2. /// contents
contact@zero21.com.au
/// introduction 1
/// Branding 2
Brandmarks 3
Australia Day Victoria 2014 5
Victorian Premier’s Volunteer Award 9
Residential Kitchen 12
Sacred Alley 14
Patika Cooking School 16
/// Print 18
Department of Premier & Cabinet Annual Report 2013 19
Victoria’s Architecture Policy 21
Housing Choices Australia annual report 2013–14 23
Anzac Centenary toolkit 26
80 Days of Melbourne brochure 29
/// Web 31
Victorian Government Media Monitoring portal 32
Built in Style website 38
Message Consultants website 42
Patika Cooking School website 47
/// Signage 50
Navitas 51
Amcor 53
Porsche Australia 56
Kew Cottages 58
Anzac Centenary 61
/// Advertising 64
Spirit of Anzac Price 65
3. /// introduction
print web signage Advertisingbranding/// /// /// /// /// contact@zero21.com.auintroduction
ZERO21 is Tim Leurs, an enthusiastic and dedicated design professional. I have a
wide variety of skills and experience, and I am able to communicate easily and
effectively with a broad range of people in different fields and from different
backgrounds. I have 24 years of experience working to strict schedules and
deadlines, but I pride myself on striving to innovate and develop new ideas.
I relish new challenges, particularly those that involve learning new techniques.
My ambition is to work to ever higher standards and deliver better products for
my clients.
As a graphic designer I am educated in the tradition of what has been referred
to as ‘Dutch Design’. Therefore, I always aim for functional design, where form
is based on content and is clear, topical, noticeable, inviting and appealing.
This is achieved without undue embellishment, yet with an emphasis on detail.
Shortly after my arrival in Australia in 2008, I established my own design consultancy.
Recent projects include corporate identities, corporate brochures, annual reports,
(wayfinding) signage and a multimillion-dollar Fire Services Property Levy campaign,
including the development of a TV commercial. My clients are based in Australia
and overseas and include: Amcor, the Judicial College of Victoria, NAB, Navitas,
Porsche Australia, RMIT University and the Victorian Government.
Please refer to my CV for more detailed information. Referees are available
on request.
page 1
5. ////////// Brandmarks
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<<< | << | <
Leigh Barrett &
Associates
Regulations Consultants
Men in Blinds
Interior
Mijn Dossier Digitaal
Digital Storage
Consultants
<<< | << | <
Leafless
Paperless Office
Specialists
Ceelo
IT Consultants
Somio
IT Consultants
<<< | << | <
80 Days of Melbourne
Event
35 years
Victoria–Jiangsu
Event
Australia Day Victoria
Event
6. ////////// Brandmarks
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<<< | << | <
Patika
Turkish Cooking School
Residential Kitchen
Restaurant
Resolution Imaging
Signage company
<<< | << | <
Sacred Alley
Lunchroom
SOD Opleidingen
Education Group
Perfect Recruitment
Recruitment Agency
<<< | << | <
Service Line
Management
Medical Consultants
VitaLead
IT Consultants
Yoga Agacı
Yoga Studio
˘
PERFECT
RECRUITMENT
7. ////////// australia day victoria 2014
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/// Project & Brief
The identity development for the Victorian Australia Day 2014 event –one of
the largest events in Victoria. Ensure that the identity appealed to different age,
gender and ethnic groups. The identity should communicate the festive and
diverse nature of the event.
/// Deliverable
Brandmark, look and feel, printed collateral, print and digital advertising,
wayfinding for the three festive locations –Swanston Street, Kings Domain
and Docklands and a pin for the 26er Club for every Victorian who is born
on 26 January.
/// Idea
The Brandmark is built up from warm yellow dots, envisaging the vibrant nature
of summer.The ‘U’ (the ‘you’) in Australia is built up by different colours, representing
various backgrounds of the Victorians. This multi-coloured approach is also
applied in the icon suite, developed for the different events.
/// Timeline
6 months
8. ////////// australia day victoria 2014
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<< | <
Examples of print
collateral with a
consistent use of the vast
iconography library.
<< | <
Sponsorship brochure
aimed at Australian A-list
companies and
organisation, including a
fast-facts page with key
figures.
9. ////////// australia day victoria 2014
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<< | <
Every person in Victoria
born on the 26 January
receives a birthday card
and a pin every year.
