Amritha Sreekumar
PORTFOLIO
6
26
VISUALIDENTITY 6 SELF 8 BROBERTY.COM 20 GREEN WEB DESIGN L.L.C.
16
LOGODESIGN
16 GREEN FALCON 18 ROYAL FALCON
WEBSITEDESIGN
26 GREEN WEB DESIGN L.L.C. 30 AL NASR CONTRACTING 36 AFNAN METAL CRAFT 40 AMERICAN SURGECENTER 44 ADEC 46 APCCON 48 THE CREATIVE NURSERY
WHAT’S ALL THEFUSSABOUT?
52 EXHIBITION STAND DESIGN 58 PHOTOGRAPHY 68 FLYER DESIGN 69 POSTER DESIGN 70 T-SHIRT PRINT DESIGN 72 SKETCHES 74 PORTRAITS
MISCELLANEOUSPROJECTS
51
AMRITHA SREEKUMAR
6 RESUME
SUMMARY Creative design professional with 10 months experience meeting international design standards in web and graphic design. Has experience in delivering simple and aesthetic designs that have satisfied major corporate clients from diverse fields like construction, consumer goods packaging, entertainment, fitness, healthcare, property and, steel fabrication. Portfolio includes work in Branding (identity creation, logo & print Design, brochures, flyers and other promotional material), Web design, Web banner design, Concept art
PERSONAL
SKILLS PROFILE
Age: 23 D. O. B: 6th May, 1991 Gender: Female Marital Status: Single
COMPUTER SKILLS
Holding valid passport (expiry: 2019)
OBJECTIVE To generate strong visuals, create effective designs and produce satisfying results for clients.
Adobe graphics suite (Photoshop, Illustrator, InDesign, Flash, Dreamweaver, After Effects) CorelDraw HTML5/ CSS3, JavaScript
LANGUAGE SKILLS
ENGLISH: fluent in reading, writing and speaking HINDI: fluent in reading and speaking ARABIC: fluent in reading
LIFE SKILLS
Motivated, Good Attitude Team player, Fast learner Good Problem Solving Skills
EMPLOYMENT HISTORY GREEN WEB DESIGN 10/19/2013 — PRESENT Abu Dhabi, UAE - Primary Role: Has created unique web design layouts for major corporate clients. - 93.3% design acceptance rate in a hard-to-please market. - As Design Lead: Has managed several projects simultaneously and successfully guided them to completion. - As Design coordinator: Has managed 5 web design projects, relaying client feedback to the development team and ens¬uring implementation of design guidelines.
NAUTI NATI (Children’s wear Brand) 6/21/2012 — 8/21/2012 Gurgaon, Haryana, India - Has worked as coordinator on the sampling floor ensuring timely completion of samples - Has designed graphics for children’s wear (Spring Summer 2013 collection) - Has designed 11 (A0 and bigger) posters for 8 locations in a nationwide advertisement campaign.
EDUCATION B. Design (National Institute of Fashion Technology): CGPA: 7.12 Craft Cluster Documentation (Grade A-) Research Paper: The Mini-Me concept in the Indian Children’s wear Market Grade AElement of Design : Grade A, Illustration: Grade A-
RESUME 7
SELF
8 VISUAL IDENTITY
Mock up stationery; Visual Identity - Self
VISUAL IDENTITY 9
SELF
10 VISUAL IDENTITY
SREEKUMAR The challenge: to incorporate my design philosophy into a simple, clean and recognisable image while still communicating uniqueness and complexity of thought The concept was to build a typographic logo and at the same time to incorporate a fundamental and easily recognisable shape from daily life. An easy example is the cross (resembling the plus sign) for Switzerland. The initial concept started with a simple sketch of ‘A’ based on a right angled triangle.
VISUAL IDENTITY 11
SELF
12 VISUAL IDENTITY
45 DEGREE ISOSCELES
BISECTED
ROUGH SKETCH
A more subtle Pantone 7758 C chosen over the vibrant Pantone Yellow C. Paired with Pantone Black 6C. 7758 CB
lack 6C
EXTENDED SIDE EXTENDED HYPOTENUSE
First, a 45 degree isosceles was created which formed the upper half of the ‘A’. This was bisected to form the basic shape which was then stylized by making suggesting the base through the use of the square at the relevant corner.
