Toland Architectural Design Partners engaged Trigger to work with strategist Penny Bowring to reinvigorate its brand. The project involved a name change, significant evaluation and restructuring. The emergent new brand has a focus on partnering with clients and other experts in their fields. The design of the logotype incorporates an ampersand (&) to highlight the importance that partnering has to Toland. The new brand has capitalised on the business's strengths, enriched confidence and has contributed towards business growth.

The brand identity Trigger conceptualised for ‘The 80s Are Back’ referenced quintessential 80s motifs and made them relevant for a contemporary audience. For instance, the campaign embraced graphic elements from the Powerhouse Museum’s former logo, designed in the 80s, as well as other 80’s touchstones. Trigger named the exhibition, conceptualised and art directed all photography and illustration. Trigger created 5 archetypal characters that featured in the exhibition as life-size moving projections and were utilised through out the marketing campaign. Campaign collateral and tasks extended to copywriting, environmental design, print and web graphics, merchandise design, staff uniform design and design of iphone applications. The brand identity for the marketing campaign dovetailed with the exhibition that Trigger also designed, in association with Toland Architects. The presence of Trigger over all exhibition and marketing design, and its unique collaborative relationship with the Powerhouse Museum, helped to create a compelling brand experience. The exhibition was extended three times due to popular demand.

Trigger was commissioned by the Art Gallery of New South Wales to design promotional material for its major Summer 08/09 exhibition – ‘Monet and the Impressionists’. The shimmering light and myriad of colours that define paintings of this period inspired the design. A dual cool/warm colour palette was used to ensure the design complimented any artwork used for marketing purposes. The campaign encompassed citylight posters, banner and a range of advertising and printed collateral.

Trigger created a very successful and highly visible campaign for the 16th Biennale of Sydney in 2008, one of the largest and oldest art biennales in the world. Trigger worked closely with the Artistic Director to ensure the visual identity communicated the themes of the exhibition, and the Biennale marketing department on strategy and production. The marketing campaign targeted the ‘general public’ and ‘art lovers’ markets respectively with specific messages in a cohesive visual campaign. Trigger designed and rolled out all outdoor and advertising, brochure, publications, books and invitations including a special preview publication for the Venice Biennale. Trigger designed press advertising in a national campaign which included The Sydney Morning Herald, The Weekend Australian, The Monthly, Time out Sydney and many international arts publications and consulted on the design of the website. Trigger also created environmental graphics across all Biennale site such as the Museum of Contemporary Art, The Art Gallery of New South Wales, Cockatoo Island, The Botanic Gardens and Artspace as well as street banners and posters.

Trigger rebranded Alliance Française Sydney to better reflect the nature of the organisation and the services it provides. The floating ‘ribbon’ graphic is a metaphor for sound and voice and communicates that the organisation is intrinsically about language. The colour scheme is unmistakably French. The contemporary and dynamic aesthetic of the new brand is in line with Alliance Francaise Sydney’s headquarters in the newly built Harry Seidler building, and one that helps increase the appeal of the organisation among younger people. Trigger has applied this brand across stationery, brochures, invitations and consulted on design of the website.

Trigger worked with iconic Australian designer Richard Allan to develop the visual identity for the Powerhouse Museum’s exhibition ‘Marc Newson: Design Works’, a retrospective of the famous designer’s work. The design features a profile portrait of Newson against a background of stars, referencing the designer’s reputation as a design ‘rock star’. Trigger was responsible for developing and applying the identity across all areas of environmental, print and advertising. Trigger also designed all exhibition graphics including a 20 metre graphic feature wall which charts Newson’s journey through his sketches and landmark design achievements.

Trigger was commissioned to re-brand Shear Outback Museum to provide a more lively and contemporary feel without losing its rural characteristics. The original identity was refreshed with typefaces referencing wool bale stenciling, ledgers and log books. Trigger provided the museum’s promotional copy writing strategy. The identity was applied across all collateral of the museum including tickets, brochures, flyers, website and digital. The entry experience was enhanced with: clear signage explaining the museum’s charter, advertising for a temporary show and orientation for visitors. In tandem with the design of the museum brand, a Trigger designed the visual identity for the ‘Shear Strife Sound and Light Show’, a special evening show in the grounds of the museum.

Outback Theatre for Young People (OTYP) is a vibrant organization that engages rural youth in all aspects of theatre. Trigger’s identity design reinterprets the rural cliché earth colour, many associate with the Australian outback, as a fun and lively fluorescent orange, reflecting the joy and energy of OTYP. The dots become an abstract secondary identity that are used in playful ways, such as for website navigation buttons and animations. The visual identity was conceived to allow low cost production of all elements. For example, the letterhead can be printed with a template that transforms it into a brochure.

