Mark Tuckey: New Era campaignAfter a busy season of sales and promotions, Mark Tuckey needed to retell the brand provenance story to a premium market. As art director, I led a campaign that reinvigorated and articulated the brand, by emphasising its core focus: Australian-made craftsmanship, exceptional timber and furniture built to last.
A new era, rooted in the Australian bush.
Print catalogue
Campaign moodboard: colour and texture from the Australian bush
Digital banner: Australian sustainable timber furniture
Web advertisement
Website
Website banner
The details
The challenge
Mark Tuckey was entering a new chapter. The brand needed a clearer, more confident identity: one that could anchor its premium position, whilst opening the door to commercial projects.
The idea
I looked to the Australian bush for the campaign’s visual language: the deep ochres of eucalypt bark, the warm grain of timber, linen and earth tones, and the soft light of the landscape. The result is a richer, more considered look that lets the craftsmanship speak for itself. Bold, but never loud.
Bringing it to life
I defined the brand guidelines that set the new look and feel, then built the campaign from moodboard to market. I art-directed the editorial shoot, then carried the direction across the website, print and web advertising, EDMs and press, so the story read as one voice everywhere it appeared.
As acting marketing manager, I also planned, created and curated all advertising collateral, and managed the press releases and their distribution.
My role
Art direction · Brand guidelines · Campaign concept · Editorial shoot · Website · Print and digital advertising · EDMs · Press