Kelsey Heinrichs Portfolio

Kelsey om 44 7480 603 703

DetailsSkillsMobile: 447480 603 GR APHIC DESIGNPrint Design, Logo Design, Branding, Corporate Identity, Packaging, PosterDesign, Illustration, Editorial Layout, Catalogues, Business Card & StationeryDesign, Advertising, Web Design, App Design, Window Display Design, Signage,EducationPhotography, Photo Retouching, Textile & Print Design, T-shirt Design,Calligraphy, Typography.CV2009—2011Bachelor of Design at Griff ith UniversityC R E AT I V E D I R E C T I O N & M A N A G E M E N TExperienceCreative Campaign Development & Execution, Brand Personality Development,Kelsey Heinrichs2016—2018Marmalade LondonManagement of Personnel Resources, Management of Financial Resources,Senior Graphic DesignerComplex Problem Solving, Operations Analysis, Quality Control Analysis,Clients: Amazon, Michael Kors, F&F,Staff Time Management, Interpersonal & Relationship-building,ASOS, Boohoo.com, QueenProject Management, Communication & Leadership skills.2016—2016RootSOCIAL MEDIA & MARKETINGSenior Graphic DesignerClients: Penguin Books, Turner Broadcasting,Social Media Account Management & Content Creation ( Instagram, Facebook,Square Enix, Taylor Wimpey & Royal Court TheatreTumblr, Pinterest, Polyvore ), Blog Management & Content Creation,2014—2016Universal StoreCreative Director / Senior Graphic Designer2011—2014Beginning BoutiqueCreative Director / Senior Graphic Designer2012Culture KingsGraphic Designer2008—2012BATS MagazineCo-founder, Editor, Creative Director & DesignerEvent Organisation ( Art Exhibitions, Live Music Events, Pop Up Sales, MediaShowings, Networking Events ), Marketing Promotion Development & Execution.S O F T WA R EProficiency with Adobe Creative Suite [InDesign, Illustrator, Photoshop,Bridge, Acrobat Pro], Microsoft Office, Microsoft Excel, Microsoft PowerPoint.E-commerce: Magento, Shopify, Interspire, Mail Chimp, Campaign Monitor.Basic knowledge of Dreamweaver, HTML, CSS, SLR and Studio Photography.

Perfect StrangerPerfect StrangerArt Direction2 / 57Art DirectionDesigned at – Universal StoreSkills flexed – Illustration, Photo RetouchingType –Perfect Stranger, one of Universal Store’s in-house womenswear labels,required a new look book to showcase their A/W 15 collection ‘Journal’.My role was to develop the art direction, styling and makeup & hair forthe look book photoshoot. Post production involved creating mixedmedia collages and illustrations to take the collection to a higher leveland place Perfect Stranger among Universal Store’s other high-endstocked competing designers.

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Turner BroadcastingTurner BroadcastingArt Direction Graphic Design7 / 57Art Direction, Graphic DesignDesigned at – RootSkills flexed – IllustrationType –Turner Broadcasting approached Root to design their 2016 annualCommunications Team Meeting booklet. They requested that thebooklet reflect the “idea of coming home to Atlanta” – the hometownof Ted Turner.My role was to develop the visual style, draw illustrations to featurethroughout the booklet and on the cover, manage the project anddesign the 88 page booklet in the space of a week.

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Turner BroadcastingArt Direction Graphic Design9 / 57

Turner BroadcastingArt Direction Graphic Design10 / 57

Universal StoreDenim 101Art Direction Graphic Design11 / 57Art Direction, Graphic DesignDesigned at – Universal StoreSkills flexed – Website DesignType –Everyone knows the struggle of finding the perfect pair of jeans (andmaking sure your booty looks good), and usually shopping onlinefor denim is a risk not worth taking. Universal Store’s ‘Wear Them’campaign takes the guesswork out of denim, with an interactive andeasy-to-follow online landing page.View landing page now online: www.universalstore.com/womens/jeansAdditionally a booklet was designed for Universal Store to educate theirstaff nation-wide on the details and terminology of Denim.

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Universal StoreArt Direction Graphic Design13 / 57

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Universal StoreUniversal Store DigitalArt Direction Graphic Design16 / 57Art Direction, Graphic DesignDesigned at – Universal StoreSkills flexed – Website Design, Photography, UX DesignType –See this website live & online now – http://www.universalstore.com/During my role at Universal Store, I implemented various websiteredesigns to make sure the Universal Store website was up to date andone-step ahead of it’s competitors.This has been achieved through a seamless design that is responsivebetween Desktop, Mobile and Tablet, giving customers a consistentwebsite experience no matter what platform they are accessing thewebsite from. I’ve shown a selected of E-newsletters I created,where I was responsible for the concepts right through to completion.

