Yarra Council owns and operates 4 Leisure facilities in its municipality and they include Burnley Golf Course, Collingwood Leisure Centre, Fitzroy Swimming Pool and  Richmond Recreation Centre.

Council are continuously trying to find creative ways in which to promote the facilities and increase member numbers. This campaign was promoting the no joining fee for new members who sign up in May 2017.

 

Lara has worked as both an in-house and freelance designer for Europcar Car Rental Australia and New Zealand.

For over 10 years Lara was the primary designer developing artwork for all branches across both Australian and New Zealand.

She assisted the marketing and e-commerce departments by preparing artwork for a variety of different promotional items including:

producing design concepts for printed and online advertising, preparing artwork for rental vehicle signage, Point Of Sale (POS) material, designing newsletters, booklets, brochures, flyers, indoor and outdoor billboards, pull up banners, branch signage plus onscreen graphics for both websites and EDMs etc.

Client: Veitch Stainless Steel
www.veitchstainless.com.au

A stack of A5-sized information cards held together with a paper belly wrap. Each card highlights the benefits and specifications of each shower channel product. The cards are used as a sales tool at home decorating trade shows.

 

Client:  Hume City Council and Vic Health

The Hume City Council approached me to create a couple of concepts for their new public health campaign targeting males aged 18-34 years.

The primary campaign message was to encourage the target audience to make the switch from sugary drinks to water. Sugary drinks may include: soft drinks such as Coca Cola, lemonade etc.), energy drinks such as Mother, V, Red Bull and / or sports drinks like Gatorade.

Council wanted to highlight the benefits of drinking water such as: improved health and well being.

So I asked myself how should we communicate this to the target audience?

Hume have done a little bit of market research with this audience and found they are often not too concerned about the future health impacts or the financial costs associated with sugary drink consumption. Therefore, promotional efforts that focus on things like long-term obesity risks/caloric intake/cost of purchasing drinks are unlikely to be effective. The audience however, are motivated to have a healthy/fit/muscular body because it gives them ‘cred’ amongst their mates and boosts their dating potential.
In summary, Hume Council are wanting to run with a campaign message that conveys:

Water = improved body which helps with relationships plus ‘cred’ with
mates plus the energy to have fun.

The winning concept was a parody of a typical sports drink advert.

I dressed up the advert like an energy drink ad to attract the males’ attention utilising dynamic, strong, masculine graphics that yell. The ad looks like the message is promoting a new drink but in fact we are just advertising plain old water which is better for you. Its a creative way to convey a public health message in the hope that the audience finds it humorous and clever.