Art Director: Justine Black
WatchMe launched at the end of 2015 as the only comedy and entertainment VOD platform featuring 100% NZ content.
The launch campaign drew on two angles – the strength of the content (or lack thereof...) – and the fact that WatchMe was the underdog in the market, and made no apologies about either of those points.
As an unknown brand, the focus was on the hero shows that featured well-known and up-and-coming talent, combined with witty headlines and taglines which poked fun at how little content there was.
It was important that the brand essence came across in all of the creative as fun, entertaining, energetic, Kiwi and an alternative to mainstream broadcast. This campaign ran on outdoor, digital, print and social platforms.
Awards:
2016 INMA Awards – Second Place
Best Launch of a Brand or Product to Create An Audience Segment
Art Director & Illustrator: Justine Black
This project was for the new Faculty of Engineering building at the University of Auckland. The new building had been designed by JASMAX, and at the time of briefing was mid-way through construction.
The brief was to create an illustrative design for each engineering department (5 in total), and an overall design that could go in shared spaces encompassing all the departments. Each department wanted their specialised fields portrayed in a unique way.
Alongside the engineering aspect, it was key that the design weaved in māori culture. The university’s Kaiārahi was included throughout concept and development phases to ensure this was done in a meaningful way.
The five engineering departments include:
• Engineering Science
• Mechanical Engineering
• Chemical and Material Engineering
• Civil and Environmental Engineering
• Electrical, Computer, and Software Engineering
(not pictured as still under construction at the time of photography)
These decals are spread throughout 12 floors of the central Auckland building.
Executive Creative Director: Tracey Fox
Art Director: Justine Black
Copywriter: Graham Stride
In 2016 Ray White appointed Steve Hansen as their global brand ambassador.
‘What do you value?’ was the 2016 advertising campaign highlighting the importance of trust and integrity in the business of buying and selling homes, for Ray White New Zealand. Based on honest interviews with Hansen, the campaign shines a light on Ray White’s strategic focus, which is dedicated to customer satisfaction and client interests at heart.
This large campaign ran the breadth of New Zealand from both a trade and consumer point of view across POS, digital, print, billboards and social.
Creative Director: Justine Black
Art Director: Fraser Tebutt
Copywriter: Graham Stride
Filming & Photography: Reload & Smoke
Newstalk ZB remains NZ’s most-listened-to station, however over the last ten years there had been a marked shift in the average age of its listenership.
The 2018 campaign strived to reflect that shift, showcase the on-air talent in a warmer way, while simutaneously remaining relevant and engaging to its core demo of 55+.
Never before had a talk back show made a TVC, with music, and no talking.
Photography and video treatments played a key part. With each new shoot the challenge was to tease out the spark in the talent’s character, focusing on one facet to make the personality more relatable, warm and progressive – but nevertheless retaining an air of intelligence and authenticity. To stress our talent-focus we shot each personality against a black background, thus simplifying the environment and highlighting the talent and matters of fact.
A bespoke music bed was composed during the concepting period thanks to Woodcut Music, so we knew exactly what we were cutting to.
Art & Creative Director: Justine Black
Editor: Allan George
Screen Graphics: Fraser Tebutt
Filming & Photography: Reload & Smoke
The Hits radio station prides itself on being aspirational, yet attainable – your burst to boost your busy day.
On a minimal budget, The Hits required a refresh of their on-air talent material and a shiny new TVC for their 2018 marketing campaign.
The result was a fun, bright, approachable, print, digital and social campaign, with a full brand TVC that kept the on-air talent as its focus.
Art & Creative Director: Justine Black
Pushing the newly-formed NZME brand out of its comfort zone, this annual report was designed to bring together the NZME corporate feel with the dynamic verticals of the company. The usual “NZME zig-zag” was enlarged and broken down to bring new spaces to work with and frames to images.
The full report made use of the whole NZME colour palette with each section being able to utilise its own hue.
Alongside the main book, the executive team were brought together for a one-off photoshoot to feature as a double-page spread – something that had not been done before and a welcome change from the usual headshots.
Art & Creative Director: Justine Black
As a premium sponsor of New Zealand Fashion Festival, Viva wanted to create a bold and exciting hosting area within Shed10, Auckland. Design elements and image styling was added to existing imagery from the weekly magazine, giving it a cohesive vibe, and one that would see it carried into both the on-site furniture and both trade and consumer marketing material.
