Category Archives: Design

Melbourne comes to life

Sometimes a job comes along that really tests you. Not only does it test your skill set, but it tests your ability to look outside what is, to research and explore the elements that you are creating. Then to work with your client, to bring forth this magical moment, where their small, but definite changes brings together the entire work, of Melbourne City and Skyline, is inspiring!!

The breif given for the landscape is a wall at the docklands within an apartment, to which the client has requested a custom wall, mapping Melbourne, it’s landscape, it’s icons and to then incorporate some of their own personal attributes.

The personal elements of this landscape measuring 2.2 meters by 4.3 meters includes, street signs they grew up in, Qantas airplanes with personal numbering, dates of birth which take place of the score board of the MCG, their football teams and legends, like Ron Clarke lighting the Olympic Torch a man who passed away this year, one of the great distance runners of the 20th century.

The scene is set in 2 parts with a top sky line of Melbourne city, showing landmarks such as the MCG, Skipping Girl, The star wheel, docks and city buildings to bring your eye down to a mix of the majestic, iconic buildings and art. Here appears the likes of Chloe the famous naked woman of, also included, Young and Jackson’s, Pellegrini’s, Oggi’s, The Palace Theatre, Flinders street, Princess Bridge, old school trams, Luna park, the classic one legged seagull and much much more.

As a creative director, the elements that compliment this artwork are the small hidden items. These keep the viewer not only captivated, but also they become intimate with the detail of the scape, as they are required to find 3 hidden hooks inserted into the landscape. Like the famous Geoff Hook (Jeff Hook) of the Herald Sun who celebrate a 25th anniversary today, with a cover that somehow reflects the sentiment of this landscape. This artwork is certainly impressive and will be an amazing talking point over any dinner party.

I learned many great things along the way with this landscape, I came to know that a good friends great grand father Charles D’ebro, designed and engineered the Princess bridge. I photographed a real life, one legged seagull in the making of this landscape, I now know that dolphins have been seen up the Yarra River and I came to appreciate my client on a whole new level, by them allowing me to know many intimate stories of their time together a husband and wife. I could not help but admire their love and the love they have for their son and daughter, also a client of mine;  The cake goddess, Amy Minichiello of A Mini Kitchen, who can also be found in the scape along with her brother.

If you’d like to see this in person…you’ll have to get invited for dinner : ))

I’m really a mermaid – Season 2

I’m really a Mermaid is a passion project that has gathered a large amount of attention due to the fact that so many people do care about the environment. Whilst Series 2 is now being created, Series 1 will continue this Summer 2015/16, offering a new chance to WIN and exciting 2 night stay at a beach stay with character, Offshore Retreat in the fantastic St Andrews Beach on the Mornington Peninsula.

Look out this Summer for a teaser of what is to come in Series 2. As we communicate to the locals and to the holiday makers through a set of postcards that will be free over the Summer period, how important it is to recycle and keep Australia beautiful.

This summer is an offering a chance to stay nestled amongst the sand dunes of St Andrews beach, as you laze away in the 6 seater jacuzzi, with the sun setting and the sound of the ocean, drowns away any worries you may have had. Offshore Retreat is located a 5 minute walk from the Rye back beach, choose one of 4 possible stays. All you have to do is support the poster series, by purchasing your copy from either the gorgeous beachside cafe A Mini Kitchen or Sirene Sea Pearls in Dromana

Join us this season in your support for I’m really a mermaid, who aims for zero waste, recycles responsibly and is continuing to collect rubbish as part of the “One Tonne Challenge” now up to nearly 2 tonnes of documented rubbish collection from the foreshore of the Mornington Peninsula.


Come see what “Dinner” looks like!

Christian Gundesen creates “Expressions of the ocean” as he appears as the Featured Sculptor Dromana Art Show 2015. See Christian turn rubbish into a living expression of the ocean, that will have you standing in awe.

Join us at the Dromana Art Show in it’s  41st year of vibrant collaboration between Dromana Primary School and Dromana Rotary Club. It is bigger and more exciting than ever, showcasing contemporary and traditional works across a range of mediums.

This year sees the ever talented Christian Gundesen as the featured sculptor. Christian will be exhibiting 6 unique pieces created especially for this show and we are certain, it’s not to be missed.

