Paul Davis folio

paul davism: 0423 595 195

e: [email protected]

Challenge

The brand had effectively been managed by one person for many years and there was a signifi cant capability gap among marketing staff in understanding of the brand, how it should be managed, how it was to be applied and what role it played across the organisation and all touch points. As a result, communication being produced was had no consistency or clarity, was being diluted among the touch points and executed with little direction, guidelines or management.

Solution

Develop an interim brand tool kit that included a style manual, standard copy tool kit and photo library. This was developed to provide support and direction to staff, agencies, designers and printers around visual style, language and elements, the use and style of photography, written language, logo applications and printer specifi cations. In addition these tools also were developed to bring clarity to the brand journey, as there was confusion among teams and departments about what the brand now was, what it looked like and what language was used to speak about it.

Result

The brand tool kit provided staff user friendly tools and brand aligned content that enhanced their understanding and capacity to execute the brand through the touch points. In addition, it also allowed staff to get on with their own jobs rather than spending time trying to interpret a brand and fi nd content that would deliver the brand messages effectively.

Guidelines | Tools | Engagement

Change Agents...for the sake of Children

STANDARD COPY TOOL KIT

Paul Davis Presentation folio

© Paul Davis 2009

BRAND ENGAGEMENT

Challenge

Plan had commenced a project to re-position the brand in Australia. The focus had been primarily on the design of a new brand identity and tools to guide the use of the identity; however the tools that had been developed were not delivering what they were envisioned to. In addition, there were different views of what the project was, what needed to be done and the language Plan would use to educate and engage staff and external suppliers.

Solution

Audit and review. I worked with internal and external stakehold-ers to complete an audit and review of the project, highlight risks, issues and a strategy and to bring clarity to the project objectives. This enabled me to then establish a 12 month action plan that delivered a single agreed direction for the organisational effort and recommendations to re-focus and resource the project. The imple-mentation of the recommendations would enable the organisation and the brand to realise the benefi ts of the project and signifi cant investment.

Result

The audit/review, 12 month plan and recommendations were well received and approved Senior Management. The recommendations were then implemented which resulted in me designing a temporary brand guide to deal with the immediate issue of having no guide. In addtion, I had 80K approved to engage an external brand design partner to partner with us over a 6 month period to defi ne a brand strategy, design and implement a brand identity system and develop a full brand manual and guidelines.

Brand Project Audit, and Review was titled ‘The Brand Journey’ and produced in consultation with Senior Management and staff

We needed to go back a few steps to understand what had happened in the past in order to diagnose the problems and design a solution. Pictured is research conducted in 2007.

The Action Plan articulated the problems, solutions, timings and critical success factors.

Examples of the foundational work that needed to be done before any brand design work commenced. This work included working closely with Senior Management to articulate the business and brand strategy and workshops with staff to engage them on the journey and ensure that we had a channel to get people’s ideas, input and .

© Paul Davis 2009

Audit & Review | Strategy BRAND STRATEGY


Challenge

Deliver an Annual Report that aligned with a storytelling approach that was being explored by the organisation to this target audience, while the brand re-positioning and new manual/guidelines were still being developed. In addition, there were no coherent guidelines no design principles, no production management system or stakeholder management process.

Solution

Create the concept and theme. Develop the theme real and lasting change and the design strategy to ensure we connected readers to the essence of real and lasting change through the publication. This included design rationale, objectives, target audiences and opportunities to deliver the temporary brand proposition. In addition, I implemented a production management process and system to ensure that this project could be effectively managed and that stakeholder engagement and approvals were built into the time frames and budget.

Result

The Annual Report delivered a compelling story that demonstrated what and how Plan had achieved over the previous 12 months, the impact of the the work and the difference that supporters contribution made.

Change Agents…for the sake of Children

ANNUAL REPORT 2008

REALLASTING

CHANGE!AND

Plan International Australia Annual Report 2008

Published November 2008 | Plan International Australia ABN 49004875807Editor Heather Ellis. Production Manager Paul Davis. Design Motion. Printing Belgair Graphics Pty Ltd.

Children help monitor

the social equity of

post-disaster

reconstruction efforts

in their community

in Bangladesh.Relatives often care for children

whose mothers are working abroad.

Until recently, there were no laws at the local level protecting Indonesians working abroad. That was until Plan in Australia helped set up a number of village and district level protection measures through its Protection of Women Migrant Workers project in Eastern Indonesia. With Plan Indonesia and its local partners, the project focusses on working with community groups to equip prospective migrant workers and their families with information about their legal rights, the impact on family, especially young children, and the risks associated with migrant work.

