. Including creating UK-based newspaper advertising
templates using a state-of-the-art content management systems (CMS) allowing Renault
car dealerships to create their own press advertising.
Rachel created pan-European integrated
campaigns for Weight Watchers Europe. These six-monthly multi-language, multi-country
campaigns included creating thematic concepts, art directing photo shoots, and developing
design for magazine and press advertising, direct mail, door drops, eDMs and
Rachel also created outdoor
advertising pieces (billboards and stairwells) for Gartmore in the UK.
Flight Centre – Art Direction
Rachel designed a range of templates for Flight Centre advertising to be rolled out internationally. Including a wide range of press sizes, four colour, two colour and monochrome. She also set styles for typography and copy. This project included setting styles for TVC, Captain's Catalogue and window-marketing displays.
Ercol Furniture – Art Direction
Ercol is a prestige furniture brand, made in the UK. Rachel was assigned as Art Director for Ercol whilst working at award-winning Direct Marketing agency CMW.
She was responsible for art direction of photo shoots, and designed six-colour brochures, magazine advertising, direct mail and eDM's, working with a copy writer.
A key aspect was setting up photo
shoots (scamping the shots, designing sets, selecting talent, commissioning
photographers and stylists).
Intune – Advertising Concept and Copy Writing
really. The brief was to create a series of eye-catching full page magazine ads.
is an insurance provider who position themselves as the insurance company for
the young at heart (for over 50's with hutzpah).
designed these ads and wrote the catchy headlines (and below, a DM insert).
More Th>n – Copy Writing and Design
Rachel created the concept and wrote the headline for this DM piece.
The brief was to work within create an insert to let existing customers know they could save money if they renewed early.
More Th>n is a vibrant, modern, adaptable brand to work with, and is one of the direct insurance sectors most premium brands.
Save the Children – Integrated Campaign, Concept Design
was an integrated campaign including website takeover, bus shelter
posters, and direct marketing (as shown).
sketched the photo brief in terms of content, composition and lighting.
little girl, who was authentically photographed in a village in India, was
wearing dark Kohl around her eyes to ward off evil spirits. This was the heart
of the campaign. The concept was created in a Save the Children marketing
the visual identity update.)
Cruiseabout – Brand Identity Design
Rachel created the visual identity for Cruiseabout, from logos to colours and type. Part of the roll-out was to design templates for a range of press and magazine ads, including a look and feel for sales.
Sight Savers – Direct Response Advertising
response magazine advertising for Sight Savers. Working as a team with a copy writer. Using existing assets.
Advertising, concept, design and copy writing
Concept, design and copy writing.
Student Flights – Brand Identity Design and Copy Writing
Visual ID design, including conceptual copy writing for magazine advertising, these film night flyers and other more conceptual pieces.
The tone is a mix of intrigue, education, both fun and informative.
An example of Rachel's innovative and problem-solving attitude. This piece consolidated several items on the brief into one quirky and effective item. Rachel wrote the copy the tone both fun and informative.
Student Flights – Visual Identity
Rachel designed both brand ads (top left) and a range of product ad templates. Rachel wrote the copy for the branding ads.
Also featured 1 and 2 products magazine ads and 2 sizes of yellow pages monochrome ads.
Brand Identity Design
Student Flights – Visual Identity Design and Copy Writing
Rachel designed the logo, set colour palette and developed typography standards for Student Flights. This ID rolled out in Australia, UK and South Africa.
Elements included designing the standards and guidelines for national direct marketing campaigns, press advertising, in-store and local store marketing collateral (catalogues, flyers, vouchers, ticket wallets and so on) and retail signage.
For store fit-out, website and eNews design Rachel worked in consultation with the fit-out and web teams taking the lead on design.
Rachel also wrote headlines for national magazine brand advertising and other brand development pieces.
A closer look at one series of retail window boards for Student Flights.
Cruiseabout – Visual Identity Design
Cruiseabout is Australia’s only national retail cruise agency. Cruiseabout had two stores when Rachel refreshed their look. They wanted to reposition themselves to appeal to the sophisticated cruising market.
Cruiseabout now* has 37 stores across the country with plans to open more in 2013.
Rachel created stationery, in-store-tools (such as; ticket wallets, film night flyers, vouchers, store window posters etc.), press and magazine advertising, website skin and eDM’s.
She also worked closely with the retail fit-out designers to ensure the ambience of the stores reflected the new positioning.
*figures quoted 2012
Save the Children – Visual Identity Design
Save the Children wanted a brand refresh to reflect their new positioning ‘Safe and Happy Childhood’. Rachel based the new visual identity on four key colours to represent the four pillars upon which the organisations 2012–15 strategic plan.
Examples shown here: stationery, vehicle livery (play bus for under fives, and teens music and video program bus) and annual report.
M.Y.Van – Visual Identity Design
A sub-brand of Save the Children. M.Y. Van (Mobile Youth Van). Rachel designed T's, caps, and vehicle livery.
Ian McManus PM – Visual Identity Design
What a great fun client. The identity says it all (just as it should).
ISWM – Visual Identity Design
Logo, stationery, and website for ISWM, Independent Social Work Matters.
Clean Tech Electrical – Visual Identity
Logo and stationery for a new clean energy company.
Above and following are a selection of other logo and branding projects