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Creating right chemistry

FOR Roland Butcher, chemistry is the art of creating a persona for a company.

“Good design creates a chemistry between a company and its market, when formulated well enough it can be a very powerful reaction,” Mr Butcher said

The former director of design firm TurnerButcher has set up a new business called Chemistry, with a focus on the changing role of technology in brand design.

After three years in partnership at TurnerButcher, Mr Butcher decided to re-establish his own studio and focus on the role of the Internet in branding and business.

Best know for his packaging design, Mr Butcher has worked with many high-profile clients including Dome Coffees, Redback Beer, Devil’s Lair Wines, Mad Fish Wines and Harvest Road to develop brands for the local and overseas market.

“At TurnerButcher, Neil Turner’s business experience and my creative experience dovetailed together, but after three years I really wanted to regain control of the studio’s direction,” Mr Butcher said.

“The effect that e-business is having on how companies and the consumer interact is particularly significant and it is what has led me to re-establish and redefine my studio.

“As companies become more competitive, the difference between companies becomes less and less so branding becomes more and more significant.”

Chemistry believes branding is essential to good marketing, and this brand should express the personality of a business.

The development of the Internet in business has meant companies now demand their corporate identity integrated in their web design.

Chemistry has set up a fully computerised design studio which allows them to track every design job at any point for both clients and their business.

Mr Butcher’s new company has brought a number of clients from TurnerButcher following an amiable agreement between Mr Butcher and Neil Turner.

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