Seb Duncan

Seb Duncan: Creative Director Arnold/Duncan
Specialties: Art Direction and copy for advertising and DM, Branding and print Design

After graduating from LCC with a BA(Hons) in Graphic Design, Seb cut his teeth on a placement at Portland Design Associates. In 1994 he moved to entertainment advertising and retail specialist, DPA Soho as an Art Director on Sony Music/Columbia Tristar, BBC and VCI across press, TV and POS. Five years later Seb moved on to integrated agency Interfocus (then part of IPG) as a senior Art Director, working on BAA. He also presided over one of the largest brand mergers in the UK between Lloyds and TSB, art directing consumer DM programs, in-branch and POS material within the new brand guidelines created by Wolff Olins. Following this, Seb went freelance and handled the Beiersdorf account at Mercier Grey, working on Nivea Visage, Nivea Deodorant range, Nivea Men's Face Products and Elastoplast brands. In 2003 Seb set up the partnership Arnold/Duncan. The company now has billings of over 500K.

The San Roque Club

Brief
Integrated brief, encompassing press advertising and high value brochure for this Spanish off-plan luxury property developer.

Tonal Guidelines
Highly exclusive, private and unique.

Solution
Make use of the existing 'leaf' branding device and draw attention to the exclusive nature of the offering. The headline 'Owning
a piece of Andalucia is easy, the hardest part is finding just which piece' was used on the brochure. For the press executions
the headline 'For sale, Andalucian dreams ' complimented this sentiment. This was complimented by surreal imagery to help San Roque stand out in a very ordinary media environment.

BAA

Brief
Highlight the range of brands available at BAA airports using outdoor airport media and national press. Brand names, product shots and product categories had to be highlighted.

Tonal Guidelines
Fun but premium, lively and positive about travel. Above all, vital; get a bargain before you fly!

Solution
Use wordplay to link the excitement of travel with the product range. Make use of clear typographical layout to list the brands in an interesting way.

Aramis Lab Series For Men

Brief
Design support material for this men's
range of skincare and aftershave.

Tonal Guidelines
Premium, masculine, un-fussy and 'real'.

Columbia Records

Brief
Design a press ad to celebrate 40 years of Columbia Records.
The ad was car ried in various music business publications around awards shows..

Tonal Guidelines
Rock n Roll with heritage.

Solution
Make use of a guitar pick carrying the words 'extra heavy' to add humour as well as historical rock heritage.

Sony Music Europe

Brief
Design a press ad to be included in the MTV
Europe Awards.

Tonal Guidelines
Confident and positive.

Solution
Edvard Munch with attitude.

Halo Spa

Brief
Devise an identity for this Farringdon-based spa and yoga centre.

Tonal guidelines
Upmarket but approachable, feminine, real beneficial results.

Solution
Soft curves and natural letter forms were adapted and squeezed into shape. The curve of the letter 'a' was made to resemble a flexible limb. Focus on the lotus flower as stand-alone symbol.

Elastoplast

Brief
Devise a postcard to be included in key 'running' media during the London Marathon.

Brief
Devise a range of sales presenters for the Elastoplast range that clearly differenciate product's benefits and target markets to the buying trade. Add value to an often neglected marketing tool !

Nivea Men's skincare range 'Ref'

Brief
Devise a direct marketing sampling piece aimed at men who 'dare to care'. Piece was used in conjunction with a 'lad road show' at sporting events through early summer.

Tonal Guidelines
'Light' ladism with sexist humour, sporty, with a sense of humour.

Solution
Following ATL copy theme, the offside rule gag was used. Breaking out of Nivea guidelines, a flag symbol was used to signify the 'ref'.

Nivea Men's skincare range

Brief
Devise a direct marketing sampling piece aimed at men who 'dare to care'.
The piece was used in conjunction with a 'lad road show' at sporting events through early summer.

Tonal Guidelines
'Light' ladism with sexist humour, sporty, with a sense of humour.

Solution
Following ATL copy theme, the offside rule gag was used. Breaking out of Nivea guidelines, a flag symbol was used to signify the 'ref'.

Nivea Deodourant range

Brief
Devise a poster and hand-out campaign to
support the 'Nivea Deo Parachute task force'
activity to take place at key train stations
UK wide. New product packaging had to be
intrinsic to the concept.

Tonal guidelines
Fun, real results, gentle,

Solution
The client liked the idea of 'parachuting
products' coming in to land, gently.

Nivea Men's skincare range

Brief
Re-design of a triple sachet Nivea
Men's skincare mailing. New tonal guidelines
following ATL.

Tonal guidelines
'Light' ladism with sexist
humour, sporty, with a sense of humour.

Nivea Deodourant wipes

Brief
Devise a direct marketing sampling piece
highlighting the benefits of this 'deo on the
go' product. Target market: female profes-
sionals 24-35.

Tonal guidelines
Feminine, upmarket, real results, plain-
speaking but premium.

Solution
Focus on the lifestyle aspects of the core tar-
get market using an X-ray art
direction technique that gives equal status
to the product as all the other day to day
essential equipment..

The Mandarin Oriental Spa

Brief
Design concepts and colour systems for the identity for this up-market health spa,
as part of The Mandarin Oriental Hotel in
Hyde Park London.
Design had to consider applications to a high
value product brochure, marketing support
material, towels, dressing gowns and interior
glass signage.

Tonal Guidelines
Exclusive, private, calming, spiritual.

Solution
A simple candle burner was used to portray
these values. Materials like stone, light wood
and marble helped compliment a calming
colour pallet.