Fairfax management conferences were a yearly affair. The 1997 conference marked a decisive point in which John Fairfax and the community newspapers division observed the changing media environment. The conference theme Leading the Media Attack was inspired for good reason. Challenging convention and planning to create f2 , the internet had to be embraced. This direction was just around the corner, as with other major computing innovations. I delivered these two image treatments. Folder and documents kit, shown below on left. Polo shirts using the image shown below right. My rational was the document kit identified the agression and competitive nature being faced. Hence the two colour red and black. The psychological offering of blue waters as apparel softening the human aspect of the conference. This technology leading edge featured largely during my time with Fairfax. I was commonly put into the front seat and loved every minute I was there.