<<
Example of the wide
range of wayfinding
signage.
<
Example of campaign
signage on several top
locations throughout
Melbourne.
10. ////////// australia day victoria 2014
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Program booklet with a
colour coding system for
each of the three main
event areas.
11. ////////// Victorian Premier’s Volunteer award
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/// Project & Brief
The development of the identity for the Victorian Premier’s Volunteer Award
is a prestigious assignment –it is one of the Premier’s most highly regarded
awards.The award celebrates the valuable contribution of volunteers in the
Victorian community. It has to be timeless and without a political signature.
Even though every volunteers is important, only one volunteer will be awarded
for his/her outstanding contribution.
/// Deliverable
Brandmark, stationery, invitation, nomination guidelines and nomination forms,
certificates and event signage.
/// Idea
The brandmark is built up from silver leaves.The leaves represent the volunteers
within the Victorian community, forming the 7-pointed star from the Southern
Cross.The golden leaf represents the one volunteer that stands out, the winner
of the award.The leaf shape is also represented in the background pattern, used
for the different collateral.
/// Timeline
2 months
12. ////////// Victorian Premier’s Volunteer award
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<< | <
Personallised invitation.
<< | <
Nomination form and
Guidelines, both issued as
hard copy as well as soft
copy via the internet.
13. ////////// Victorian Premier’s Volunteer award
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<< | <
A3 certificate and
lectern sign
14. ////////// residential kitchen
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/// Project & Brief
The identity development for Residential Kitchen, a restaurant in Carlton North,
Melbourne.The restaurant will be open every day of the week and the owner
wants it to become the area’s community centre.Therefore, the visual identity
needs to have a strong connection with the area. Residential Kitchen will be known
for its honest food. This honesty needs to be reflected in the identity as well.
/// Deliverable
Exterior and interior signage, stationery, menu and packaging.
/// Idea
The identity is built around the idea of the restaurant being the residents’ kitchen
away from home.The silhouettes of the houses in the brandmark are actual
houses from different streets in Carlton North. The grungy typewriter font is a
vital part of the identity:The owner’s father had a typewriter with a damaged
lowercase ‘i’ - instead he always used the capital ‘i’.The names on the interior walls
are the names of different houses,with English, Greek, Italian and Scottish background.
/// Timeline
1 month
15. ////////// residential kitchen
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<< | <
Exterior and interior
signage
<<
Menu card and
business cards
16. ////////// sacred alley
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/// Project & Brief
Sacred Alley is a lunchroom located in one of the alleyways in the heart of Melbourne’s
business district. Owned and run by a Greek family, the lunchroom is known for its
artisan food, based on traditional Greek food, but with a contemporary Melburnian
twist.The visual identity needs to communicate that feeling. ‘Sacred’ is a reference
to the fact that the Greek are almost religious about their food.
/// Deliverable
Exterior and interior signage, stationery, menu and packaging.
/// Idea
The brandmark of Sacred Alley is based on the Melbourne street signs, with the
street suffix smaller than the street name and the horizontal line under the suffix.
The font is derived from the identity font used by the City of Melbourne, giving it
a contemporary feel with a hint of nostalgia.
/// Timeline
1 month
18. ////////// patika cooking school
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/// Project & Brief
Patika is the brain child of Annabel Mornement and Aysen Karabulut,who is born and
bred in Turkey and blessed with a passion for cooking and knowledge of Turkish
cuisine, passed on by many generations of her family.Together with business
partner Annabel Mornement they organise Turkish cooking sessions around
Melbourne. Patika means ‘pathway’, because Aysen and Annabel are taking their
students on an inspiring journey through the different flavours of Turkey.
/// Deliverable
Stationery, recipe sheets, marketing material and website.
/// Idea
The Patika visual identity has a rustic, yet contemporary look and feel.The
brandmark has a subtle reference to the unique letter ‘i’ in the Turkish, where it
can be written with and without the dot –in this case it should have the dot.
The bowl of the spoon represents the dot of the ‘i’. The attractive, authentic
images of Turkey, complemented with tasteful images of the different dishes
sets the tone of what people can expect from a cooking session with Patika.
/// Timeline
1 month
19. ////////// patika cooking school
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<<
Postcards for local
letterbox drops.
