PLACEMENT PORTFOLIO School of Art, Design & Architecture
Student jodie Hirst Placement Asda
Portfolio w w w.jodiehirstgraphics.co.uk
1 | HOW
How I enquired about the placement at Asda after finding out about it from a friend who was on the placement at the time. When I, as a graphic student, showed interest in the placement before it was advertised, Chris the design team manager was intrigued and liked the idea of introducing the placement scheme to graphic designers as well as to the school of computing.
I went through the normal process with 10 other candidates, through interviews, fake briefs and taster days. I was told my edge over other students was my design aspect they hadn’t had anyone in the scheme who was creative based and they were excited to see what that could bring to Asda in the growing ecommerce business, they also mentioned they liked my initiative to show interest before they started to advertise.
2 | WHY
Why This placement was not a conventional design agency, however I knew that it could teach me new and valuable skills I didn’t already have. I found out about the coding aspect of the web design role and wanted to be able to understand it as I think this gives graphic designers a step up on other designers if they can design and code, although I knew I would have to sacrifice some
design work for it. I also thought that working in a big team and for a big company would give me more confidence and allow me to work on my communication skills. I’ve also found it has allowed me network with a variety of people in different departments allowing me to make contacts for after university and help me decide where I would like to go with my career.
3 | MY ROLE
My official title of Web Designer means I work within a team of 8 designers to create content for the Asda groceries website. The main aspect of my role was Supplier Funded media. This allowed me to work with brands like Nestle, Unilever, Arla, Pepsico etc‌ They supply assets if they wish and we work them into our templates, this could be very varied as some suppliers would supply specific instruction restricting freedom and creativity but some clients would let you do a lot more. Internal banners were also created, which gave us much more freedom, we may be told what was wanted in terms of message but creative was then up to us, examples of this include the BBQ chicken banners to promote the BBQ event and also the fresh messaging banners promoting Asda’s fresh produce. After the design on the banners we had to publish to the site. This was where the coding came in, we had to use code to give the background function of the banners and ensure they were all implemented 100%. When I first joined Asda there average was 89%, we now have an average of 98%. Alongside me landing 100% on my own resulting in employee of the month for recognition. Half way through the year the design team were split so I was in the team that dealt with AMP only, this then restricted creative input as the internal Events is where I could create POS. however I found other ways to fill this by building on my code skills. Building branded zones and pages, content for suppliers which is more than just a standard banner on the site, including extra functionality and video content in some cases.
5 | I N V O LV E M E N T
B e Yo u r O w n B a r t e n d e r Asda have internal shops within the grocery site for certain categories throughout the year, one that came up for spirits was the ‘be your own Bartender’ shop. I was asked to create a series of panels to link through to sections of the category, these had to entice people to want to purchase from BWS (beer, wines & Spirits). I decided to pick a pastel colour pallet sticking to 2 main colour’s of pink and green, as I was
promoting gin. I also believe these connote the feel of summer and a refreshing ‘summer’ drinks. This was a piece of media that was live for a month last summer and a piece I enjoyed doing. This also taught me to use the Asda framework in terms of column structures and how to use rollover images to attract attention to the panels when hovered over.
6 | P E R S O N A L D E V E LO P M E N T
Personal My time at Asda has made me develop massively on a personal level, I feel more confident in my work and able to share my ideas as well as voice my opinions. I have also become more confident in speaking within a group on a social level as well as in work. I feel I now have the confidence to walk into a job and feel good enough to be part of the team instantly. I met a lot of people from different departments in my time there and the confidence this gave me to meet new people and make contacts for the future was great.
having the in depth conversations about their roles and what I want to do in the future and how they could incorporate helped me shape what I want to do in the future. I met people within the business that had more design input than my team currently and it made me realize I want to try work in an agency when graduating to get a feel for that fast paced environment.
7 | I N V O LV E M E N T
P o t N o o d l e Ty p e f a c e Within Asda media we have strict deadlines to meet, if these deadlines are not met media does not go live and the reputation of Asda to suppliers such as Nestle becomes hindered. However we need suppliers to work with us to allow us to land media on time, for example when they supply assets to us. I was tasked with designing some media for unileaver pot noodle campaign as part of a nationwide competition. This media was reaching the deadline and
media was still not supplied. With numerous back and forth I decided to create some typeface for them rather than wait for the assets. I based this on their house style of the campaign and straight away they loved it and no amends were made, resulting in the media landing on time. This was early on in my placement and it was the first time I got confidence in myself to work on live briefs with big companies and I was able to grow from there.
