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April 14, 2015

The largest off road cycling festival in the world came to Rotorua for the first time in 2015: Crankworx Rotorua encompassed a large volume of artwork requirements. My involvement was a monster of a project for the locally-driven marketing initiatives.

Many late nights and short deadlines are par for the course to some extent in this line of work. Even given those facts it’s important to keep a focus on quality, both of the creative thoughts and the client’s ultimate goal of reaching out to their target market.

One of the smaller, yet most satisfying components of the Crankworx artwork was the design of merchandising T-shirts. Due to a last minute sponsor let-down the organisers were faced with the unenviable task of arranging branded T-shirts to sell at the event venue. Unenviable because this happened very close the event start – at a time when merchandise should be arriving in cartons for sorting, we were tasked with creating artwork from scratch in time to be printed and supplied.

We got there, a couple of big days (and long nights) achieved the required outcome. This is a stand out job for me: With the hustle of the workload at the time, concepts were no sooner emailed off to the client than I’d be right on to the next equally urgent job for the event. Within days it was a virtually forgotten blip on the radar.

It was therefor a great reminder to turn up at the Crankworx Rotorua expo area and see row upon row of the shirts I’d designed the artwork for. Again, quickly forgotten as I got on with the next busy phase of working on commissioned photography at the event.

With the dust settling after the event and taking a few days off with family in Wellington, it was immensely satisfying to see people walking through the city streets wearing the ‘King of Crankworx’ style T shirt. Oftentimes when artwork leaves my computer to do its job for the client it disappears from front-of-mind. This is a small piece of creative work in a much larger creative project that I’m already enjoying being reminded of occasionally when it crosses my path.

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