In many of the villages of eastern Indonesia, where poverty is acute and unemployment high, working abroad for up to two years at a time is often the only option. But with most migrant workers being women (up to 95 per cent), mostly employed as housemaids in countries like Hong Kong, Malaysia and Saudi Arabia, it can be an option filled with exploitation, abuse and neglect for the children left behind. Nationally, around four million Indonesians are documented as being migrant workers but it is estimated there could be as many as 16 million Indonesians working abroad.

PROTECTION OF WOMEN MIGRANTWORKERS IN INDONESIA

For Indonesians working abroad – most of whom are women – new regulations to protect them from exploitation coupled with a greater awareness of the impact of migrant work, especially on children, have brought positive change to achieving their aim of lifting their families out of poverty.

Women learn about new regulations to help protect migrant workers like themselves. Prospective women migrant workers are asked

to stop and consider the impact of their work abroad on the development of their very young children in a poster funded by Plan.

In less than four years, Plan and its local partners working with 30 communities in eastern Indonesia have successfully lobbied for new village and district regulations to protect migrant workers, which were approved in December 2007. Plan’s five-year project, with the phase-out now extended to 2009 to ensure greater long-term impact, also benefits men and operates in Nusa Tenggara Barat, Sumbawa, Dompu and East Lombok.

The new district regulations prohibit the recruitment of workers under 18 years; a labour contract must be provided by the recruiter; and a credit facility established to finance recruitment fees. A district-level migrant protection commission has been established and the district welfare office is also paying more attention to the issue of care and welfare of migrant worker’s children. The new village-level regulations limit the activities of head hunters from unreputable recruitment agencies. In addition, Plan has helped set up community protection groups in all 30 villages with returned migrant workers encouraged to be members so they can play a mentoring role to potential migrant workers.

Protection of Women Migrant

Workers project activities:

30 community protection groups continued to hold regular community discussions about migrant worker’s legal rights. A pamphlet was also distributed.

12 street theatre performances on migrant worker’s rights were held and the production of a video drama supported.

Four learning modules on the risk of illegal migrant work for under 18’s developed and distributed to 20 secondary schools.

Three districts formed multi-stakeholder protection teams (each includes NGO and local government representatives).

24 villages have undergone socialisation about the regulations and subsequently drafted and passed local regulations to protect migrant workers.

The Protection of Women Migrant Workers project for this financial year received $139,951. This funding was partly provided by AusAID, the Australian Government Agency for International Development and from donations provided by the Australian public and Plan corporate supporters.

Plan International Australia Annual Report 2008 | 11

OUR WORK

Plan sponsorship program countries

Plan national offices

Priority community development projects

8 | Plan International Australia Annual Report 2008

41,302 CHILDREN SPONSORED BY AUSTRALIANS

18 PRIORITY COMMUNITY DEVELOPMENT PROJECTSWERE FUNDED, DESIGNED ANDMANAGED WITHIN AUSTRALIA

$32.8 MILLION IN TOTAL RAISED

GRANTS$12 m

SPONSORSHIP$18.3 m

PROJECTDONATIONS$2.1 m

OTHER INCOME$0.4 m

REVENUE BY SOURCE

22

K Anne Skipper AM (Chair)

Dip Nursing FAICD, FAIMBoard member since July 2003. Elected Chair November 2006. An experienced business woman currently consulting in corporate governance. A diverse portfolio working in government, private sector and community based organisations in public health, media, women’s affairs, leadership, children and young people and more recently corporate governance. Presenter for the Australian Institute of Company Directors and currently on the following boards: Deputy Chair for the South Australian Tourism Commission Board; Director, Savings & Loans Credit Union; Chair, Royal District Nursing Service; Council Member, University of SA and Director Aboriginal Foundation SA.

Margaret J Winn (Deputy Chair) BA Dip Ed Board member since November 1998. Deputy Chair, Plan. Member of Plan International’s Member’s Assembly and Program Committee. Health and Development consultant specialising in sexual and reproductive health, water and sanitation and microfinance in Asia, Africa and the Pacific.

Suzanne Bell CA, BComBoard member since 15 July 2008. Suzanne is a partner in KPMG Audit and Assurance practice. She has 16 years audit and advisory experience, specialising in the audits of large, multi-national, listed clients in the consumer and industrial markets industry. Suzanne is an Associate of the Institute of Chartered Accountants in Australia (ICAA). Board member Melbourne Fringe Festival and Chair Future Summit Leadership Awardee program.

