YOKE WORKBOOK I S S U E 0 1
JUST THE BEGINNING Welcome to the Yoke Workbook issue 01, the first in an ongoing series of publications showcasing the inner workings and final outputs of the Yoke studio. For those of you who don t already know us - hello! We are Yoke, a small but perfectly formed creative studio working out of a beautiful old brick building nestled in the heart of Collingwood s hustle in Melbourne s north. We move in all the areas you d expect for a full service creative studio, and a few others that might surprise you. Full details of what we do and how we do it can be found in these here pages, but suffice to say, if it s in design, digital, media or communication, then it s in our sights and on our minds. No matter what job we take on be it an all singing all dancing website, a savvy marketing strategy or a bespoke print job we make sure it gets the thought, love and attention it needs to work wonders for you and your business. At Yoke, it s all about matching killer creative ideas with watertight strategies - a winning combination when you know how. If you like what you see in this issue of the Yoke Workbook and want to know more, talk about a project you re working on or simply discuss an idea, then please phone, mail or tweet us to hook up a meet. You can also download a digital version of the Yoke Workbook from our website www.yokedesign.com.au Thanks for listening. Yoke 2 // Yoke Workbook
SEE US THROUGH OUR EYES Manning the guns in the Yoke studio is a troupe of sprightly, talented individuals. Some creative, some technical, and some master organisers each with their own unique skill set and specific morning coffee order. Rather than bore you with bios, we thought it might be more interesting for you to get to know us by showing you how we see things. So, here s our view of the world via our camera phones.
WELL DEFINED LABORS OF LOVE Yoke is a full service creative studio, which means we re tooled up and ready to roll on a wide range of projects spanning brand, design, digital and communication, all of them fuelled by passion, professionalism, regular cups of coffee and occasional gourmet burgers. From bespoke corporate invitations through to integrated marketing, advertising or social media campaigns, every piece of work that comes into the Yoke studio is catalyzed by two distinct bedrocks that underpin everything we do. On the one side, a watertight strategy our guiding star. It leads us along a carefully considered path where each point is identified, examined, assessed and, crucially, questioned. Why? How? Which? Who and where? We leave no stone unturned, no assumption assumed. On the other side is creativity. No matter what final form it takes each piece of work we produce is born from imagination, insight and original ideas. We look for the inherently interesting, the thought provoking and the inspirational. Our design is tasked, our brands have stories and our messages are also solutions. Brand Brand Workshops Brand Audits Competitor Research and Analysis Brand Strategies Brand Mark Design Brand Identity Brand Style Guides Brand Rollout Design Website Design App Design Corporate Communications Brochures Annual Reports Product Catalogues Packaging Outdoor Signage Point-of-sale Material Promotional Installations Invitations Merchandise Animation Illustration Digital Website Planning and Documentation Website Development Mobile App Development Search Engine Optimization (SEO) Google Ad Word Campaigns Content Management Systems Database Design and Development ecommerse/shopping Modules enewsletters Website Analytics Reporting Digital Troubleshooting and Assistance Communication Creative Concepts and Ideas Copywriting Photography Press Advertising Online Advertising Radio Video Content Production Direct Mail Media Planning and Buying Social Media Campaigns Non-Traditional Advertising 6 // Yoke Workbook 7 // Yoke Workbook
NATIONAL AUSTRALIA BANK One of Australia s big four banks, NAB is known for its innovative approach to marketing, advertising and communication. Yoke s been working closely with them for over 4 years now. During this time we ve produced everything from corporate brochures to event invitations, point of sale material to press ads and more. NAB Australian Open Invitations 2011 NAB Microenterprise Report 2012 HOW TO MAKE A BIG BANK LOOK BEAUTIFUL NAB Graeme Murphy s Swan Lake Invitation 2012 (In association with The Australian Ballet) NAB Corporate Responsibility Poster NAB Spring Racing Carnival Invitations 2011 8 // Yoke Workbook 9 // Yoke Workbook
NATIONAL AUSTRALIA BANK When NAB asked us to come up with a talking piece for its NAB AFL Insider Luncheon events, we looked to the past. Inspired by the footy of yesteryear, we designed a retro invite and created personalised footy cards for each guest with their name and favourite team. We even used a bit of photoshop magic to create a retro team shot. Concept Inspiration Footy Records (80 s/90 s era) Team Graphics NAB / AFL Insider Luncheon Invite Player Cards A DESIGN NAB / AFL Insider Luncheon Invite Player Card Front and Back HOMAGE TO RETRO FOOTY NAB / AFL Insider Luncheon Invite NAB / AFL Insider Luncheon Guest Team Photo 10 // Yoke Workbook 11 // Yoke Workbook
