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CMK1 2019
Open for Projects
Open for Projects
This year. New look. No logo. New me. Open for projects describes how I work as a truly Independent Creative Director fusing business and marketing strategy into creative and brand content. This next phase is underpinned by both deep brand knowledge gained over the last 30 years as well as using the cloud and every digital channel possible to create, share and implement projects for clients in different continents. -
Chess
The Power of Off
The Power of Off
Chess, a Dutch wireless LED company understood their main selling point to large scale property management companies was that light saving is cost-saving, but had never been able to put it into words. The Power of Off was central to the complete rebrand of the company. -
Aprimo
The Aprimo Advantage
The future of content is here
As content gains more importance for brands and marketing technology delivers more ways and channels to distribute content, these same brand need systems and processes in place to manage compliance and brand integrity. This project helped to integrate both brand and software propositions for the worlds biggest Martech company after it's acquisition of ADAM software another CMK1 client. -
Feraggio
Color the world
Color the world.
Feraggio has a clear proposition: Providing one shoe in twenty two colours. Building on it's affordable luxury and 'Heel The World' global message, Feraggio needed an impactful image campaign that established it among the most luxurious brands in the footwear business. -
Syros
Better shared
#bettershared
Food just tastes better when shared. The latest combined campaign for Guacalicious and Salsalicious takes to the park, the place of the picnic and festival where the best fun is to be had. -
Cavallaro
More Style
Creating a lifestyle beyond the brand
Cavallaro was at a turning point, growth and brand awareness was essential. So we created a total lifestyle proposition based on the Italian roots of the brand. Location photography, style tips, places to go a complete package so that customers not only dress the italian way but also live it by wearing it. -
Goosecraft
10 years book
Blood, sweat and years
Book design: The 10 year anniversary book from Goosecraft covered the growth of the brand. Full of pictures from the season photography as well as anecdotes and stories about production and the next ten years. Full creative direction, copy, book design by CMK1. -
Droog
In bed with Hotel Droog
Every wanted to spend the night in department store?
The follow up to the Merci offer in Paris was the opportunity to spend a night in biggest luxury department store in the Benelux - De Bijenkorf. -
Droog
Reality Tank
Does every idea have to become a reality?
An inspiring collaboration with Droog design to create workshops and seminar promoting the discussion that not every idea needs a fulfilling and logical outcome. The research and process of creative discovery is as important as a result. The image was a collaboration with Richard Hart an artist from Durban, South Africa. -
Sophi
Knitwearable
A New Sophi.stication
Sophi is a new knitwear collection being build on new principles of fashion. Beyond providing a new range of knitwearable pullovers, the driving manifesto behind the brand is one of conscious creativity, sustainability and easy elegance. -
Afrovibes
Festival 2018
A new direction
The 2018 Afrovibes Festival has a new director Jay Pather and a new direction. Working closely with the Afrovibes team we have created a new clear and bold identity. The image is from a photographic series from Ed Suter a Cape Town based artist and entrepeneur representing this years theme: LAND -
Everteam
Content.Simplified
Simple is the hardest thing to do
The new creative strategy and brand identity for this Lyon based software company looked at how its CMS solution could add simplicity to the process of using and archiving complex legal documentation within a safe and secure environment. Keeping the identity and UI simple improved efficiency and speed to data and documentation. -
Droog
Creative Direction/Arbeid
Celebrating the new work.
Work is changing and this campaign celebrates how technology and creativity are defining and creating new ways of working. A collaboration between Droog Design and De Brakke Grond. -
Cavello
Campaign
Hello Cavello
As a hommage to the famous Hello Boys campaign from Wonderbra, this campaign brought attention to the collection extension that included t-shirts, socks and other accessories. Included in this one is also the concept presentation, just to show the thinking. -
Droog
Hotel Droog @ Merci
Sleepover in a department store?
For a period of two weeks Droog took over the infamous Merci store in Paris. I was asked to create a campaign to draw people to the store, so i thought up a social media campaign offering people the chance to stay the night called "Voulez-vous coucher avec Droog." -
Cars on the web
Creative Strategy
Creating a car brand journey
Cars on the web is one of Europes largest online car auction sites. They have a mission to become Europe's largest. Setting them out on their journey required catalysing both marketing and business objectives into branded content. -
Goosecraft
Goosecraft Autumn Winter 2017
Road trip. Cape Town
The Autumn/Winter 2017 Image campaign was shot in Cape Town in November. Working with a great team and collaborating with the Woodstock Moto Company owned by the model Devon Paisley captured both scenes in the garage as well as on the road. -
Droog
UP Branding
UPcycling
The creative Strategy for Droog was to rethink and establish a workig process for upcycling products while creating a brandmark called Up. This was presented in Helsinki at the design conference to designers, manufacturers and upcyclers. -
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News
Creative Strategy
Can a Creative Strategy deliver results?
