Brand builder, campaign creator, eureka moment maker.
Hello Type + Pixel! I am super excited to apply for the position of Senior Art Director. As a creative and strategist, I am passionate about uncovering new angles and ideas to make brands look good and perform effectively. It's about setting businesses up for success with bespoke brand strategies and inspiring brand identities, and bringing it all to life through compelling campaign experiences.
Here’s a quick look at my skills and experience, I’d love to show you more!
South Bank Brisbane, Marketing Campaign.
As the world emerged from Covid lockdowns, South Bank in Brisbane, with its pristine parklands and alfresco dining, was well positioned as a place with room to breathe, where friends and family could reconnect. With interstate travel restrictions still in place, this campaign was created as a reminder for Brisbane residents that a sense of escapism could be found just moments away.
City of Logan Rebrand and Campaign.
As the Creative Director for Brisbane Creative Agency, Map Creative, I have been working with the City of Logan for a number of years. Having completed their rebrand, we launched a two phase campaign to position the city as a place 'Where Culture Runs Deep.' Phase one encouraged locals to stand proud as a culturally rich region whilst phase two presented Logan's often overlooked assets, from mountain biking meccas to innovation hubs.
Travel Money Oz Rebrand & Campaign.
This marketing campaign for Flight Centre's foreign exchange brand began with a subtle facelift of their existing identity. After a nip and tuck, along with some language refinement, a USP of 'no hidden fees' was established. Hidden extras were personified by a photobombing buffoon as an unwanted addition to the holiday experience. The campaign was brought to life through a series of comedic TV commercials filmed in Brisbane which successfully positioned Travel Money Oz as a better alternative to the big banks.
Against The Grain Record Label.
Against The Grain was born out of a passion for exploring alternatives, forging new paths and shaking things up, because following the crowd was never an option. From cover art to music videos, social media campaigns and audio production, I have overseen the creative direction of Against The Grain Records for two decades. With artists including Krafty Kuts, Freestylers, and Plump DJs, Against The Grain continues to release new music and remains one of dance music's most respected brands.
Flight Centre’s World Travel Expo Campaign.
Brisbane's Flight Centre Travel Group operates World Travel Expo, Australia's largest travel exhibition. This huge campaign required a flexible brand that could be adapted and tailored to 10+ locations with press campaigns, social media advertising, TV and radio commercials to drive those hungry for a holiday to their local event.
Regional Flavours, South Bank Brisbane.
Those who have attended Regional Flavours will testify that it is Australia's sharpest-looking food festival. For six years, I designed and developed the event creative, changing it annually to keep the look and feel as fresh as the produce it represented. Much of the magic happened on the ground, with food truck-styled market stalls and epic event spaces which set the standard for food events.
About.
Prior to becoming and designer, I ran my own record label in the UK and steered the creative direction of a number of well-known music producers.
The music industry is famous for its competitive nature, and that's where I first experienced the challenges of creating a brand and jostling for position in an extremely competitive market.
Through hard work and determination, my record label eventually succeeded, but along the way, I learned that there were more effective processes that would have made my journey to success quicker and more profitable.
I would watch how brands like Ministry of Sound would release music in a very similar style to my label but enjoy considerably more success.
Through these experiences, I learned that behind every successful brand is a top-notch strategy, a well-articulated brand identity, and a team working with clarity towards a well defined mission.
With these real-world insights and a passion for the creative industries, I have developed skills and processes that can help transform businesses through the power of a brand.
Ultimately, I not only love what I do, but I love what you do!
Expertise.
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Behind every great brand is a top-notch strategy. I have experience in developing brand strategies for SMEs, corporate, and government organisations. My biggest achievement has been co-writing the brand strategy for the City of Logan, where my team positioned Logan to own their rough edges and stand proud in being a little rock 'n' roll. This inspired an in-depth rebrand and an award-winning Proud City campaign for which I was also Creative Director.
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I have developed brand identities across a wide range of industries including financial services, events and place brands. Brands I have created include Regional Flavours, Against The Grain Records, City Sounds, Medibank Feel Good Program, Balong Balong, Dalton Catering, Saison, City of Logan and City of Moreton Bay.
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When I refer to myself as a 'eureka moment maker,' I am referring to the thrill of finding the perfect point where strategy, identity, and creativity come together to create experiences that transform brands. Campaigns I have developed include Travel Money Oz, NYE BNE, City of Logan - Proud City, Regional Flavours, Medibank Feel Good Program, and South Bank’s Difficult Roads, which won an award for Excellence in Marketing.
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I have overseen a wide range of photoshoots, from retail to destination marketing. Whilst I am experienced behind the lens, my strengths lie in creative and art direction. Additionally, I am a capable retoucher, having created detailed composites and retouched images for numerous campaigns.
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I have been involved in conceptualising and co-directing various types of video content, from music videos to TV commercials and social media campaigns. Recently, my work for City of Logan and South Bank received accolades at the Australian Cinematography Awards and Retail Property Awards respectively.
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Copywriting is a relatively new skill I have acquired. Noteworthy achievements include scriptwriting for television commercials such as City of Logan and City of Moreton Bay, along with regularly crafting compelling brand positioning statements and presentations.
Software Skills.
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I know what you're thinking, I should be using Figma right?! I will be joining you there too.
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As a retoucher, I consider myself expert level and Photoshop.
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I am expert level in Indesign and work regularly on print and digital formats within this application.
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I am expert level in Illustrator and work regularly on logos and graphics in this program.
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I have basic Premiere Pro experience and can edit and animate.
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I am an experienced Logic Pro operator and can produce and edit audio.
Employment.
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April 2018 - Date
Map Creative is a small creative agency with three employees and a team of freelancers. I have helped steer the business from a graphic design studio to an agency that delivers a suite of top-notch brand strategy, brand identity and campaign services.
75 Vulture Street,
West End
QLD 4101 -
April 2017 - April 2018
As a Senior Art Director within Flight Centre's in-house creative team, I was responsible for overseeing their premium Travel Associates brand and the foreign exchange brand, Travel Money OZ.
Grey Street
South Bank
QLD 4101 -
April 2011 – April 2017
Senior Designer developing the brands for South Bank’s major events including Christmas in Brisbane, Feel Good and Regional Flavours, an event which set the standard for food festival branding.
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2000 - 2011
Co-founder and Creative Director of Against The Grain Records steering the careers of DJs and producers Krafty Kuts, Plump DJs and Freestylers. I still operate the label today as a passion project.
Brighton, UK
Brisbane, Aus
Contact
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design@lloydeymour.com.au
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0478 838 141
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20 Govett Avenue
Hawthorne
QLD 4171
Let’s catch up for a cuppa.
You might be wondering if going from Creative Director to Senior Art Director is the right move, but I've done my research, and I know you guys rock! I have plenty to learn under your direction and also plenty to contribute. I would welcome the opportunity to catch up for a chat, so if you supply the tea, I’ll bring the biscuits. I look forward to hearing from you.
Thank you for your time.
Lloyd Seymour
0478 838 141
design@lloydseymour.com.au.
