Kelsey Heinrichs Portfolio · Denim 101 Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design Universal Store Art Direction + Graphic

Kelsey Heinrichs —

Portfolio

[email protected] +44 7480 603 703

Details

Mobile: +447480 603 703

Email: [email protected]

Portfolio: www.kelseyh.com

Education

2009—2011 Bachelor of Design at Griff ith University

Experience

2016—2018 Marmalade London

Senior Graphic Designer

Clients: Amazon, Michael Kors, F&F,

ASOS, Boohoo.com, Queen

2016—2016 Root

Senior Graphic Designer

Clients: Penguin Books, Turner Broadcasting,

Square Enix, Taylor Wimpey & Royal Court Theatre

2014—2016 Universal Store

Creative Director / Senior Graphic Designer

2011—2014 Beginning Boutique

Creative Director / Senior Graphic Designer

2012 Culture Kings

Graphic Designer

2008—2012 BATS Magazine

Co-founder, Editor, Creative Director & Designer

Skills

GR APHIC DESIGN

Print Design, Logo Design, Branding, Corporate Identity, Packaging, Poster

Design, Illustration, Editorial Layout, Catalogues, Business Card & Stationery

Design, Advertising, Web Design, App Design, Window Display Design, Signage,

Photography, Photo Retouching, Textile & Print Design, T-shirt Design,

Calligraphy, Typography.

CRE ATIVE DIREC TION & MANAGEMENT

Creative Campaign Development & Execution, Brand Personality Development,

Management of Personnel Resources, Management of Financial Resources,

Complex Problem Solving, Operations Analysis, Quality Control Analysis,

Staff Time Management, Interpersonal & Relationship-building,

Project Management, Communication & Leadership skills.

SOCIAL MEDIA & MARKE TING

Social Media Account Management & Content Creation ( Instagram, Facebook,

Tumblr, Pinterest, Polyvore ), Blog Management & Content Creation,

Event Organisation ( Art Exhibitions, Live Music Events, Pop Up Sales, Media

Showings, Networking Events ), Marketing Promotion Development & Execution.

SOF T WARE

Proficiency 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.

Kelsey Heinrichs

CV

Perfect Stranger Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Photo Retouching

Perfect Stranger Art Direction

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 for

the look book photoshoot. Post production involved creating mixed-

media collages and illustrations to take the collection to a higher level

and place Perfect Stranger among Universal Store’s other high-end

stocked competing designers.

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Perfect Stranger Art Direction 4 / 57

Perfect Stranger Art Direction 5 / 57

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Turner Broadcasting Type – Art Direction, Graphic Design Designed at – Root Skills flexed – Illustration

Turner Broadcasting Art Direction + Graphic Design

Turner Broadcasting approached Root to design their 2016 annual

Communications Team Meeting booklet. They requested that the

booklet reflect the “idea of coming home to Atlanta” – the hometown

of Ted Turner.

My role was to develop the visual style, draw illustrations to feature

throughout the booklet and on the cover, manage the project and

design the 88 page booklet in the space of a week.

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Turner Broadcasting Art Direction + Graphic Design 9 / 57

Turner Broadcasting Art Direction + Graphic Design 10 / 57

Denim 101 Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design

Universal Store Art Direction + Graphic Design

Everyone knows the struggle of finding the perfect pair of jeans (and

making sure your booty looks good), and usually shopping online

for denim is a risk not worth taking. Universal Store’s ‘Wear Them’

campaign takes the guesswork out of denim, with an interactive and

easy-to-follow online landing page.

View landing page now online: www.universalstore.com/womens/jeans

Additionally a booklet was designed for Universal Store to educate their

staff nation-wide on the details and terminology of Denim.

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Universal Store Art Direction + Graphic Design 12 / 57

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Universal Store Art Direction + Graphic DesignUniversal Store Art Direction + Graphic Design 15 / 57

Universal Store Digital Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design, Photography, UX Design


See this website live & online now – http://www.universalstore.com/

During my role at Universal Store, I implemented various website

redesigns to make sure the Universal Store website was up to date and

one-step ahead of it’s competitors.

This has been achieved through a seamless design that is responsive

between Desktop, Mobile and Tablet, giving customers a consistent

website experience no matter what platform they are accessing the

website 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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17 / 57Universal Store Art Direction + Graphic Design


Mad Love For You Type – Art Direction, Graphic Design Designed at – Beginning Boutique Skills flexed – Packaging Design

Beginning Boutique Art Direction + Graphic Design

Beginning Boutique needed a major redesign of their packaging (since

prior they were using non-branded post bags). My vision for the new

package was to design something “Share Worthy” - something so

unique and eye-catching that customers would want to share their

purchase on social media as soon as they received their order.