<
Each cooking session has
a selection of dishes. The
recipe sheets are to work
from during the cooking
session and to keep as a
reference after the class.
<<
Business cards with a
range of unique images
for each back.
<
Leaflet
21. ////////// department of premier & Cabinet Annual Report 2013
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/// Project & Brief
An annual report is a very important document for every organisation and
company. For a government agency it is a particularly important document, to
communicate the financial situation of the organisation and to place it in the
right context. A key element of the brief was that the design had to be a clear
and clean document with a visual concept that supports the content.
/// Deliverable
An annual report with a clear breakdown of information for easy navigation.
/// Idea
Show the people of Victoria an insight of the DPC offices with predominantly
black and white photography. Unexpected places in and around the DPC offices
set the visual tone of the annual report, supported by hatching in a play of
reversed out and overlay effects. Produced with a limited budget, this digitally
printed annual report shows that with minimal financial means good design
can deliver maximum visual impact.
/// Timeline
2 weeks
22. ////////// department of premier & Cabinet Annual Report 2013
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23. ////////// Victoria’s Architecture Policy
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/// Project & Brief
The Office of the Victorian Government Architect is the official state government
body that promotes an awareness of the importance of good design, including
the process of making great places and sustainable urban environments. OVGA
provides strategic advice to government about architecture and urban design.
/// Deliverable
Victoria’s Architecture Policy is OVGA’s manifest for better and more sustainable
building in the state.
/// Idea
Like every manifest, the OVGA Policy has a clear structure. The structure consists
of four sections which are clearly visualised by the horizontal bars on the cover
and consistently used throughout the publication to emphasize the breakdown
of information and to create a clear navigation system. The hatching and the
reversed out text in a technical font on the yellow background are subtle
references to the drawings and templates that architects used to use.
/// Timeline
1 month
25. ////////// Housing Choices Australia Annual Report 2013–14
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/// Project & Brief
Housing Choices Australia (HSA) is a non-for-profit organisation that creates safe,
quality affordable housing for people who are disadvantaged and struggling to
find a home in Australia’s challenging private rental market.
/// Deliverable
An annual report that communicates the story of the organisation in an honest
and clean way. Factual information needs to be backed up by stories and profiles
of employees and residents.
/// Idea
One icon can say more than a hundred words.The structure of the annual report
is built around the three main elements of HCA’s vision and mission statement,
each represented by their own icon and colour.The icons and colours are used
throughout the whole publication to create a visual structure.The interviews and
case studies add depth and context. The icons, infographics and key headings
have a treatment with some literal depth.
/// Timeline
2 weeks
26. ////////// Housing Choices Australia Annual Report 2013–14
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27. ////////// Housing Choices Australia Annual Report 2013–14
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28. ////////// Anzac Centenary toolkit
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/// Project & Brief
The Anzac Centenary is a 4-year event to commemorate the First World War (WWI),
exactly 100 years ago. Every Primary and Secondary student will get an information
pack that communicates the history and stories of the Victorian soldiers who
fought in WWI.
/// Deliverable
An information toolkit consisting of three booklets and a commemoration medal,
celebrating the end of WWI.
/// Idea
The concept behind the design of the booklets is to create a feeling of personal
attachment and nostalgia –the booklets feel like family photo books.The
understated design in predominantly grey-tones also creates an intimacy.
The ribbons of the WWI medals add colour to counterbalance the black and
white photography with strong meaning –the medals are the visual testimony
of the soldiers’ and nurses’ heroism and suffering.
/// Timeline
2 months
31. ////////// 80 days of melbourne brochure
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/// Project & Brief
The first 80 days of the year is the period when Melbourne celebrates its
great events, in both the world of sports and arts.The Eighty Days of Melbourne
project is established to communicate tailor-made event packages for the
international corporate and political leaders to visit the wide variety of
high-level networking events.
/// Deliverable
Identity, including brochures, leaflets and other branding collateral to
communicate the events and the networking packages.
/// Idea
The brandmark of the event is the heart of the visual identity, with the subtle
and playful integration of the numeric ‘80’ into the wordmark. Class is best
perceived in understatement and eye for detail and that is what the collateral
is showcasing.
