1. CONCEPTS | ART DIRECTION | ILLUSTRATION | FINISHED ART
CONTACT – 0430279980

2. MY STORY
Leo Burnett was my first home as an art director.
We worked hard, and were given a lot of creative rope.
I have fond memories of TVC shoots, edit suites and the
mad panic of a press deadline. I also helped others out
with their storyboards.
Freelance was my next gig, and production management
was the next learning curve. It was around this time that
I started my love affair with travel. One that has led me to
over 47 countries.
From here I went full-time into design after the CD saw
a design of mine and tracked me down. I learnt more
about the fine details, including kerning body copy!
Next, was one of my favourite jobs, in the emerging
field of DM. I found that I could combine my love of
design with concept.
From then to now my career has included a different
challenge in every job. I’ve had a lot of experiences,
and happily so.
I can’t help it, I love colouring-in.

3. Children shall be protected
against all forms of neglect,
cruelty and exploitation. They
shall not be the subject of traffic
in any form. They shall not be
employed before an appropriate
minimum age, and not engage
in any employment damaging
to their health or education, or
their physical, mental or moral
development.
Jason, age 4
c oMMeMorAtinG 20 yeArs of the un c onvention on the r iGhts of the c hild 29
Financial RepoRt FoR the Financial YeaR ended 31 MaRch 2009

4. WORK HISTORY 2008–to date Senior Art Director/Designer Duties: Concept and design through to
Impress Design finished art, including photographic art direction
Clients: NRMA, Taronga Zoo, and photoshop illustration.
Sydney Ferries
2007–2008 Freelance Art Director/Designer Duties: Concept, design and photoshop
Fine Art Studies illustration for mostly POS. The main client
Clients: Fuel Creative (Coke, LG) being Coke.
2003–2007 Art Director Duties: Concept development to FA (final
Singleton OgilvyOne handover to studio) of DM. 3 scamped concepts
Clients: American Express, AGL, initially for briefs. Photoshop retouching and
Hyundai, LG, Nestle, Telstra client presentations.
1998–2003 Freelance Art Direction Duties: Pharmaceutical ads, promos, DM,
Clients: Novartis, Wyeth, Winton, conferences and brochures from concept to FA.
Raine and Horne, Richard Ellis, Real Estate work from logo design to brochures,
Clarendon, Bankminster hoardings/signage, events design, ads and model
home installations.
1995–1997 Creative Director, Direct Duties: In charge of 3 teams and 2 studio.
Saatchi and Saatchi Wellington NZ Art direction from concept to highly finished
Clients: Telecom NZ, First National, visuals of DM and POS. Logo design/Corp. ID
Hendersons Shoes, Max Fashion including launch colour press and 3D DM for First
NZ Capital. Client liaison/presentation.
1990–1995 Senior Art Director Duties: BTL and TTL Art Direction and design
Euro RSCG/Ball Direct for clients listed, from concept to FA including
Clients: British Airways, photographic AD, illustration and promotional
St George Bank, Dow Elanco, videos. Conference concept/design for British
P&O Holidays, Intel, Phillips. Airways. Press checks and client liaison. Mentoring
junior AD (structure did not include CD).
1989-1990 Senior Designer Duties: Packaging design for Kleenex.
Martin Design Brochureware including photographic
Clients: Kleenex, Kimberley Clarke art direction.
1988-1989 Freelance Art Direction Concept to highly finished hand rendered visuals.
Clients: British Airways, Production management including press checks.
JLW, Richard Ellis
1985-1988 Art Director Retail art direction from TVC’s press ads and
Leo Burnett brochures, in-store displays and catalogues.
Clients: Woolworths, Grace Bros, Photographic art direction and illustration. Edit
Matchbox suite art direction of weekly inserts for TV.
QUALIFICATIONS
AND SKILLS
Certificate of graphic design
Randwick College of TAFE
Computer skills:
Highly literate in Indesign, Quark Express, Illustrator and Photoshop
Adequate knowledge in Acrobat and Freehand
Slight knowledge of Word and Powerpoint

5. MY WORK
The following page show some samples of my work.
Samples that I love, and work that works.
Perhaps it reflects who I am – straightforward, colourful
and a little eccentric.
Someone once asked me, how do you come up with the
concepts? I think ideas come from the still space, between
wanting to create something great, and letting it go.
What does my work say to you?
KEY
Concept development. These are my brainchildren
Art Direction means everthing from layout to photo shoots
Illustration. Almost all being done in photoshop (probably my favourite program)
Finished Art. We all know what that means!

6. Feeling left behind?
Your safety is our biggest priority.
By law, each of our vessels has
a strict capacity limit.
To find out more about ferry capacity limits,
pick up your free ‘Guide to Travelling
with Sydney Ferries’ brochure
or go to www.sydneyferries.info
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POSTER
SYDNEY FERRIES CuSTOMER EDuCATION (5 samples of 7)
Client wanted to create a more positive feeling for customers around problem areas.
I used sea creatures to create an engaging message, building the images out of
multiple royalty free photos. Client feedback on campaign was that is created a lot of
interest and many customers were asking for copies of the posters (particularly the
penguins). The surrounding layouts varied as the arc device was phased out.