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Beginning Boutique Art Direction + Graphic DesignBeginning Boutique Art Direction + Graphic Design 21 / 57

Penguin Books Type – Production, 1st AD Made at – Root

Penguin Books Production + 1st AD

Penguin Random House approached Root and asked us to create their

summer reading campaign video. The campaign we created focuses

on 22 Penguin Book titles, where every book has been paired with a

destination. The video aims to highlight how books can be the perfect

companion for your summer holiday, but can also be your summer

holiday - allowing you to visit places from the comfort of your armchair.

My key responsibilities in the making of this campaign included: story

boarding, production, casting, art working, design & 1st AD.

Watch the video here: www.youtube.com/watch?v=2iqOqAUe2DU

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Penguin Books Production + 1st AD 23 / 57

Penguin Books Production + 1st AD 24 / 57

Monochrome Xmas Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Textile Design

Universal Store Art Direction + Illustration

For Christmas 2014, Universal Store offered Free Gift Wrap + Free

Greeting Cards with every order in store & online.

I designed five monochromatic prints for the gift wrap, to keep within

Universal Store’s black & white brand guidelines and to also reflect the

current fashion trends of the season.

For the greeting cards, a minimalistic design combined with tongue-in-

cheek “greetings” were winners with customers.

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Oscar Natural Type – Packaging Design Designed at – Kelsey Heinrichs Freelance

Oscar Natural Packaging Design

Oscar Natural required a redesign of their shaving gel packaging in

order 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 the

Australian landscape. The harsh, rough conditions of the land act as a

metaphor for dry, sensitive skin.

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30 / 57Oscar Natural Packaging Design

Get Shit Done Type – Packaging Design Designed at – Universal Store Skills flexed – Illustration, Textile Design


Mi Goals, a quirky stationery brand stocked at Universal Store,

approached myself to create three designs for a Mi Goals x Universal

Store collaboration of a set of stationery books that were sold

exclusively at Universal Store, nationwide and online.

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34 / 57BATS Magazine Art Direction + Print Design

BATS Magazine Type – Art Direction Designed at – BATS Magazine Skills flexed – Illustration, Type Design

In 2008, I co-founded an Australian youth-culture magazine.

BATS magazine is a disgustingly hilarious read. The magazine showcases

Australian art, photography, fashion, music and culture... But is best

known for its tongue-in-cheek journalism and controversial articles. In

a world of glossy, full colour, polished magazines, BATS stands out with

not 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, event

management, photographing & directing cover photoshoots, social

media management, blog management, writing articles, interviews and

proof-reading and managing all budgets.




38 / 57Beginning Boutique Website Design

BB Digital Type – Art Direction Designed at – Beginning Boutique Skills flexed – Web Design, UX Design

See this website live & online now @ http://beginningboutique.com.au/

In 2014, Beginning Boutique launched it’s new look website which I was

responsible of designing inside out. The redesign was very extensive

and included new features such as: one-page-checkout, customer

reviews, live Instagram feed, quick view products, drop down menus,

drop down search bar.

The redesign made it faster and easier for customers to shop

and overall provided them with a more interactive and enjoyable

experience. With the introduction of the new checkout design, revenue

& conversion rate grew substantially.

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40 / 57Beginning Boutique Art Direction

BB Lookbook [Various] Type – Art Direction Designed at – Beginning Boutique Skills flexed – Illustration, Photo Retouching, Styling

Over the three years I worked at Beginning Boutique, I directed

dozens of look books/campaigns with the aim to showcase Beginning

Boutique’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 hand-

crafting backdrops, here are some highlights from the many look

books I directed.




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Stereosonic Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Print Design

In 2014 + 2015, Universal Store was the official retail partner of

Stereosonic Festival. We launched a micro-website which gave our

customers 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-Up

Beach which attracted thousands of festival punters. Free “Banger”

merchandise bandanas were given out at the activation to encourage

punters to hold them up during the festival.

Banger – (adj.) If a song is unbelievably awesome. It is a banger.

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52 / 57Reveal Art Direction + Graphic Design

Reveal Type – Art Direction Designed at – Liveworm Skills flexed – Print Design

For Griffith University graduates, the end-of-year exhibition is

considered to be the official moment when they reveal themselves and

their talents to the industry.

This concept celebrates the playful suspense and build up that takes

place prior to the big reveal on opening night. In order to promote

and establish the event, multiple items were designed; invitation,

promotional post card, website and exhibition catalogue book.





Logo Designs

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Documents

Kelsey Heinrichs Portfolio · Denim 101 Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design Universal Store Art Direction + Graphic