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Alex Treadway / Design & Photography

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Alex Treadway / Design & Photography ALEX TREADWAY / DESIGN & PHOTOGRAPHY 1 ALEX TREADWAY / DESIGN & PHOTOGRAPHY ICIMOD ICIMOD is a regional knowledge development and learning centre serving the eight regional member countries of the Hindu Kush-Himalayas. Primarily they’re working to develop an economically and environmentally sound mountain ecosystem to improve the livelihoods of mountain populations. They needed a new brand, website, photography and a solid set of guidelines in order to generate publications, books and web pages themselves. I developed an extensive set of templates and guidelines which can be used in an endless variety of ways to keep the them appearing fresh and different, but at the same time consistently looking and behaving as one organisation. The identity subtly highlights two of their key areas: Mountains and Water. 2 ALEX TREADWAY / DESIGN & PHOTOGRAPHY ICIMOD PASSING THE BATON ICIMOD publish a large amount of materials which are almost exclusively produced themselves by their in-house design team. They needed a set of guidelines which would cater for a vast array of different formats and content. I gave them an intuitive system which could adapt as necessary but at the same time be ever-so- simple to use. Now they’re doing it all themselves. 3 ALEX TREADWAY / DESIGN & PHOTOGRAPHY ICIMOD 4 ALEX TREADWAY / DESIGN & PHOTOGRAPHY ICIMOD ICIMOD PHOTOGRAPHY As well as re-establishing ICIMOD’s branding I also travalled to all of their member countries to generate an entire port folio of photography. The result was such a success ICIMOD decided to publish a coffee table book called ‘Life in the Himalayas’ to showcase the photographs and tell their story. 5 ALEX TREADWAY / DESIGN & PHOTOGRAPHY LIFE IN THE HIMALAYAS BOOK During the course of a three year period I produced this coffee table book for ICIMOD (International Centre for Integrated Mountain Development). The book aims to give a glimpse of life in the countries of the Himalayas, as it has evolved over millennia, and as it adapts to the rapid changes of the last century. This extensive project took me to some truly challenging locations from Afghanistan at the far western reaches of the Himalayas to the Chittagong hill tracts in Bangladesh at the far east. My overriding goal was to tell the story of the myriad different peoples who live in the region; their origins, diversity, culture, lifestyles, religion and the extraordinary landscape they inhabit. The book begins by looking at the day-to-day reality of living in the hills, where subsistence agriculture is still the norm. The important role of domestic animals is the theme of the following section, whether for the nomads of the Tibetan Plateau, agropastoralists in Afghanistan, or farmers in Myanmar. The third section emphasises how, from glacier to river to sea, water is the lifeline for 1.3 billion people. Finally, the book looks at the more recent changes in the Himalayan region and how the people of the region are trying to adapt to an uncertain future. 6 ALEX TREADWAY / DESIGN & PHOTOGRAPHY LIFE IN THE HIMALAYAS BOOK 7 ALEX TREADWAY / DESIGN & PHOTOGRAPHY LIFE IN THE HIMALAYAS BOOK 8 ALEX TREADWAY / DESIGN & PHOTOGRAPHY CITYSCAPE Technical wizards Creating photo-realistic visuals and films for the top architectural developments around the world, Cityscape is now the leading practice in their field. They asked me to create an identity, marketing materials, website, motion graphics and other various communications. I worked very closely with this client to fully understand the complexity and vision of this exciting company. 9 ALEX TREADWAY / WORK EXAMPLES CITYSCAPE Identity Cityscape’s world of creativity and technical miracles all start as 3D models generated on the computer. At the very beginning phase these models are wireframes. I took the wireframe element and developed a range of swirling, motion-like vector lines to convey the creative and technical sides to Cityscape. The vector lines are used on stationery, posters, marketing material etc. I then brought the lines to life as a series of Hollywood-style animations for use in the Cityscape cinema and for presentations. 10 ALEX TREADWAY / WORK EXAMPLES CITYSCAPE 11 ALEX TREADWAY / DESIGN & PHOTOGRAPHY CITYSCAPE Animation The fastest growing department at Cityscape is film. Aerial footage of a city with computer generated views of a development and fly-through animations of the building itself make very impressive demonstrations. Cityscape needed us to create a series of motion identities to act as title sequences to these films and also for marketing purposes. I put the lines into a 3D environment and not only animated the lines but also animated a journey within them to create a filmic experience and best reflect the nature of the business. 