Tim D A Beresford BEc (Hons) LLB MPhil (International Relations) ASIABoard member since July 2003. Head of Strategy, Consumer Financial Services, Westpac Banking Corporation. Advisory Council Sydney Youth Orchestra. Previously Senior Manager, McKinsey & Co.

PLAN INTERNATIONAL AUSTRALIA BOARD OF DIRECTORS

Emily J Booker BA MA (Mass Comm.) Board member since March 2005. Former newspaper and television journalist. Worked as a senior executive in media and government relations with UNICEF in New York and Bangkok for 14 years. Member of the Expert Advisory Committee of the NSW Commission for Children and Young People. Currently working as a consultant in development and communication.

Philip L Endersbee BBus (Administration)Board member since October 2003. Managing Director and owner, Wilderness Wear Pty Ltd. Director of Three Peaks Outdoor Gear Pty Ltd; Member, Rotary Club of Melbourne; Deputy Chair, East Timor Embassy Building Project Pty Ltd; Fellow, Leadership Victoria; Independent Trustee and Director, John T Reid Charitable Trust.

Russell Gordon CA MBA Bbus (Acc)Board member since February 2002. Chartered Accountant. General Manager, Alltruck Bodies Pty Ltd and previously a Director at KPMG, specialising in the area of financial advisory services.

Claire Hatton MBA, BSc (Hons)Board member since 15 July 2008. Claire is the Head of Travel for Google Australia/New Zealand. She has over 15 years of experience in the travel industry having worked in the airline industry, online travel, distribution and travel wholesaling in Australia and the Asia Pacific region. She has extensive digital expertise and is a regular speaker on Online Marketing in the Asia Pacific region.

Jeremy D M Ingall

Board Member since July 2005. Over 20 years experience in investment banking and investment management in Australia and the United States. Executive Chairman of investment banking and investment management firm Andover Group. Board member of MEARS Technologies (Boston) and several other companies. Studied finance, accounting and economics at the University of New South Wales.

Thomas J S Kane FAICDBoard member since April 2004. Managing Director and founder, The Grey Group Pty Ltd. Chartered Member, Australian Human Resources Institute. Extensive career in the resources and manufacturing sectors in Australiaand overseas. Prior to establishing The Grey Group, was CEO of an industry association and managing partner of a consulting practice. Previously sat on the boards of a major superannuation fund, a manufacturing business and a property development company.

Wendy E McCarthy AO BA Dip Ed, MSICD, Hon Dr Uni SABoard member since May 1996. Elected Chair November 1998. Elected Vice Chair of Plan’s International Board for 3 years in January 2007.Held a wide range of positions in Australia’s public and private corporations in health, familyplanning, education, media, heritage and the environment. Currently Chair of McGrath Estate Agents; Chair of the NSW Sustainable Access Priority Taskforce; Chair of Circus Oz; Member of the NSW Health Advisory Council; Chair of Sydney Community Foundation; Patronof the Australian Reproductive Health Alliance; Chair of the Accreditation Advisory Board of the Advertising Federation of Australia; and Executive Director of McCarthy Mentoring, Women’s Business and Corporate Good Works.

Neil R Thompson BA Hons, Grad studies Beijing UniversityBoard Member since January 2007. Chair of Hong Kong Taskforce. Independent CRM/marketing consultant. Previously Group GeneraManager Customer Relationship Marketing, Qantas Airways. Twenty years experience in the aviation and tourism industry. Extensive experience in business development in Asia. Board director of the Trust for Indigenous Culture & Health (USA); former board director of Australia China Business Council and Australian Direct Marketing Association.

Information on Directors currently in office

Board of directors (left to right): Tim Beresford, Ian Wishart (Plan in Australia national director), Jeremy Ingall, Anne Skipper, Margaret Winn, Neil Thompson, Emily Booker, Russell Gordon, Suzanne Bell, Philip Endersbee, Claire Hatton and Wendy McCarthy.

Thomas Kane.

22 | Plan International Australia Annual Report 2008

DESIGN MANAGEMENT AND ART DIRECTION Publications | Design concept | Theme

© Paul Davis 2009


Challenge

Produce a 20 page customer publication with a pro-bono partner with no publication style guide or brand guidelines, and align it to the brand re-positioning that was in progress. Global Child is a bi-annual 20 page publication with a circulation of around 40,000 customers, and exists as a cus-tomer loyalty and retention tool while also being the major brand publication that is used to inform and engage people about the work Plan does.

