Award-winning Design 

Creative New Zealand's Future Strengths initiative is all about investing in the country's arts infrastructure, providing a framework to promote better practice, sustainability, growth and development of existing arts organisations, as well as enabling new artists to establish themselves in New Zealand's art scene. Naturally it's important to Creative New Zealand and its stakeholders that its money goes to companies in need of this assistance, as opposed to being spent on lavish communications.

Under the audience and market development strand, Creative New Zealand commissioned producer Fenn Gordon to write a practical resource for small to medium-sized arts organisations wishing to tour their product.

A truly worthy project, but not without its challenges: how to present a very factual, nuts-and-bolts rundown on everything to do with touring (including the more mundane aspects) in a fresh, approachable and non-threatening format? And on the smell of an oily rag.

Taking a leaf from the Peter Blake school of focus, we pared the brief down to basics, and worked single-mindedly to present the content in a user-friendly, ultra-consistent and totally relevant way. With no budget for fripperies, the only embellishments are a quirky, warm and loose illustrative style executed in house, and translucent flysheets that 'equalize' the inconsistent nature of the supplied image gallery.

The client loved it. By all accounts, so did the audience. We were delighted with the final result. And the judges at New Zealand's Designers Institute Best design awards for 2004? Well, they awarded it Best Design in the Books & Editorial category. Here's what they had to say: 'The touring manual has a very utilitarian feel blended with a superb design approach about it. The design speaks clearly about freshness, efficiency, and the subject itself. Appealingly un-ordinary with a European touch to it.'

It's only polite to leave the last word to Creative New Zealand: 'We're very proud of this result. Many thanks to you and your team for your great work on this challenging project.' Elizabeth Kerr, CEO, Creative New Zealand

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