VISUAL IDENTITY 13
BROBERTY.COM
14 VISUAL IDENTITY
THE CONCEPT
Brilliant House properties is the brain child af a Lebanese lady with ten years of experience in the Abu Dhabi resl estate market. She wanted to expand into the digital world and launch a website so her clients could easily browse the properties that were on her list. We gave the suggestion of naming the website Broberty. In arabic, there is no ‘P-” sound and the idea was that the name itself would should tickle the client. She was also of the mind that the color scheme of the website should be purple and she chose the color herself.
BROBERTY
COM
Combining the alphabets ‘B’ from arabic and ‘Baab”( Refer to the first image on the right) , a basic form suggesting the B was designed. The concept also included the dot below the alphabet ‘Baab” which would double as the ‘dot’ in the domain name ‘Broberty.com”.
VISUAL IDENTITY 15
16 VISUAL IDENTITY
WEBSITE DESIGN MOCKUP
VISUAL IDENTITY 17
GREEN FALCON
18 VISUAL IDENTITY
THE BRIEF
The company Green Falcon General Trading LLC deals in FMCG and the logo should not only symbolize Green, ‘G’ and the Falzon but also speed and inspire respect and trust.
THE REJECTION
The initial design (as seen on the right) was based on visual similarity with quality marks on food products (like organic food stamps, 100% organic, etc.). A green, circular logo which most consumers have positive impressions of when associated with food. But it was rejected be-
cause it looked like the falcon was shot down and is falling. The client also thought it look old fashioned.
THE REDESIGN
With the new design, I decided to make the silhouette sleeker, streamline and more corporate. The only thing I wanted to retain was the feel of the circular mark. Also, the falcon was designed to look up with it’s wind trailing to give the impression of speed. The client loved the idea that the falcon was soaring up and hence, also the company. The design was approved on the spot.
VISUAL IDENTITY 19
ROYAL FALCON
20 LOGO DESIGN
LOGO DESIGN 21
GREEN WEB DESIGN
22 VISUAL IDENTITY
SEEING BEYOND THE OBVIOUS
The greatest strength for GWD (Green Web Design LLC. ) was a team that had a good understanding of the UAE market and could bridge cultural gaps between the service providers and clients. Their marketing goal was to project the studio as a bridge that could understand the briefs from companies which had not ventured into digital marketing previously and could bridge the gap between their ideas and practical execution. The concept of splitting images was to portray the voice of one person verbalizing what someone else is visualizing and vice versa, where both are from vastly different backgrounds, hold different beliefs and yet, there is a common thread that brings them together, which is GWD.
VISUAL IDENTITY 23
GREEN WEB DESIGN
24 VISUAL IDENTITY
Green Web Design
Green Web Design
Green Web Design
Green Web Design
The basic concept for form was developed by using 4 intersecting circles. A balanced geometric base was created on which we built the final design. Three shades of green were chosen as per the client’s preference. The choice of the red was to add a counterpoint/ contrast to break the monotony.
VISUAL IDENTITY 25
26 VISUAL IDENTITY
pantone DS 250-6C pantone DS 253-9C
pantone DS 256-2C pantone DS 107-1C
pantone DS 254-3C pantone DS 249-1C
The idea for the print was based on the need to represent creativity, diversity and ingenuity. The initial logo was subsequently broken down using intersecting circles to create an image not unlike those seen in stained glass artworks. The concept was again to generate visual interest when used in promotional material.
VISUAL IDENTITY 27
GREEN WEB DESIGN
28 WEBSITE DESIGN
VISUAL IDENTITY 29
GREEN WEB DESIGN
30 VISUAL IDENTITY
Stationary mockup for Green Web Design L. L. C
VISUAL IDENTITY 31
AL NASR GENERAL CONTACTING 32 WEBSITE DESIGN
The website for Al Nasr Contracting L. L. C. was one of the largest projects I’d worked on. With more than 40 years of experience in the construction field in the Middle East, Al Nasr was a content heavy website.
The previous website for Al Nasr was developed in 2011. The new design brief was vague at best and there were four decision makers, so the overall pace of approval was slow. Since the project had a larger budget than most, three initial designs were proposed.
