Natalie Devcich

The Sugar Club restaurant wanted to promote an event they were holding in partnership with Perrier-Jouet Champagne.

Given the location of the restaurant at the top of the Sky Tower, we had to think about a way to put these two brands together to promote the evening of decadence. One that included not only the exceptional food and exquisite champagne, but also the breathtaking views and the ambience of The Sugar Club itself, with its art deco-inspired interior.

The solution was to name it something synonymous with decadent style, and follow that through into the look and feel of the promotion.

I created the floral Sky Tower illustration using hand drawn and digital elements, to complement both the restaurant and the champagne brand itself.

The Grill restaurant wanted to promote their lunchtime menu to corporates during the week.

I thought about common corporate phrases used in the workplace and how I could somehow tie them in to the images I had been supplied to work with.

The solution was to match these popular phrases with each of the three dishes, giving them a perfect double-meaning that would resonate with our target audience.

For the Fashion on Federal Melbourne Cup event, a collection of restaurants were hosting a lunch and fashion show by designer Trelise Cooper.

We were tasked with creating and styling the photoshoot to promote this event.

Since spring is all about flowers, we wanted to over-emphasise this aspect, since it would also work in perfectly with Trelise Cooper’s collection (being known for her floral designs).

The challenge we faced was to source props for the shoot on a shoestring budget as we wanted the set to have a feeling of abundance with a hint of decadence (the flowers, the fashion and the reference to good food and wine).

We also helped choose which dresses would work best for the hero image and for the series of individual images to be used on social media for each of the participating restaurants.

The Grill restaurant wanted to promote their Sunday roast offer. As they weren’t averse to a bit of cheek, we came up with this quirky headline which offered up a perfect solution to not feeling like cooking on a Sunday night.

This went to market as a Facebook campaign and was very successful, reaching over 28,000 people, with 785 comments and 523 reactions in just 21 hours.

GASPY is the original fuel finding app that tells users where the cheapest fuel is in their area.

We identified that 31,000 Gaspy users had subscribed to receive Kora’s push notifications and we wanted to leverage this to convert them to Kora customers.

Using the new media opportunities of interstitial and in-feed banners, our goal was to give these customers an extra push to take the next step of applying for a Kora fuel card, giving them even more savings.

Concept, Copywriting, Art Direction and Design
Natalie Devcich

Ubercool was created by a group of design based like-minded people with a passion for great design and a desire to create a collection of beautifully crafted, classic and contemporary lighting products from across the globe.

The idea is to not only make good design accessible to everyone without the lofty price tag, but also to inspire people to create cool spaces with thoughtful and innovative design.

We therefore wanted to have a brand that matched this vision, a brand that people would come to trust as always offering up something interesting and unique.

Being involved with this start up has been an excellent way to utilise my wide range of skills for the branding and strategy, website design, copywriting, packaging design, marketing and more.

Pet Refuge is an organisation that removes a major barrier to women leaving domestic violence by providing temporary accommodation for their pets while the women find a new home.

‘Safe Beds For Pets’ is an initiative that invites people to donate to help with the costs of sheltering these animals from harm.

They needed a logo designed, as well as a series of supporting icons that visually illustrated all the different parts of the process that the donations supported.

Art Direction and Design
Natalie Devcich

SKYCITY Casino ran a promotion where they were giving away $10,000 cash every Saturday night and they needed to create awareness and drive visitation.

I managed the project from initial concept through to completion, including photography art direction, costume styling and make-up theme, bespoke typography and graphic design.

The final result brought the royal theme to life, and this was followed through into the styling for the Casino stage where the draw was held, the showgirls, and the MC hosting the event.

The promotion was very popular with stakeholders and punters alike, with visitation numbers spiking on those nights, and the promotion was run for an extended period due to this.

Concept, Art Direction & Design
Natalie Devcich

Retouching
Dan Coroian-Vlad at D2 Creative Retouching

Farmers – especially dry stock farmers – were not necessarily aware of the full extent of the risks of Leptospirosis (Lepto). It’s not just about the health of their stock, it’s also about their families and staff, and their legal responsibility to run a safe workplace.

Our goal was to educate farmers about the threat of Lepto, and to promote vaccination of the herd with Zoetis’ Ultravac 7 in 1 product.

The digital-only campaign tackled any complacency head-on by using cold, hard facts to educate the viewer and encourage them to vaccinate with Ultravac.

Concept and Copywriting

Natalie Devcich, Phil Tetley-Jones

Art Direction and Design
Natalie Devcich

Develop a series of icons to be used on new brand signage at Mobil stations.

SKYCITY Grand Hotel and SKYCITY Hotel wanted to increase occupancy rates on Sunday nights and we were tasked with coming up with a creative solution to do this.

We got to thinking what the main benefit would be to staying in the city on a Sunday night. We then looked at who our most likely target audience was (primarily city workers) and what offers might benefit them the most.