/// Timeline
3 weeks
32. ////////// 80 days of melbourne brochure
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33. /// Web
print web signage Advertisingbranding/// /// /// /// ///introduction contact@zero21.com.auAdvertisingsignagewebprintbrandingintroduction
34. ////////// Victorian Government media monitoring portal
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/// Project & Brief
The Victorian Government Media Monitoring Unit is the main source for
government agencies to receive on-demand and tailored media clippings.
The portal is developed to access the media clippings anywhere and anytime
on any device.
/// Deliverable
A clear and user-friendly navigation skin for the digital portal.The layout
has to work in a responsive environment.
/// Idea
People who use the portal are usually time-poor.Therefore, the layout has to be
intuitive and highly functional, without undue embellishment. The information
clusters and the pictograms contribute to the accessibility and user-friendliness
of the portal.
/// Timeline
4 weeks
35. ////////// Victorian Government media monitoring portal
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36. ////////// Victorian Government media monitoring portal
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37. ////////// Victorian Government media monitoring portal
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38. ////////// Victorian Government media monitoring portal
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39. ////////// Victorian Government media monitoring portal
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40. ////////// Built in Style website
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/// Project & Brief
Built in Style is a Melbourne-based company specialised in residential building
in the high-end market. A new service, the pre-purchase inspection to advise
potential buyers about the condition of the property, needs to be introduced
and given the same level of attention as the building expertise.
/// Deliverable
A website clearly communicating Built in Style’s services.
/// Idea
The website clearly communicates the two services by allocating separate areas
for each service divided by a ticker bar showcasing recent building projects.
The site emphasises the two main services by colour coding their areas throughout
the whole site.
/// Timeline
2 months
41. ////////// Built in Style website
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42. ////////// Built in Style website
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43. ////////// Built in Style website
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44. ////////// Message consultants website
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/// Project & Brief
Message Consultants is a town planning and urban design consultancy working to
create great environments. Create a website that conveys the ethics of the company.
/// Deliverable
Responsive website.
/// Idea
Message Consultants conducts its consultancy business with great understanding
of and respect for their environment. Melbourne is well-known for its street art and
specifically graffiti has been used as the visually connecting element throughout
the site, including profile pictures of the staff in front of their favourite piece of
street art.The minimalist and highly modular look and feel of the site was a clear
request of the client.
/// Timeline
2 months
49. ////////// Patika Cooking School website
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/// Project & Brief
Develop the Patika website, following the development of the company’s
visual identity.
/// Deliverable
Responsive website.
/// Idea
The website had to be have the same rustic, yet contemporary look and feel.
The attractive, authentic images of Turkey, complemented with tasteful images
of the different dishes sets the tone of what people can expect from a cooking
session with Patika.
/// Timeline
4 days
50. ////////// Patika Cooking School website
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51. ////////// Patika Cooking School website
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53. ////////// navitas
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/// Project & Brief
Navitas is a leading global education provider that offers an extensive range
of educational services. Develop a signage suite that is visually aligned with
the corporate identity.
/// Deliverable
Internal and external signage, including wayfinding.
/// Idea
The Navitas locations are located all around Australia and the locations are diverse
in quality of fit out. The combination of the metal base plate and vibrant green
gradient back panel create a calm, neutral and functional look and feel, yet with
a warm and vibrant touch, which resembles the corporate image of Navitas.
The signs fit in with any Navitas building regardless the level of finish. With the
update of the signage suite we also managed to reduce the production costs
to )a third of the previous signage suite.
/// Timeline
2 months
55. ////////// AMCOR
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/// Project & Brief
Amcor is a global leader in responsible global packaging solutions supplying
a broad range of rigid & flexible packaging products into the food, beverage,
healthcare, home and personal care and tobacco packaging industries.
Deliver a signage suite for the 180+ locations in 43 countries.
/// Deliverable
Internal and external signage, including wayfinding.
/// Idea
A uniform and consistent signage suite is developed to identify Amcor sites
that assists in navigation and provides important information, including safety
considerations. Each sign needs can be implemented in different languages,
catering for every Amcor location. For safety signage a special icon suite
is developed.
/// Timeline
4 months
56. ////////// AMCOR
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No Smoking
No Naked Flames
Switch Off Mobile Phones
No Jewellery
Keep to Pedestrian Walkways
Give Way to Forklifts
Speed Limit 7 km/h
Speed Limit 10 km/h
58. ////////// Porsche Australia
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/// Project & Brief
For Porsche the Formula 1 Australian Grand Prix is one of the most important
events of the year to engage with their customers. Every year Porsche Australia
welcomes their guests in the purpose-built Porsche Pavilion. Develop a flexible,
cost-effective and reusable modular corporate signage system for the pavilion.