Solution

Re-design and re-brand the publication. I reviewed previous publications and spent time engaging with stakeholders to determine what the problems were and what needed to be done to improve the overall experience our customers had when reading this publication. A style guide was developed for the publication and used in the brief to the copywriter and the designer.

Result

The post implementation review verifi ed that the vision of the new brand was applied effectively. Hero images were used to connect supporters to the work Plan does, a narrative existed through each feature and the full colour palette was used to improve the overall experience, readability and style. The overall publication was also produced and delivered below the expected budget as the pro-bono partnership was leveraged effectively to secure a donation of all of their design and artwork preparation work.

1

FOOD

SECURITYHelping children

thrive in Indonesia

Emergency food relief

in Zimbabwe

Improving nutrition

in Paraguay

LEARNINGWITHOUT

FEAREmpowering children in Bangladesh

Child clubs in Senegal call for safe schools

GlobalChildTHE MAGAZINE OF PLAN IN AUSTRALIA | WINTER 2009

SPONSOR COMMUNICATION | JAMIE DURIE IN INDIA | SLUMDOG MILLIONAIRE SUPPORTS PLANINSIDE:

FOOD & NUTRITION

4 G L O B A L C H I L D W I N T E R 2 0 0 9

FOOD IN THEDEVELOPING

WORLD

FOOD & NUTRITION

7G L O B A L C H I L D W I N T E R 2 0 0 9

Maria and her son Oscar get ready to milk

the family’s dairy goats which were provided

as part of a sponsor-funded project.

IMPROVING NUTRITIONWITH GOAT’S MILKFor children in Paraguay,

South America, goats not

only help children grow

‘big and strong’ but have

also become a much loved

family pet.

IN A LITTLE VILLAGE in southern Paraguay, goats are providing improved nutrition for families, especially children. With 60 per cent of Paraguay’s six million people living in poverty, most families survive on cassava (a root vegetable), corn and beans. Meat, milk and other dairy products are expensive as are vegetables which are not traditionally grown.

However, the diet and family incomes of a community in Guaiaybi district radically changed last year after a group of 30 mothers learnt of the nutritional and financial benefits of keeping dairy goats through Plan Paraguay’s Household Food and Economic Security project, which is funded by child sponsors.

With their children and husbands and with Plan providing advice on raising dairy goats, as well as materials for pens, and most importantly goats – two per family – milk is enjoyed daily.

But improved nutrition wasn’t all that children enjoyed. The goats and later their offspring filled the need of every child the world

over – a pet to shower with love and affection.“Our goats have names. One is called

Cabrita and the other one is called Mansita,” says Fernando – one of the children whose family acquired two Anglo Nubian goats (a breed best suited to the local climate.)

But the children also recognise that goat’s milk is good for their health… and tastes delicious.

“I enjoy taking care of the kids. They are so cute. I bath and feed them and I also make them go out from the stall. I hope the dams will produce a large amount of milk after kidding,” says six-year-old Belén.

Maria, one of the mothers from the initial group of 30, says the milk is not only good for their children’s growth and development, but the excess provides extra income for school fees and other household expenses.

“I am happy with the project. It is very good. We still hope for many good benefits from it so we can have a better life,” Maria says.

The group of 30 mothers who participated in the project have since formed a cooperative for milk sales and marketing and to advise other families on keeping dairy goats.

Plan has worked in Paraguay since 1994

and currently supports 470 rural communities.

Australians sponsor 327 children in Paraguay.

THE COSTOF HUNGERHUNGER AND MALNUTRITION

kill nearly six million children a year. Many die from treatable infectious diseases including diarrhoea, pneumonia, malaria and measles. Most would survive if their bodies were not weak and malnourished. Presently, nearly a billion people globally are suffering chronic hunger.

The first Millennium Development Goal (MDG) calls for the eradication of extreme poverty and hunger. Meeting this is also essential for meeting all other MDGs, which all 192 United Nations member countries have pledged to meet by 2015. Hunger and malnutrition are among the root causes of poverty and illiteracy, as well as disease and mortality.

As the world battles to recover from the global financial crisis, world leaders at the Group of 20 (G20) developed and developing nations summit in London in April this year, also reaffirmed their commitment to the MDGs to increase development assistance.

I am happy with the project. It is very good. We still

hope for many good benefits from it so we can have

a better life, SAYS MARIA

Sponsor Welcome Kit

CHILDREN’S FUTURES ARE BUILT WHEN QUALITY EDUCATION IS THEIR FOUNDATION

YOUR GUIDE TOCHILD SPONSORSHIP

Change Agents…for the sake of Children Branded ‘thank you’ cards

Plan’s generous supporters in Australia contributed to this school access program for children in Burkina Faso. While there were buildings used for school in the community, the lack of trained teachers meant the children did not get adequate attention and support to learn and then fell behind in their development. Plan supported local organisations to train and qualify teachers and provided additional learning material. The children and community experienced direct benefit from lower pupil to teacher ratios and the availability of basic learning materials such as books and writing tools.