IV - Estidama
The heirarchy for the website is as follows:
V - Projects
I- Landing page:
Header Section 1: Our Story Section 2: Divisions Section 3: Estidama Section 4: Projects Section 5: Gallery Section 6: Contact Footer
II- Our Story
Company Overview Mission & Vision
III- Divisions
Section 1: Civil Section 2: District Cooling Section 3: Electrical & Marine Section 4: Mechanical Section 5: Water Drainage, Sewage and Irrigation
Sustainable Construction ISO Certification Al Nasr Integrated Management System QHSE Objectives Quality Objectives
Sec 1: Categorized by Division Sec 2: Categorized by Location Sec3: Project Images Overview Summary Challenge Solution Conclusion
VI - Gallery VII - Contact Footer: Webmail, Careers
WEBSITE DESIGN 33
AL NASR GENERAL CONTACTING 34 WEBSITE DESIGN
WEBSITE DESIGN 35
Text drops down onClick
TEXT
CIVIL
STIDAMA
TEXT
TEXT
DISTRIC COOLING
smooth-scroll
TEXT TEXT
ELECTRICAL
MISSION & VISION TEXT TEXT TEXT
MECHANICAL
Text drops down onClick
TEXT FOOTER
screen width
TEXT
DRAINAGE & SEWAGE
FOOTER
FOOTER
screen width
screen width
Images for sustainable projects by Al Nasr
TEXT
ICONS screen height
OVERVIEW
DIVISIONS screen height
OUR STORYE
screen height
AL NASR
36 WEBSITE DESIGNWIREFRAMING
PROJECTS
PROJECTS INNER PAGE
PROJECT NAME IMAGE
OVERVIEW
DETAIL1D
ETAIL2
DETAIL3D
ETAIL4
CHOOSE DIVISION
OVERVIEW
DIVISION ICONS OnClick, go to inner page to browse images PROJECTS
NAVIGATION
text COVER IMAGE OF FEATURED PROJECT
FEATURED PROJECTS
IMAGE
text
rotating project images
cover images for projects slides right on hover at right
FOOTER
WEBSITE DESIGN 37
AFNAN METAL CRAFT
38 WEBSITE DESIGN
WEBSITE DESIGN 39
40 WEBSITE DESIGN
The website for Afnan Metal Craft was image heavy and the utility was more focused on sharing their portfolio than on the history and overview of the company. I designed the sight to be easily navigable with their work, clientele and services as the highest in the page hierarchy.
WEBSITE DESIGN 41
AMERICAN SURGE CENTER
42
American Surgecenter came to us as a clinic specializing in plastic surgery. They wanted a clean professional sight with emphasis on the logo and services. The site was developed in wordpress. The layout was supported by smooth slide plugins from jquery. The inner pages were heavy on content and the layouts put focus on the information.
WEBSITE DESIGN 43
Splash page design mock up for Abu Dhabi Equestrian Club
WEBSITE DESIGN 47
APPCON
48 WEBSITE DESIGN
Website redesign foe Abu Dhabi Pentecostal Churches Convention
WEBSITE DESIGN 49
THE CREATIVE CREATIVE NURSERRY NURSERY THE 50 WEBSITE DESIGN
Left: Webdesign for The Creative Nursery Below: Custom footer design
WEBSITE DESIGN 51
MISCELLANEOUS PROJECTS
54 EXHIBITION STANDAMERICAN SURGECENTER
EXHIBITION STAND DESIGN 55
56 EXHIBITION STANDAMERICAN SURGECENTER
EXHIBITION STAND DESIGN 57
58 EXHIBITION STANDAMERICAN SURGECENTER
EXHIBITION STAND DESIGN 59
60 PHOTOGRAPHYDAYINABUDHABI
62 PHOTOGRAPHYDAYINABUDHABI
64 PHOTOGRAPHYDAYINABUDHABI
66 PHOTOGRAPHYDAYINABUDHABI
68 PHOTOGRAPHYDAYINABUDHABI
70 FLYER DESIGN: FIT STUDIO
PERSONAL PROJECTPOSTER DESIGN 71
72 T-SHIRT PRINTS
74 RAMAYANA IS SKETCHES
PERSONAL PROJECTRAMAYANA IN SKETCHES 75
76 ARTWORKLUPITA N’YONGO
AUDREYHEPBURNARTWORK 77