Using his traditional cuttlebone carvings, this exhibition sees Christian move into other mediums, such as carving the lead of a pencil, turning rubbish into a living expression of the ocean and cuttlebone pieces that will have you standing in awe.

This year will see Christian Sculpt a piece entitled “Dinner” inspired by the collection of rubbish from the Mornignton Peninsula foreshore, in the “One Tonne Challenge” led by Creative Director, Josie Jones. Visualise her quest to keep Port Phillip bay clean, respecting all marine life and preserving a unique coastal environment, when you see Christina turn what she collects into an inspiring piece of art.

Be inspired by other artists, such as the works of David Day, recently on ABC Open – a fantastic resource for the positive effects of  recycling and turning rubbish into art.

Join us for the 41st annual Dromana Art Show and come see what Dinner looks like!

Melbourne Cup Weekend see the opening night, Friday October 30th 7pm – LATE

Image thanks to inspiring art by Mandy Barker international award winning photographer whose work involving marine plastic debris has received global recognition. The motivation for her work is to raise awareness about plastic pollution in the world’s oceans whilst highlighting the harmful affect on marine life and ultimately ourselves.

Her series SOUP has been published in over 20 countries including Time Magazine,
The Guardian, The Financial Times, Smithsonian, GEO and The Explorers Journal.
She has exhibited globally from The Photographers’ Gallery, Somerset House,
The Mall and Cork Street Galleries in London, to The Aperture Foundation New York
and The Science and Technology Park in Hong Kong. Her work is currently touring the
United States as part of the exhibition, Gyre: The Plastic Ocean, that began at The
Anchorage Museum in Alaska. She has been selected as a winner for many awards
including the LensCulture Earth Award 2015 and has been nominated twice for the
prestigious Prix Pictet award, the world’s leading photographic award in sustainability.

For more inspiring rubbish art

Christian Gundesen – Ocean Art’s Graphic designer

Christian Gundesen may well be the only person in the world who makes ocean-themed
sculptures out of cuttlefish bone. The Rye-based artist is fast making a name for himself
for his unique and astounding creations, some of which take hundreds of hours to
meticulously craft.

A keen surfer and diver with a deep appreciation for the ocean, Christian one day
realised that cuttlefish bone had a similar texture to surfboard foam. He began making
little replica surfboards, using hand files to shape and mould the bone. While the replica
boards became very popular, Christian desired to explore under the sea and expand
on his craft.

He decided to up the ante by sculpting an abalone shell from cuttlebone. Next came a
mussel shell and, he stepped it up, with a complex weedy sea dragon. What followed
was a newfound confidence, and a whole ocean of weird and wonderful creatures to create.

“After that, I thought, ‘I can make anything’.” Seahorses, sharks, turtles, manta rays,
humpback whales, a pod of dolphins and a pelican with a fish in its mouth are just some
of the subjects Christian has successfully completed.

He is currently working on a school of 30 hammerhead sharks, which has taken more
than 200 hours and is likely to be donated for an auction. “It’s always hard to think of
something different,” says the artist. This is where collborating with his partner, a graphic
designer, comes in handy. Together, they work on the composition of the pieces and
their mutual creativity is a huge asset to the finished product.

New Zealand-born Christian has always been good with his hands. He moved to Australia
to take on a job in wetsuit repairs, in which there are only a selected few in the country who
still perform this rare and difficult skill. In his spare time, he enjoys freediving and
takes beautiful underwater photographs, which is where the inspiration for many of his
sculptures comes from.

When it comes to his art, Christian is incredibly patient, even when a piece breaks five
or six times. Once a commissioned sculpture is complete, he takes great pride in
witnessing the joy his clients get when they see it for the first time. People drive from
all across Australia to collect the works.

