IRENE TRAUTLUFT designer PORTFOLIO irene.trautluft@gmail.com +44 (0)7835 059434
TOWER London BACK TO UNI MARKETING CAMPAIGN 2019, 9th-22nd September Styling, Social Media: Isabelle Zubaida Photography: Edward Allen In Store VM: Naomi Alderton
WEBSITE (DESKTOP & MOBILE) 7 sponsoring brands: Tommy Hilfiger Cat Footwear Fila Converse Vans Herschel New Balance 3 homepage banners on rotation
INSTAGRAM POSTS Total Posts: 9 Total Impressions: 19,192 Total Reach: 10,376 Total Comments: 273 Total Likes: 962 Total saves: 76 Total Click to purchase: 60 times
Targeted to a unisex, young adult audience, the campaign showcases products by a selection of 7 fashion footwear and accessories brands. The shooting concept is playful, with two clean-faced models and pop set colours: to complement it, I developed some slanted typography and neat, flat graphics keeping consistency with the Tower London brand guidelines.
Stocking over 60 brands both online and across its 5 London stores, Tower London is an indipendent footwear retailer with its own urban, dinamic identity. In 2019 Tower has launched their own Back To Uni campaign following the yearly success of the Back To School campaign.
5 LONDON STORES
NEWSLETTER
2 combinations of 3 A1 posters according to in-store stock
5 targeted emails 14,170 sent 3,592 opens 541 clicks
TOWER London CHRISTMAS MARKETING CAMPAIGN 2019, 5th-25th December Styling, Social Media: Isabelle Zubaida Photography: Edward Allen In Store VM: Naomi Alderton
WEBSITE (DESKTOP & MOBILE) 6 sponsoring brands Full homepage campaign takeover 16 daily offers (24-hours each) online throughout the month
INSTAGRAM POSTS Total Posts: 16 Total Impressions: 216,547 Total Reach: 176,427 Total Engagement: 1,484 Total Saves: 196 Total Click to Purchase: 582 times
The styling for the shooting strictly requires matching outfits and Christmassy props. The entire photo editing I curated mimics the grainy, contrasted effects of film photography. The results are multiple family postcards straight from the decade Tower London was born in, the 1980’s. The campaign features 6 fashion footwear and accessories brands.
Under the guidance of the Stylist and Art Director at Tower, I contributed to the marketing strategy editing in the Adobe Suite all the photos from the shooting and developing a crossover between the 80’s aesthetics we wanted to achieve and Tower London brand identity. I also oversaw the development of the additional marketing tool of the online Advent Calendar of daily offers, which helped extending the usual peak of revenue further into the month of December. The overall campaign spans between digital platform, with static and animated banners, and POS, with large format prints and collateral creatives.
IN STORE
NEWSLETTER
10 large format posters & 10 A4 strutcards depending on in-store stock of featured brands
Average sent per email: 50,000 Total Reach: 499,469 Average CTR: 12%
COSMETIC PROCESSOR Inspired by the growing trend of bio-cosmetics and DIY tutorials for skin remedies, I researched the methods and techniques to create make-up products at home. Starting from the roots of make-up throughout history, I found out that, from a chemical point of view, cosmetics can be disassembled in four main ingredients. Moreover, the process itself takes four main steps to achieve all the different formulas of the products.
2015, Master’s Thesis Supervisor: Francesco Zurlo
THE RESEARCH Cosmetic ingredients has been defined in 4 categories and the process has been summarized in 4 main phases. Therefore, a cosmetic product can be considered as made of modular ingredients combined throughout modular actions.
water
oils & butters
pigments
powders
MODULAR INGREDIENTS
(beaker)
MODULAR FUNCTIONS weighing
heating
blending
grinding
COSMETICS & MAKEUP PRODUCTS
THE OUTPUT The Cosmetic Processor embodies the 4 actions of the making process: • scale for weighing, • small stove for heating, • whisk for blending, • whisk for grinding. The equipment is sized on a small production (100-200 ml of final cream product).
