Growing Sponge

A brand conceived and designed entirely from scratch. Working closely with the client, a striking, effective outcome was achieved.

This is an example of a brand conceived entirely from scratch, working with the client to achieve what was needed. Peter from Sponge Industries needed to promote a software and a call centre package for garages and MOT centres, called SI-GN (Sponge Industries Garage Network), that he had developed. Sponge Industries itself required a simple brand, with a logo, style and colour palette, translated into print stationery (business cards and letterheads). This would later be transferred to a main company website (Sponge Industries), with a secondary, product-specific, microsite (SI-GN).



The brand was developed to be striking and easily recognisable, with the logo being adaptable to a range of print and digital sizes and contexts. Simple, salient images of different types of naturally occurring sponge inspired the colour palette, set against a complimentary dark sea blue, with textures used sparingly to convey a more organic feel to the clean design; this emphasised the personal touch offered by Sponge as a small, independent agency.

Madnella's senior digital designer was involved throughout the process, from concept generation for the Sponge brand, through to final build and delivery of the company website and stationery.



Sponge Industries website




Banners and mash

A composite of banner animations for various clients including Dixons, The Guardian and HSBC. Striking and lightweight for quick loading and flexible for rollout.
A composite of banners done in the first half of 2011 for a variety of clients, including Accor, Novotel and Ibis Hotel groups and MWB Business Spaces. All banners were done in 2D, in Adobe Flash. Original size is 300x250 (standard MPU banner) and then rolled out to various standard banner sizes.





Avios travel banner done for The Guardian introducing airmiles, and Beats by Dr Dre banner for Dixons travel, advertising a competition to win a pair of headphones




Shake it up concept banner for the YCN (Young Creatives Network) Professional awards: The physical award for 2013 was a snow globe filled with glitter, and YCN wanted to use a video of the glitter swirling around in the globe, but didn't have a video banner campaign set up. Madnella proposed this as an alternative - illustrated from scratch, with ActionScript to control the glitter particles. File size was kept well below maximum, and the effect is much more controllable, with sharper visuals. To the right is an HSBC banner done for The Guardian, advertising information on expat wealth management. Madnella conceptualised the storyboard and created and animated the vector illustrations.




BHF zebrafish banner for The Guardian: Madnella created and animated the fish illustration, along with the bubbles and sun rays in the background. Creating the illustration as a vector meant that the file size could be kept right down. Orange network in collaboration with Dating Direct stop-frame love hearts banner: we did the stop-frame motion from still images of the hearts.

The WhatCar 2.0 machine

Engaging animated demonstration of the targeted advertising capabilities of the new WhatCar website, aimed at WhatCar’s business clients.

This animation was used to explain the targeted advertising capabilities of the new WhatCar website (2.0) to WhatCar’s business clients. Viewers are taken on a brief journey through the history of car sales, to understand the problem that buyers and sellers of new and second-hand cars face in standing out from the crowd. The new and improved WhatCar trading machine is then introduced, visualised as a buyer literally being transported through the machine, analysed for their specific requirements, paired up with a list of suitable cars, and being led to a successful sale.



The video was conceptualised in-house, with Anél De Bruyn as lead animator, video and sound editor. Additional animation was done by developer Mike Strick, while illustrations were done by Amir Mostofi. Check out the final video below!


Healthcare symposia microsite

A healthcare company microsite for the collation and distribution of congress-specific materials to healthcare professionals.
Design and build of a healthcare company microsite for the collation and distribution of congress-specific materials to healthcare professionals.

The brief required use of existing branding materials and colours. A simple site for organising, storing and making available for download, materials from past healthcare congresses and symposia, with the view to having the site flexible enough to add more material every year.



Direct work included design and build of the site in HTML, using CSS, with screen size flexibility, a static footer to be displayed at the bottom of the page at all times, and browser compatibility down to IE8. Design and build were done in the space of two weeks, with Anél De Bruyn as senior designer and front-end developer, and additional back-end input from the team at Amiculum Digital. Sensitive information has been blurred out to protect client confidentiality.

Magic carpet ride

A month of family holiday activities in a few daily key drawings. From pencil drawings on fine cartridge paper to a Photoshop finish.
A month's worth of holiday activity with the family, captured in a few key drawings per day. Most of the logos are quick designs of my own. Sketches were done with pencil on fine cartridge paper, then traced onto tracing paper with fineliner pens, then scanned and cleaned up in Photoshop. Titles and dates were added in digitally.

This piece was prepped for print on a table cloth, and can be altered slightly to produce a repeating pattern for larger cloth. Final product to be updated soon.


The full calendar, prepped for printing onto table cloth.


Detail - The Taalmonument (Afrikaans Language monument) in Paarl, South Africa. The structure was designed by Jan Van Wijk.


Detail: a faux logo for Kayaking done off Sea Point, Cape Town.


Detail: One of the Powerpuff girls, Buttercup.

Detail: A Lego Space Shuttle with a faux logo