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Designing a visual identity by Glenn Dixon

I’ve become painfully aware the communication of my professional visual identity has been ad hoc, experimental and inconsistent. Design elements for my branding were selected from templates offered by web hosting companies, spreadsheets and business card printers rather than being underpinned by a holistic and deeply considered strategy. As a result my website, project proposals, invoices, print books and business cards conveyed disparate messages over time. I'm now on a journey to implement a brand identity that unifies and accurately communicates the evolving story of my freelance practice. 

Images above: An early concept by Principle Design.

I’ve been creating a life and living through my freelance filmmaking practice for six years and I’ve resisted reaching out to a brand partner until this point. Not only was there a financial hurdle to overcome but deep resistance within myself; ‘I don’t think I’m ready yet.’ ‘Perhaps I’ll wait until I know what projects I want to make and who I want to make them with.’ ‘Perhaps I’ll work out my brand offering and design a solution by myself.’ These considerations played out in my mind until I realised two key things; 1) Now is almost always the best time to begin. 2) I’m never going to be capable of doing this alone.

I’ve commissioned Principle Design, a branding and graphic design studio to help make this a reality. The process so far has been incredibly insightful and exciting. During the discovery phase, one activity in particular had a significant and lasting impact on the way I think about my practice. We arranged fifty or so photographs of automotive vehicles on a table and began describing my practice though the characteristics embodied in those vehicles. Through analogy and abstraction I discovered new ways of articulating my service offerings with minimal emotion or industry jargon. The designers helped me realise things I’d never considered.

This week we identified the concept that will underpin the visual identity. The next steps over the coming weeks will be refining the designs and publishing. Through the process I have become far better acquainted with my own brand stories and been equipped with the language to articulate them. This realisation is perhaps just as valuable, if not more so than the initial project deliverables.

Goondiwindi 'Amazing Race' Documentary by Glenn Dixon

On the 26th of October 2013, the people of Goondiwindi, Boggabilla and Toomelah came together in Goondiwindi to participate in a unique community event, the Goondiwindi Amazing Race Community Challenge! The Amazing Race involved families from across the Goondiwindi Region working in teams to complete challenges across a number of activity stations. Each activity station included elements of local Indigenous culture, history and traditions. This provided family teams with an opportunity to increase their understanding and awareness of the local Indigenous community. The overarching goal was to bring Indigenous and non-Indigenous families together in a positive manner and raise the awareness and understanding of local Indigenous culture and history.

I captured the majority of the interview material for the 10 minute documentary during the week leading up the the event. It was a wonderful experience and privilege to create a small story about this region. I am very thankful to all the people who showed such hospitality and warmth toward a strange filmmaker in their town. I hope to continue my filmmaking work in the region this year as there are exciting plans being formulated.


Follow the Goondiwindi PaCE Committee via their Facebook Page
Left-field Business Solutions in partnership with Engage & Create Consulting (Project facilitators)
Cultural performance by Dhinawan Dreaming
Music: Recorded on location: Dhinawan Dreaming. Additional music licensed from Moby Gratis

'Blue' & 'Digital' Editions - Now Shipping! by Glenn Dixon

Pictured above: Antarctica - An offering from the wanderers Digital Edition 44 page PDF 67.8 MB (instant download) You decide the price at checkout (RRP $10 AUD)

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My latest photographic project, Antarctica - An offering from the wanderers is now available for purchase as a beautiful hard copy volume and/or downloadable pdf. It has been an incredible learning journey producing a book from the photographs created in Antarctica last December. It is a privilege to finally share this work with you. View the online gallery featuring a collection of photographs from the book.

This was my first collaborating with a professional editor. I would like to thank Helen Bradbury for her investment of time, patience and expertise in the proofing process. Helen encouraged me to think critically about the book medium and the inclusion of content within. One of the major lessons I will take into the next project is to avoid writing in cliché and get directly to the point!

A big shout out to the folks at Quark Expeditions who sailed me to the Antarctic Peninsula on two December expeditions. Your staff were passionate, hospitable and enabled me to make photographs in a beautiful part of the world. If you have ever dreamed of visiting Antarctica, these guys make it extremely accessible, safe and comfortable.

Pictured below: Antarctica - An offering from the wanderers Blue Edition Open edition. Print on demand 20cm x 25cm hardback with dust jacket 60 pages of Proline Pearl photo paper $90 AUD + Postage/Handling ISBN registered with barcode For sale here through the Blurb online bookstore

White Edition - Now shipping! by Glenn Dixon

The eleven copies of ANTARCTICA An offering from the wanderers White edition are waiting excitedly in the lounge. On Monday they will be shipped to their respective homes. One will be sent to the Dubai, another to Sweden and two more will emigrate to North America. The remainder will stay in Australia. This edition is a special thank you to those people who made this project possible, In particular my grandmother who sponsored the printing of these 11 copies.

Each book in this limited edition has been signed, numbered and finished with textured chapter inserts. Unfortunately these copies are not for sale as they have all been allocated to family members and friends involved in my Antarctic expeditions last December.

In early November (Just before I shoot off to Japan) I will be releasing the Blue edition - A slightly smaller, print on demand edition that will be available for sale through my website and Blurb's online bookstore. In addition to the hard copies, I will release a digital edition for those who would love to experience the stories without committing to a hard copy. So many options to get excited about!

White Edition Limited to 11 copies. Hand signed and numbered. Textured paper inserts. (See image above) 33cm x 28cm hardback with dust jacket. Printed on Mohawk ProPhoto Lustre-Finish White paper. ISBN registered without barcode. Not for sale.

Blue Edition Print on demand. Open edition. 20cm x 25cm hardback with dust jacket ISBN registered with barcode. For sale through website.

Proofing - An offering from the wanderers | White Edition by Glenn Dixon

My hands are shaking and I'm completely overwhelmed with excitement! At this point it's rather difficult to string a cohesive sentence together. I have just received a proofing copy of my new print book, An offering from the wanderers - White Edition. This 60 page volume of Antarctic photographs and short stories is a large (33cm x 28cm) hardback book presented in a beautiful dust jacket. The White Edition is limited to 12 copies and is regrettably not for sale as all copies are allocated to people who were significantly involved in the project. Later in the year I will release a smaller (25cm x 20cm) Blue Edition which will be available for purchase and very eager of a loving new home. Yipeee!

I love the flexibility of printing small run limited edition books as I can hand customise each one. For this book I am experimenting with different textured papers to introduce each chapter. The paper stock will foreshadow the mood and tactility of the upcoming photographs.

I still have to fix various layout issues to do with paragraph spacing and formatting that I did not pick up when proofing the digital master. It is difficult to get a true sense of the spacing and proportionality without holding a hard copy in your hands. There are also a few photographs that came out a little dark in the final print that need to be adjusted. Once these small modifications have been made it will be ready for the final print run! I can't wait to share them with you!