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Universal StoreArt Direction Graphic Design18 / 57

Beginning BoutiqueMad Love For YouArt Direction Graphic Design19 / 57Art Direction, Graphic DesignDesigned at – Beginning BoutiqueSkills flexed – Packaging DesignType –Beginning Boutique needed a major redesign of their packaging (sinceprior they were using non-branded post bags). My vision for the newpackage was to design something “Share Worthy” - something sounique and eye-catching that customers would want to share theirpurchase on social media as soon as they received their order.

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Penguin BooksPenguin BooksProduction 1st AD22 / 57Production, 1st ADMade at – RootType –Penguin Random House approached Root and asked us to create theirsummer reading campaign video. The campaign we created focuseson 22 Penguin Book titles, where every book has been paired with adestination. The video aims to highlight how books can be the perfectcompanion for your summer holiday, but can also be your summerholiday - allowing you to visit places from the comfort of your armchair.My key responsibilities in the making of this campaign included: storyboarding, production, casting, art working, design & 1st AD.Watch the video here: www.youtube.com/watch?v 2iqOqAUe2DU

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Universal StoreMonochrome XmasArt Direction Illustration25 / 57Art DirectionDesigned at – Universal StoreSkills flexed – Illustration, Textile DesignType –For Christmas 2014, Universal Store offered Free Gift Wrap FreeGreeting Cards with every order in store & online.I designed five monochromatic prints for the gift wrap, to keep withinUniversal Store’s black & white brand guidelines and to also reflect thecurrent fashion trends of the season.For the greeting cards, a minimalistic design combined with tongue-incheek “greetings” were winners with customers.

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Oscar NaturalOscar NaturalPackaging Design29 / 57Packaging DesignDesigned at – Kelsey Heinrichs FreelanceType –Oscar Natural required a redesign of their shaving gel packaging inorder to reflect their new slogan ‘For The Harsh Australian Manscape’.In order to showcase their Australian Made and Owned company,the new packaging design features abstract textures taken from theAustralian landscape. The harsh, rough conditions of the land act as ametaphor for dry, sensitive skin.

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Universal StoreGet Shit DoneArt Direction Graphic Design31 / 57Packaging DesignDesigned at – Universal StoreSkills flexed – Illustration, Textile DesignType –Mi Goals, a quirky stationery brand stocked at Universal Store,approached myself to create three designs for a Mi Goals x UniversalStore collaboration of a set of stationery books that were soldexclusively at Universal Store, nationwide and online.

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BATS MagazineBATS MagazineArt Direction Print Design34 / 57Art DirectionDesigned at – BATS MagazineSkills flexed – Illustration, Type DesignType –In 2008, I co-founded an Australian youth-culture magazine.BATS magazine is a disgustingly hilarious read. The magazine showcasesAustralian art, photography, fashion, music and culture. But is bestknown for its tongue-in-cheek journalism and controversial articles. Ina world of glossy, full colour, polished magazines, BATS stands out withnot only its original content but also its quirky and authentic aesthetic.My key responsibilities & skills in this role included: Creative Direction,editorial design, collaborating creatively with advertisers, eventmanagement, photographing & directing cover photoshoots, socialmedia management, blog management, writing articles, interviews andproof-reading and managing all budgets.

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BATS MagazineArt Direction Print Design36 / 57

BATS MagazineArt Direction Print Design37 / 57

Beginning BoutiqueBB DigitalWebsite Design38 / 57Art DirectionDesigned at – Beginning BoutiqueSkills flexed – Web Design, UX DesignType –See this website live & online now @ http://beginningboutique.com.au/In 2014, Beginning Boutique launched it’s new look website which I wasresponsible of designing inside out. The redesign was very extensiveand included new features such as: one-page-checkout, customerreviews, live Instagram feed, quick view products, drop down menus,drop down search bar.The redesign made it faster and easier for customers to shopand overall provided them with a more interactive and enjoyableexperience. With the introduction of the new checkout design, revenue& conversion rate grew substantially.

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Beginning BoutiqueBB Lookbook [Various]Art Direction40 / 57Art DirectionDesigned at – Beginning BoutiqueSkills flexed – Illustration, Photo Retouching, StylingType –Over the three years I worked at Beginning Boutique, I directeddozens of look books/campaigns with the aim to showcase BeginningBoutique’s latest stock and to also visually represent the BB girl/customer - carefree, rad, creative and a generally down to earth chick.From sourcing locations, to picking the perfect hair style or handcrafting backdrops, here are some highlights from the many lookbooks I directed.

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Universal StoreStereosonicArt Direction Graphic Design46 / 57Art DirectionDesigned at – Universal StoreSkills flexed – Illustration, Print DesignType –In 2014 2015, Universal Store was the official retail partner ofStereosonic Festival. We launched a micro-website which gave ourcustomers a unique experience to not only purchase festival tickets,but also to read artist interviews, share outfits and listen to play lists.At each leg of the festival there was a Universal Store Pop-UpBeach which attracted thousands of festival punters. Free “Banger”merchandise bandanas were given out at the activation to encouragepunters to hold them up during the festival.Banger – (adj.) If a song is unbelievably awesome. It is a banger.

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