Project
Training Quality and Regulation VET Conference March 2009. (Inaugural)

Brief
The primary message will be to - Build the Skills of Queensland, to improve business by improving training and assessment.
Infront Solutions was to develop a comprehensive campaign to incorporate the following components.
To generate the Conference Name - The conference name will need to capture the essence of depicting change, movement forward, progressiveness and growth.

To generate a Positioning Statement
Focus needs to be on creating a need that RTOs view the information and knowledge from the conference as a benefit in partnership with DETA. Infront Solutions will need to create all associated imagery that will form the signature branding of the conference.

Whilst the department would like to include words such as quality, partnerships etc., the focus needs to be on what will excite the RTOs to attend the conference - in other words a unique selling proposition. It will be an objective to dispel concerns and show DETA is there to help RTOs (in a partnership) by improving the skills of trainers to help them do a better job.

Target audience - RTOs

Strategic Solution
To concept this to have a private enterprise feel about it rather than a government approach. To adopt a clear warm, organic approach - approachable in a word.

Creative Execution
All generic approaches were off the table.
This exercise required an image central to all communication and unique to the project.

Image
The coconut image addressed all the areas of being a Queensland initiative, new, growth and beneficial to the target audience. Colours are warm rather than the blues & greys of business.

Supporting statement
Growth through quality training and assessment
...now that's smart business...that's worth talking about!

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Project
A DM campaign - Christmas and Pet Legacy appeal 2008

Brief
To design & produce
1. 16 page A5 Christmas Collection catalogue
2. C5 envelope
3. Cover letter s -pet legacy & bequests
4. Supply photography (130 items) done in-house

Strategic Solution
The database addressed five distinct & different audiences. Communications needed to speak to each group in their own right without confusion. The database was to be segmented to address specific geographic locations each with different information.
How did we want the audiences to feel about the communication?

Creative Execution
Catalogue - being a seasonal item there needed to be some sense of urgency conveyed.
Second, was the emotional aspect of the imagery used which was applied across all communications to maintain continuity. The creative component was governed by the hero shot supplied by the client.

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Brief
Produce a suite of launch collateral introducing the Winter Release via distributors, trade shows and direct. Requirements - product photography, product image CD, launch promo piece (to accommodate CD), product fact sheets, A3 posters, A4 flyers.
Target audience - trade.

Strategic Solution
These were all high-end products so quality photography was vital.
Infront had a tight deadline and a modest budget. Quantities were only in the hundreds - a combination of digital, large format and offset addressed this perfectly.

Creative Execution
This was primarily going to travel on the strength of the photography.
The primary message - Wickedly Delicious
The supporting line - inspirational winter desserts

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Project
New marketing collateral

Brief
To produce marketing collateral that reflected the quality of the product and highlighted the back-up provided.
To brand the company and raise market awareness.

Legacy
Collateral to date was fragmented and lacked continuity while being repetitive. There was no priority of purpose, no clear single message and all pieces attempted to say everything to everybody.

Strategic Solution
Identify and prioritise the target market and promote to from the top down.
To define the target markets in alignment with appropriate product categories. To rebadge and relaunch the company. To highlight and promote that which sets it apart from other similar product in the market.

Creative Execution
1 Redesign the corporate identity.
2 Produce a company folder and a profile addressing the three major areas of the client's business highlighting benefits, a light sample of product and to direct the market to the web site. Product lists/fact sheets would be produced in addition.
3 The look and feel of the communication would have a slick, clean industrial design edge to it.
4 Improve the standard of photography used.

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