Christian’s direction as an artist changed when he met creative director,Josie Jones of Share the Word Design Studio. They met to look into how Christian’s work could be seen clearly and communicated that they were made from cuttle-bone, driftwood and the like. “As a designer, I had never worked with an artisit, but my instincts worked well with Christian. I decided that Christian required a profile and a stamp like design, as his experience of hand craft was derived from jewellery and his ability to create the fine arts was something I admired. He deserved to be noticed” Said Josie

Both Christian and Josie have worked closely together for just over 2 years and in this time, Christian has managed to gauge a greater level of success and exposure due to his branding experience

“I only ever wanted to be an artist if I could find something unique to do,” he says.
“I feel blessed that I’ve been able to come across this.” When people see Christian’s work
for the first time and realise the detailed sea creatures are made from cuttlefish bone,
their reaction is typically the same. “They usually swear,” he says with a laugh.

See more of Christian’s work on his recently launched website, and learn more about
the interesting sea creatures he sculpts at created by Share The Word Design Studio.

“As an artist I needed something and someone who could take what I do to another level. I can create beautiful pieces of art, but they need to be presented in a way that compliments it’s beauty. Almost like an elegant gift needs to be wrapped to show it’s value. Josie’s work is that wrapping paper. Josie has given my work and me an identity a presence an elegance. She has also giving me a gift of her knowledge, experience, creativity and enthusiasm. She has taken Oceanart to a higher level of professionalism. I thank you Josie for seeing what you see and creating what you create and sharing that with me. We have had a Whale of a time 🙂 From the bottom of my sea. Oceans of love and gratitude”, says Christian Gundesen in his testimonial of his work with Josie

You can also follow ‘Christian Gundesen Oceanart’ on Facebook.

Josie Jones – MPGL Magazine

Graphic designers often get lumped together with fine artists – when the truth is that they
are almost opposites. Artists create to share something that’s uniquely theirs with the world, allowing each viewer to find their own interpretation. Designers, on the other hand, create to communicate specifically – they are visual-thinking problem solvers; specialists in reaching the masses.

Award-winning graphic designer and creative director Josie Jones of design studio Share
the Word is known for her visual communication, and while her studio certainly delivers on
their design motto of ‘making you look awesome’ – with an array of local clients, including A Mini Kitchen, Captains Bar, the Pavilion in McCrae, Rye Produce & Nursery, and Sorrento
Catering Company, to name a few – her greatest passion is the environment.

This passion was born while living and working on the island of Tahiti. “To be given a gift to
live in the islands of Polynesia and experience the culture was a life-changing event for me,” says Josie. Yet it was also an eye-opener for her, as she was taken aback by the rubbish problem that exists there. “I couldn’t keep on watching the habits of the people and just stand back and say it was okay.”

Josie began by leading by example: collecting rubbish she saw on the beaches and in drains. “I didn’t want to just walk by it knowing that if it rained that this rubbish would end up in the ocean.” This lead to the awareness that people required education to recognise the effects they had on the world around them.

This realisation continued for Josie upon her return to Australia and her move to the
Peninsula in 2011, as she became acutely aware of the fact that the littering problem was
global. “I saw rubbish on the shores of the Peninsula and the attitudes towards rubbish were universal. No one owns rubbish, yet the reality is, it belongs to everyone.”

Josie continued collecting rubbish every morning, now off the Peninsula beaches, yet she
realised that larger-scale action was required. So, this year, Josie set herself a ‘1 tonne
rubbish challenge’, with a goal collecting a tonne of rubbish from the Peninsula foreshore in the hope that her rubbish mantra – “If you see it, pick it up” – will encourage others to help clean up.

Five months in, Josie has collected an impressive 600 kilograms of rubbish. “The challenge
was created as a way of being a part of a solution, rather than complaining about something that won’t go away if we don’t change.” While her personal rubbish collecting may seem admirable, Josie stresses that collecting rubbish is our duty as a community.
‘I’m really a mermaid’ is Josie latest project. It’s a Peninsula-wide media campaign aimed at spreading the word – and who better to pull it off than a visual-communications professional.

“The mermaid has two simple aims,” says Josie. “Rubbish responsibly and aim for zero
waste.” While recycling effectively is very important, Josie explains that people also need to be mindful of what they buy. Zero waste is where all discarded materials are designed to
become resources for others to use. It only becomes ‘rubbish’ when it is no longer considered valuable. As such, people need to increase their awareness of resourceful and inventive ways to up-cycle waste.

