TBD created McCaw Lewis’s centennial logo, a billboard, and print collateral for their 100th-year celebration. The project is aimed at McCaw Lewis’s audience in the Waikato. The designs created show McCaw Lewis’s brand as a local, people-focused company.
TBD created the Centennial Logo in a way that emphasises the gold of the arch brand mark. A simplified Koru representing rebirth and the Waikato river flows through the elegant ‘100’, creating a visually interesting image. The simple, solid colour serif type balances the dominant ‘100’ type, keeping the logo from becoming cluttered or overwhelming.
The billboard utilises the attention-grabbing gold title that calls back to the company tagline. The tagline appears front and center in order to appeal to the audience. The rest of the billboard is simple, making the hierarchy clear and allowing the design to breathe. The gold pattern on the lower section of the billboard provides asymmetrical balance to the white space on top of the design. The pattern also represents the company's focus on cultural law and Māori land ownership.
The print collateral focuses on showing the company's heritage through texture and type. Vintage fonts provide visual interest and make for a compelling design. TBD used rough texture on the information booklets to complement the type, whereas the save-the-date leaflets use a clean white background to not overcomplicate the design.
TBD’s design decisions & justifications focused on providing clean and professional designs that focused on McCaw Lewis’s heritage, brand ideologies, and connection to the Waikato region. Compromises made during the design process involved reducing photographic elements of Waikato to provide elegant and impactful design.