KAS Folio-2012-latest

SAMPLE PORTFOLIO

Kelly-Laila Al-Saleh | Senior Graphic Designer

Print Design

OGILVY: HEALTHWORLD Advertising. BOOKLet design, POster design, infOgrAPhics & muLti-mediA (iPhOne, weB)

“ Ogilvy Healthworld (part of Ogilvy and Mather) provides design and advertising to the pharmaceutical industry. The studio was fast-paced and varied with each job followed by a different one (in both brand and media). Job specs were varied too, from amends and edits to conceptualising and designing a new job or campaign.”

KELLY-LAILA AL-SALEH | SENIOR DESIGNER

WEXAS TRAVEL BrOchure design, mArKeting cOLLAterAL & reBrAnd/redesign

“ The original Wexas brand was based on a defined view of the world. This was translated visually with the use of close cropping and the graphical device of framing as shown in these 2 brochures that I worked on based on existing templates.”


“ The redesign and rebrand of Wexas into Wexas Travel, involved a new visual approach starting with the longer shelf life brochures. These brochures took longer to produce with the emphasis on craftsmanship (cut out pictures, symbols designed and allocated to each country and the use of full bleed pictures). The idea was to create more of a coffee-table book than a travel brochure. This reflected the 'luxury' aspect of the brand more effectively, giving the members a sense of value in the products.”



“ I was asked to design pop-up banners to represent; Africa, The Far East and Cruise. Apart from using full-bleed pictures, the only guide I had for photographic direction was the cover of the large format brochure. I realised there was another element in the brand. Before it was about focusing and defining the viewer. Now it was about expanse, a sense of perspective and space. This is ultimately what I sought when sourcing these pictures.”



MITIE PROPERTY SERVIcES LTD

Hfi brand whilst keeping the MItIE brand intact. I used the photos for the folder cover and dividers. to add interest to the dividers, I monotoned the picture on the opposite side to also allow for a quote to be laid on top. I kept the inside simple to accommodate numerous types of data including diagrams, testimonials, CVs and tables.”

Art directiOn, design, Print & PrOductiOn


“ My main role at MItIE property services Ltd was the design, layout and production of folders of their tender documents for pitches for new work and tenders with local social housing schemes, in this case for Homes for Islington. No graphics as such were provided apart from some photography taken on a digital snapshot camera. The brief only stated to echo the

“ MItIE were hosting an event at the tate Modern and I was asked to design the invites. No graphics were provided so I made up my own artwork and illustration and produced several designs with a fine art theme. The chosen result featured a simple ink drawing of two wine


glasses; one white and one red (apart from being typically offered a choice of these at such events, it would add more visual interest if they were contrasting rather than the same.”

MITIE PROPERTY SERVIcES LTD Art directiOn, design, Print & PrOductiOn

ART SEnSuS

“ As it's curator led exhibition focusing on number of artists, design had to show no bias to one over the other (art being a visual medium as well). Here I used very pared down typography with some adjustments (dot above the ‘i’ only on first line of text). I also kept the colours neutral. The book cover also served as the poster in a larger format.”

tyPOgrAPhy, design & Print


PAuL GOuGH: ARTIST

“ Paul Gough is an artist specialising in World War I art, with a permanent collection at the Imperial War Museum. Loci Memoriae was an exhibition, I was asked to design catalogue for and,

BrAnd, tyPOgrAPhy, design & Print


at the same time, give a sense of identity that didn't compete with the artwork. This brand was later to be applied to subsequent catalogues and the website.”


ScOuT: TREnDS InTELLIGEncE

“ I have included this piece because it is an example of typographic design (typography is a passion of mine and essential to my practice across media of both print and web). The client was a trend-forecasting company. As their name; ‘Scout’ implied finding something, I based the visual approach on a ‘maze’. I couldn't find the typeface I was after at the time so I designed one myself based on a grid of square blocks.”

BrAnding & tyPefAce design, LOgO /mAstheAd design & stAtiOnAry

PLAnT


“ Plant was an organic, vegetarian restaurant based in Soho. The reason I've included this project is that although I firmly believe the brief is crucial, sometimes, if you have a better idea, you should speak up. I was originally given a library of pictures of fruit and vegetables and asked to design them into heart shapes for a series of posters advertising their Valentines Day promotion. I came up with the idea to use the pictures separately and take a title from a love song to represent each fruit or vegetable: Baby Love = Baby Sweetcorn How Sweet it is to be Loved By You = Strawberry Close to You = Peas in a pod It would have been even better if we made such a compilation on cd to give to customers that day!”

Art directiOn & cOncePt, Art wOrKing & Print design

SAMPLE PORTFOLIO


Editorial Design

TRAvELLER editorial design, layout, picture research, artworking, pdf for print

“ Traveller is a picture-led magazine with a flexible but defined grid. The challenge for each issue is to offset written copy against inspirational images. I have worked on this magazine at every stage throughout my contracts at Wexas.”



