Welcome to Mosworth

Posted by Guy Downes on July 23, 2011 under Illustration | Be the First to Comment

Welcome to Mosworth – this is one of my favourite illustrations that I created last year for a Microsoft Online Services booklet. The picture is full of colour, activity and things to look at.  The story booklet (called: “Mr Fix I.T. – the everyday hero for small business”) highlighted how computing can be simple for small to medium sized businesses with Microsoft Online Services. You can read the full case study here.

Case study: zooming in on creative ideas for Intel Asia Pacific

Posted by Guy Downes on February 25, 2011 under Illustration | Be the First to Comment

Developed ‘blue print’ illustrations to inspire an Intel Atom netbook photo shoot – final photos offered to consumer media in Asia Pacific during holiday season build-up 

A final photo inspired by one of my concept illustrations


  • The build up to the holiday season at the end of the year is an important sales period for consumer electronics (such as netbooks) across Asia Pacific. With the arrival of the iPad, the consumer hardware market had become even more competitive and ‘noisy’.


  • The success of netbooks has been due to the fact they are small, light, portable, innovative and fun. Although the consumer hardware market had become more competitive, nothing has really changed with netbooks themselves, except from the fact that they have got better and better. So, in the run up to the holiday season, there was an opportunity to remind people why they fell in love with netbooks in the first place and shine the light back on their many benefits.


  • In order to showcase the breadth of choice available to netbook consumers during the Christmas/holiday season buying period, Intel set out to commission photography that would show the Atom netbook range in an innovative, creative and shopper-friendly way in time for consumer buying guides across the Asia Pacific region.  The final photos would also be used to pitch to consumer and technology publications.

My role:

  • Following a creative briefing session with Howorth, a business to business, consumer technology and enterprise technology public relations agency in Sydney, I was tasked with developing  a series of creative concepts that Intel could use across Asia Pacific as the foundation for their photo shoot and photography.
  • A key requirement in the creative process was to highlight the small form factors, breadth of range and innovative netbook designs made possible by the Intel Atom processor.


  • My creative idea was to use the netbook form factors e.g. its angles, shape (when open and shut) and its size, to replace, create or enhance items or situations that can be found or occur in the build up to the holiday season. In doing so, and using a simple illustration style, this would remind or introduce people to the great form factors netbooks have (e.g. small, breadth of range, flexibility, fun or simplicity etc)
  • The aim was that the final photos would mirror the simplicity and minimalism of the concept illustrations as well as build on them by placing them in aspirational and modern settings.

Original concept: open netbooks create a Christmas tree

Campaign results:

  • The photos were distributed to Intel’s PR agencies throughout the Asia Pacific region for use when liaising with consumer buying guides and relevant media publications.
  • Photos were made available to agencies in Australia, India, Indonesia, Korea, Malaysia, New Zealand, Pakistan, Philippines and Singapore.

Original concept: a thin netbook vs bags full of heavy school books

Final photo supplied to PR agencies across Asia Pacific

“Guy’s fresh thinking created some great ideas.  His illustrations formed the platform for some really innovative and consumer-friendly product photography that we used across the Asia Pacific region”.

Paul Thompson, Account Manager, Howorth

Original concept: profiling the small netbook form factor

Final photo: a small netbook fits neatly into a stocking

 Media coverage example:

Photo appeared in The Sydney Morning Herald's online Digihub section

*Disclosure: I used to work at Howorth before launching my own visual communication practice.

Behind the scenes: creating Mr Fix I.T. from start to finish

Posted by Guy Downes on February 15, 2011 under Behind the scenes, Illustration | Be the First to Comment

One of the most satisfying parts of my job is to see my work develop and move from the seed of an idea to the final outcome. I collected a few photos that chart the journey of creating ‘Mr Fix I.T.– the everyday hero for small business’. 

Drawing by hand to get the rich colours and levels of depth can be intense but very rewarding. As I concentrate heavily while illustrating it’s really interesting how my mind ‘opens doors’ while working for such long periods.  My mind seems to dig up thoughts and memories that would never otherwise pop up in the day-to-day hustle and bustle. Perhaps illustrating is my own form of meditation.

Based around the main character of Mr Fix I.T., the little cartoon storybook highlighted how computing can be made simple for small to medium sized businesses with Microsoft Online Services. My original case study on the booklet can be found here.

Ready, set, draw! My tidy studio desk at the start

Developing the colour palette for Mr Fix I.T.

A not so tidy desk as the illustrations take shape

Where the idea began. The original butchers paper from the first brainstorm with the Howorth team.

A short but truthful message that I wrote with my finger in all the pencil shavings when the job was complete

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