8. DIRECT MAIL
AMERICAN EXPRESS AND QANTAS
Direct Mail Offer packaged as a fold-out map. I wanted to use the excitement of
planning a holiday (let’s get the world map out and see where we’ll go), to entice
people to take up the offer. Backing card has fold out world map tipped on.

9. DIRECT MAIL
AMERICAN EXPRESS AND QANTAS
Joint rebate offer with Qantas. I developed this from concept to finished art including
the photoshoot and photoshop retouch. I comped the hands into a modified
(people needed to be removed) background. Flight attendants as presenters were
used to add warmth to a factual business mailing. Concertina fold brochure leads you
through the offer.

10. PROMOTIONAL CARDS
IMPRESS DESIGN
Set of promotional cards (with copy on the reverse), to promote Impress Design.
I combined illustrator and photoshop to illustrate these.

11. BOOK DESIGN
CHILDRENS GUARDIAN
Book using drawings from children around Australia, some of whom have had
very disadvantaged lives. I combined the beautiful drawings with textures and
transparencies. The front cover shows a section of two drawings, that I combined to
show a child on top of his world.

12. DIRECT MAIL
AMERICAN EXPRESS
American Express wanted to encourage cardmembers to use their cards for more
everyday items like groceries. I decided to use a grocery receipt on the outer envelope
which becomes a gift bow on a box on the brochure inside. After art directing and
styling the shoot (using a receipt from the AE’s adding machine) I then built the
imagery in photoshop.

13. DIRECT MAIL
AMERICAN EXPRESS
Introducing 6 new partners just in time for Christmas. From concept through to
finished art and photoshop retouch, this communication has a warm tone and reflects
the American Express Membership Rewards look and feel.

14. AMERICAN EXPRESS
MEMBERSHIP REWARDS CATALOGUE
Christmas Catalogue using the Membership Rewards logo as a repeat pattern
wrapping paper. The wrapping paper them becomes a gift on the brochure cover.
I art directed the photoshoot (using the production managers son), and then comped
the pattern on to the box. 16pp brochure and envelope.

15. MEMBERSHIP REWARDS CATALOGUE
AMERICAN EXPRESS
Ascent Membership Rewards catalogue.
Standard 48pp.

16. INSTORE POS/SALES PROMOTION
HENDERSON SHOES
Client wanted a series of promotions that were cost effective and involved point of
purchase display. I used european masters (a different poster for each promo and city)
on an easel ($135) which was a permanent POS display that could be easily moved
and changed. The images were combination of illustration and photography.

17. POINT OF SALE/SALES PROMOTION
GOLBOURN VALLEY/COKE
CRuSTA SALES PROMO
Sales Promotion for Crusta Orange Juice – Chance to win Who Magazine Subscription.
Simple product based design. Orange splash illustrated in photoshop.
Take One pad and wobblers.

18. PRESS AND POS
NRMA
Featuring the product, the problem and the solution. I created the image using two
royalty free images.

19. PRESS AD
NRMA
Quick turnaround ad (brief in one day, ad out the next) aimed at young learners.
using warmth and without talking down to them.

20. THROUGH-THE-LINE CAMPAIGN
CS FIRST BOSTON
CS First Boston (a financial institution) changed their name to First NZ Capital, and
wanted their clients to feel secure with the change. I used an eggplant/aubergine as
it is also has two names. The campaign consisted of a new logo and corporate ID (see
logo page), to colour press, a 3D pack of an eggplant in a box, with brochure which
was hand delivered to 1000 top clients and a DM mail out to the rest of the client
base. The campaign received quite a bit of free publicity.

21. DIRECT MAIL
TELECOM NZ
Direct mail 6pp gatefold brochure to encourage businesses to move to an enhanced
listing. Telecom NZ uses animals for all their communication. I decided to use a
chameleon to demonstrate how an enhanced listing could make you stand out
on the page rather than merge with the background.

22. DIRECT MAIL
TELECOM NZ
MESSAGE SERVICE DM
Direct mail brochure to launch a message service. The voice had a personality – Dot,
who was born in the 50’s. The campaign had a retro feel as shown above in the
typography, colours and photography (some of which was new and retouched
to look retro).

23. CUSTOMER LOYALTY
MAX FASHIONS
Max Fashions loyalty retention campaign – Incentive to bring a friend to a special
store opening. Target market was young upmarket women in New Zealand.
I wanted a concept that was a touch cheeky.