The ‘I’m really a mermaid’ campaign reflects the local flora and marine life, with additions
to posters such as the Wondering Postman and the bulbine lily, along with the weedy sea
dragons and Australian fur seals. The messages communicated – through stickers and
posters – are a wonderful way to thank the environment and take a different perspective on life. And people love it – Josie’s message is getting through.

With profits from this initiative scheduled to go back to the environment, Josie is open to
discussing with individuals and organisations on how to share these funds with well-deserving projects.

It certainly takes a visual-thinking problem solver to get important messages across. Yet
couple this with a philanthropic soul with a love of the environment and you have an individual we all owe our thanks to – as Josie proves that the smallest of effort can change the world.

Go to to find out more.

Doing our fareshare with Skinny Duck

Did you know that every year, 2 million Australians will experience hunger? But, over the same period, we’ll also waste 200kg of food for every man, woman and child in the nation.  Doesn’t make sense, does it!

Being a part of an event such as Skinny Duck raising $130,986.95 supporting FareShare is such an achievement.  In turn, this creates 260,000 meals for Melbourne’s underprivileged. Children who would normally go to school hungry, will be able to eat, and that’s what feeding our community is about. We are all better people on a full stomach.

Each person on the Skinny Duck Team voluntarily offered himself or herself for a service on this project and for this reason, it makes Skinny Duck all that more special of an achievement.

Inspired by Heston Blumenthal’s Fat Duck, Skinny Duck is a group of Victorians led by Chef Barry Iddles from Sorrento Catering, who through their passion of food and community spirit are staging a gala fund raising cocktail event to help underprivileged Victorians.

As the designer of Skinny Duck it is a privileged position to work alongside other professionals who gave their time to helping those less fortunate than ourselves. We became a family who gathered together to support others and achieve our goal.

To top off the night Heston Blumenthal donated 2 golden tickets to The Fat Duck to be auctioned, along with a guest appearance. Holding onto such information was a bust, we could not mention it until late the day before the event. The news spread quickly and whilst the event was close to sold out this news tipped us over the edge, to a sold out event.

On the night of Friday 30 January, the inaugural Skinny Duck Cocktail Party was held at the St Kilda Town Hall, and Heston appeared as promised. I was impressed by the way he held himself in amongst all the excitement, he was sincere, genuine and down to earth, he remained composed and a true gentlemen through the entire process. I sincerely thanked Heston for his participation.

All proceeds from the night were be donated to FareShare, Melbourne based charity aimed at rescuing surplus food from supermarkets, farmers and other businesses to be redistributed as cooked meals.

The cocktail menu will consisted of 14 decadent canapes, (including vegetarian/gluten free), plus beverages. Canapes were prepared by Melbourne’s leading chefs, with the help of our guest celebrities. Together they will be creating specialised dishes for all to try.

Adam d’Sylva – Coda
Jacques Reymond – Jacques Reymond, International Restaurant
Tony Twitchett – Taxi
Scott Pickett – Estelle & Saint Crispin
Daniel Wilson – Huxtable

The entertainment line-up included:

Music from Melbourne’s own Henry Wagons and Dukes of Debonaire
plus appearances from our guest celebrities including the very funny Dave O’Neil.

We are looking forward to Skinny Duck 2016 and hope that you will join us for a sit down event, that will rise above this years efforts. I’d like to thank Barry Iddles of Sorrento Catering  for asking me to be a part of the Skinny Duck team and participate in such a worthy cause.

If you’d like to donate, to Fareshare, please click here


Graphic Designers are problem solvers

Graphic designers, in people’s minds, often get lumped together with fine artists – when the truth is that we’re almost opposites. Artists create to inspire, to emote, to share something that’s uniquely theirs with the world – and the best art lets each viewer find their own interpretation. Designers, on the other hand, create to communicate – we’re visual-thinking problem solvers, and if people are interpreting our message in their own unique ways, well, then we’re just not very good at our job.

We’re visual communicators. We’re given a brief, which states a problem to solve, or a specific outcome that needs to be achieved, and we collect information and analyze it to figure out the best solution. And our success is determined by the measurable outcome of what we’ve created, not just by how pretty it looks.

The fun part is, graphic designers can use literally any visual medium to communicate our messages. We use shapes, colors, and fonts, on print design, websites and social media. We can use photography and animation. We can use billboards, walls or the faces of buildings. We can use anything if we really want to.