/// Deliverable
Internal corporate signage system.
/// Idea
Dynamic photography that shows the interaction between man and machine
is the key visual aspect of the interior, clearly reflecting the core of the Porsche
brand experience.
/// Timeline
3 weeks
60. ////////// kew cottages
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/// Project & Brief
Kew Cottages is a decommissioned special development school and asylum located
in Kew, an eastern suburb of Melbourne.The function of the asylum was to provide
accommodation and educational instruction for intellectually disabled children.
Despite the fact that it is now a high end residential area, some of the original
buildings are still present. Signage is requested to provide a background to the
interpretation of the former Kew Cottages site and a summary of heritage values.
/// Deliverable
General information and contextual signage as well as specific building
information signage.
/// Idea
The strategically placed general information signs all have their own specific
theme, together forming the narrative of the former function of the area. A defining
quote that is clearly visable from a distance directly communicates the specific
theme of the concerning sign. Once closer to the sign the smaller text gives more
in-depth information about the theme, supported by the images.
/// Timeline
2 months
61. ////////// kew cottages
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Rear 20 Wilson Street | Carlton North VIC 3054 | Australia
t/f [+61] 3 9387 1250 | m (+61] 404 093 933
timleurs@zero21.com.au | www.zero21.com.au
pretation panel > Introduction
Sign Height
1,900mm
a
m
t
m
Panel Width – 1,000mm
Former Kew Cottages
Life can be tough, and the residents
are survivors. They are resourceful,
strong and have a great sense
of humour.
Voiceover, A Great Big Bag - a Kew Cottages story, video by
Chris Dew, sourced on www.kewcottageshistory.com.au
in October 2013
For more information and first-hand accounts of living and working at Kew Cottages, visit www.kewcottageshistory.com.au
The tree-lined avenue that you are standing beside was once the
main entry to a complex of significant nineteenth century asylum
buildings built on a large reserve that originally reached from here
to the River Yarra. On the right hand side of the main photo (1902),
in the background, is the former Kew Lunatic Asylum (later Willsmere
Hospital), which opened in 1872. In the foreground are the domestic-
scale buildings of Kew Cottages — the first government institution
in Australia set up specifically for intellectually disabled children.
Kew Cottages was founded in 1887 (as Kew Idiot Asylum) and
administered through Willsmere until 1956, when it became
independent. Begun in a spirit of benevolence, and using the
innovative idea of housing patients in individual cottages — and
providing education and training — the reality that unfolded is
heart-wrenching. Despite public outcry, the dedicated work of
government health officials and several high-profile newspaper
fundraising campaigns, the 121 year history of Kew Cottages is
a story of chronic underfunding, understaffing and neglect.
This place is of significant historical importance in the history of
Melbourne and the development of specialised services for children.
Many of the residents of the former Kew Cottages stayed into
adulthood. This was their home.
More of the story of this site can be found on panels at various
locations to the west (see map), where buildings that were part of
the original Kew Cottages complex remain. There are also several
memorials created in the twentieth century. Kew Cottages closed
in July 2008.
kew cottages – the
importance of memory
From the start, education and training were part of the approach taken at
Kew Cottages to the care of intellectually disabled children. Occupational
activities were provided in the twentieth century, and an occupational
therapy cottage built in 1953. The photo was taken in 1974.
Credit: National Archives of Australia
Kew Cottages from the Main Drive looking north-east circa 1902. In the
centre is the Old School House, which is still standing, although much
altered. It was the first building in Victoria set up by the government for
the education of intellectually disabled children.
Credit: Victorian Mental Health Photo Collection, Royal Melbourne Hospital
1902 view up hill across Kew Cottages with Willsmere
in the background.
Credit: Victorian Mental Health Photo Collection, Royal Melbourne Hospital
62. ////////// kew cottages
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Rear 20 Wilson Street | Carlton North VIC 3054 | Australia
t/f [+61] 3 9387 1250 | m (+61] 404 093 933
timleurs@zero21.com.au | www.zero21.com.au
n
Installation Height
1250mm
Front View Side view
Former Kew Cottages
Fire Memorial
Column
For more information and first-hand accounts of living and working
at Kew Cottages, visit w w w. k e w c o t ta g e s h i s t o r y. c o m . a u
On the evening of 8th April 1996, Unit 31 of the Kew Cottages
complex was destroyed by fire, causing the deaths of nine men.
