Alt Group | Ben Corban, Dean Poole

Ben Corban and Dean Poole (Alt Group) received the red dot: grand prix for the  corporate design “Hudson Gavin Martin”.

Alt Group is a strategy-led design studio based in Auckland, New Zealand. Founded in 2000 by Ben Corban and Dean Poole, the company has a core team of 16 people with a rich diversity of design, business backgrounds and experience working in brand strategy, communication design, interactive design and new product development. Alt Group has helped conceptualise on a number of national interest projects including New Zealand Trade and Enterprise’s “Better by Design” initiative. The company has been recognized in numerous international awards such as ADC, AIGA, AGDA, Cannes Lions, The One Show and TDC.

Ben Corban and Dean Poole on “Consistency and humour”:
Consistency comes from establishing a set of governing rules. Depending on how you look at it they can be limiting or boundless. Hudson Gavin Martin is a boutique legal practice formed by three partners, who advise on intellectual property and technology law. The identity was conceived of as an ongoing conversation revealing “ideas” that come in threes. This was extended into the environment: a custom carpet signals welcome with a Hop, Skip and Jump; textbased artworks reveal the trilogy of business – Friends, Family, Fools; Beg, Borrow, Steal; Equity, Assets, Liabilities. With a meme there is a fine line between humour and wit. Humour comes from the stomach, wit from the mind. The fun is playing the game.