24. DIRECT MAIL
P&O
CRADLE MOuNTAIN DM
Brochure to promote Cradle Mountain in the rainy season. My thinking behind this
concept was that even though there would be a lot of rain this time of year, the air is
so fresh that it is worth bottling. Illustration by Paul Newton.

25. SALES REPRESENTATIVE PACK
TELECOM NZ
QuICKTIPS CAMPAIGN
Sales Promotion Kit to be used as a tool for launch of Quicktips talking information
service. This campaign included logo design, large fold-out sales presenter within
a custom made yellow brief case, recorded sample message and examples of service,
press ads and billboards.

26. CHRISTMAS CARDS
CONCEPT/ILLUSTRATION
Photoshop illustrations for christmas cards, with trains on chriatmas balls,
Impress design logo as champagne bubbles and multiple santas on the bridge climb.

27. PHOTOSHOP ILLUSTRATION
COKE
Photoshop illustration of Coke woman for a campaign idea developed
by Fuel Creative. I built her from a hi res splash of Coke.

28. ANNUAL REPORT
CORRECTIVE SERVICES NSW
Corrective Services don’t like to use people on covers (too touchy a subject matter).
I wanted to create a design that had a concept and din’t just look ‘nice”. So the
descriptive problem words gradually untangle themselves to show the solution.

29. ANNUAL REPORTS
TARONGA ZOO
The last two years annual reports. Printed on an environmentally friendly uncoated
stock, with the wonderful animals as heros.

30. DM, POS AND SALES PROMOTION
PURINA BENEFUL
Brochure to launch DogSpace website. DogSpace is like MySpace for dogs. This
concept appeals to the the target market’s deep love for their dogs and that they
would put posters up, not because their dog is lost, but because they want you to see
their dog on DogSpace. The front headline was lasered with the actual dogs name.
I created the photoshop illustration using images from a shoot I art directed.

31. LOGO DESIGN

32. AWARDS 2009 Australasian Reporting Award. 2008 Sutherland Shire Council Annual Report
2001 National Print Award. Self Cover Brochure
1996 RSVP Award. Max Fashions Postcard
1995 ADMA Award. Intel S&S Magazine
1994 Asian DM Award. P&O Blue Box
1993 Asian DM Award. British Airways Skyflyers Campaign
1993 Australia Post Creative Mail Award. Choice Lemon Subscription
1993 Australia Post Creative Mail Award. British Airways Magic Pack
1992 ADMA Award. David and Goliath Pack. Most Creative Award
1988 JLW Worldwide Award. Best Leasing Submission Brochure

33. TESTIMONIALS
I worked with Beth Turnbull over a period of 10 years in 3 different agencies. Whenever I moved agencies
as an Account Director. I made sure Beth was on my team as a Snr Art Director – she was the best creative
talent that I worked with. She is highly intelligent, has excellent ideas that work and her art direction is
second to none. She consistently met clients objectives and exceeded expectations. I couldn’t recommend
her highly enough. Not only that she is a great singer, painter, comedian and friend!
Linda Jones, Principal, Recruit Direct.
Beth and I were a team at Singleton’s for a year and during that time I found her to be one of the most
talented, hardworking and well-loved Art Directors I’ve worked with. Her conceptual and design skills are
second-to-none and I recommend her as an asset to any design or ad agency she chooses to work for.
Matt Mostyn, Copywriter.
Without wishing to blow my own trumpet, Beth has to have been one of the best hires I’ve ever made.
She’s talented, dedicated, pragmatic and a good team player - as well as being very interesting (and
interested). She also has the most interesting dress sense of almost anyone I’ve ever met – and does a
mean pot of herbal tea. Hire this woman!
Mike Sutcliffe, AP Creative Director Lenovo, OgilvyOne Worldwide, Singapore.
I’ve worked with Beth over many years both as a colleague and as a client, and without exception I’ve
found her extremely professional, highly creative, and also lots of fun. She has the ability to speedily
find a fresh solution to a project, however complicated or mundane – due to her rare combination of
professionalism and raw creativity.
Simon Harris, Freelance Illustrator.
Beth brings the perfectionist eye of her graphic design training to every art direction job she tackles. Add
her outstanding retouching, illustration and hand-rendering skills and she makes an extremely valuable
asset. Just make sure she wears her red muu-muu.
Simon Bloomfield, Creative Director.
If you want creative that is clean, effective, simple to understand, easy to produce and gets great results,
beth’s the right person. I have never missed a deadline or had a re-print on beth’s work as she totally gets
it, from brief, to art, to final execution, she is a pleasure to work with and a true professional.
Max Baron, Production Manager.
Old school – young heart, that is how I would describe Beth. She is one of those rare breed of Designer/
Art Directors that can actually conceptualise, design, draw, retouch and take a project through to its
conclusion. She is her own best critic, and can be thoroughly analytical when needed. I would recommend
her without reservation to anyone who values high standards.
Max Russell, Studio Manager.

34. BETH TURNBULL CONTACT – 0430279980