8 | P E R S O N A L D E V E LO P M E N T
Wo r k i n g W i t h C l i e n t s Although I had worked with clients in freelance work before placement I was worried what it would be like working with big clients like nestle and unileaver. What I found was that Asda want to promote price and clients was to promote products so it’s a constant battle to keep clients happy as well as sticking to Asda values, which would be different in an agency, as they have to please the clients only. I also found that it meant communication was lost sometimes, so clients would get sent something and then it would get back
tracked resulting in angry suppliers. This happened to me when design a kit Kat takeover and because of difference in opinions it turned into a difficult situation. However I had some really good experiences where I had done something they really liked and they were really flexible with ideas.
1 m eE n 9 || n I NvVl vOeLV MtE N T
Branded Zones Branded Zones are content pages that suppliers pay for to host extra content like videos and additional information. These were designed and then given to our team to code up in HTML to match the design. This part of my daily job was the part that taught me the most in terms of code. The first one I did was Ribena, it was a more simple on in terms of layout but it allowed me to understand the Asda framework in terms of column structure and how a responsive website works. I had previously been learning about basic code through sessions with colleges and online resources so I could do
certain things and I had to be shown others. This was the zone I had the most help with. I then moved on to Philadelphia, which I needed much less help on, I was also able to create grids within grids which is a difficult concept but I managed to complete in easily and quickly. I also added video content, which I had never done before. After I had proven I could do this, I was given a bigger project for Ryvita. I had a rollover function landing page with 6 recipe pages. The build of this went really well and smoothly, the supplier was happy and there were only minor amends on their side.
1 0 | P E R S O N A L D E V E LO P M E N T
Code This is a big section, initially I knew nothing about code, however now even just with the simple coding we do every day I have learnt how to solve problems and spot when things are going wrong, this in itself is a big improvement. Asda knew this was a big learning curve for me so I was set up with a college to do an hour of code every week. This only lasted a few weeks because once I had been taught about the Asda website and its framework I was left to my own devices to learn more. I was given a book by a college that gave me all the information I should need to know which was a really good tool was as I was able to refer back to it when I had problems. I learnt my basic code from a site called code academy that allowed you to learn whist doing through tutorials, this was the most helpful thing I have done and it meant I was able to move onto coding branded zones as explained earlier. When I was more confident I started to experiment with code, by making a carousel like the one for special offers on the site, but with a different transition, to try new techniques and looks for the site. I was able to start using developer tools to start testing and amending designs through back end code, which was very helpful when doing branded zones and even amending on the site. I wanted to expand from the Asda website so I used tutorials to start making my own websites using bootstrap to make the sites responsive. I struggled a lot with this as I had learnt the Asda framework, but I understood the initial idea and with expansion I believe I would be able to pick this up. I also gained skills like CSS gradients, something simple but can improve designs on web sites by a lot and also make it easier to respond to different screen sizes without being distorted. I found a lot of these skills are basic but are good practice.
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1 1 | I N V O LV E M E N T
IDC
130
IDC
Wi n e Aw a r d I c o n s
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When Asda won many awards last summer, we decided to promote this online, starting with wine. I created these icons for the wine. To show to the customer what rank the wine had won. Awarded by decanted the nation’s leading wine critics. Enjoyed doing this as they weren’t the same as doing the plain icons I had done, but I got to play with gradients to make the colours more realistic, which gave a really good award effect.
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IDC
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1 2 | P E R S O N A L D E V E LO P M E N T
C ID
Colour Swatches
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As simple as this seems I had never thought to use online colour pallets before, choosing colours as a designer can be the most time consuming and difficult job and using tools like this has made it so much easier to match colours and find ones that work well together. I’m glad that as well as the complex things, placement has taught me small things that will actually help me a lot more in everyday life.
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1 3 | I N V O LV E M E N T
1 4 | I N V O LV E M E N T
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B r a n d Ta k e o v e r s Takeovers were a big part of the role, finding ways to promote the brand on the website without being too invasive and crossing the Asda guidelines. This was when working with supplier became the hardest. But it was also good to work with clients to product full web page takeovers that worked. Working with suppliers can prove difficult as Asda have their main proprieties and the suppliers have there’s, so sometimes we have to find a way as designers to meet them in the middle. DANONE had sent over a takeover skin that was deemed too clutters and invasive by Asda, but DANONE wanted something like that. I was asked to come up with a middle ground and I managed to please both Asda and the supplier with the first design, resulting in the media landing on time and managing to keep the supplier happy. This is the feedback I received…’ We love the proposed skin for the takeover, so please use this rather than the plain pink background’.