REALLASTING CHANGE!

AND

PRODUCTION MANAGEMENT AND ART DIRECTION Publications | Collateral | Brand execution

Global Child Magazine

© Paul Davis 2009


Online | EnvironmentADVERTISING DESIGN

© Paul Davis 2009


Series of online banners used to raise awareness and advertise the Child Sponsorship product. Retractable banners were designed to be used at

events, media functions and within shopping centres when selling the Child Sponsorship product.

Outdoor | BillboardsADVERTISING DESIGN

© Paul Davis 2009


These outdoor advertising banners were designed to engage the audienve in a short space of time with three clear messages and using the photo to offer the emotional connection. The messaging about ‘seing the difference’ is driven from the brand promise and the differentiation strategy for this product.

Indoor | Offi ce brandingADVERTISING DESIGN

© Paul Davis 2009


These brand communication pieces were printed on fabric and used in the Boardroom of Plan International Australia in Melbourne. While using brand generic brand photos, the use of typography and overall design ensured they would work well within this space and not feel like brand advertising that was being used externally.

Select Quality Consulting

This SME had a name, and a vision for colours they wanted to use. I captured enough information to inform a brief, and delivered a logo and color palette to kick off the visual identity. In addition, I also suggested a slogan for Select Quality Consulting that the client loved and used on the business card. Select Quality Consulting now have business cards that carry the new logo and marketing slogan and are past the fi rst step of building a visual identity and ability to be recognised and remembered.

Rationale

Develop a simple wordmark that clearly stated identifi ed what the SME did,, and adding a slogan that helped to differentiate the clients proposition. Colours were chosen based on research that identifi ed that this colour palette was already associated with Quality Management and to leverage of this recognition and meaning.

• Visual identity development• Logo design• Marketing slogan • Double sided business cards

Logo’s | Business cards | Brand identity

Ronin Control Systems

This SME had a name and a logo they had designed themselves, apart from that no visual identity existed nor was their any expectations about colour and visual language. As there was no brief for the job, I worked through a process with the client to determine what they wanted to achieve and clarify the problem that they wanted the new branding to solve. From here, I developed the return brief which put the client’s thoughts and ideas on to paper in a structured way, and a way that we could have conversations about. Once fi nalised, I then proceeded into research, con-cepts and fi nal designs.

Rationale

Research indicated the a geometric approach would suit this clients proposition and the target audience they wanted to engage. Competitors had chosen to use symbols to try and represent themselves and their services, so a word mark was chosen to ensure Ronin stood out in the cluttered market. The proposition was centred around a single mindedness to deliver what the customer needed, so simplicity, strength and clarity were important associations the logo needed to project.

• Visual identity development• Logo design• Marketing slogan • Double sided business cards

The Lifestyle Protector

This SME based in Canada, had chosen a colour palette and have some logo concepts sketched out in MS Powerpoint. I took these ideas and worked with the client to clarify the brand proposition architecture and product positioning to enable a clear refl ection of the business in the new logo and clarify the relationship between the company and the products. The result is a logo that ensures what the company does is clear, and who owns the company provides the credibility for this product and to build awareness with some trust, as opposed to starting completely from scratch.

Rationale

Research indicated that this market was littered with symbolic representations of fi nancial management and protection, that looked cheap and like they had copied from someone else. Everyone looked the same, to stand out we needed to fi nd an alternative to a round ball or representa-tion of a padlock! This word mark was created to project the name as the key engagement tool, and because this was a new venture for J David, ensure that we could add the J David name into the word mark to give it credibility, associa-tion with current customers and overall enhance trust in this new product.

• Visual Identity Development• Logo design• Letterhead, business cards and DL fl yer

IDENTITY DESIGN

QUALITY CONSULTINGSELECT

thinking beyond compliancePO Box 549

Mooroolbark, Victoria

3138

Rebecca BradshawSenior Consultant

0403857054

[email protected]

RONIN

RONIN

CONTROL SYSTEMS

CONTROL SYSTEMS

RONINCONTROL SYSTEMS

RONINCONTROL SYSTEMS

The

Lifestyle Protectorby J David Insurance & Investment Ltd

The


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© Paul Davis 2009


Documents

Paul Davis folio