From the thin-line shoe sketches of Andy Warhol in New York to the film posters of Saul Bass, New York was leading the Mad Men of Madison Avenue and the rest of the world in a change of direction with how advertising would need to follow. Australia, always aware of the trends was keen to adopt a new perspective.

With a few clients willing to open their ideas to a new wave, graphic Design began to become graphic Art and with the change of idea, many artists became involved in the process of convincing the public to spend money.

The 70’s introduced a larrikanism based on soft sex and when the belief was that it was the ways to sell everything from leisure suits to hot chicken offal rolls, some areas of sobriety had a decency to follow a much more sophisticated approach and keep advertising images to more “decent” ideas.

Photography was adopted as the new form of imagery and gave illustrative advertising a hiding, so the question was how should it be delivered – blatant product, sweet pretty facials, or photographic conceptuals? The Australia Post was a pillar of respectability so adopted only one approach, integrity.

Minimal waves

Streamlining ideas for maximum impact