Trigger created the Powerhouse Museum tourism brand - targeted at families with children. The premise of the brand is that the Powerhouse Museum is a place to ‘be inspired’. The wonder of the museum is inspirational to children and adults alike. The gatefold brochure graphically explains this as the image of the child transitions to the image of the adult. The ‘+’ in the museum’s logo is a graphic symbol representing inspiration. Trigger cast and art directed photography and applied the design across brochure design, complimentary tickets and print advertising among other media.

Consummate fashion designer Roger Tait commissioned Trigger to create his visual identity. The identity highlights Tait’s focus on tailoring and the importance of ‘making’.

Trigger created a visual identity for the Powerhouse Museum Shop packaging. The design expresses the museum’s science and design charter incorporating line abstract representations of architectural design, circuit boards and multiple trajectories present in information architecture. The striking black and silver colour scheme accents to museum’s focus on technology in its collections and exhibition design.

Uchi produces functional and beautiful travel, cosmetic and bathbag products. Trigger worked closely with Uchi founder Melinda Lawrence to develop the brand identity for Uchi – utilitarian aesthetic with Japanese playfulness. Branding was realised across all areas of the business and designed collateral. The image strategy used computer rendering and did not require photography. This allows the products to represented in formations that float in the air and, on a practical level, the images can be ready before the products roll off the production lines. Therefore they are ready to be marketed at the design concept stage. Trigger developed the Uchi website, a custom designed card system for stockists that can be refreshed with new product each season and minimizes paper wastage. Trigger developed the visual identities of Uchi sub-brands such as a range for girls – ‘Missuchi’, a range for Men – ‘Mister Uchi’, and a range for babies and parent – ‘Uchicuchi’.

Trigger re-branded Summers Floral, transforming it from a dowdy, downmarket florist into a sophisticated vibrant business with an original and credible brand presence. Trigger undertook a business analysis and defined Summers Floral’s essential brand qualities – ‘beauty, truth and harmony’. Trigger also defined the three key segments of the business – local, bridal and business and created promotional strategies and design to engage these markets. Trigger created copywriting for the website and all promotional material, commissioned and art directed consummate lifestyle photographer Jennifer Soo to create brand imagery. The new brand was applied across all collateral including: signage, website, gift cards, promotional, postcards, brochure, gift tags for floral arrangements, wrapping, ribbon, financial collateral, stationery, among other items. Sensitivity to materials was essential to compliment and support the brand. Texture, a sympathetic colour palette and a preference for ‘honest’, natural materials ensured that all collateral was successfully realised.

Links to Learning is a targeted program implemented by the NSW Department of Education and Communities to improve outcomes for young people and focuses on effective transitions for at risk young people. Trigger was commissioned to create the visual identity for this program, and met with young people involved in the program, in Redfern and Liverpool, to gain a better understanding of their different situations and experiences. The design of the visual identity was based on analysis of these meeting outcomes. The visual identity references vernacular typography created by program participants and utilises a bold colour palette with particular appeal to young Aboriginal people.

Trigger designed promotional and event brand and associated collateral for the NSW Training Awards. This included print material mainly, art direction for the Department’s in-house web team and for motion graphics at the actual event.

The Training Awards are an initiative by the New South Wales Department of Education and Training and seek to recognise the best students, employees, employers and organisations in the vocational education and training sector. In 2006 the Trigger redirected the strategy of the brand to promote the ‘recognition’ that can be achieved via the Training Awards as its most effective selling point. Strong, confident portraits of previous award winners are used in the campaign to create a direct connection for prospective award applicants and promote the benefits of entering the awards. An abstract star motif was used across all event collateral.

Trigger designed promotional and event brand and associated collateral for the NSW Training Awards. This included print material mainly, art direction for the Department’s in-house web team and for motion graphics at the actual event.

The Training Awards are an initiative by the New South Wales Department of Education and Training and seek to recognise the best students, employees, employers and organisations in the vocational education and training sector. As such the brief for this event’s brand direction and identity was to incorporate a ‘star’ motif. In 2004 the star is visually interpreted as the dynamic form of light in motion.

Photographer Anthea Williamson asked Trigger to design a visual identity to represent her practice as a photographer in the areas of architecture, interiors, travel and lifestyle.
Anthea requested a design that would stand out and resonate with current and potential clients. The logo design Trigger created is simply a triangle removed from a square shape and placed next to it, with the resultant logo representing Anthea’s initials ‘AW’. This reflects the architectural and interiors side of her practice. An optical illusion was created for the business card to provide further intrigue for that important moment when the card is presented. On the card the logo seems to appear and disappear in a pattern of smaller triangles. The card is printed in fluoro ink to provide greater visual impact.

The New South Wales Department of Education and Training required a distinctive look and feel for a series of information packages for those involved in vocational training called ‘Pathways to Success’. As well as a visual identity for brochures and for use on the department’s website, Trigger designed a concertina card that folds to resemble a credit card and can be compactly stored by trainees so that essential information was always physically at hand. The Department applied this visual identity across a range of other ‘Pathways to Success’ collateral.