RESUME

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Kristy Coak

Innovative and strategic Senior Graphic Designer with more than 17 years’ multi-disciplinary experience in New Zealand, United Kingdom, China and Australia.

My expertise encompasses the ability to identify the challenges and opportunities of a brand and implement new ways it can be experienced to ensure its future success. I have the knowledge and experience to deliver successful projects across multiple platforms including print, digital and environmental design.

My technical skills and knowledge allow me to seamlessly manage the design development and execution of the project ensuring a high level of detail and creative design solutions.

I am a strategic thinker with the ability to interpret a design brief into a tangible concept that succeeds in communicating a unique and informed insight into the clients’ needs, values, and business objectives.

I wish to be an integral part of a company that is chosen by its clients for its passion, innovation and fantastic project outcomes. I thrive in environments where my skills and experience are well utilised and my creative flair is challenged in the pursuit for excellent design solutions.

0403 931 560 . INFO@MOGCREATIVE.COM.AU . WWW.MOGCREATIVE.COM.AU

Mar 2014 – Present

Appointed as Senior Graphic Designer to run the HBA Graphics Studio at Hirsch Bedner Associates [HBA], Melbourne.

Senior Graphic Designer and Project Manager for branding, visual identity, signage and wayfinding projects in Australia and China that assist in communicating a unique and informed sense of place.

SIGNAGE AND WAYFINDING

Designed and developed signage and wayshowing solutions that facilitated people’s navigational ability in complex environments.

Applied a strategic approach to each project, identifying opportunities of unique potential and delivered resilient design solutions.

Responsible for conducting research to gain a deep understanding of the client’s intent and the projects logistics in order to form clear objectives for the project.

Examined the conceptual journey of multiple users to ascertain how the end user would use the space. Identified circulation flow, actions and the needs of key occupants. Applied these findings to inform the design strategy for each project.

Developed a design concept or ‘story’ for each project that explored the interaction between the space and the user, creating a brand experience with a unique message of differentiation.

Responsible for overseeing manufacturing, inspection and installation to ensure the project is delivered to a high quality design standard.

Transcended clients expectations with unique designs and considered brand execution into the built form that delighted and surprised the customer, staff and visitors.

DESIGN APPROACH

I have a proven track record working with architects and interior designers ensuring a holistic approach to the project and it’s inter-disciplinary components.

I enjoy a collaborative creative process and believe it adds integrity and depth to a project evident in the multi-layered design outcomes.

I believe in listening closely to my clients. It’s important to me to communicate constantly with them. They are often new to the design process and if we as designers do not realise their dreams – the job hasn’t been done!

I believe in going the extra mile for a client to ensure their objectives are met and their expectations are exceeded. It’s important to me to have an ongoing relationship with my client’s and opportunity for future business partnerships.

I am an advocate that great design is in the details – a carefully considered and unique design partnered with clever execution is the difference between a good job and an exceptional one!

HBA BRAND DEVELOPMENT

Implemented the rebranded HBA style guidelines to ensure the Melbourne office was following international best practice for HBA global.

Responsible for the design, development and implementation of all corporate collateral across the HBA brand by using the latest technology to create seamless workflow systems that aid with the goal of becoming a paperless office.

The result was a consistent application of the identity over all documentation giving recognition to a new brand in the marketplace.

HBA CORPORATE COLLATERAL

Worked with the Business Development Director to create a suite of corporate marketing collateral designed to increase brand awareness and assist growth within the Australian marketplace.

The corporate collateral was strategically aligned with the HBA global guidelines while understanding the needs of the local market to appeal to local clients.

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Hirsch Bedner Associates

PROJECT MANAGEMENT

Responsible for the critical path management of multiple projects and was accountable for the project scheduling, resourcing and deliverables to ensure the client’s business objectives were met at each phase in the project.

Provided each team member with a comprehensive brief to ensure their understanding of the project and it’s cultural context ensuring the deliverables met with the client’s expectations.

Ensured all projects were informed through a holistic approach to teamwork and the creative process to ensure the integrity of design outcomes.

Responsible for overseeing projects from concept to completion including overseeing the manufacture and installation on site to ensure quality.