Art Director: Justine Black & Rob Cox
In 2012, a 4-month long project began to re-size, re-shape and re-invigorate New Zealand’s largest publication – The New Zealand Herald. Designs were submitted from Spain and Australia, but it was New Zealand’s Justine Black and Rob Cox that lead the charge in creating the new look.
As iterations and design experiments were put forward, the team – lead by Editor Shayne Currie, kept its readers at the forefront being all too aware not to alienate its traditional older audience.
As it stands today, the gothic “H” holds the branding of the Heralds past, while putting it in a modern frame and representing its nation where possible in black and white.
Dropping the traditional horizontal masthead and moving to just a one-letter icon a-top the front page was a bold move away from tradition.
Over the next year, the “H” was adapted across its sister mastheads of the Weekend Herald and Herald on Sunday, nzherald.co.nz and on the Herald’s App.
Canon Media Awards – WINNER 2013
Best Newspaper Design – NZ Herald
Art & Creative Director: Justine Black
GrabOne wanted to refresh its look for 2017, with a modernised logo, colour palette, website and marketing campaign to boot.
They wanted to retain their blue, but inject some confidence and optimism into the brand.
The whole site was tweaked and a thorough library developed of how the team should be using the new fonts and colours, not only on the site but in their marketing too – so they could keep things looking fresh and new, but learning how to stay within the boundaries of the new brand.
The re-brand was well received and helped see a steady traffic increase in the 3 months following.
Creative Director: Justine Black
Art Director: Fraser Tebutt
Copywriter: Scott Armstrong
Filming: NZME Vision
Photography: Ted Baghurst
Animation: Studio Local
Two videos and a marketing campaign were produced for driven.co.nz to educate consumers on how to use their helpful on-site toolbox.
Working with Sam Wallace as the Driven brand ambassador and Studio Local to create the animation, we wanted the result to look natural and work in with Sam’s natural hand gestures. The scripts were crafted as if Sam was naturally talking, e.g. using the words “minter” and “sweet spot” - making sure the brand stayed both knowledgeable and approachable.
Artist & Creative Director: Justine Black
To celebrate the 125th anniversary of Women’s Suffrage in New Zealand, Justine Black was given the opportunity to create a piece of artwork to feature in the Herald's special Suffrage edition, edited by Prime Minister Jacinda Ardern.
Representing strength [through stone] and beauty [through flora], a female figure breaks free of her surrounds to see a new beginning, full of hope and equality.
The artwork's centrepiece is a white camellia symbolic of both the suffrage cause and as recognition of New Zealand's unique position at the heart of the wider Pacific community.
A striking, multihued mix of Aotearoa flowers erupt into bloom around it – pikopiko, kowhai, flax buds and hebe – signalling growth, diversity and opportunity.
Black's artwork was drawn in ink and watercolour, with "Her Story" brought to life through the use of bold, striking colours – signifying the strength of Kiwi women.
Art & Creative Director: Justine Black
In 2017 Mix FM wanted to reposition itself within the NZ radio market.
At the time, the most unique thing about the station was that it had no ads. It was all music and just had a DJ (Mel Homer) during the hours of 6-9am. The other unique factor was its listenership was a 50/50 split between male and female.
The vision for the station was to become the most loved work-day radio brand. It wanted to deliver consistently great music from the 70s, 80s and 90s, and connect people to the music that means something to them.
Several artistic approaches were explored before landing on the final outcome which is confident, friendly and with just a hint of rebellion.
A marketing launch campaign was developed which included and internal launch of “mixed” blue, white and red jelly-beans, billboards, busbacks, digital and social assets.
Illustrator: Justine Black
Written by Des Hunt, Cody’s Unexpected Catch was first published by APN for their Dive in and Read series in 2011. It was later published as a paperback by Harper Collins NZ.
Cody and Wiri are surprised to find their whitebait is actually... redbait... greenbait... and purplebait… But bigger surprises are in store when a stranger comes to the beach and their holiday takes a sinister turn…
Illustrator: Justine Black
Written by Des Hunt, Trail of a Kiwi Killer was the second story in the Newspapers in Education’s Dive in and Read series aimed at primary school children. It was published across 7 New Zealand newspapers during a school term in 2011.
