Ty Bukewitsch

Ty’s methods are analytical and backed up by rigorous research. He has a passion for discovering the underlying essence of a product, service or organisation to ensure brand stories connect, engage and remain memorable.

The founding member of Envelope, Ty Bukewitsch, has worked in brand design for more than 25 years. The invention of the Apple Macintosh lead to a passion for typography and he left his study of pure mathematics at the University of Tasmania to pursue a career in design.

1990…
Ty embarked on a decade with Emery Vincent Design under the leadership of Garry Emery. Ty operated the firm’s first Apple Macintosh, learning his design skills on the job directly from Garry and his team of skilled graphic designers and architects. He gained experience on large, complex corporate branding projects and environmental wayfinding and signage systems including unifying Australia Post’s disparate state approaches into a cohesive national brand architecture; producing communications for state and federal governments – most significantly the Joint House Department at Parliament House, Canberra; contributing to the design of Australia’s currency for the Reserve Bank; designing investor communications for CRA Limited, North Limited and Rio Tinto. He developed specialist typographic skills helping to create a new alphabet for wayfinding at the 2000 Olympic Games in Sydney and the Petronas Towers precinct in Kuala Lumpur, Malaysia.

I went to my interview with Garry with no formal design training, just a folio of typographic experiments. I clearly remember the moment when I mentioned the drawings of Iakov Chernikhov — radical architecture integrating typography at a heroic scale. I told him they ignited my interest in typography and I think that was perhaps when Garry decided to give me a three month trial to introduce technology to the practice. I stayed for 10 years.“

2000…
Ty partnered with Nelmes Smith Ashton to launch Precinct, an integrated brand design, marketing and advertising agency which rapidly established its presence in the Asia Pacific region. Initially, Ty was focussed on managing Precinct’s Melbourne operation, before a Hong Kong office quickly followed from where he helped manage a brand repositioning for Allianz Dresdner across four countries and Deloitte promote its brand values in China. Back in Melbourne, he managed a global rebrand for Computershare across five countries as well as translating the Texan energy giant TXU’s brand for the Victorian marketplace. For Phillips Fox he delivered a brand identity toolkit to engage its employees and external suppliers on its new brand architecture. His passion for the arts resulted in Precinct rebranding the Australian National Academy of Music, a relationship that would last for seven years.

Working at Emery Vincent Design taught me excellent graphic design skills. My time at precinct, working alongside Graeme Smith, taught me the importance of storytelling, adding a very human dimension to brand identity.“

2005…
In 2005 Ty established The Envelope Group, recognising his ability to link a broad range of brand research, strategy and creative collaborators from a base in Melbourne. With a new focus on projects that had personal interest as their attraction, after more than a decade, Envelope now has clients in Melbourne, Sydney, Perth, Canberra, Cairns and Hobart.

After working for more than a decade on national and international corporate brands I craved the intimacy of working with smaller organisations and their founders. I wanted the freedom and the flexibility to be absorbed inside their operations, to better understand their DNA. This gave me the opportunity to engage personally with their teams and give them some ownership over the creative work we produced together.“