12 ALEX TREADWAY / DESIGN & PHOTOGRAPHY CITYSCAPE 13 ALEX TREADWAY / WORK EXAMPLES CITYSCAPE 14 ALEX TREADWAY / DESIGN & PHOTOGRAPHY TIGER TOPS LODGE, BARDIYA NatIONAL PaRK, NEPAL Tiger Tops have been operating since in the early sixties and pioneered many of the tourism experiences in Nepal. They are one of the most exlusive resorts in the country. They have recently refurbished their ‘Karnali Lodge’ to a very high standard and invited me to tell the whole story of the resort with pictures. 15 ALEX TREADWAY / DESIGN & PHOTOGRAPHY TIGER TOPS 16 ALEX TREADWAY / DESIGN & PHOTOGRAPHY NICK SIMONS INSTITUTE NSI is an organisation working in Nepal with a mission to train and support rural health care workers. They work in direct collaboration with a growing number of hospitals throughout the country. NSI really is making a difference in a country that really does need the help. It’s a compelling story and one that needs to be told with pictures as well as words. They invited me to travel to remote hospitals throughout Nepal to capture some of moments that tell these stories. 17 ALEX TREADWAY / DESIGN & PHOTOGRAPHY NSI ENHANCING RURAL HEALTHCARE ENHANCING RURAL HEALTHCARE NICK SIMONS INSTITUTE ENHANCING RURAL HEALTHCARE NICK SIMONS INSTITUTE NICK SIMONS INSTITUTE Principles change for This situation is reflected in For decades, Nepal’s Ministry of Health has worked problem the Addressing In her home in the hills of Nepal, a woman There is no single solution. Nepal’s health indicators: 1 becomes seriously ill while delivering her first against daunting odds. It administers a healthcare system that is widely dispersed across extreme terrain, and The problem calls for a broad, baby. To reach the nearest health care facility, • Each day, 12 Nepalese women die in childbirth. The maternal with limited resources, making even basic transport and integrated approach. two of her relatives carry her for six hours mortality ratio of 539/100,000 communication difficult or impossible. in a sack over a steep, rocky trail. When she births ranks among the highest in the world. Comparatively, Sri Nepal’s first medical college, the Institute of Medicine, was established 25 years ago as a 2 Train the cadres of health care arrives at the hospital, will there be a doctor or Lanka’s is 92, China’s 51, and model institution with a plan to produce community-oriented doctors for the entire country workers who are most likely to nurse to take care of her? Will either worker be United States’ just 8 /100,000 of Nepal. The past decade has seen a virtual explosion of medical education in Nepal, with Reference: UNICEF Website 13 medical colleges (4 in Kathmandu) and over 40 nursing campuses now in place. remain in rural areas. adequately trained? Will the woman’s family be (WHO, UNICEF) (2006) Unfortunately, the gains in medical education have not translated into significant benefits able to afford the treatment? • Infant and under- 5 mortality for rural people. Many doctors and nurses ‘registered’ in Nepal have actually left to work in are twice as high in mountain other countries. And while Kathmandu has a doctor to population ratio comparable to that 3 Train in settings that are similar to of developed countries – some of Nepal’s remote districts lack even one doctor for 100,000 areas of Nepal as in urban areas. Far too often in Nepal, the answer to these people. the eventual rural place of work. References: Nepal Demographic and questions is ‘no’. Throughout this majestic land, Health Survey (2001), Joining others in taking up the challenge there are many well-built hospitals and clinics, Nepal Family Health Survey (1996) NSI has worked with a coalition of Nepal government, INGOs, and international consultants 4 Recruit students from rural areas. but frequently they’re staffed only by untrained to lay the ground work for a sustainable plan to help address the problem. The NSI plan is • From 1996 to 2001, the overall based on extensive experience in Nepal, published evidence worldwide, and long discussion. personnel or by no one at all. Patients travel national rate for newborns 5 Provide post-training support in long distances over difficult terrain – only to find delivered by a trained health care Table heading? worker rose from 10 percent to the field: training alone is not Doctors / 100,000 5.3 17.3 that there is no one to care for them when they 13 percent, while for the poorest Nurses / 100,000 10.7 47.3 enough. fifth of the country, it fell from arrive. Registered in Nepal 1994 2005 3.5 percent to 3.1 percent. Hemang Dixit, Nepal’s Quest for Health Reference: Nepal Demographic and 6 Transform existing clinical Anticipating this outcome, many simply stay Health Survey (2001) Caption... institutions into high quality home, languishing in the hope that somehow a cure will come to them. Competent, training centers. compassionate healthcare is the privilege of those who can afford to journey into the big city. Thus, the cycle of poverty and illness deepens.
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