“ The Strad was one of five classical music magazines I was in charge of as Senior Art Editor. During this time, I redesigned and rebranded this magazine successfully. The old design (bottom left, cover and feature) lacked a distinctive look and feel. My aim was to design a magazine that was visually identifiable as The Strad. I did this by creating an idea from which to guide the visual direction. This idea was based on the player/teacher/instrument as icon (particularly for the cover and cover feature, hence the emphasis on the name). I also brought in a craft element with the drop cap to reflect the craftsmanship in violin making/ playing/teaching.”

BEFORE the cover and cover feature before my redesigned

TYPE DESIGN i designed a typeface (Virtuoso) for drop caps, the 'formula' above shows how it was created from a combination of 2 typefaces; sloop and caslon

ThE STRAD art direction, editorial design & typography

ThE STRAD


“ The Strad was also focussed on practical and theoretical content as well as inspirational. For these pages, I kept the design very clean and simple and used tabs on the top of the outer pages to mark, identify and find them. The drop cap was restricted to features only to prevent overuse and also to identify the content as feature.”

art direction, editorial design & typography

SCOUT: TRENDS INTELLIGENCE Branding & editorial design


“ Scout was a new launch publication aimed at the trends forecasting industry. The final design was unique. Working in partnership with another Art Director, we realised that the standard format was a ring bound folder with various things stuck in, much like a scrapbook. Industry professionals were still expected to pay £200 (for the value of the content rather than its presentation). We decided to up the ante and create a professionally designed, hard bound book with fold out flaps and samples on posters. This would not only be better value for money but also create something to be archived and give Scout a sense of leadership and value in the industry.”

BLUEPRINT

“ I was invited to be guest Art Editor on Blueprint in the absence of the Art Director. This was a great privilege not just for the prestige of the publication but also because it was for their special Athens Olympic issue. It was both a highly creative and challenging role with a strict deadline. Shortly after, I was commissioned to design a booklet of forward thinking academic essays on architecture called Homes 2016.”

art direction, illustration, design & print


YMCA

“ The YMCA Focus magazine followed a definite grid so the challenge here was to ensure it didn't fall into the trap of being too prescriptive by understanding the nature of the grid and how to use it dynamically.”

editorial design, picture research, artworking & pdfs to print


SAMPLE PORTFOLIO


Web Design

IXXUS website banners, carousel graphics, icons and an iphone app

“�I�joined�Ixxus�(a�data�management�company)�as�a�freelance�designer�(3�week�contract)�to�design�carousel�advertising�(this�page).�This�was�followed�by�icon�designs�and�pitch�designs�for�a�iphone�app�(see�overleaf).”

KELLY-LAILA�AL-SALEH�|�SENIOR�DESIGNER

IXXUS logo/icon design

“�I�was�asked�to�design�icons�for�2�new�products;�Digital�Asset�Management�and�Digital�Media�Annotator.�Both�were�designed�in�a�simple�graphic�style.�With�a�longer�contract,�I�would�rather�have�redesigned�the�whole�set�with�a�unified�visual�approach�that�kept�them�under�the�same�brand�umbrella�whilst�at�the�same�time�differentiating�them�with�a�graphic�device�(e.g.�colour).�Adobe�is�a�good�example�of�one�brand�with�many�products�that�are�still�identifiable�as�Adobe.”


Digital�Asset�Management

Digital�Media�Annotator

IXXUS website banner & carousel graphics

“�Ixxus�was�extending�its�products�to�the�publishing�sector�(particularly�with�the�increased�use�of�the�ipad/tablet).�I�designed�both�the�graphics�for�the�‘Future of Publishing’�conference�and�the�‘Ixxus in Publishing’�information�page.”


IXXUS iphone app for oecd ‘better life index’

“�Ixxus�was�pitching�the�development�of�an�iphone�app�to�the�OECD�for�their�‘Better�Life�Index’�tool.�The�OECD�wanted�the�app�to�mimic�their�website�(see�left)�with�the�use�of�the�‘flower�petals’�(where�each�petal�represents�an�area;�Housing,�Education,�Health�etc).”