Managed the complex logistics of working in the Chinese market by building strong relationships with key team members including the client, operator, project translator and contractors.

Worked sea mlessly with the inhouse design team and key stakeholders to identify project requirements, priorities and challenges to ensure the project was delivered to a high level of execution, on time and on budget.

Realised the creative and business goals of projects throughout Australia and China.

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PROJECT APPROACH

Took a strategic approach to each project, interpreting the design brief into a tangible concept that succeeded in communicating a unique and informed insight while meeting with the sophisticated technical expectations of todays consumer.

Human-centred problem solving of design solutions to ensure branding, identity and wayfindng systems meet with, and exceed the expectations of a world class hospitality project.

Research driven approach to developing an identity and signage with awareness of the projects social and cultural context.

Developed and maintained an environment in which to achieve the clients strategic and mission goals by referring back to the project brief to keep the project deliverables on track. All my projects have exceeded the specified profit margins.

Established and managed effective supply chain systems from concept to execution including local consultants and international manufactures.

MANAGEMENT RESPONSIBILITIES

Managed and delegated tasks to a small design team and responsible for their workload requirements and professional development.

Created an environment of learning and by running inhouse training sessions and coordinated visits to local suppliers and manufactures to bolster the knowledge of junior staff.

Provided project direction and co-ordinated the activities of the team to ensure their time was spent productively and all project deliverables were met.

Provided guidance and support to the junior design team, mentoring and empowering them achieve their creative potential.

CLIENT LIAISON

Responsible for all client liaison including briefing, return brief, scope of works, budgeting and project programming.

Liaised with people at all levels and areas of business to ensure effective working relationships including local suppliers and off-shore manufactures.

Nov 2007 – Mar 2014

Appointed as Senior Graphic Designer to assist with all facets of the rebrand to celebrate Hayball’s 25th anniversary.

Established the Graphic Design team within the practice to support key project and marketing objectives while ensuring consistent application of the visual language on all brand uses.

BRAND DEVELOPMENT

Engaged in a collaborative process with Hayball’s directors to revitalise the brand and reflect the practice’s growth over a 25 year period.

Responsible for the roll-out of the brand across all uses within the practice.

Designed and maintained Hayball’s style guide and created templates for all internal documentation. The result was a consistent benchmark of excellence across all documentation.

Designed a complete set of marketing collateral to present to existing and prospective clients.

Designed Hayball’s external e-newsletter, sent to a database to 1000+ contacts.

PHOTOGRAPHY + ART DIRECTION

Worked with photographers to provide verbal briefings and a comprehensive package of information including project highlights, plans and drawings.

Styled projects and provided on-site direction to ensure the project looked to its best advantage.

Hayball

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MANAGEMENT RESPONSIBILITIES

Directly managed two Graphic Designers and was responsible for their training, workload and mentoring.

Devised and implemented a training program to assist other creative talents and junior staff to be proficient using templates and increase productivity.

Established the Graphic Design team as a full-functioning service to support the needs of internal staff and external clients.

Was the ‘go-to’ person for 100+ Hayball staff for Graphic Design assistance.

SIGNAGE DESIGN

Designed Hayball’s office signage in accordance with the brand guidelines including a custom made wall sign to display presentation boards.

Developed an integrated signage package for The Merchant, a Lend Lease project in Melbourne Docklands.

This included entry signage, level and apartment identity, plus all statutory signage based on an existing marketing package.

The result was highly regarded by the client who then recommissioned Hayball to design the signage package for Serrata, Docklands.

WEBSITE DESIGN

Lead role in developing the framework and design of the Hayball bilingual website.

Brainstormed the functionality and resolved complex design and performance issues.

Managed the implementation between Hayball and Kinetic Digital [the developers] to ensure attention to detail, timing and budget constraints were met.

The result was an intuitive website, performing seamlessly over multiple browsers including iPads and iPhones gaining a strong competitive advantage.

Assisted SOPE Web Technologies [the developers] by providing the structure, design, layout and user interface of Hayball’s new intranet using Sharepoint.

AWARD ENTRIES

Managed workflow and logistics of award entries, enlisting and briefing photographers, producing a clear set of plans plus designing slideshows and presentation boards.

