KAREN PIENAAR

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HELLO AMBASSADOR 2012 - 2016

 

Hello Ambassador is an annual Creative Festival based in Gauteng. Currently in its fifth year, the festival consists of a 3-day event featuring a conference, workshops, VIP events, awards, an expo, street festival and after party. Often described as a less commercial, more affordable version of the Design Indaba, Hello Ambassador prides itself in the fact that its main focus is on promoting local creative talent. Each event features a mix of industry experts and young talent, providing creatives with an accessible platform to network, collaborate, gain experience, exposure and inspiration.

 

As part of the Hello Ambassador team, I have had various roles ranging from ideation to stage and set design, curation, AV sproduction and creative direction.

 

Each year the Hello Ambassador Creative Festival has a unique theme and identity. The above work is a compilation of digital and print design from each campaign, as well as photographs of the stage and set design. 

 

CREDITS

Creative Direction & Ideation: Elisma Uys-Hanekom, Karen Pienaar, Letitia Lerm

AV Production and set/stage design: Karen Pienaar

Design: Carmen Grobler / Letitia Lerm

Copywriting: Elisma Uys-Hanekom / Greta van der Merwe

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TAMA

Breaking through the glass ceiling and becoming famous is every drummer’s dream. All the more reason to obtain the best entry level drums you possibly can. Tama Drums do just that - a small kit that truly gives a big sound.

 

CREDIT: Photography, design & copywriting.

VANISH

 

Around the holidays, and especially Christmas, people are seen to be jolly, full of excitement and bubbling over with joy. What you may not see is the grumpy, Christmas-haters, who like nothing more than skulking about their lives, using profanity at any excuse and generally being negative at anyone who dares engage with them. Vanish Oxi washing powder comes to the rescue and reminds us all that it doesn’t take much to ‘lighten up your load”.

 

Art Direction & Copywriting: Karen Pienaar

Photography: Stock

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TIPP-EX

This brand of correction fluid is a firm favourite with the South African audience. It’s also a classic example of genericisation - when product names become so common that it comes to represent the entire product category. In this case, Tipp-Ex understands the frustration writers face when attempting to write crime novels. Objects of violence are wrapped in paper, while the copy asks leading questions in the style of a pun. After all, who wants to write, when all you can think of are puns? Thankfully, Tipp-Ex is at the ready to wipe the slate clean.

CREDIT: Prop design, photography, design & copywriting.

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CREATESA

 

CreateSA is part advertising agency, part social enterprise. They provide bespoke experiential, communication and content solutions while contributing towards entrepreneurial and creative development in South Africa.

 

CreateSA approached me to assist in their brand and CI development, from ideation to execution. 

Creative Direction & Design: Elisma Uys-Hanekom & Karen Pienaar

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PDSA

 

During my college career, we engaged in a Brand Challenge during my third year. Brand Challenges take the format of an assessment, however, students pitch for a live client, in this case, the PDSA. The People’s Dispensary for Sick Animals [PDSA] accepted our proposal to re-brand and conceptualise an honest print media campaign (2005). I received the AAA Award for Highest Achievement in a Group Campaign. 

 

CREDIT: Photography and design 

 

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KARAS REGIONAL COUNCIL - NAMIBIA

We were approached by the Karas Regional Council in Nambia to re-brand and reinvigorate the constituency's look & feel, so tourists can know so much more about this incredibly diverse province. 

 

Creative Director: Graham Abbott

Design: Karen Pienaar

Photography: Albert Arcona