Hofstede Design (1996—2015) was Heath McCurdy, Wendy Ellerton, Hege Olsen, Andrew Tesdorpf, Paul Scanlon, Frits Bovill, Liz Cox, Sash Fernando, Tess Copeland, Sally Brownbill, Margaret Schmidt, Tim Royall, Ben Jennings, Tomas Sabbatucci, Paul Mylecharane and Dominic Hofstede. We also acknowledge the many clients, suppliers and colleagues who contributed to a rich and creatively rewarding two decades. Dominic Hofstede is now the Design Director of Maud Melbourne. Click anywhere to view the archive.

1800 Hofstede


Silk—HD is BJ Ball’s premium coated A2+ paper. Hofstede Design + Development was commissioned to create a compelling promotional campaign for Silk—HD broadly aimed at specifiers and printers, and, most specifically, graphic designers. We established an overarching theme for the project of ‘defining quality,’ and then developed a strategy based around engagement and collaboration. A two-stage campaign including both digital and print outcomes began with the launch of definequality.com.au, an interactive website where visitors were asked to respond to a simple prompt: define quality as a font, colour and word.

The results of this online survey informed the content for a limited edition publication called Definitions which was sent to all respondents. We worked with artists, designers and photographers to define and explore aspects of quality specifically related to Silk—HD: whiteness, design, sustainability, art and surface. A series of cover posters by local studios Alter, Toko, and U—P were commissioned responding to the campaign’s theme. The final outcome, superbly printed by Bambra Press, is a fitting showcase for Silk—HD’s quality.

Design: U-P
Design: Alter
Design: Toko
Whiteness images: Polly Stanton
Art images: Carly Fischer
Surface images: Scottie Cameron