The object I designed is an electrical device which consists of four functional parts that embed one of the main actions of the making process each. The Cosmetic Processor is designed for professionals as pharmacists and herbalists. The in-store service related to the Processor guarantees customized make-up products for everyone. Since professionals have the know-how to make products such as skin creams and balms, anyone can ask them for the formula that perfectly fits their needs, participating to the process and therefore growing awareness about bio-cosmetics and skincare.
SERVICE SYSTEM
The Cosmetic Processor corner is easy to see in a shop. Here the customer is informed about the service.
The customer specifies to the professional the need of her skin and the properties the product should have.
The pharmacist mixes the ingredients in the Processor, while the customer can choose colors and finishes.
To get the creamy finish of a product, ingredients are heated up on a small stove up to 100°C.
Two different whisks: one for blending liquid ingredients and one for grinding powders.
PRODUCT INTERACTION The pharmacist first measures the ingredients on the electronic scale (1 mg sensitivity).
THE WOMEN`S HALL DREADNOUGHT: A MODERN SUFFRAGETTE NEWSPAPER 30th May - 20th October 2018
Tower Hamlets presents The Women’s Hall exhibition to celebrate the women from the East London Federation of Suffragettes. Contributing to the setting up of the display, I designed the layout and graphics of the publication that is distributed in the exhibition: in the shape of a Victorian-inspired newspaper, visitors can read more in-depth research about the women who changed the history of human rights.
The newspaper is inspired by The Dreadnought, published by the East London suffragettes, so it features modern adverts designed in early 20th century style, alongside content from the 1910’s.
The exhibition hall, with corners recreating the rooms where the Suffragettes used to live and work.
¨GIOCHI DI POTERE¨ BOARD GAME 2014 Eleonora Alberello, Caterina Petroni, Luca Prandoni, Alessio Sciascia, illustrations by Luca Carnevale
«Power Games - The other side of toys» is a board game that ironically mixes toys and politics. Every player is a toy-character and leads his own propaganda playing cards and alliances. The player can either play good (but expensive!) actions to build a positive face and collect consenses, or play bad actions to become rich of Buttons (the game currency) and buy voters. The winner is the one that has got more voters.
4-5 12+
60-90 min 30-40 min
LUMO INTERACTIVE HANGOUT The Lumo is an interactive hangout for teenagers who stay in the Prinses MĂ xima Center for cancer therapies. A field study, with interviews to doctors and children, provided the informations about the target: patients are usually very weak and isolated in their own rooms.
RIGHT SIDE
00 m m
m m
Frame
Construction box
Electronics
0
100 mm
500 mm
920 mm
USER INTERACTION
Wood
600 mm
90
600 mm
2200 mm
Hi-Macs (or PES)
LEFT SIDE
r4
Lumo is composed of identical non perfectly straight modules, installed one next to each other in order to obtain a spiral effect. Each module has a square shape from the front view and a cross shape from the side. Placing two or more modules one next to each other creates an open-closed structure that can be walked in. Modules are designed to enable sitting and standing up.
FRONT VIEW
R
DETAILS AND COMPONENTS
2200 mm
2013 Tjerk Alewijn, Cora Man, Bjorn Romer, Natalia Scheele, Jingwen Yao www.designinnovationforhealthcare. org/themes-and-projects/
1.
3.
2.
4.
1030 mm
The installation invites teenagers to interact with each other. It is made of a series of identical modules making a loop: teenagers can walk and sit and relax in it. There is a structural frame inside each module: touch sensors and microphones reacting to the user input are hidden inside the Lumo, making it interactive. The project has been developed in collaboration with Skion, a foundation active in child cancer research within the Delft University of Technology. The final output also included a raw prototype to verify the interaction between the interactive components of one complete module and the user.
HAZY CONCRETE PINHOLE CAMERA Hazy is not a regular pinhole camera: it has more features than a regular dark box! Hazy is made of four concrete components, making a shell that contains all the functional parts of the camera. Two velvet curtains change the dimension and shape of the frame.
2014 6Paia (Erica Margini, Silvia Stocco) seipaia.wix.com/hazy/
FEATURES & FUNCTIONS 1. FRAME SHAPE
FRAME
sides
SQUARE
half
RECTANGLE
middle
PANORAMIC
2. FRAME DISTORTION
EXPOSURE CALCULATOR EXPOSURE CALCULATOR 100 ISO
50
50
1600
ZOOM
Exposure Calculator
f/num be r
Frame the ISO you are working with (middle circle) in the window (front circle).
