Joshua O'Neill


September — December


One of New Zealand’s leading recruitment agents needed a revisit on their identity, as they were getting their website redesigned by website champions Sons & Co. A big move away from the old identity, the new look and feel was charcoal, deep red and Helvetica. I designed this adapted version of Helvetica to fit cohesively inside of the styling that S&C had implemented with the website, and extrapolated it through the rest of their corporate collateral.

3rdeye 1 3rdeye 2 3rdeye 3

Food Space

Fresh Concept came to us with a pretty great idea. Through all the events that they run in the Silo Park and Wynyard quarter they had amassed a pretty impressive database of mobile food vendors. They wanted a website that would allow the public to track down their favourite vendors for a hungover sunday taco, or an after-work waffle cone.

Something Good created a dynamic and flexible mark that we felt gathers in the different facets of what Food Space is attempting to represent, and stamps a solid claim on the territory. Merely locked up text, it is styled in a distinctive and recognisable way that reflects the unique food and hospitality world that Food Space stands in. The concept looked at re-appropriating the effect of a large outdoor sign, which is extremely well tied in with the aforementioned world. Intentionally we pushed away from the aesthetics present in the existing examples of foodtruck sites, which aim at a relatively “street” level, with their graffiti influences aplenty. The Food Space identity can sit anywhere on the spectrum, from churros to paté specialists, it’s incredibly flexible and encompassing.

Project completed with Something Good.

Holding page can be viewed here.

Holding page development by Pixelbash.

FoodSpace 1 FoodSpace 2


Arkade is a boutique furniture hire company, who’s ethos is “Well executed but still a little messy and very approachable”.

The aesthetic of the Gill Sans inspired letters is less 1920’s quirky and more 1950’s faded precision—the 1950’s now having the desired patina, a “had it’s day” feeling. 

The brief proposed to have the “A” of Arkade in red, and then to have that marking the furniture. I suggested something else, a little more conceptual, and with really interesting potential extrapolations. The structure of a basic chair, viewed from the back forms a rudimentary “A”. The 2D version makes up the mark for the furniture, but the most interesting future possibilities came out of the 3D version, check back for signage at some point, I guess. As a 2D form, it also brings in some of that Japanese feeling that was desired by the client, it’s one cross bar at the bottom away from being the symbol “日” (sun).

The wordmark and symbol, paired with the furniture that Arkade will supply its clients, creates a nice contrast in the same sort of way that Best Made (clients’ favourite brand) achieve their aesthetic, the bringing together of old and new. Extremely well cared for details, and a tight execution, married with the ideas behind Wabi-sabi, and the beauty in wear and tear.

Holding page can be viewed here.

Holding page development by Pixelbash.

Arkade 1 Arkade 2 Arkade 3


Watercolour illustration for Laneway Auckland’s 2014 Christmas party.

It’s FKA Twigs.


DM Acoustic

DM Acousitc is a new company, but its founders have many years’ experience in the audio industry. They design and install audio solutions everywhere, from churches to bars.

The client wanted something that spoke to their most important qualities: quality, precision, efficiency, both function and form, customisation and a real love for the game.

Simultaneously about progress and craftsmanship, I settled on an International Style influenced mark. The typeface utilised for the logo is a hand-created humanist sans-serif, rather than being perfect in weight, each letter is unique, no curve is the same. This aims to reflect both the bespoke and precise aspects of DM Acoustic, and the end result is a super clean word mark that manages to be friendly and professional, evoking confidence in the brand and the work that DM Acoustic completes.

The graphical element of the logo, the “DM” monogram is a geometric abstraction of the two letters, in keeping with the forms common in the International Style: sharp angles and smooth curves. Influenced by road case stencils, it has a solidarity to it, and the simplicity means it is transferable to a wide range of applications.

In an industry flooded with tacky gradients and faked chrome, DM Acoustic stands out with strong forms and simple, impacting colours, while exuding a quiet confidence.

DMacoustic 1 DMacoustic 2 DMacoustic 3