We help companies define & celebrate their unique purpose.

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2 We help companies define & celebrate their unique purpose. We create meaningful brand expressions and experiences that inspire our clients' audiences at every level.

3 Expertise Brand Development Campaign Design Brand Strategy Brand Architecture Brand Identity Naming & Tone of Voice Brand Guidelines Concept Development Marketing & Advertising Design Art Direction Video Photography Brand Experience Digital Design Printed Touchpoints Signage & Spatial Branding POS Packaging Publications Web Design User Experience Motion App Design Social Media

4 Approach We are visionaries creative-led, we work for results, not accounts. We are a new generation of agency a nimble family & a tribe of experts. We are interdisciplinary allowing us to think and work holistically. We design for tomorrow meaningful brands that thrive in a constant beta landscape. We add value through design our outstanding results and loyal clients are a testament to it.

5 Clients Who we work for Some of our clients include Sectors Our clients have outstanding products or services that they believe in, coupled with a fearless vision for their business. They want to do things differently, aren t afraid to be leaders, and understand that they need to engage rather than sell Certified AHL Art Series Hotel Group (incl. The Cullen, The Olsen, The Blackman, The Watson, The Johnson, The Schaller Studio, The Larwill Studio) Australia Council for the Arts Bianca Spender Carriageworks Country Culture Museums and Galleries NSW Museum of Contemporary Art Australia Powerhouse Museum Project 82 Rose & Jones The University of Sydney Vivid Sydney Hospitality Arts & Culture Corporate Retail & Product Creative Industries

6 Credentials Recent Awards Industry Engagements Testimonials TripAdvisor Traveller s Choice Award, 2017 Number 1 hotel in Victoria (Top 25 hotels in Australia) Graphis, 2016 Platinum Award (Video Branding) Graphis, 2016 SIlver Award (Design Annual, Branding) AWARDS, 2016 Silver Award (Print, Packaging) TripAdvisor Traveller s Choice Award, 2016 Number 1 hotel in Victoria (Top 25 hotels in Australia) AGDA, 2015 Finalist: Branding (Large Businesses) Graphis, 2015 Gold & Silver (Website, Restaurant) Graphis, 2014 Merit (Branding) Mapda, 2012 Best in Show Best Museum Website Diemen Awards Judging Panel, Hobart, 2016 Google +20 Google Industry Workshop, Sydney, 2013 Industry Mentor Semi Permanent Creative Conferences, Melbourne, 2012 Speaker Semi Permanent Creative Conferences, Brisbane, 2010 Speaker Toben have been instrumental in the success of Art Series Hotel Group. Their contribution to brand development, on-going brand guardianship and ability to integrate not just one but multiple hotels brands into the company s story has proven them to be the ideal design partner for the group. Highly collaborative and a true extension of the team Art Series Hotel Group know they have their best interest at heart. BECKIE MITCHELL, MARKETING MANAGER ART SERIES HOTEL GROUP Toben s elegant design for the new MCA web site is a key element of the recently undertaken rebranding of the Museum of Contemporary Art Australia. Their ability to understand and engage with our brand, and to work with many different departments to gather and distill their ideas, helped craft a site that the MCA is understandably proud off. Since it s launch, the new site is consistently receiving double the old site s page views and has almost doubled the average time on site. KEIR WINESMITH, MANAGER DIGITAL MEDIA MUSEUM OF CONTEMPORARY ART AUSTRALIA

7 Directors Bios Katja Hartung Director & Creative Director Thorsten Kulp Director & Art Director As a strategic and creative director at Toben, Katja has a passion for conceptual solutions that are brought to life through unique and inspired visual communications. Her past experience as a Senior Designer at the brand design agency Moon Design allowed her to help further some leading Australian brands (incl. Qantas and Westfield), and to establish others. Together with Thorsten Kulp, she launched Toben in 2010 as a studio that marries strategy with artistic visual execution for culture-savvy audiences. As the Creative Director of Toben, Katja has been invited twice to speak at Semipermanent, and to Google s +20 workshop as an industry mentor. Katja holds a BA of Graphic Design and a MA of Interactive Design, University of Western Sydney. Thorsten is the art director at Toben. His design approach is multi-disciplinary, with a strong interest in visual design innovation and design for meaningful experiences. In his ten years as an art director he has worked for numerous cultural clients, as well as corporate clients that connect with their audiences in a cultural context; including Yahoo Radio, Jack Awards, Absolut Vodka & Alba Fan Club (by Ksubi). His creative vision led him to co-found Toben in Thorsten s work has been displayed in many industry publications and group exhibitions. As the Creative director of Toben, he has been invited twice to speak at Semipermanent as an industry leader. Thorsten holds a BA of Graphic Design.

8 Recent Work

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10 Art Series Hotel Group Branding & Brand Guardianship Brand Architecture & Strategy Printed Touchpoints Marketing Digital Campaign Photographic Art Direction Results Brand guardian and sole design agency for five years (& counting) Growth from 2 to 7 hotels during this period Graphis Award, 2015 Gold Award Art Series Hotel Group Website

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12 MCA Museum of Contemporary Art Australia Digital Branding Web Design UI Photographic Art Direction Results 4 times increase in traffic: double page views & double time spent on the site. Double the rate of new memberships & 95% of event tickets sold online in advance. Featured in Apple s ipad TV ad MAPDA Award, 2013 Best Website & Best in Show (Multimedia) 16 APR 05 JUL

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14 The Larwill Studio Brand Strategy Brand Identity Experiential Touchpoints Marketing Applications Spatial Brand Applications Digital Campaign Photographic Art Direction Results #1 of 172 hotels in Melbourne within 16 weeks of opening, TripAdvisor #1 hotel in Victoria, TripAdvisor s Traveller s Choice Award 2015 & 2016 AGDA Award 2015 Finalist: Branding

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16 Tumbling Stone Brand Identity Marketing & Print Applications Signage Illustration

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18 The Drift Brand Strategy Brand Identity Marketing & Launch Concepts Marketing Applications Campaign Spatial Concepts & Signage Digital Photographic Art Direction Results All 5 retail spaces leased prior to building completion, 52% above market rate. All apartments leased within 3 weeks, 17% above market rate. WHERE LIFE S TIDE TAKES YOU

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20 The Johnson Branding & Brand Identity Experiential Touchpoints Marketing Applications Spatial Brand Applications Digital Photographic Art Direction Testimonial The Johnson brand is AMAZING. We are so proud and loving the product. We ve had so many fantastic comments already I can t stop crying I am so happy Ryan Tuckerman, Art Series Hotel Group, Director of Sales & Marketing

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22 Clapit Video Concept & Creative Direction Art Direction Design Results Graphis, 2016 Platinum Award (Video Branding)

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24 The Blackman Brand Strategy Brand Identity Experiential Touchpoints Marketing Applications Spatial Brand Applications Digital Campaign Photographic Art Direction Results #1 of 194 hotels in Melbourne within the first year of opening, TripAdvisor Popularity Index Best Superior Accommodation, TAA National Awards for Excellence 2013 & 2017 One of Top Ten Hotels in Australia, Expedia Insider Select 2013

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26 The Pantry Brand Identity Marketing & Print Applications Signage Illustration Photographic Art Direction Results Graphis Award, 2015 Silver Award The Pantry Branding

27 We'd love to hear from you Katja, Thorsten & Team Level 3, 48 Chippen Street Chippendale NSW 2008 Australia toben.com.au