PLANAR use holes named with
back
FISHEYE use holes named with
on di t io ns
40 0
800
sp ee
tte r
20
100 ISO
f/num be r
Point the light conditions you are working in (bigger circle) with the arrow (middle circle).
ds
Sh u
1600
40 0
0
0
20
Exposure Calculator
Lig h tc
on di t io ns
800
tte r
sp ee
ds
Sh u
800
1600
on di t io ns
40 0
Sh u
tte r
sp ee
ds
Lig h tc
0 20 100 ISO
3. ZOOM
50
Exposure Calculator
f/num be r
Lig h tc
front
Read the exposure time (bigger circle) which corresponds to the focal length you are working with (front circle).
step 3
minimumm foc focal length
holes
middle fofocal ocall length le
holes
maximum fofocal oca length holes
An aluminum mask can move the film to add the fisheye distortion. In addition, Hazy is the only pinhole camera with a three steps zoom. Since the pinhole has no lenses, it requires long time of exposure, that you can calculate with the Hazy Exposure Calculator.
EXHIBITIONS http://seipaia.wix.com/hazy Hazy Pinhole Camera
UNDERDOGS - dalle aule al mercato Subalterno1 (Ventura Lambrate MI) 27.02-1.03.2014
OUTPUT: THE PHOTOS
FuoriSalone 2014 Milano Design Week DoUtDESign (Zona Santambrogio headquarters) 08-13.04.2014
PAPERGRAFT: HANDMADE PAPERCUT ILLUSTRATIONS AND CARDS 2017-present
Following a life-long hobby of folding and cutting paper, I decided to open my online shop in winter 2017. Paper is a versatile medium with the magic power of being flat yet becoming three-dimensional.
2016
PERFECT MATCH The illustration shows classic food pairings aiming to celebrate a couple that shares the passion for the homecooking. Different textures and patterns have been used to give the illusion of different materials.
2017
CHRISTMAS GREETINGS CARDS COLLECTION This collection of four square cards is inspired by the wildlife of London parks, something that struck me when I first moved to the UK. Each card consists of two cutout layers as foreground (the front of the card), a patterned layer as background (the inside, where you write the message), and a character glued to the background and made out of a collage of coloured card cutouts.
Mixing my graphic design knowledge with the papercutting technique and occasionally origami, I plant a new meaning onto the medium of paper. Constantly being challenged by different projects, my aim is to perfect my style, making my technical skills and design approach meet my artist, creative side.
2018
AN ONGOING RESEARCH Thanks to commissions I have the chance to explore more themes. Animals remain my favourite subject, but I also cut architectures and landscapes, the most complete and challenging topic. Occasions and holidays give me additional prompts for a wide variety of subjects.
PIAZZA SAN LORENZO LIGHTING PROJECT 2013 Carolina Becatti, Annalinda Ruocco
This project aims to improve the light in Piazza San Lorenzo, a square in Milan well known to be a hangout for young people and a touristic and historical site. The current lighting set doesn't fit the presence of the Renaissance basilica and the ancient Roman columns giving a low value to the square. The project's goal is to make more visible and clear the remarkable architecture.
Left: panoramic view of the square. Up: lighting scheme of the square (plan). Right: details of the gathering areas around the spots: they have different sizes and slowly change color during the night.
This project affects the square also from a social point of view. It suggests a lighting solution to entertain the people enjoying the night. The proposed lighting set provides the square with gathering areas around circular colored light spots, paying attention to not disturb people who live in the neighborhood and to not interfere with the architectural lighting. These gathering areas are made by light only, so during the day they are invisible and the square is free and visually clean.
Lighting scheme of the basilica e and the rectories.
Lighting scheme of the columns. Lighting scheme of the entry arches on the sides of the square.
Lighting scheme of the statue of Constantine.
IRENE TRAUTLUFT irene.trautluft@gmail.com +44 (0)7835 059434