lush logic portfolio
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Lush Logic writes, edits and proofreads.
Any words, any audience, anywhere.
But it’s not just about having a way with words...
We love to help people. Sometimes it’s as easy as supporting an overwhelmed communications team with an extra pair of hands or eyes. At other times we take on the technical challenges (explain radiation and subatomic particles in 150 words or less!), but we really love developing and executing strategies to solve your business problems.
We are natural problem solvers. If we can’t help you within our expertise, then we’ll assemble and manage a team that can or refer you to a trusted member of our network. We regularly partner with advertising agencies, graphic designers, photographers, videographers, digital strategists, marketing specialists, business advisors and facilitators.
We solve problems.
We really do believe that interesting stories are everywhere. We find and explore the threads that will help people connect with our work. Connecting with your audience and capturing their interest is the first step towards achieving your communication goals. Lush Logic works with clients across a wide range of industries and tackles topics that many would shy away from. We love the challenge of developing ideas and discovering unique angles to engage and inspire an audience.
We uncover the ‘interesting’.
We’re analytical at heart, but we have creative souls. Our strength lies in assimilating large amounts of often complex information and using it to create a story that will achieve our client’s goals.
We’re not easily overwhelmed. The more information our clients give us, the better we can communicate on their behalf. Whether it’s a pile of raw data, a stack of old brochures or a large team of people to talk to – we love the research. We’re also curious, empathetic, and a bit pedantic, so we like to learn as much as we can about you and your work.
We transform big into small, complex into simple.
Dr Angela Lush founded Lush Logic in 2008 during some ‘time off ’ after many years as a research scientist and completing her PhD. With a background in agriculture, Angela originally began Lush Logic to help farmers understand and use research results to improve productivity. Great research was going unused because of a communication gap in this sector.
Kaye Ferguson (another doctor!) joined Angela at Lush Logic in 2011. Kaye is also a former scientist and works primarily with our science-focused clients. Kaye and Angela still occasionally answer to ‘doctor’, but only when they’re caught by surprise!
Science communication still remains a specialty, but the Lush Logic team now use their skills across a wide range of industries and communication channels.
We love combining our creative skills (lushness) with our attention to detail, accuracy, research and sound strategy (logic).
About Lush Logic.
A diverse portfolio...
Client South Australian Museum
Issue The South Australian Museum wanted to increase the profile of its diverse and significant research activities. The directorate were finding it difficult to quickly translate their scientist’s research into language that would engage and educate their broad audience. Some scientists were also reluctant to talk about their work due to past publicity experiences.
Resolution After reading the relevant research papers, we met with scientists at the Museum and talked to them about their research. Our interest in their work and science background quickly put them at ease and helped us to tap into many different story avenues. We developed press releases and website content that shared their research and passion accurately using plain English. Examples of our stories include: Liquid mining – Olympic Dam in a test tube; Fishing in the desert; and Cryptic clues – spot the difference with DNA.
Additional projects Lush Logic has worked on a range of projects for the Museum, including marketing materials like the What’s on brochure, Venue hire brochure and website content (e.g. on bioinformatics, cetaceans, dunnarts). We’ve also developed copy for philanthropic endeavours, interpretive signage, educational resources and annual reports.
A trusted partner.
Client SA Water
Team WDM Advertising (lead), MonkeyStack, Lightbulb digital, Arketype and Lush Logic
Project Kauwi Interpretive Centre, Adelaide Desalination Plant
Our role Lush Logic researched, assimilated and interpreted information to engage and inspire a diverse range of visitors to the Kauwi Interpretive Centre. We developed compelling stories around the central themes of climate change, water use and desalination for static and digital assets. SA Water’s history, including the Adelaide Desalination Plant construction and associated environmental monitoring and rehabilitation initiatives, was seamlessly incorporated into the Centre’s assets.
Additional projects Lush Logic has worked on a range of projects for SA Water in conjunction with WDM Advertising. We have written scripts for three Wastewater DVDs and provided copy for a range of brochures, bottle labels and signage. Lush Logic has also copyedited and proofread SA Drinking Water Quality Reports and SA Water Annual Reports.
Information flows.
Client South Australian Research and Development Institute (SARDI)
Project I- SPY Insects of Southern Australian Broadacre Farming Systems – Identification Manual and Education Resource
Our role Lush Logic worked with SARDI to design and edit an insect identification manual for farmers to improve crop production and sustainable farming. We designed the architecture of the document, coordinated content from multiple authors across Australia and edited the work to ensure a consistent voice and style. During the design phase, Lush Logic created visual icons and cues to help guide the reader through the resource, whether they were reading from end-to-end or diving in an out of specific sections. The manual is used extensively by farmers across the country with increased demand leading to a recent reprinting.
Lush Logic has also worked with SARDI to edit and collate a wide range of diagnostic protocols for emergency plant and disease pests.
Words and pictures.
Client Stoller Australia
Issue Stoller Australia staff make presentations to customers around Australia. As each staff member was responsible for developing their own presentations, staff were presenting different information, or the same information in different ways. This meant the corporate brand was not represented consistently.
