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Why Visual Marketing Is Important For Our Industry

Melbourne designers Ross Didier and Ben Edwards team up for a cool, creative concept to launch Didier’s newest range – the Zupello lighting collection.



BY Sophia Watson

June 8th, 2017


Melbourne-based product and industrial designer Ross Didier is known for two things: quirky original design and even quirkier original visual marketing.

His collections span a portfolio of chairs, sofas, stools, rugs, tables, ottomans, lighting, storage and accessories, each inspired by seemingly un-design related influences including: classic fairytales and fables, Australian flora and fauna, culinary delights and even the physical attributes of a praying mantis.

Didier has – and continues to be – a pioneer for driving and demonstrating the value and importance of visual marketing in our industry. His artfully-curated concepts showcase the quality of his product, while cleverly packaged within the unique personality and language of his brand. His latest offering, the Zupello lighting collection, evokes memories of sweet Italian delicacies and pastries with three individual designs, shaped into sculpted canapés. Made from spun sculpted alloy, with solid brass detail, ceramic porcelain bulb holder with a white or black copper covered electrical cord, the Zupello lighting designs are aimed to compliment a wide range of residential interiors or commercial spaces.

Art directed by fellow Melbournian designer, Ben Edwards, the inspiration behind the shoot was to highlight the beautiful curved form of each of the three pendants – the thin edge almost making them appear ceramic – set within the theme of what looks like waitstaff, “serving” the designs as if they were part of some fine-dining experience. Additionally, Edwards and Didier wanted to provide an idea of the pendants size, scale and materiality, ultimately referencing the utilitarian nature of the product. To echo the culinary inspiration of collection, the set was built from smashed plates and crockery, framed by an abstract boxing ring to reference the durability of the product. Didier’s example of visual marketing is an increasingly symbolic and abstract one, serving as a strong reminder to our industry that the need to stand-out from a branding and identity perspective, has never been more important.

 


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