Jan 2003 – Nov 2007

Senior Graphic Design position developing a holistic brand that resonated an understanding of the company’s values, ensuring the brands prosperity and making it a strong player in the marketplace.

Delivered design services across all mediums, for internal and external clients, producing high quality and thought-provoking communication to address commercial objectives.

BRAND DEVELOPMENT

Collaborated with Emery Frost Design to develop the corporate identity to reflect a confident new outlook in line with a significant period of growth, placing it on the ‘Fast 100’ list in BRW Magazine, five years consecutively.

Consistent application of the visual language on all brand uses was achieved by establishing an internal design team ensuring consistent application in the marketplace.

The success was evident in the rapidly expanding client base and variety of new clients in the land development industry.

MANAGEMENT RESPONSIBILITIES

Responsible for training and development of the graphic design team.

Reported directly to the CEO and Marketing Manager to deliver activity reports of the Graphic Design Team on branding and marketing deliverables.

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Coomes Consulting Group

DESIGN GUIDELINES

Designed guideline booklets for both private and public clients. These included Sefton Grange Estate Urban Guidelines for property developers Central Equity, and the Yarraville Village Urban Design and Traffic Management Strategy for Maribyrnong City Council.

SIGNAGE

Developed internal and external signage and window displays for the Melbourne Head Office including new offices in Shepparton, Albury and Bendigo.

MARKETING COLLATERAL

Designed marketing collateral that communicated business objectives through the brand identity.

Responsible for the design and production of the Annual Report. Interpreted text heavy information and figures into a smart and interesting report ensuring the brand and company’s values were evident in the design. The initial design was used as a benchmark for the years following.

PROJECT WORK

Designed documents and presentations, identifying key criteria, in line with project strategies.

Coordinated activities of staff and key stakeholders to ensure project objectives were met to a high standard, on time and on budget.

COLLABORATIVE DESIGN

Collaborated with an external design company and the client on the submission for the ‘Rockbank Project’, a new town for 30,000 people on the outskirts of Melbourne.

Liaised with key stakeholders to developed a look and feel for the project, translate complex ideas into informative graphics and managed the execution of all print and media. The outcome was highly praised by the client.

COX ARCHITECTS

Large award winning architectural firm with 40 years’ experience providing expertise in Architecture, Planning, Urban Design and Interior Design.

Designed the look and feel for projects and presentation for various clients in Australia and Asia.

Collaborated with architects and the client to design and produce proposals and submission documents.

Designed the layout of all project work including graphic illustration of plans, presentation drawings, reports and brochures. These included the Melbourne Exhibition and Convention Centre and the Melbourne Cricket Ground.

MYER

Myer is one of Australia’s major retail department store chains.

Designed the Visual Merchandising Monthly Guide for the nationwide Visual Merchandising Program adopted by all Myer stores.

Developed a document template which could be updated monthly and also be used by other departments to plan their visual merchandising activities.

Collated the photographs and visual merchandising instructions for the Footwear Department into an easy to follow layout guide for store staff to follow, determining the location and layout of new stock, brands and sale items.

Designed the in-store banners and advertisements.

BADJAR OGILVY

Badjar Ogilvy is Melbourne’s largest advertising agency.

Worked with the creative team to refine the BMW advertisement concept for a double page spread for publication.

Worked with Account Manager to revamp the layout and detailing of McCains revitalised packaging design for their frozen product range.

Updated the point of sale material and swing tag for Jag Clothing.

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Contract Design, MelbourneAug 2002 – Dec 2002

Freelance Designer and Illustrator. Notable assignments.

Jan 2000 – June 2002

Graphic Designer, Kall Kwik, London.

KALL KWIK, LONDON

Led the Design Team and worked closely with production staff to develop creative solutions for new and existing clients – from large corporations to small local businesses and individual clients.

Efficiently managed workflow between the client and the design team to ensure project objectives were on target from conception through to completion.

Integrated creative ideas with various techniques to deliver effective and innovative design solutions, which exceeded their expectations.

Liaised with clients to realise their ideas, providing design concepts and direction, setting project goals and developing the brief.

Developed a visual interpretation of the client’s vision of their business.

Produced innovative and on target design solutions for new accounts which added to my company’s portfolio and increasing sales figures.

