Foundation
Day

Nelson Alexander 
Campaign design and Art Direction (2020)

During the 2020 bushfires, Nelson Alexander pivoted their local charity to support the cause. Taking lead of the visual language, it was clear that a brand that focused their presentation around colours called na red and crimson black wouldn’t be suited for the subject matter. Digging into personal insights from working on projects spurred by black saturday, a theme of renewal and growth was developed. A clear contrast to the imagery of the time, this was a key factor in nelson alexander winning large residential agency of the year 2020 from the REIV.

 Additional support was given to the region through the organisation of hampers featuring local products handed out on the day of the charity’s annual fundraiser.

I acknowledge the Traditional Owners and Custodians of the land on which I work, play and live, the Peoples of the Kulin Nation. I also pay my respects to their Elders past, present and emerging. Sovereignty has never been ceded. It always was and always will be, Aboriginal land.