Resolution Lush Logic designed a Microsoft® PowerPoint® slide template for Stoller Australia to suit a range of presentation types and styles. We also developed and scripted standard presentations on their key products, company history/offering, trial results and physiological processes of plants, to educate their customers quickly but effectively. Now, Stoller’s message is consistent and compelling country-wide. Stoller staff are spending less time preparing presentations, but presenting more effectively.
Additional projects Lush Logic has worked with Stoller on a wide range of projects, including copywriting and designing product brochures, case studies, print and outdoor advertisements, quarterly e-newsletters and editorial articles as well as editing and design of their flagship product manual.
A clear voice counts.
Client Institute for Mineral and Energy Resources (IMER), University of Adelaide
Project Annual Report 2012, Annual Report 2013
Our role Lush Logic worked with IMER to write, edit and proofread their Annual Report 2012, which showcases IMER’s research outcomes and impact on industry. As part of this process, we developed research highlights from academic papers and wrote the Chairman’s, Executive Director’s and Centre Directors’ reports. We worked with IMER to ensure a good balance of stories in the report and prepared or edited summaries of individual IMER members’ research project(s). Lush Logic also worked on the IMER 2013 Annual Report, managing content, photography, design and development.
Additional projects Lush Logic has worked with IMER to design, write and distribute IMER’s quarterly e-newsletters (e.g. November 2013), which include editorial articles based on complex academic papers. We’ve also written website copy for the Electrical Earth Imaging group and designed an internal survey to inform further promotion of IMER’s research.
Mining information.
Client New South Wales Environment Protection Authority (NSW EPA)
Issue NSW EPA developed a new waste avoidance and resource recovery strategy and after many months of work needed a fresh pair of eyes to make sure the document was ready for release. They were also having difficulty writing the Minister’s foreword and were concerned that it was too similar to previous years and other states’ approaches.
Resolution We reviewed the document structure and proposed changes to help direct the reader smoothly through the document. We also copyedited the strategy to remove unnecessary jargon and improve readability. Lush Logic wrote a new Minister’s foreword based on the document content and our knowledge of the sector. Within a very tight timeline, we delivered a polished document with a fresh feel that was suitable for Ministerial approval and public release and saved our client a lot of time and heartache.
Additional projects Lush Logic has worked with NSW EPA on several reports including the Energy Efficient Lighting Technology Report; Better Practice Guidelines for Waste Management and Recycling in Commercial Buildings and associated promotional brochures.
Fresh eyes save time.
Client Compost for Soils
Issue Members of the compost industry joined forces to promote compost use in commercial agriculture, but found that their potential customers had little or no knowledge of compost and how it could be used to address soil health issues and improve production.
Resolution Lush Logic worked with Compost for Soils to develop a range of fact sheets to help educate their customers about the relationship between compost and soil health. We also spoke to farmers who were using compost in a range of industries and developed case studies to showcase the benefits. These resources provided a comprehensive platform for the industry to educate potential customers. The Compost for Soils program was so successful in South Australia that it was adopted nationally and now includes more than 30 fact sheets and 22 case studies from around Australia.
Additional projects Lush Logic has also undertaken literature reviews for Compost for Soils, written e-newsletter content and editorial articles and provided PR and event management services at international conferences.
Education through experience.
Client Finlaysons
Agency WDM Advertising
Project Finlaysons rebranding
Our role Lush Logic worked with WDM to guide Finlaysons through their rebranding. As part of this process, Lush Logic conducted a five minute interview with each lawyer and developed 82 fresh and engaging personnel profiles. Lush Logic also designed the structure and wrote copy for 14 specialty practice area brochures. We adapted this content to suit their website and developed their overarching company brochure. These materials are consistently written in one voice and clearly articulate Finlaysons culture and brand. They are used every day to promote the firm and provide evidence of their credentials and culture.
Additional projects Lush Logic has also worked with WDM and Credit Union SA on a cultural/branding project. In this project, we spoke to individual staff about the cultural values of the organisation and developed associated copy for internal and external branding.
Communicating culture.
Client Detpak
Agency WDM Advertising
Project The Book, Spring 2014
Our role Lush Logic worked with Detpak to revitalise their catalogue front matter. We moved away from the factual, list-based style in place and created emotive copy to connect customer to the full Detpak experience. We used a range of stories collected through research and from the Detpak team to inspire their customers and accurately portray their brand personality.
Additional projects Lush Logic also worked with WDM to create a unique personality and feel for Detpak’s I am Eco™ product range.
Experience the difference.
Client Liquid Systems (SA)
Team Lush Logic (lead), WDM Advertising, Urtext Films and Randy Larcombe Photography
Issue Liquid Systems (SA) were having difficulty communicating the benefits of their liquid delivery systems and accurately positioning their brand and products within their international market.
Resolution Lush Logic and WDM worked with Liquid Systems to create a corporate video. This was designed to tell their story and support the growth of their business in Australia, Canada and the USA. Our strategy was to position Liquid Systems as a premium product by highlighting the technical accuracy and beauty of their machinery as well as sharing customer success stories. Unscripted interviews with people involved at all stages of the equipment’s lifecycle – manufacturers, agronomists and farmers – gave the video added authenticity and helped to clearly communicate Liquid System’s story.
Additional projects Lush Logic developed editorial articles and case studies based on farmer interviews and developed editorial articles on topical agricultural issues.
It’s all in the delivery.
