In 2011, I was selected as 1 of 10 Sydney designers to partake in the inaugural class of Tractor Design School, an industry-lead postgraduate graphic design course. The industry mentors that participated in teaching the course included Moon Design, Principals, Frost*, End Of Work, Hoyne and more. Alongside weekly mini-briefs, we were given a real-life major project brief and 10 weeks to develop a solution for the client Australian International Design Awards (AIDA).
Over its rich history of practice, Australian International Design Awards has garnered international recognition within the Industry by annually sourcing respected and regarded judges to partake in a rigorous and detail quality assessment process, one of the most thorough and extensive in the world. After the judging assessment, a Good Design seal is licensed to winners who can then use the mark to promote their award-winning designs to the everyday consumer market.
The key objective of the brief was to raise the profile of the AIDA awards to Consumers, increase the awareness, understanding and appreciation about Good Design and present the rigorously tested AIDA award-wining products to consumers in an accessible and desirable way.
My proposal was to launch a quarterly publication that showcases the AIDA winners and their products. Cream/Crop aims to connect the award-winning products with consumers in a bespoke, keepsake publication that complements the quality, rigour and credibility of the products. With a culture and lifestyle focus, Cream/Crop will be much more than a product catalogue, rather a carefully curated publication that shares stories, explains processes and also introduces the people and studios behind the designs.