CLICK ENERGY An electricity company with a twist, Click Energy likes to do things differently from the rest. They wanted a bold and exciting look and feel to match the ethos of the business. Yoke created this dynamic new brand and brand identity, rolling it out onto a wide selection of on and offline comms and marketing material, including a comprehensive new website. Click Energy Brand Development Principle Brand Mark Brand Mark Colour Variations FRESH, BOLD AND Corporate Colour Palette PMS Process Cyan C CMYK 100, 0, 0, 0 RGB 0,176, 239 FULL OF ENERGY PMS 291 C CMYK 35, 0, 0, 0 RGB 157, 220, 249 Business Cards PMS 427 C CMYK 0, 0, 0, 20 RGB 209, 211, 212 Typography Primary Secondary Positioning Line / Graphic Element Harabara ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!"#$%&'()*+,-./:;<=>? Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!"#$%&'()*+,-./:;<=>? Brand Yardage Website Homepage Enviro Bag Promotional Banner Corporate Document 12 // Yoke Workbook 13 // Yoke Workbook
KIOSC Truly at the forefront of education in Australia, KIOSC is a new $10.3 million learning centre linking industry, government and the local community. Yoke designed a new brand and brand identity as well as developing a range of print material and digital platforms, including a new website and mobile app. KIOSC Brand Development Principle Brand Mark Brand Mark Colour Variations Working Sketches Corporate Colour Palette PMS 368 C CMYK 47, 0, 100, 5 RGB 153,187, 7 PMS 1375 C CMYK 0, 67, 100, 0 RGB 236, 112, 7 TEACH FOR THE FUTURE PMS 301 C CMYK 100, 34, 0, 2 RGB 248, 179, 52 Brand Icons Graphical Element Website Homepage Report Covers Positioning Image iphone App 14 // Yoke Workbook 15 // Yoke Workbook
BORONIA K12 COLLEGE A brand new state-of-the-art facility set to open in 2013, Boronia K-12 College is the result of a merger between the local primary and high schools. Yoke drew inspiration from the overarching positioning statement of Proudly Learning Together to create a brand and brand identity that would reflect this modern and innovative new approach to education. Boronia K12 College Brand Development Principle Brand Mark DOING IT Corporate Colour Palette FOR THE KIDS PMS Process Black C CMYK 0, 0, 0, 100 (%) RGB 0, 0, 0 PMS 7473 C CMYK 80, 10, 45, 0 RGB 0, 167, 157 PMS 647 C CMYK 100, 55, 5, 42 RGB 0, 68, 117 PMS 1797 C CMYK 15, 100, 90, 0 RGB 190, 35, 45 School Diary Working Sketches Branding Element / Positioning Statement Proudly Learning Together School Bag Digital Landing Page 16 // Yoke Workbook 17 // Yoke Workbook
Bendigo Football Club has long been the heart and soul of the Bendigo community. Yoke was asked to design a new brand and brand identity that would reflect both the traditions of the past and the club s ambitions for the future. The project included a new website, merchandising and corporate and sponsorship material. BENDIGO FOOTBALL CLUB Principle Brand Mark A NEW LOOK FOR AN HISTORIC CLUB Website Homepage Corporate Overview Document Graphical Element Brand Merchandise 18 // Yoke Workbook 19 // Yoke Workbook
ELLIS BENSON Online gift and stationary specialist Ellis Benson asked Yoke to create a new brand that reflected the business philosophy of living life beautifully. Vibrant, elegant and inviting, the new brand and brand identity was rolled out across all stationary and marketing material, as well as a full ecommerse website. Principle Brand Mark Brand Mark Colour Variations Positioning Statement Brand Icons Colour Palette TAKE A Website Interfaces WALK Framed Prints ON THE BRIGHT SIDE Business Card Stationary Folder Business Cards 20 // Yoke Workbook 21 // Yoke Workbook
ONE9 APARTMENTS One9 Apartments is a stunning new residential development located in Moonee Ponds, Melbourne. Drawing inspiration from the unique facade of the building itself, Yoke created a new brand and brand identity, which was rolled out across the development s on and offline sales and marketing material. CRAVE AGENCY Offering full photography and post and campaign production services, Crave Agency needed an online presence to showcase the company to potential clients. Designed and built by Yoke, the new website adopted a less is more approach with a clean, minimal design that let the agency s beautiful work speak for itself. Principle Brand Mark Brand Mark Development Building Facade Corporate Colour Palette PMS 2915 C CMYK 65, 20, 5, 0 RGB 70,149, 202 PMS 7690 C CMYK 85, 45, 5, 0 RGB 25, 104, 172 PMS 7694 C CMYK 100, 80, 30, 15 RGB 19, 51, 96 Apartment Interior One9 Website One9 Billboard Website Interfaces 22 // Yoke Workbook 23 // Yoke Workbook
STUDDERT LEGAL & ADVISORY A young, dynamic law firm, Studdert Legal and Advisory engaged Yoke to create a new brand and brand identity for the company. Drawing inspiration from the shape and form of the traditional Chinese fan, the new brand was rolled out across a wide range of collateral including a new company website. THE DIFFERENCE The Difference aims to reduce levels of poverty and exclusion through research and social investment. Yoke has been a longtime supporter of the organisation and was again behind the design of its annual publication intended to showcase the work of a wide range of not-for-profit groups to government and philanthropic and corporate leaders. Principle Brand Mark Industry Sectors China Advisory Commercial Property Positioning Statement Studdert Legal & Advisory stationary and key communications collateral The Difference 2012 Publication 24 // Yoke Workbook 25 // Yoke Workbook
The truth isn t the truth until people believe you, and they can t believe you if they don t know what you re saying, and they can t know what you re saying if they don t listen to you, and they won t listen to you if you re not interesting, and you won t be interesting unless you say things imaginatively, originally, freshly. BILL BERNBACH 63 Cambridge Street Collingwood VIC 3066 Email creative@yokedesign.com.au Phone 03 9473 0899 yokedesign.com.au
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