IXXUS iphone app for oecd ‘better life index’

“�The�OECD�wanted�the�flower�petal�feature�to�carry�through�to�the�iphone�app.�Whilst�designing�the�screen�I�noticed�the�petal�device�to�be�quite�cumbersome�for�such�a�small�screen.�It�sacrificed�the�information�(content)�which�is�the�main�purpose�of�this�app.�Also,�the�petal�came�from�the�logo,�I'm�not�keen�on�re�appropriating�a�logo�as�a�tool�especially�when�it�is�to�represent�factual�information.�It�not�only�dilutes�the�logo�and�makes�the�information�seem�frivolous.�Nonetheless,�I�presented�the�possibility,�indicating�you�could�only�display�3�items�at�time�and�would�have�to�scroll�for�the�rest.�I�presented�what�was�asked�but�came�across�


design�problems�whilst�doing�so.�I�used�the�designed�screens�to�indicate�these�problems�and�recommended�that�a�different�solution�be�sought�that�not�only�worked�with�a�smaller�screen�but�also�took�advantage�of�the�mobility�of�the�media.�A�book�presents�different�qualities�and�capabilities�to�a�website�and�a�website�to�a�mobile�phone.�

None�are�better�than�the�others�but�they�do�demand�a�different�approach�to�the�content;�one�that�embraces�both�the�capabilities,�function�and�audience.”

“�I�coined�a�phrase�whilst�working�on�this�project�as�regards�to�re�appropriating�the�petal�function:�If it’s to quirky, it won’t worky.”

WEXAS website rebrand & redesign user interface design

“�After�spending�months�designing�brochures�and�partaking�in�the�rebrand�of�Wexas�(luxury�travel�company)�I�was�asked�to�redesign�the�company�website�and�implement�the�new�brand.�The�home�page�features�a�rotating�carousel�of�inspiring�images�in�a�widescreen�format�with�a�clickable�map�in�the�top�right.�As�the�website�is�content�rich,�I�designed�the�information�below�in�bitesize�pieces�with�a�newspaper-like�grid.�Overall,�I�needed�to�keep�the�site�very�clean�and�white;�a�huge�challenge�with�so�much�content�and�an�overall�aim�to�increase�memberships�and�book�holidays.”



WEXAS

“�The�clickable�map�on�the�top�right�hand�side�(see�previous�page)�opens�up�to�reveal�a�world�map�to�offer�customers�a�more�visual�way�of�navigating�to�their�chosen�destination.�It’s�designed�to�accommodate�both�customers�that�know�where�they�want�to�go�and�ones�that�want�to�browse�and�explore.”

“�A�scrolling�tab�stayed�on�the�left�hand�screen�(scrolling�down�with�the�user).�This�device�is�constant�without�taking�up�valuable�screen�space.�The�tab�opened�up�an�enquiry�form.”

website rebrand & redesign user interface design

WEXAS

“�The�top�navigation�(above�the�blue�bar)�opened�out�to�a�full�menu�to�reduce�the�number�of�clicks�whilst�bringing�products�to�the�forefront.”



WEXAS

“�The�Region�and�Country�pages�had�to�accommodate�a�lot�of�information.�To�keep�things�clean�and�clear,�I�greyed�the�inactive�items�on�the�left�hand�side�and�used�the�right�hand�side�for�maps,�graphics�and�articles�relating�to�the�central�content.�The�central�information�included�an�introduction.�This�was�followed�by�further�navigation.�I�used�an�accordion�design�for�this�to�save�space,�reduce�clicks�and�allow�the�user�to�read�some�blurb�before�clicking�so�that�they�would�go�exactly�where�they�want�and�always�be�in�control.”



WEXAS

“�The�product�pages�dispensed�with�the�widescreen�carousel�to�fit�content-specific�imagery�and�active�navigation�(print�page,�tell�a�friend,�add�to�favourites�etc).”



BRITART web design, navigation & branding

“�The�britart�website�was�conceived�as�an�online�gallery�where�people�could�buy�art.�The�website�was�kept�simple�so�that�the�focus�would�be�the�art�(much�like�white�walls�in�a�gallery).�The�logo�has�a�red/orange�dot.�This�was�inspired�by�the�circular�orange�sticker�used�in�galleries�


to�indicate�the�work�has�been�sold.�When�used�for�navigation�in�different�colours,�it�resembles�a�paint�colour�palette.”

THE BRITISH FILM INSTITUTE art direction, pacKaging design, web design, print design & aniMation


“�The�Bfi�asked�for�an�interactive�cd-rom�to�be�designed�for�use�live�in�the�classroom.�The�project�was�called�‘Screening Shorts’�and�was�based�around�a�series�of�short�animations�and�films.�I�decided�to�use�the�‘colour�bar’�as�shown�on�tv�as�a�theme�to�unite�all�the�different�genres.�This�was�a�multi-media�project�that�involved�web�design,�print�design�of�work�sheets�to�be�downloads�and�printed�for�the�classroom�and�animation�and�film.”

CIPD online branding, sub-websites, banner designs & content architecture

“�The�CIPD was�one�of�my�first�website�clients�at�cScape.�I�designed�individual�graphic�elements�as�well�as�sub�brands;�The�Irish�Branch�and�the�National�Conference.�Working�with�a�client�with�such�a�vast�website�was�invaluable�experience�in�navigation,�sub-brands�and�online�identity.”


KAS Folio-2012-latest

Design

Transcript of KAS Folio-2012-latest