Whilst Josie Jones of Share the Word design studio has worked all facets of the design trail, Josie now undertakes her role as Creative Director – where she manages a creative team that creates visuals for product branding, advertising campaigns and so forth.

Whilst Josie creates popular culture and supports subcultures, Josie’s greatest passion is the environment. Her passion grew whilst living in the island of Tahiti, where she could see the world on a miniature scale, she saw that people required education to make them realize the effects they were having on the world around them.

“People don’t respond to being told what to do, people relate, whether they are difficult or easy going, people are all about relating, so rather than telling them, its far easier to make people aware. Awesome graphics are like a top of the charts songs, people can’t help but sing along. Singing isn’t my best skill, so I’ve used my passion, to create this work with my creative team, and I’m so excited to see people relate”

I have 2 simple messages says Josie, “Rubbish responsibly and aim for zero waste” To recycle effectively is so rewarding, to be mindful of what you buy is so important, the best definition of xero waste is “where all discarded materials are designed to become resources for others to use” When people think of rubbish, they think of food, but rubbish is also effectively, clothing, shoes, furniture, toys, electronics, the list goes on. What is actually rubbish is what is no longer considered valuable. The fact is rubbish holds a value, that is increasingly becoming recognized, as we lose land for space to fill and we find resourceful and inventive ways to up-cycle our waste, the future is very exciting when it comes to rubbish.

Unleash the mermaid within, be an example of an intelligent human being, rather than walk with the ignorant and get swept along in the storm that uneducated behavior brings.

I’m really a mermaid


Questions and Answers


Finding the right person for your business or idea comes down to asking questions and asking the right questions. Some important points to focus on are; What do I need? What will I be doing and What files will I need to bring those things to life? When do I need it by?
Am I aware of my 5 W’s? Who, What Where When and Why? Can I measure the success of what I want to achieve with my designer?

All of these questions are important to bringing your visions to life. Too many times I hear how someone has not fulfilled a project, but on looking further, I see it’s because they didn’t ask themselves these important questions.


A good Designer will always ask, “What is your budget?” Many people are afraid that if they say how much they have to work with, they may  have been able to get it at a cheaper price. A professional has a price structure for you to follow, if you don’t feel comfortable saying how much you have to spend on your vision, or you haven’t allocated a promotional/ design or marketing budget to your business; now is the time to work it
out.  Every business needs to invest in the intellectual property of their  business, investing in a creative, is investing in the value and potential sale value of your business.


When you employ a professional, your work needs to achieve results. A great quote once said “Man goes where his vision is” and no one isexempt from this method of delivery. Know what you’d like to achieve and expect to feel like a champion at the end of your engagement. When a client comes to us and asks if we can help them achieve, we say,
yes, with enthusiasm and excitement, because that person trust us to deliver them a confident future with their business, ideas, product or service.

Make your dreams possible by employing the right person for your project,not everyone will fit your mix, but always ask them to refer you on if you feel you could find someone better.


Finding the right graphic designer is important, not every designer you speak to will speak your language. Chose a designer that people refer to as someone who can listen to your visions. Choose a Designer that can not only design, but has a marketing and communications background.
When you come to your designer, have examples of your style ready so that your designer can interpret your expectations, we all create ideas  from what already exists. Create a board of ideas and be prepared to
express your vision.


I have been dealing with Josie Jones from Share the Word Design Studio for the past few years on a number of projects. It’s the diverse range  of talents, willingness to help and positive energy that sets Josie apart. Whether it’s creating a logo, a brand, design layout for print and web,  business marketing strategies or the best way to use social media representation, there are no limits with Share the Word. Managing time,  workflow and deadlines are so important in any business, Josie has always been clear and prompt in communicating the design process  and time frames. Josie has an huge understanding of honesty, professionalism and integrity and it shows with her work and relationships
with clients. Being involved in a local community, we always hear great things about Josie and Share the Word Design Studio. An energetic  can do attitude, passion for design and life, gives us full confidence in using Josie and Share the Word, moving forward with our business.