Implemented comprehensive workflow processes with project checks and time management tools which reduced mistakes, miscommunications and costly errors. This resulted in efficiencies across all areas of project delivery and enabled a strong focus on quality design and production

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In Brief

QUARTO PUBLISHING

Worked with the Creative Director at Quarto Publishing, Children’s Books, to translate, refine and realise the innovative new concepts in their multi-media children’s books.

The most successful of these was the ‘Mr Magnets’ funny faces title, a nontraditional magnet book with removable foam shapes, enabling multiple facial expressions, encouraging interactively for children aged 3 to 6 years.

BURNETT DESIGN STUDIO

Worked with Burnett Design Studio to develop illustrations for a direct mail campaign inspiring sustainable activities which could be adopted by the children of existing members of the World Wildlife Fund [WWF], the international conservation group.

CUMBERLAND COLD STORAGE

Commissioned by Cumberland Cold Storage to re-brand the company’s identity to reflect a new corporate structure and expanded business service offerings.

The new branding was implemented across stationery, advertising, signage and promotional campaigns.

Aug 1998 – Dec 1999

Freelance Designer and Illustrator, United Kingdom. Notable assignments.

TELECOM NZ – PHONE ETIQUETTE CAMPAIGN

Contracted by Saatchi and Saatchi to design and illustrate an entertaining and informative brochure which successfully launched the Telecom New Zealand’s Call Minder Campaign.

Due to the successful result of the Call Minder Campaign. I was recommissioned to work on the next major campaign for Telecom ‘Phone Etiquette’.

COLENSO BBDO

Contracted to utilise my specific style to illustrate a double billboard to celebrate the completion of Auckland’s Casino Sky City Tower. The billboard was used to launch the campaign for Sky City, increasing local awareness and international tourism, for the tallest structure in the Southern hemisphere!

Commissioned to design and illustrate the logo for the Kiwi Sport campaign to use on all branding materials to promote and gain recognition of the organisation. The illustration was of a Kiwi in running motion with bright graphic colours to appeal to the target audience. Kiwi Sport was a resounding success and is still engaging sport in schools today.

Aug 1998 – Dec 1999

Freelance Designer and Illustrator, New Zealand. Notable assignments.

COMPUTER SKILLSPlatforms: Mac + PC Adobe Indesign [advanced]Adobe Photoshop [advanced]Adobe Illustrator [advanced]Adobe Bridge [advanced]Microsoft WordMicrosoft ExcelPowerpointSharePoint: CMSWordPress: CMSMail Chimp [online marketing]Campaign Monitor [online marketing]

HAND-CRAFT SKILLS Painting: Various MediumsSewing: Hand + MachineIllustration: Various MediumsPhotography SLRCanvas MountingCross Stitch

FURTHER TRAININGSex, Drugs and Helvetica 2014AGIdeas Conference 2011Adobe Dreamweaver two day course 2010State of Design Festival Conference 2008Photography Workshop 2007InDesign 3 Advanced 2005Colour Management 2005Acrobat 6.0 Advanced 2004File Handling 2002Adobe Tips and Tricks 2001

Skills Referees

JAMES LAMBROU

Business Development Director

HBA (Hirsch Bedner Associates)

T 0408 855 007

MARGOT WARRE

Senior Art Consultant

HBA (Hirsch Bedner Associates)

T 0402 564 208

JENNIFER CALZINI

Associate Director

Urbis

T 0448 911 298

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HIRSCH BEDNER ASSOCIATESMAR 2014 – PRESENT

HAYBALLNOV 2007 – MAR 2014

COOMES CONSULTING GROUPJAN 2003 – NOV 2007

CONTRACT DESIGN MELBOURNEAUG 2002 – DEC 2002

KALL KWIK LONDONJAN 2000 – JUNE 2002

DESIGN AND ILLUSTRATION ENGLANDAUG 1998 – DEC 1999

DESIGN AND ILLUSTRATION NEW ZEALANDNOV 1996 – APR 1998

BACHELOR OF DESIGNVICTORIA OF UNIVERSITY NEW ZEALANDFEB 1993 – NOV 1996

History

www.mogcreative.com.au

Online Portfolio

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