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Clemenger Design Scores International Coup

Published: Wed 24 Nov 2004 10:44 AM
Clemenger Design Scores International Coup
Great design is not only about looking good, it has to connect with people first to be effective.
This insight has helped Wellington design company, Clemenger Design, score an extraordinary coup in the international design world. The company has just been advised four examples of its work will be published in the Graphis 2005 Design Books series.
Clemenger Design general manager Jonathan Hales says for a New Zealand company to be singled out in Graphis, which is recognised as the premier publisher of design and graphic communication worldwide, is remarkable enough.
“But to have four entries chosen in a single year is almost an unheard of achievement. This truly puts New Zealand design under the spotlight on the international design stage,” Mr Hales says.
Graphis was founded in Switzerland in 1944 and in 1986 moved to New York. The series of books it publishes annually presents the most innovative work produced on an international level in the fields of graphic design, photography, advertising and corporate design. It receives literally thousands of submissions for publication, Mr Hales says.
In gaining the exposure, Clemenger’s work was judged against that of the world’s largest and wealthiest agencies – firm’s whose clients include giants such as Kodak, IBM and Apple and employ hundreds of designers.
“Clemenger Design has only been in existence for five years and we have a team of just 7 designers.”
The company was successful in gaining two entries in the 2005 Graphis Design Annual: the rebranding of Red Lane duty free stores and the Pinot Noir 2004 invitation; and two entries in the 2005 Packaging Annual for Red Lane packaging and Loop, a publication featuring Wellington art, culture and music.
Clemenger was particularly pleased to have its work for Red Lane acknowledged by Graphis.
“Previously Red Lane was simply called Duty Free Stores. We had the insight that duty free shopping is an important part of the total overseas holiday experience. We changed the name to Red Lane to legitimise the purchase of luxury items – you proudly go down the Red Lane because you have something to declare: you’ve been overseas,” Mr Hales says. “W
We also undertook a full review of all their marketing collateral including the store design.”
After rebranding, sales at Red Lane went up 98 percent in the first month and it won the Top New Business award in the Wellington Top Shop promotion.
Along with the new name, Clemenger designed a new bag for Red Lane.
“It’s not the shop the people remember; it’s the bag. It is the badge, the trophy which they bring back triumphant from their overseas holiday. In the same way that people keep Harrod’s bags, they keep and re-use Red Lane bags,” Mr Hales says.
“It demonstrates the power of good design and the power of branding at work. We’re delighted that Graphis has recognised this and we’re greatly looking forward to seeing the books.”

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