The Area_2 publication published the AGDA 2002 Call for Entries poster, this project was a love job, the concept, image making, writing, typography and artwork was developed by Andrew Ashton.

In 2001 Andrew was appointed to head up and develop the communications collateral for the 2002 Australian Graphic Design Awards in Melbourne Australia. To pull the work together Andrew developed general theme — outside in / inside out, an event brand was resolved and a typeface, a free font, were the design elements that bound all of the collateral.

The project depicted is a call for entries poster / brochure. Twenty four Melbourne based designers were invited to respond to the theme and create a hero image. Also four designer were invited to prepare a type based back.

At the time the graphic design of John Melin, collages by photographer Robert Frank, Bukowski and Slessor poems were kicking around as inspiration.

The photograph was taken in an empty paddock next to Melbourne‘s West Gate Bridge. There was no budget and in typical fashion Andrew left the production of the image and artwork to the very last minute, to ensure Andrew‘s fundamental design element was in place — to set a strict time cap, in this instance two weeks from concept to artwork. There were two photographic sessions, the first female model didn’t want the image to go to print and a life model was hired for second sunny shoot. One always wanted the first image to be published; with its approaching tempest, muted light and saturated greens and browns, yet it was never to be.

At the time Andrew was interested in exploring the tension of opposing forces, so much can happen when you strap opposites together.

The type on the back is playful. One wanted the reader to turn the piece up side down and back again. The copy was meant to fox the reader too, while delivering practical information.

The final piece was presented as an A1 poster that housed two portrait A2 posters, each split by a single course perforation parallel with the short edge. The piece was printed on 100gm2 uncoated paper that was folded down to A5 to fit in a C5 purpose designed envelope. There were twelve A1 posters that made up the complete set displaying the work of twenty four designers.

An ironic, or possibly a self serving headline for a mass produced throw-a-way commuter news sheet.

An ancient precursor to the mobile phone.

Who took the board room table?

A prototype for a new concept in glass bottom boats.

Somewhere in the suburbs, a big grass field, air socks, light planes, helicopters, chain fences, the occasional person, weather worn signs, and plane spotters sitting quietly in oddly parked cars.

During a jam packed week in London this September, Paul (Davis) had a few hours to spare.

Paul showed some wine packaging he was developing, there was some revered English design people Adrian, Stephen (who didn’t take a shine to my over sized business card) to meet, we shopped for small electrical goods, we talked about robbery, looked at notable sights around Shoreditch, Paul shared this wonderful sculpture by Fernando Botero at the back of Liverpool Street Station, there was this curious screen test like poster on the street, a lunch that went till 3.30pm, we saw some art in the White Gallery, dry cleaning to pick up, last stop Richmond, a date to cancel and an early night to bed.