This led us to come up with the concept of making your Monday morning a whole lot easier with our package deal that included a number of useful time and/or money saving offers like free breakfast in bed, free valet parking and a free packed lunch.

This highly successful campaign was promoted across print, DM, digital and social media.

Over the school holiday period, SKYCITY had a multitude of activities and offerings happening on-site which they wanted to promote.

We felt this needed to be one clear piece of communication that looked fun and engaging, while implying the multitude of activities going on, without being complicated.

This playful concept was very well received and was promoted externally, on-site and across digital and social media.

SKYCITY in association with Youthline, created a charity event whereby the public could visit the Sky Tower for just a gold coin donation.

Because we were speaking to the entire general public, it needed to be a piece of design and copywriting that everyone could resonate with, hence the idea of using a common phrase in the headline to play on the sense of being a ‘winner’ and encourage visitation.

It was hugely popular with over 11,000 visitors coming up throughout the day and evening to enjoy the view for (almost) free.

The brief was to increase lunchtime visitation across all seven signature restaurants at SKYCITY Auckland.

The challenge being each restaurant was very different in its offering, therefore the brands had to be brought together under one big idea.

The solution was to create the ‘$49 Lunch Club’ where the customer could enjoy lunch at any of the participating restaurants for just $49. Given the quality of these restaurants, this was a very attractive deal.

Promoted primarily on social, the campaign is still running due to its popularity.

The brief was to promote lunchtime visitation to The Grill restaurant in the weekends as this was a traditionally slow period.

Putting ourselves in the headspace of the customer, the idea of making it feel like a relaxed picnic lunch felt like a nice direction to take. The quirk of the forks as grass fitted with The Grill’s brand approach.

The brief was to display a list of facts about the Sky Tower’s attractions in the ticketing area to inform visitors what was on offer.

The challenge was coming up with a fun and engaging way to communicate such a variety of information. Because of its location it also needed to be something that looked good from a distance and up close.

We decided a large wall mural would look suitably impressive in the oversized space and, after distilling the information down into bite-sized chunks, commissioned Jo Tronc at Watermark to illustrate these using a mixture of stylised text and illustrations. We then coloured up parts of the mural to highlight certain points and make it more graphically appealing.

It was very well received and creates a great point of interest for those waiting in line to visit the Sky Tower.

Our brief was to promote SKYCITY Divas, a Saturday night show happening at SKYCITY.

As the singers were well-known, we already had our stars of the show, so wanted to include them in the campaign as much as possible.

And since everyone loves the idea of going backstage, we created a series of short videos for social, showing behind the scenes at the photoshoot and clips of the show itself once it started.

We then also utilised the stills from the photoshoot to promote the show on outdoor media, print, social and across site at SKYCITY.

The show was very popular and ran for two consecutive seasons.

Photography by Norrie Montgomery.

Auckland’s Sky Tower wanted to promote their new offering of giving New Zealand residents free entry to the Sky Tower on their birthday.

We felt there was a great message in this ‘gift’ from the Sky Tower, so wanted the creative concept to align with this by using birthday imagery to recreate that sense of anticipation and excitement that comes with opening a gift.

Orbit revolving restaurant up the Sky Tower is a popular place for celebrations, and they wanted to promote the idea further by creating a campaign around that theme.

Our solution was to leverage the iconic view and complement it with snapshots of common celebratory moments. This was done as a series of print adverts.

Retouching by Dan Coroian-Vlad of D2 Creative Retouching.

A concept was required for the Sky Tower’s school holidays activation using a very limited budget.

Because it is a popular and well-known theme for kids, I created the Sky Tower ‘Gold Rush’ story. Children were given activity books upon arrival and as they moved through the different areas of the Tower they could fill in their activity book along with enjoy a number of themed activities, including playing ‘Lasso the Bandit’ to receive their giveaway of chocolate ‘gold’ coins.

There was also a drawing station where they could create their own Wanted poster and a Photo Booth competition.

To promote SKYCITY Auckland’s Winter Wonderland theme happening across site, we were asked to create something in the atrium to promote the theme and engage visitors.

Given the tight budget, my solution was to design and oversee the build of an installation that captured the imagination of the audience by creating a ‘window’ into the magical wonderland experience of winter at SKYCITY.

During the Auckland Writers Festival, The Sugar Club restaurant ran an advert in the Festival program enticing customers in with a pre-show drinks offer.

Because we were speaking to an audience who appreciates the written word, I felt using a common writer’s phrase would pique interest enough to read on.

The brief was to increase awareness of the Fuji Xerox brand, and with this in mind we created a campaign idea that illustrated how Fuji Xerox shares the same innovative thinking and leadership qualities as some of our great Kiwi heroes.

Due to the success of the first campaign, a second campaign was run the following year, building on the ‘Not Copiers. Leaders’ message.

Media Billboards/Posters/Press/Digital

Art Direction Natalie Devcich
Copywriting John Pederson
Creative Direction John Shepherd