Fairfax offered their newspaper advertising clients and the wider advertising public the services of their head creative department. It offered 'a diverse range of creative solutions'. However it needed a promotional launch. An educational process informing that Fairfax was more than simply a generator of paper-rags. Fairfax wanted to be positioned as an agency style creative operation. Offering the same standards but at a vastly cheaper price. Of course our budget to deliver this brief was quasi nil. The name StudioFX (Studio FairfaX) was inspired by the first and last letters of the company name. As a result I created an attractive and informative folding wall poster (620x420). An integral part of the brief, was to make it clear that StudioFX was unmistakably a Fairfax initiative. The "FX" could not be mistaken for the usually accepted abbreviation of the word "Effects". Therefore when its first centre outward fold was opened, you would read the full word FAIRFAX. Its associated sub head 'Creative Publications' was further confirmation that "FX" was not related to video special effects. Internally, I furthered the educational undertone of the poster by outlining statistics and advertising tags to emphasis this was about offering an Advertising Agency style service, not a Newspaper one.   The cover folded out clearly reads FAIRFAX, having read FX when folded. See above visual.  Internally, tools used within the art studio and photographic room, including a coffee stain all add to sell the idea of reliable creative work.