Commencing with an extensive communications audit, she proposed a category-based approach to hone the effectiveness and consistency of the brand’s visual language with a highly diverse range of audience groups (including professionals, the media, the general public, and specific niche groups such as women and children).
Sensitively reconciling the nuances of highly specialised cardiovascular health-related messages, whilst expanding public awareness and support for the organisation’s cause, was paramount.
As an essential complement to the brand implementation process—or to account for where ‘the rubber meets the road’—Michelle worked with a wide range of internal project stakeholders to develop appropriate design strategies that would translate the organisation’s investment in the refreshed brand to its many frontline accountabilities.
(Pictured left) Eat Smart Play Smart® program support materials for after school carers. |
A visual overview
Inspired by the educational travel of the Grand Tour era and the field of Experiential Learning, threadguides is an evolved travel guide framework that distinguishes heritage tourism (a more ‘mindful’ form of travel) from more leisure-oriented forms of tourism.
In a nutshell, threadguides is a user-centred, field-based framework modelled on loose-leaf excursion worksheets which are contextually distributed by community-based vendors, and selectively compiled into a visitor’s overall journey... 
Based on natural systems theory (Gaia and homeostasis), biomimicry and principles of natural capitalism, Earth Exchange is a closed loop, feedback framework that helps consumers and producers grasp the overall balance equation amounting from what is taken out and put into the earth to produce a given food product.