Business cards (23), paper, designed by Deuce Design for Tom Punch and Yvonne King, Directors of Haven Licensing, Sydney, New Sydney Wales, Australia, 2005
In 2005 Deuce Design was commissioned to create a visual identity for Haven Licensing, one of the largest licensees of entertainment brands in Australia. The challenge which faced Deuce at the time was how to create a distinct visual identity for a company that represents some of the most well known entertainment brands in Australia, including Thomas the Tank Engine, Snoopy, SpongeBob SquarePants, South Park, The Simpsons, Hello Kitty, Star Wars and hundreds of others. Also, how to make a business card that stands out from the crowd.
Deuce Design met the challenge by turning to the Russian Lomo camera and the digital snap shot and Lomography craze spreading around the globe since the advent of Flickr accounts and blogging. Created on a shoestring budget, Deuce's Russian Lomo camera was used to capture hundreds of photographs of friends, family and strangers interacting spontaneously with Haven Licensing's products in both iconic and unexpected locations around Australia. In doing so, they solved the problem of generating a unique but instantly recognizable visual identity and brand for this Australian company.
A collage of Deuce Design's Lomography images appeared on the business cards. Deuce applied the same photographic and type solution to branding and signage design for Haven letterhead and the company's new Sydney headquarters entrance with supergraphics in the foyer and other applications around the office, where playful manipulation of type, images and names added an extra dimension to an already light hearted design solution.
For the business cards, a batch of 10 different designs were created for each of the two Haven Licensing company directors, Tom Punch and Yvonne King. This unique concept, combining playful Lomography prints with crisp typographical elements, gave the cards instant appeal, providing the Directors with just the 'edge' they needed to compete in the commercial environment of international trade fairs. The cards offer the perfect conversation starter when Tom Punch and Yvonne King travel abroad and around Australia to conferences and business meetings, where clients now compete to collect their business cards! When the cards are first presented, they immediately arouse curiosity and good humour. On more than one occasion people have scrambled to secure their copies of the cards once their curiosity had been aroused. With good humour, Yvonne King points out that she would carefully consider which card to present to which client - the sexy 'Hello Kitty' card featuring a young woman in black bikini on the beach, or the old woman sitting on a park bench cuddling 'Elmo'.
Anne-Marie Van de Ven
Curator, June 2008
Founded in 1999 by Bruce Slorach and Sophie Tatlow, Deuce Design is a graphic design and branding studio working across graphic media from print to exhibitions, environments to textiles and wallpaper.
Co-founder Bruce Slorach's bold graphic style emerges from his experience as an experimental textile and wallpaper designer, and installation artist during the 1980s and early 90s, and his work as a designer for the Mambo label during the late 1990s. Large wallpaper patterns and edgy photographic supergraphics characterize many of Deuce's distinctive, graphic projects for urban interiors.
Deuce Design's multi-disciplinary approach covers provision of branding and corporate identity, environmental, supergraphic and signage design, strategy, research and copywriting, print collateral and communications, and design for the Web.
Production ranges from niche brand design for companies like Haven Licensing, Oceanic Thai restaurant and the Central Hotel, through to collaboration with landscape architects on large-scale, culturally significant, public domain projects including interpretive signage for the Tingira Memorial Park in Rose Bay, NSW and signage for the Bondi to Bronte Coastal Walk.
In 2006 Deuce created mega-scaled typography, supergraphics, mural and entrance graphics for the Powerhouse Museum's 'The Great Wall of China: dynasties, dragons and warriors' exhibition as well as invitations, tickets, banners, calendars and advertising.
Promotional material (street posters, banners, caps, flags and other collateral) for the 75th Anniversary of the Sydney Harbour Bridge in 2007 featured Deuce Design's 'pop psychedelic twist on Australiana' (creative director, Tony Assness).
Haven Licensing is one of Australia's largest licensees of entertainment brands, including The Simpsons, SpongeBob Squarepants, Dora the Explorer, South Park and many others.
For Deuce Design, the Haven Licensing assignment was a dream commission demonstrating 'what can happen when all the right elements come together - when the client likes a laugh, when they have a clear brand vision, and best of all, when the head office of the company is the Australian headquarters for the likes of Homer, Bart, Cartman, SpongeBob SquarePants and Dora the Explorer.' (reference: conversation with Sophie Tatlow, March 2006 and Deuce Design website, May 2008 www.deucedesign.com.au)
A South Park Cartman soft toy and a SpongeBob SquarePants piñata made of coloured crepe paper and cardboard were just two of the many character toys to appear in Deuce Design's lomography photographs for the Haven identity and Haven business cards.