As the Clash famously once said, “Should I stay, or should I go?” It’s a question that many of us have pondered at one point or another. Advance tackles the big question with Ellen, a newly returned Aussie.
Interview by digital specialist, Aiko NeliganName Ellen Young
Current job Creative Director at BrandCulture located in beautiful Rushcutters Bay. Our core strength is developing wayfinding strategies and systems, through a brand research, which allows us to implement inspiring graphics and wayfinding into environments.
Career highlights Definitely working in Chicago and New York and being offered the role as Creative Director at BrandCulture. I’m working with Managing Director, Stephen Minning, on a daily basis to develop meaningful design concepts, which is so inspiring.
Originally from Manly, Sydney, Australia.
Living in Woollahra, Sydney, Australia.
Time spent in other countries My first stint was a busy two years travelling through Indonesia, Spain, France, Portugal, London, Greece, Turkey, Italy, Croatia, South America, China, Canada, Mexico, Jamaica, and my second run was five years in the USA.
What brought you to the USA? I moved to the States specifically to work with Eva Maddox, Principal at Perkins + Will, an interdisciplinary, research-based architecture and design firm. She is a pioneer in the development of brand strategy and communications through designing Branded Environments.
What was the decider in returning to Australia? It was a difficult decision, as I loved the diversity, energy and fast paced lifestyle in New York, however I was feeling homesick and wanting to reconnect to my roots.
Did you always think you would move back to Australia? I kind of always knew in my heart that I'd probably move home to be closer my family, friends and live by the ocean again.
Best things about moving home Being closer to family, fresh air, bright blue skies, sandy beaches and generally, the relaxed lifestyle.
Anything you miss about being overseas? Yes, I miss the freedom to travel; to be able to get on a plane and be in another country within a few hours. Now when need to escape the city, I head up to Byron Bay, which is little tropical paradise and always puts a smile on my face. Also, I miss the arts scene. I enjoy nothing more than to venture out on the weekend and enjoy an exhibit and the choices are endless in New York - the MoMA, New Museum, Guggenheim, Whitney, Met or one of the arts festivals in Brooklyn, Dumbo and the pop-ups in Chelsea and the lower-east-side.
Tell us about settling back in I've found it challenging to be honest. It definitely took some time to adjust. Establishing yourself both personally and professionally takes time. I’ve been back for two years now and I’m still reconnecting with old and new suppliers and industry people.
Any advice to our ex-pats who are conflicted over the ‘should I stay, or should I go’ dilemma? This is hard a question because there are pros and cons in each case. Follow your heart. You can always come home and if it’s not what you expected, create new travel and work opportunities. My other tip is to try and have a position lined up, so you know what you are coming back to. This approach has worked for a lot of my friends. Maybe don’t come home with any preconceived ideas to avoid disappointment!
Can you talk about the change you have seen over your career in design? Yes, the world of design is a fascinating one. Some of the biggest changes have been moving from: printed collateral to web, traditional off-set printing to digital, signage - not only is it static, now it’s digital, we’re using QR codes, Near Field Communication and iBeacon technologies to create smarter wayfinding systems for better orientation and navigation from place to place, as well as providing real-time program information. And the demand for incorporating Experiential Graphic Design into both interior and exterior environments, which involves the orchestration of many elements - branding, typography, color, imagery, form, technology and, especially, content to create environments that communicate, which in turn connects people to a place and improves the overall visitor experience, is becoming more prevalent in corporate, commercial and urban space projects.
What is the landscape like in Australia for innovative design? The landscape in Australia for innovative design is very exciting. There are a lot of new developments – multi-faceted precincts with mixed uses. Project like Barangaroo, Darling Harbour and even Woolloomooloo are all being built and rejuvenated by renowned architects. These new developments are all world-class and set a precedent that instantly elevates the level of design required around the city and sets off a ripple effect on design. The City of Sydney is creating the Cultural Ribbon because Sydney has so many cultural landmarks on and around the Harbour – from the Powerhouse Museum to the Hyde Park Barracks – it’s crazy not to make the most of the well-worn paths between them. The Cultural Ribbon will be a walking trail and more, linking these amazing attractions and highlighting the Harbour setting. It’s a cool way to explore the city and the trail will boost Sydney’s reputation as a cultural centre with locals and visitors alike. We even have our very first Frank Gehry building down on the UTS Campus, which is really special.
The Museum of Old and New Art (MONA) is an art museum located within the Moorilla winery on the Berriedale Peninsula in Hobart and it is the largest privately funded museum in Australia – they are always putting on amazing exhibitions, biennials and feature collaborative design.
Organisations like Australian Graphic Design Association (AGDA) represent the Australian graphic design industry. With members distributed throughout the creative, visual communications, applied design and technology sectors, they are dedicated to advancing the profession through an interrelated program of state, national and international activities in education, advocacy and professional development. They are very current in the market and always putting on cool monthly and weekly events, which are a great opportunity for like-minded industry professionals to meet, greet, ask questions and share experiences.
