Foundation Day
Client
Nelson Alexander
Date
1.4.2020
Type
Art Direction
Graphic Design
Photography
Print Production
In 2020, while the country was on fire, Nelson Alexander turned their charity day into something that actually meant something.
A brand built around NA Red and Crimson Black had no business using those colours here. So we didn't.
Drawing on personal experience from work that came out of Black Saturday, the direction went the other way entirely. Renewal. Growth. The visual opposite of what was happening on the news. The campaign contributed to Nelson Alexander winning Large Independent Real Estate of the Year from the REIV that same year. On the day, hampers stocked with products from fire-affected regions were handed out to the community. The work did more than look right. It showed up.
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