James Ross, Mornington Peninsula Gardens and Lifestyle Magazine

The 1 Tonne Challenge

As I walked back along the path, I watched as the sun shone for the first time today. Through the trees I saw a lady walking along where I have spent the last 2 hours collecting rubbish. I reflected on how she’d have no idea I had been there and she could enjoy walking a distance of 2km without any sign of the modern world.

I had a moment on today’s walk where I walked 8 steps and had not one sign of rubbish, my heart felt a sense of peace and I realized that’s why I do what I do, “If I see it, I pick it up”

Collecting Rubbish didn’t start 3 days ago, but documenting it did. As a designer with an extensive advertising background, I daily rack my brain on how I may communicate to people the damage they cause by not recycling, by littering and by not assuming any responsibility for rubbish they see; yet they refuse to pick it up.

The words, rubbish, environment, litter, pollution, recycle have become deaf words to our ears, in our attempts to find inner peace, we refuse to listen to the reality of the effects of rubbish and as a community would rather point fingers or blame others, than let it begin with us.

That’s where this is different. Starting 3 days ago I decided to take on the 1 tonne challenge; to collect 1 tonne of rubbish, in the hope that I set an example of my mantra “If you see it pick it up” From a marketing perspective I will not make a bag to support my cause, nor a badge or any other paraphernalia to communicate my cause, however I will design for myself a T-shirt in which I will get to wear once I have reached my goal of 1 tonne of rubbish and in doing so I will show the effects on my body from undertaking the collection of 1 tonne of rubbish.

On the course of this challenge I will not ask anyone for help, however I welcome anyone who would like to join the challenge. All you need to do is email me and let me know, alternatively you can post on my business Facebook page of Share The Word Design Studio, with your support or ideas.

Ideally, I’d love to receive sponsorship and donate the monies to a worthy charity, such as Sea Sheppard, for now, I will let this challenge unfold, as I believe that anything successful in life is driven by “passion and inspiration” My true passion is the gift of the ocean and my inspiration are the magical creatures that exist within it. They deserve our respect and this is the best way I can begin.

In the course of the 1 tonne, I estimate it will take me 191 days to complete: if I take the statistics of rubbish collection, over the last 3 days. Today I collected 1237 pieces of rubbish off the beach, the pieces range in size from 1cm pieces of plastic, bottle tops, plastics bags, chocolate wrappers through to plastics lids and containers. The items I am collecting are what most people wouldn’t bother with, but it’s the small items that are causing the damage.

We can make a difference, by aiming for zero waste in our own lives, by educating ourselves on the real effects of plastics on our food and our bodies and making choices that will affect your life and flow onto the generations to come.

“If you see it, pick it up” thank you

Josie Jones

A little about Josie

Is a freelance designer of 18 years, daily she allocates 2 hours per morning from her day in which she has collected rubbish for the last 2 and half years. “For me it’s exercise” says Josie. “In my work I am exposed to many people in business and it is so important to maintain integrity. Collecting rubbish is another level of integrity, it shows you really care, because you’re not paid to do it, you’re motivated by making a difference and in all my years of work, I see failure, short or long-term, every-time money is the motivator. Whether you’re an employee or an employer, if money is your focus, you will not be offering the best and in doing so, you will begin to fail, always aim to do your best and be a part of the solution, that way success will always be your guide”

We are all stories in the end

Collaboration is one of the greatest ways to work.

I continue to say this, but my work is a privilege. Having your own business, requires you to go the extra mile and in doing so, you’re not about to chose just anyone, to assist you in getting where you’d like to be.

Over the last year I have had the opportunity to see and be a part of some wonderful business decisions. Although most of the time, my work is behind the scenes, there are times where impromptu moments lead to recognition, like this advertorial with Tim Sykes Design

This advertorial will appear in the second edition of Mornington Peninsula Garden and Lifestyle Magazine. With it in production as I write, the initial production saw myself, with James and Kristen Ross working closely, along with some fantastic freelance professionals. The goal for me, was to always impart my skills to James and have him independent in his production and this has come to light in just the second production.

To produce a magazine takes more than design skills, however James has surely proved himself. As the creative process unfolded James came to me requesting my professional direction, which I gave with great enthusiasm; “seeing another issue come to life was genius for me” as this meant that success had been reached on the initial production and James and Kris were able to offer more people a chance to have their stories told.

We are all stories in the end.