All of these activities within the architecture and interior realm, public art programs, city planning and cultural events, generate some incredible opportunities and for designers like myself to create innovative design, we enjoy nothing than to promote public awareness, interpretive storytelling, education, wayfinding and branding that inspire our community.
Read on to see what Ellen is working on at the moment…
1. University of Technology, Sydney (UTS) Digital totems
Earlier this week BrandCulture oversaw the installation of the first of a series of wayfinding totems at the University of Technology, Sydney. The culmination of two years design and development, the totems have come a long way from the Frost* design concepts. Ensuring the complex geometry was executed with precision necessitated using a range of cutting edge design techniques. Computer modelling was used to create 3D printed maquettes, 1 to 1 details were manufactured to prove construction techniques, and parts were sourced from as far afield as France. But while the striking form creates a UTS street-level brand presence for the first time, it’s what’s inside that really sets it apart. BrandCulture engaged Meld Strategies to establish a campus wide digital wayfinding strategy, of which the 7 totems are the most visible feature. The totems have been created with the future in mind, not only accommodating a selection of current technologies, but with the ability to add to these in the future. Currently they contain a remotely up-dateable television screen, a security camera, the capacity for a help point, access to the university’s new mobile wayfinding platform, and the perennial favourite of students – a Wi-Fi hot spot. Future technology could include iBeacon messaging and high powered projectors suitable for community events such as Vivid Sydney. As a true integration of design and technology, the totems are a clever and highly visible expression of the university’s billion dollar masterplan and vision for the future.
We also did the entire signage way finding strategy.
2. University of Technology, Sydney (UTS)
1 / SIGN TYPE DESIGN DEVELOPMENT
2 / SCHEDULING AND DOCUMENTATION
3 / TECHNOLOGY INTEGRATION AND DEVELOPMENT
4 / PROJECT MANAGEMENT
Overview
In 2013, BrandCulture continued their relationship with the University of Technology, Sydney, after winning a tender to become the Head Signage and Wayfinding Consultants. The Wayfinding project is part of the $1 billion upgrade to the UTS campus which includes a new identity, three new, innovative buildings (including the new Frank Gehry building) and a campus-wide strategy and wayfinding implementation programme.
BrandCulture is currently delivering a seamless and comprehensive placemaking, wayfinding and signage identification system within 25 city campus buildings, across the campus public spaces that unifies the new and existing buildings as well as establishes the extent of the city campus beyond the iconic tower at the southern gateway to the city. The signage family consists of 65 sign types and several have integrated technology to aid accessibility and add functionality such as WAP, security and digital screens.
BrandCulture built a bespoke cloud-based documentation and sign management system (MediaBank PAM) to centralise the review and approvals process for the multiple stakeholders for each of the new buildings and the faculty and building managers for the existing facilities.
3. TELSTRA – 400 GEORGE STREET
1 / STRATEGIC PLANNING
2 / CUSTOMER EXPERIENCE MAPPING
3 / ENVIRONMENTAL GRAPHICS
4 / SIGNAGE AND WAYFINDING
Objective
In 2012 Telstra underwent a major brand re-launch, moving to a world of colour - to better represent the diversity of people, customers, products and services. As part of the strategy, BrandCulture were engaged to implement the branding refresh into the headquarters at 400 George Street, across all employee work floors, now known as – Future Ways of Working (FWOW). This transformation allowed for more customised spaces – full-focused through to energised, collaborative, and social spaces. BrandCulture defined the building check-in experience, signage & way-finding and brand signature graphics, these talked to the brand narrative, and injected more personality by creating spaces that people can love and enjoy.
Solution
To create an over arching strategy that distil the critical elements of the brand in timeless manner and form the basis of the accommodation standards for next 20 years. Integration of the ‘Story of the Site’, depicted within private phonebooths and treated visually as a gallery experience. Implementing colours, materials, content, technology that elevates the brand mission and value.
4. AMP - 33 ALFRED STREET, CIRCULAR QUAY
1 / WAYFINDING STRATEGY
2 / SIGN TYPE DESIGN DEVELOPMENT
3 / ENVIRONMENTAL GRAPHICS
4 / WAYFINDING SITE PLANNING AND APPLICATION
Objective
AMP are moving into a new era where working environments are changing to create collaborative and expressive integration amongst employees, clients and suppliers. The new ways of working strategy needs the AMP brand to integrate through the new built environments to create a well informed and connected workforce. All AMP employees and mobile visitors need to feel connected with the AMP vision and brand values through the physical environment.
Solution
Creation of a branded environment that will expresses AMP’s vision and values whilst also celebrating the company’s history and local context of this prestigious heritage building. Bringing the brand to life through a timeless, elegant environment with clarity of communications.