2006 — 2007…
Ty managed a consolidation of Australia’s individual state based anti-cancer organisations into the unified Cancer Council brand. Ty celebrated a decade of collaboration with leading Australian cosmetics retailer Mecca Cosmetica helping to cement this iconic retailer’s position as Australia’s favourite emporium. This partnership also produced the more irreverent kit cosmetics brand. Other experience in retail includes creating a new brand for Mimco’s first boutique on Melbourne’s Chapel Street as well as store window campaigns for Saba and managing fashion retailer Digbys brand identity since 2000. Also in 2007, Ty embarked on a decade long collaboration with SHK, responding to a brief to create something that ‘does not look like a recruitment company.’ In stark contrast a brand evolution for the Victorian Employers’ Chamber of Commerce and Industry helped consolidate its operations into an intrinsically traditional brand identity.
2008…
Ty collaborated with Green Team to create a new brand for OZ Minerals, rolling it out across its global operations. In 2010 when the bulk of OZ’s assets were sold to China’s MMG, Ty rapidly managed the rebrand. In 2011 he partnered with Green Team again on a global brand review for Nyrstar. Also in 2008 he helped create a new identity for McCallister Alcock Architects when one of Neometro’s founding partners, Clare McCallister, established MAA. Ty has a passion for design and architecture having worked on brand identities for leading Australian architects such as H2o architects, Denton Corker Marshall, Fender Katsalidis and ARM Architecture.
2009…
After rebranding several times in the preceding decade and still experiencing a lack of recognition, in 2009 Ty created a new brand identity for Victoria Law Foundation which is still in use today. The program included the creation of an imprints publication architecture to streamline the production of the Foundation’s myriad of printed publications for the Victorian community.
2011…
Ty embarked on a longstanding collaboration with national planning firm Roberts Day, creating a new brand identity and communications which included launching its new website in 2017. Also in 2011, Ty managed a three year brand evolution program for NIDA in Sydney including student recruitment campaigns launched for three years as well as managing the brand and communications across both years of the Hobart Baroque Festival.
2012…
When Melbourne’s Icon Construction merged with Sydney’s Southern Cross Ty managed the project including the creation of a library of construction images for Icon’s major projects.Ty has also managed national rebrands for a variety of charities such as the renaming of the Association for the Blind to Vision Australia in the late 90s. Continuing the relationship with Vision in 2012 he managed the rebranding of Carols by Candlelight to reinforce its belonging to Vision Australia.
2013 — 2014…
Ty developed a brand for the newly merged ACIL ALLEN Consulting and continued for the next five years produce its marketing and communications including a new website. Further illustrating his experience with internal culture campaigns, Ty developed a program for GHD’s international workforce of 7000 people in three languages. In 2014 he rebranded Handmark, one of Tasmania’s most successful independent galleries.
2015
Ty’s passion for culture is evident in his collaborations over extended periods with some of Australia’s most prestigious arts institutions — Australian National Academy of Music for seven years; Melbourne Symphony Orchestra for four years; and three years with the Melbourne International Festival of the Arts. In 2015 Ty managed the rebrand of The Australian Festival of Chamber Music in Townsville and produced its seasonal campaigns for three years. He rebranded Musica Viva Tasmania and continues to produce its annual campaigns. Ty also produced investor communications for Australian Ethical Investment.
2016
Ty began an ongoing relationship with the Australian Tapestry Workshop with a brief to refresh its brand identity and launch a new website. He has also developed publications for the Workshop’s globally recognised Tapestry Design Prize for Architects. In the same year he also developed fundraising collateral for Craft Victoria as well as signage for its new home in Melbourne’s Watson Place. That year he developed a new brand and communications for Frank Walker’s Family Peace Foundation including an educational website supported by a national print, radio and television campaign. In 2016 Ty managed a prototype wayfinding project for The Alfred, rationalising more than five decades of existing signage into a single, cohesive approach. He also began an ongoing relationship with Architects Without Frontiers which included a rebrand, communications and launching a new website for this highly regarded not-for-profit using sustainable design to improve the lives of some the world’s most vulnerable peoples.
2017 — 2018…
After a 25 year hiatus Ty was invited to help Asialink recognise its history across three decades producing a 168 page printed publication. He was then invited to assist Asia Education Foundation to produce educational collateral for a range of secondary student programs for implementation both here and overseas. Ty began an ongoing relationship with Tasmania’s Ten Days on the Island which includes a brand evolution and campaigns for this internationally regarded, biannual festival. He also developed a new name and brand identity for Skin Health Institute, Melbourne’s centre of Dermatology treatment education and research.
2019…
Ty began an ongoing relationship with Signature Flooring producing multiple product campaigns targetting the Australian and New Zealand architecture community. He also renamed Kickarts as NorthSite Contemporary Arts building on more than 30 years of recognition for this Cairns based art institution with a rebrand and new website. Ty produced collateral for contemporary jeweller Phoebe Porter’s Design Canberra commission recognising the centenary of the Bauhaus. He also managed a wayfinding project for Forensicare, Melbourne’s secure forensic mental health hospital.
2020 — 2021…
Ty worked with Independent Schools Australia on a rebrand and new website for the Canberra based national organisation. Cementing a 25 year collaboration, Ty produced a 108 page catalogue and associated exhibition graphics for Blanche Tilden‘s survey show at Geelong Gallery. Ty produced a range of education materials for Asia Education Foundation, helping to improve intercultural understanding between students in Papua New Guinea and Australia.