Design of the logo, office stationeries, promotional tools and webpage. As the design studio is located in the capital of the Netherlands, the first concept ideas explore the usage of a tulip or the lion of the Dutch crest. The final design works with the fact that the studio is a branch of Lutz Herrmann Design (Hamburg, Germany) and makes use of an asterisks, which sub-line refers to the origin. The asterisks becomes a graphic element and pattern on various items. Work at Bureau Amsterdam 2010.
Design of the logo, office stationeries, webpage and newsletter. DareToAsk is an organisation based in The Netherlands, which will soon extend to Australia and other various countries around the globe. It organises workshops where people can find tips, ideas and contacts to follow their dream. A network will be created to expand the possibilities, just like a drop of colour spreads and mixes with other colours. Freelance work 2013.
Design of the logo, office stationeries, and webpage for an executive rental apartment in Amsterdam. As the apartment is in a modern new building, the architectural style is reflected in the logo by using the shape of the ground plan as figurative mark. Freelance work 2013.
Design of logo, office stationeries and homepage. As a company for computer supplies and services, the identity should capture a timeless, clean and trustworthy look. The clients are various large businesses, as well as walk-in customers and so the design needs to be conservative and modern at the same time. Achieving this by the usage of a discreet sans-serif type style, an additional figurative mark gives the branding a personality. Freelance work 2012/2013.
Hansaplast (In Australia known as: Elastoplast). Design proposals for the re-launch of one of the world’s leading plaster brands. The design has to be cleaned up and clearly point out the different product values, while being accessible for a wide group of people. Modernisation in evolutionary and revolutionary ways, including slight changes to the logo. Work at Lutz Herrmann Design / Client Beiersdorf.
Nivea Beauté. Design proposals for the eye shadow range "Creamy Metal" capturing the concept idea of oil paint tubes. The main goal: to differentiate the product colours clearly by a product number and the packaging colour, while staying upscale cosmetical. Work at Lutz Herrmann Design / Client Beiersdorf.
Hugo - Hugo Boss. Design & concept proposal for a duo blockbuster. Briefed to capture the nature of interpersonal relations between genders, the outcome is the concept "Heartbeat". Here it is the challenge to find designs, that are as straight forward as Hugo fragrances are. In addition: design proposals for an edition of the iconic Hugo signature fragrance, reflecting the concept "Red Light Thrill", targeting young men that are about to explore. Work at Lutz Herrmann Design / Client Procter & Gamble.
Replay - Jeans Spirit! Design of the third launch of the fragrance family. The concept captures the origin of the brand - denim apparel - and expresses the jeans awareness with its used look. The cut out bottle outline celebrates the fragrance as a cult object. Little details, such as stitching, buttons and frayed edges, complete the typical fine craftsmanship of Replay designs. Work at Bureau Amsterdam / Launched by Procter & Gamble 2011.
Oilily - Classic. Design proposals for the re-launch of the very first fragrance for kids. First launched in the 80s, Oilily kept its unusual childlike vintage style until today. And so, the re-launch with the concept "Classic" has to be extraordinary and colourful, targeting young girls and their mothers. Using the original bottle, the cap shape and material should be changed to give it a more precious look. Work at Bureau Amsterdam 2010 / Client Colorful Licenses.
Kate Moss - Vintage Muse. Design of a flanker to pursue the story of the original Vintage fragrance and reflect another era of the past. The style of the 60s with its typical pattern, such as paisley, houndstooth check and geometrical shapes, captured in a modern way. Just like Kate Moss herself, the target group likes vintage fashion and items. Style icons of that time like Twiggy and Mary Quant have been inspirational. Work at Bureau Amsterdam / Launched by Coty 2010.
Dolce & Gabbana - The One Sport. Design proposal of a salesman case for public relations to present the new launch of the fragrance including a gym bag. Reviewing the original concept, the design expresses freshness, movement and dynamism. Inline with the secondary packaging of the fragrance, the PR box needed an additional element to communicate this. Work at Bureau Amsterdam / Client Procter & Gamble.
Eucerin - Sun & Skin Care. Design proposals for the re-launch of the sun care series by cleaning up and bringing the key values in order. While Eucerin products always have a medical look with the typical horizontal line, this series needs to have a differentiating colour. In addition: design proposals for the re-launch of the skincare products. The goal: to increase the medical look and the differentiation between products, targeting eco-minded people without being too "green". Lutz Herrmann Design / Client Beiersdorf.
Design of the poster, program booklet, flyers, web banners and various advertisements for the annual “Sydney Latin American Film Festival”. The festival visual with its film wheels in the shape of Latin America follows the concept of having so many different stories in such a viarity of countries. Creative and art direction from first sketch until preparing final print and web files. Freelance work 2013.
Just before the age of digital photography started, analogue photography was part of the study and made the understanding of basics by working with the traditional negative 35mm film and the medium format. However, digital photography and Photoshop could not be avoided and so the process kept on going as a free time photographer with digital equipment and a complete flash light system. Mainly shooting portraits of people and self-portraits, the collection grows continually. Have a look at my alter ego as photographer Simon O'Logy.
Under the alter ego Simon O'Logy, various mixes of progressive house music are compiled over the past years, which can be downloaded digitally. Every mix includes a visual, reflecting the relation to electronic music. A photographic portrayal that transforms into artificial effects, just like electronic music uses native sounds and changes them digitally. The play with abstract and natural layers gives the music the excitement and so the concept of the visuals arises.
Simon is my name. Born in Germany, I finished the University of Applied Sciences Düsseldorf in 2004. After one year experiencing the work as freelancer, I commenced employment at Lutz Herrmann Design in Hamburg (Germany), Continuing this, after moving to Amsterdam (The Netherlands) in 2008, we opened a branch called Bureau Amsterdam in 2010. Since January 2012 working as freelance art director in Sydney.