A brand building art director passionate about ➺ exploring type, design and a bit of motion ✴︎ Currently based
in Dubai︎
A brand building art director passionate about ➺ exploring type, design and a bit of motion ✴︎ Currently based
in Dubai︎
Client
Australian Rowing Federation
Australian Rowing Federation
Brand Launch
Cameron Girdlestone Brand
Agency
Design Fox Australia
Creative Director
Martin Liu
Copywritter
Steven Bass
Photographer
Murray Harris
Design Fox Australia
Creative Director
Martin Liu
Copywritter
Steven Bass
Photographer
Murray Harris
Cameron is a dual Olympic Australian rower, widely recognised as a public figure and trusted advisor within the Australian Olympic Committee.
We partnered with Cameron to shape his brand identity from the ground up—defining everything from brand positioning to visual identity, photography and launch assets.
Inspired by the discipline and dynamism of rowing, we developed a visual system anchored in the concept of “the bold wave.” More than just a graphic motif, the bold wave symbolises the force and power of the paddle cutting through the current—qualities that reflect both the sport and Cameron’s journey, on and off the water. It evokes the sweeping motion of an oar, the rhythm of progress, and the impact of a single athlete moving with purpose.
This core idea informed a distinctive design language: a vibrant, modern colour palette; fluid, otherworldly textures that suggest both water and energy; assertive typography; and powerful imagery of Cameron and his team in action. Together, these elements form a brand that is as bold, focused, and forward-moving as Cameron himself.
We partnered with Cameron to shape his brand identity from the ground up—defining everything from brand positioning to visual identity, photography and launch assets.
Inspired by the discipline and dynamism of rowing, we developed a visual system anchored in the concept of “the bold wave.” More than just a graphic motif, the bold wave symbolises the force and power of the paddle cutting through the current—qualities that reflect both the sport and Cameron’s journey, on and off the water. It evokes the sweeping motion of an oar, the rhythm of progress, and the impact of a single athlete moving with purpose.
This core idea informed a distinctive design language: a vibrant, modern colour palette; fluid, otherworldly textures that suggest both water and energy; assertive typography; and powerful imagery of Cameron and his team in action. Together, these elements form a brand that is as bold, focused, and forward-moving as Cameron himself.
