Chris Doyle is a Sydney based designer at Moon Group and recently produced a set of identity guidelines based on himself which is an instant classic.  I tracked Chris down to find out more about the project ....

Hello Chris, I’ve seen your brilliant identity guidelines featured on numerous
blogs recently, what has the public response been?

To be honest I have been completely overwhelmed by the response. People
seem to have genuinely enjoyed the piece. I have had emails and text messages
from all over the world, all just people writing to say they enjoyed it. I had a
phone call from a guy in New Zealand who called to say how much he enjoyed it,
that he felt compelled to call. That was so satisfying for me. From the start I was
far more concerned with the idea and making it funny, than I was with it being a
cool or fashionable piece of design. For so many people, designers or otherwise,
to find it funny or clever, that's more than I could have hoped for.

Were you at all nervous about posing in your underwear? Did you have fun
creating the images?

I did think about it for a minute, but then honestly thought who cares? I have
body issues, like most people, but I also wanted the piece to be as personal and
intimate as possible. I remember standing there in my underwear asking my
friend Ian, who had kindly agreed to shoot it all for me, whether or not I should go
completely nude. We both agreed that would be taking it too far. I'm not sure who
was more relieved actually, Ian or myself. Interestingly that is the image that has
received the most comments. People generally seem to think it was brave, so I'm
glad I did it.

The shoot was actually quite rushed. It was done in a few hours on a weekend,
some tweaks were made and that was it. In terms of layout and design it all came
together quite quickly.

How did you come up with the concept for the project?

It's funny actually. I've worked on loads of guideline documents over the years
and it's usually the part of the process I enjoy the least, so it's odd to me that I
would choose to do one. While I see the need for them, they can also be such
ridiculous documents. Designers slave over minimum sizes and clearance space rules that I'm positive, for the most part, are ignored. I remember working on guidelines for one of our bigger corporate clients and thinking how much fun you could have applying all these rules and restrictions to a person. More importantly that if I did it well, that there would be so many opportunities for laughs.

Is it correct that you entered the guidelines into an Australian design competition
and stood alongside the work with your own number and rationale pinned to your
back?

That's correct. The idea to enter myself into the AGDA (Australian Graphic
Design Association) awards actually came after the idea for the guidelines. I had
already planned on entering the document into the awards but then realised the
natural extension of the idea would be to enter my actual identity. I contacted the
chair of the awards and she was on board straight away. I entered myself
physically into the Self Promotion category, under Identity. I flew to Adelaide in
June where judging was to be held and was placed in a room and told to wait. I
had an entry number stuck to my chest and a rationale in an envelope stuck to
my back. I presented my rationale, arguing that how I look, sound and act as
person, requires much of the same consistency and care that we as designers
apply to identity systems for clients. The reception was mixed to say the least.
But I think they got it for the most part. The Awards were held 2 weeks ago and I
won the top gong for my category, so that was nice!

What is next for the Identity Guidelines, perhaps a tour?

That'd be nice! For now I think I'll let the document travel around alone. The
internet is an amazing thing. I must acknowledge Michael Johnson of Johnson
Banks, who was the first person to blog about the piece on his site. From there
people have been very kind, it's been nice to see it on blogs that I visit every day.

Do you have any other personal projects in the pipeline?

I've got a couple of ideas down on paper but they're just thoughts at this stage. I
love the idea of self exploration and analysis in design, but I also think staring at
yourself on screen for too long could send you a little mad. Sagmeister manages
to do it so well, without seeming self focused. I think it has to do with honesty. He
presents himself completely raw. Humility and truth are so attractive. I am
thinking maybe I need to stay clothed next time.

Can you tell us about Moon Group’s latest/last campaign?

Last year we won the Sunglass Hut account globally so we have been producing
a lot of work for them. We’re trying to give them a unique point of view on
sunglass fashion, rather than just having them sit behind the luxury brands they
sell. The idea of transformation touches everything from campaign to instore to
online. Attached are samples of the recent 'PUT THEM ON' campaign.

 

Being based in Sydney, do you work on global campaigns as well as Australian
ones?

We do actually, which is great. On top of Sunglass Hut we worked on the
branding of the new Westfield London Centre alongside their local agencies
before it opened. One really exciting project for Moon was repositioning and
rebranding Jamaica on a trade level to capitalize on the Cricket World Cup.
That’s also led to work with the International Trade Centre in Geneva, which
works with developing nations. We’re also working with Arctic Capital on a bunch
of aquariums they own across Asia.

Finally can you tell us Sydney’s best kept secret?

I'm probably not the best person to ask. Although my partner Sarah and I did
recently discover a wonderful seafood restaurant at our local shops called The
Codfather. They make the most amazing polenta chips and serve them stacked
like a game of Jenga. Does that count?

Check out the full version of Chris Doyle's Identity Guidelines: Christopher Doyle_Guidelines.pdf (1.04 mb)

See the moon group website for more info: http://www.moon.com.au/