Yes...firstly it talks directly to a clients' customers while delivering a strategy on many levels that if executed properly delivers results on sales, reputation and awareness. A creative strategy is not a short term campaign but a platform for success.
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News
About Me
Cathal McKee Creative Strategy
Read my profile and biography. Learn about the competences, skills sets and my experience as a Creative Director and how a strategic creative direction helps companies to grow business. -
News
Creative Cloud Services
Cloud Wow
The creative industry is now digital. It’s our way of working to create brand content and the deliver product and services. The CMK1 Creative cloud has established a global network of the best creative and strategic specialists to offer the best content for the client.
Image: The hesitation waltz by Rene Magritte -
Goosecraft
Creative Art Direction/SkinSociety
Skin Society. A new leather brand
Man is the only animal that wears another animals skin. Skin Society is a new collection of hard wearing leather items based on the traditional motorcycle jacket templates appealing to collectors and enthusiasts who are dedicated to being part of the tribe. -
Afrovibes
Festival 2017
Afrovibes Festival 2017
For the 2017 festival I collaborated with Negritude Republic from Johannesburg for the key image creating a definitive look. Every year the Afrovibes Festival brings contemporary performance art from South Africa and neighbouring countries to Amsterdam and other major cities in the Netherlands. -
Cavello
Branding
Why guys love hanging around in underwear
Who doesn't like to relax in their underwear? After years of posed shiny models from Calvin Klein to Christiano Ronaldo, its was time to come up with an campaign that brought the reality back into all that posed seriousness. Enter Cavello Underwear, a small but fast growing dutch brand. -
Bron
Creative Strategy Direction/Brand Identity
The old ways are just damn stupid
A complete new brand for this Belgian start up was inspired by the CEO's passion for sustainability and energy conservation. Bron = the source of good energy conservation. -
Design code
Design thinking
Design is the ultimate expression of strategy
Collaborating with this strategic thinker, the design code branding project was never about a logo but establishing a design methodology that was intricately linked to the strategic business offer. The identity is the process = is the proposition. -
Goosecraft
Creative Art Direction/AW 2016
Goosecraft. #newwave
The Autumn/Winter 2016 Image campaign reflects the new edginess in the collection, where materials, applications and details make the collection look more fierce, more fashion. -
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Syros
Tastebook
Tastebook
In a digital world, books do still have desirability. Creating a cookbook full of recipes using well known Belgian chefs was a strategic move for Syros to show that their products are more than just to be enjoyed as a snack. -
MLD
Personal Branding
Personal Branding
When a person comes to me for a new logo its always a process to discover their true value in this fast changing world. Marie Louise was a director of a fashion holding who stepped out on her own to develop her own clothing line. She always had images to explain what she wanted to express - this I translated into a new identity and a new font. -
Live Presence
Intelligent automated chat
Three dots...
These three dots have become synonymous with chatting...the wait for the reply. Live presence delivers human centred automated bot chat modules that helps people visiting high traffic sites to manage enquiries and provide customer service. My job was to collaborate and define an identity that matched their key propositions. -
Afrovibes
Festival 2016
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STORM Watches
Watch Campaign
Campaign for Carnaby Street
Shooting for the teenage market is never easy. Models can look too young or not old enough. This campaign for the London based brand Storm was placed in their flagship store on Carnaby Street. -
Afrovibes
Festival 2015
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News
Fierce Now Exhibition 2016
Fierce.Now Pop_UP. 2016
The FierceNow PopUp exhibition presents new work from artists, illustrators and photographers from South Africa and beyond. Curated by Cathal McKee. -
News
Curating the Afrovibes Festival Exhibition
Bleeding Edge Exhibition. 2015
The Bleeding edge exhibition presented new work from artists, illustrators and photographers from South Africa and beyond. Curated by Cathal McKee. -
News
Fearless Renewal Exhibition 2014
Fearless Renewal Exhibition 2014
Fearless Renewal is the title of the Afrovibes Design Expo presenting design, art, fashion and culture that reflects the fearless sense of renewal forming from the new identity, globalized economy, and the everyday experience of life in Africa and its diaspora. -
3D Fashion
Identity
3D thinking
Re-emerging from a merger with a new name is more than just about the positioning an organisation but redefining it's processes and development of the brands that it still holds dearly. This one was the new holding company name with a wink to the brand that it was managing. 3D fashion and DIDI. -
Afrovibes
Festival 2014
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Newcraft
Creative Strategy Direction
We make business beta
A new brandname, a new service design strategy for a digital services company leading in the new economy. Companies are in constant flux, ever changing to new customer needs and new technologies. We make business beta is the new tagline for Newcraft. -
Goosecraft
Goosecraft Winter Campaign2 2013
Photography Wouter van den Brink
Still Photography Femke Verheuvel
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Goosecraft
Creative Direction
Born in Amsterdam
With the Autumn/Winter 2015 shoot we are constructing a new image for Goosecraft. With Born in Amsterdam as the payoff and the red light as a backdrop, the use of red puts Goosecraft in a new light. -
Goosecraft
Goosecraft Spring Summer 2016
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ADAM
Creative Strategy Direction
Content is everywhere.