All were residents aged between 30 and 40 years old. Two others
and a staff member were injured. The names of those who died are
recorded on this memorial, which was donated by the Kew Cottages
& St Nicholas Parents' Association and dedicated on 24 November
1996. Kew Cottages had been established for the care of
intellectually disabled children but many stayed into adulthood.
Changes in government policy and a public outcry at the institution's
shortcomings, eventually led to its closure, and the memorial
was relocated. Rosemary for remembrance and nine standard
roses surround the granite column, as they did originally.
Project Lovell Chen – Kew Cottages Interpretation
Date 21 January 2014
File name 00215_Kew Cottages Interpretation_DD05.ai
Sign B1 – Heritage plaque > Fire Memorial Column
Former Kew Cottages
Fire Memorial
Column
For more information and first-hand accounts of living and working
at Kew Cottages, visit www.ke wcot tageshistory.com.au
Panel Height
300mm
Panel Width – 350mm
On the evening of 8th April 1996, Unit 31 of the Kew Cottages
complex was destroyed by fire, causing the deaths of nine men.
All were residents aged between 30 and 40 years old. Two others
and a staff member were injured. The names of those who died are
recorded on this memorial, which was donated by the Kew Cottages
& St Nicholas Parents' Association and dedicated on 24 November
1996. Kew Cottages had been established for the care of
intellectually disabled children but many stayed into adulthood.
Changes in government policy and a public outcry at the institution's
shortcomings, eventually led to its closure, and the memorial
was relocated. Rosemary for remembrance and nine standard
roses surround the granite column, as they did originally.
63. ////////// ANZAC CENTENARY
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/// Project & Brief
To raise awareness off the Anzac Centenary,Yarra Trams, the operator of the largest
tram network in the world wanted to wrap two trams and two iconic tram stops
in Melbourne.
/// Deliverable
Two tram wraps and two tram stop wraps.
/// Idea
The look and feel of the trams and the stops have to be in line with all the other
Anzac Centenary collateral, with the aim to create a feeling of personal attachment
and nostalgia. Most of the portrait images are placed in real human size to create a
connection between the soldiers and nurses and the public.The tram stops have
quotes by key people of WWI and profiles of iconic people who have served in WWI.
/// Timeline
3 weeks
65. ////////// ANZAC CENTENARY
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<<
From left to right:Tim
Leurs, Clément Michel,
CEO of Yarra Trams and
The Hon John Eren,
Minister for Veterans.
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/// Project & Brief
The Premier’s Spirit of Anzac Prize is an annual competition held to select Year 9
and 10 students for an overseas study tour of sites where Australians have served
in the First World War, centred on Lemnos, Gallipoli and the Western Front.To raise
awareness for the competition a poster campaign for schools and public buildings
need to be developed.
/// Deliverable
Poster suite.
/// Idea
Directly engage with the audience by addressing them personally and by
showing them tangible travel artifacts.
/// Timeline
1 week
68. ////////// Spirit of Anzac Price
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69. ////////// Spirit of Anzac Price
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YOU COULD BE BOARDING
THIS PLANE
Gallipoli, Turkey
Western Front:
Belgium and France
20 SP I R I T O F A N Z A C PR I Z E15 BOARDING
70. ////////// Spirit of Anzac Price
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Gallipoli, Turkey
stern Front:
m and France
ou could be holdinG
hiS TickeT
12
12
ZO15
ZO15
YOURNAME GOES HERE
YOURNAMEGOESHERE
APRIL05,2015
APRIL05,2015
CLUB
CLUB
20C
20C
GATE
GATE
BOARDING PASS
FLIGHT
FLIGHT
SEAT
SEAT
20:15
5:10PM
ANZAC 2014–2018
MEL ›IST
71. ////////// Spirit of Anzac Price
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Gallipoli, Turkey
Western Front:
Belgium and France
You could be STrAPPinG
ThiS To Your luGGAGe
IST
ANZAC1914–1918
05042015
MELBOURNE AIRPORT
MELBOURNE AIRPORT