Content is changing business. The gamechanger strategy for Adam Software is the creation of the Smart Content Hub - an all encompassing platform for brands to deliver the right content, at the right moment to the right people. -
Goosecraft
Goosecraft Summer Campaign 2014
American Heritage
Seasonal shoots, Summer and Winter draw on the key values that were embedded in the brand in the beginning, helping build its authenticity with a homage to the past and always looking to the trends of the future. -
Feraggio
Creative Strategy Direction/Brand Identity
Heel the world
Women love heels, but wearing them for a long time can be painful. This fashion start-up is out to change all that. A completely new brand, online and feet first. -
Goosecraft
Creative Direction
American Heritage
The Spring/Summer shoot reflects the 'modern authentic' positioning using older models, no beards and keeping the overal look raw and industrial. For the Gallery shoot we beamed the famous Easy Rider film starring Dennis Hopper to reflect part of the collection which nods to the cowboy frills and indian prints. -
MRMLogiq
Creative Strategy Direction + Brand Identity
Marketing Operations Excellence
With the age of fast content upon us and the need for more efficient and relevant marketing results, this book guides CMO's towards improving marketing operations -
Management Scope
Rethinking Print
Creative Direction for business
Management Scope, Hollands top management magazine aimed at the top 500 CEO's is a publishing redesign project. Not purely a redesign but a rethink of the marketing approach and how to create a new proposition for a printed magazine in an ever increasing online news market. -
ADAM
User Interface Design
How to design an intuitive interface
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Kasteel Keukenhof
Creative Strategy and Branding/Keukenhof
How to brand a castle
The Keukenhof is known for its flowers, visited by thousands of tourists every year, but little does anyone know that the Keukenhof also has a castle. This branding project put the castle right back on the map in the minds of the people. -
Petrol Industries
Men Winter Campaign & Brochure
Lighting up Petrol
A new look and new direction building on all the brand properties that bestows this fashion label. Bringing newness in the graphics while keeping the style on brand. -
Media Room
Brand videos
The Video Room
A selection of Branded content videos concepted and art directed by CMK1.
From fashion mood movies to informercials. -
Sesam
Branding
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Nickelson
Creative Direction
Nickelson. Snow everywhere.
A one-time shoot for Nichelson capturing the lifestyle of the brand. French alps, 3000 above sea level. -10c degrees, but the views were spectacular. -
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Bohemian Works
Creative Strategy Direction
How do you rethink tradition?
Bohemian Works builds bespoke floors and cabinets for some of the most luxurious hotels and private homes. The Czech company needed a creative strategy and a new branding in a highly competitive international interior market. -
Alan Red
The Authentic White T-shirt Company
The authentic Italian white t-shirt company
Creating the Authentic T-shirt company for Alan Red helps them claim that space as an original T-shirt brand. An authentic Italian family owned business with more than 70 years heritage in cotton garments. -
Steps
Dress Up Daily
Dress Up Daily
The new Autumn/Winter campaign for Steps included a 3 day photoshoot, a direct mail folder sent to 500,000 customers, together with an online and TV campaign all concepted, storyboarded and creatively directed by CMK1. With a new tagline Dress Up Daily I wanted to encourage a new energy towards how women dress on a daily basis.
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DIDI
Creative Strategy Direction/Brand Identity
Pretty Different.
A high street brand with a difference. Didi has never been mainstream, appealing to the creative and arty woman. Pretty different has been the mainstay campaign since the beginning. -
Foschini
Foschini for Beauty
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Superstar
Creative Direction/Branding
Bohemian Luxury
Total 360 degree rebranding of the Superstar fashion brand helped reinvigorate the retail fashion brand between 2010 and 2016 with 50 stores in the Netherlands. -
British Indigo
Branding
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Woongoed
NoMi
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Woongoed
Branding
Goed wonen
A dutch brand identity and marketing campaign for Middelberg, a small city in the south-east of the Netherlands to promote affordable social living provided by a property developement company.