1 | nvlvement 1 5 | I N V O LV E M E N T
SANS SERIF
MS Reference Sans Serif ABCDEF ABCDEFGHIJKLMNOPQRSTUVWXYZ
SCRIPT
Great Vibes ABCDEF abcdefghijklmnopqrstuvwxyz
GROCERY EC THE DESIGN To Convey value message to customer and Communicate consistently and clearly. With new way of showing price mechanics and displaying supplier creative
1 6 | I N V O LV E M E N T
SANS SERIF
Hobo st Medium ABCDEF ABCDEFGHIJKLMNOPQRSTUVWXYZ
POS
but this is where I saw the problem When first coming to Asda, I found that with Asda, they are such a big corpothey outsource their POS from a rate company nothing can get creative agency creative race, however changed unless it’s approved from what they were supplying in my executives. And this is usually someopinion wasn’t anything our In-house thing very hard to do and they don’t designers couldn’t do, I wanted to change their ways of working very prove this and put my point forward so often. The design world is going into a few events and created some MERCEI took MEDIA GUIDELINES moving image times and they haven’t Guidelines correct as of 13th October 2016 POS for them, some similar to creative yet managed to move with it. Although race but some not. They liked my idea EPAGEand what I was getting at,
VENT LINK
HOMEPAGEPROMO(BRANDED)
460px
SUPPLIER
351 X 36
618 X 30
POS
HOMEPAGE PROMO
200px PRICE POINT
they are starting to make changes in terms of moving image with gifs and CSS animation. I wanted to show this as I’ve brought it to their attention and I hope in the future they can recognize the opportunity I’m proposing.
banner and a maximum of two products per promo banner
1 7 | P E R S O N A L D E V E LO P M E N T RCE MEDIA GUIDELINES
CATEGORY CATEGORY NAVIGATION (BRANDED) 525 px
Guidelines correct as of 13th October 2016
SUPPLIER CREATIVE
225 px
AGE
PRICE POINT
Problems, Improvements & Oppotunities
LINK
HOMEPAGEPROMO(BRANDED)
px
SHOP/AD
HOMEPAGE PROMO
200px
351 X 365 px
618 X 308 px
S
Mu
GROCERY ECOMMERCE MEDIA GUIDELINES A lack of communication and decision Due to Asda being a big corporaWhen I first arrived, the design team all SUPPLIER CREATIVE
PRICE POINT
365 px
308px
PRICE POINT
PRICE POINT
DEPARTMENT
Guidelines correct as of 13th October 2016
SHOP/ADD
225 px
SHOP/ADD
PRICE POINT
351 X 365 px
365 px
225 px
SHOP/ADD
SHOP/ADD
200px
SUPPLIER CREATIVE
SHOP/ADD
PRICE POINT
SHOP/ADD
PRICE POINT
700 X 225 px
700 X 225 px
SUPPLIER CREATIVE
SUPPLIER CREATIVE
SHOP/ADD
Catnav
460 X 225 px
E T
SHOP/ADD
SHOP/ADD
SHOP/ADD
PRICE POINT
SHOP/ADD
351 X 365 px
308px
700 X 225 px
RICE OINT
618 X 308 px
Catnav
SUPPLIER CREATIVE
SHOP/ADD
SHOP/ADD
Mustbebookedasapackage(Nav,promoandtakeoverslot)and relevanttocategory.Backgroundmustworkforvariousscreensizes.
AISLE & SHELF AISLE/SHELFNAV(BRANDED)
PROMO
DEPARTMENT NAVIGATION (BRANDED) SUPPLIER CREATIVE
225 px
SHOP/ADD
DEPARTMENTNAVIGATION
PRICE POINT
DEPARTMENT TAKEOVER 460 X 225 px
322px
460 X 225 px
PRICE POINT
218 X 225 px
PRICE POINT
DEPARTMENT AISLE/SHELFNAV
218 X 225 px
SUPPLIER CREATIVE
225px
351 X365 px
109px
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
GROCERY ECOMMERCE MEDIA GUIDELINES PROMO
Guidelines correct as of 13th October 2016
AISLE & SHELF
AISLE/SHELF/CATEGORY/DEPARTMENT/SEARCH/ FAVOURITE
HOMEPAGE PROMO (BRANDED) HOMEPAGE PROMO THE DESIGN HOMEPAGE
AISLE/SHELFNAV(BRANDED)
PRICE HOMEPAGE PROMO POINT
HOMEPAGEPROMO(BRANDED)
PRICE POINT
PRICE POINT
PRICE POINT
351 X 365 px
SUPPLIER CREATIVE
365 px
PRICE POINT
SUPPLIER CREATIVE
225px
POS
200px
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD SHOP/ADD
Must link to an event using an event creative with the maximum of 4 products.
CATEGORY CATEGORYNAVIGATION
CATEGORY NAVIGATION (BRANDED)
CATEGORY TAKEOVER
Catnav
7
7
525 px
AISLE/SHELFNAV 218 X 225 px
351 X365 px 618 X 308 px
PRICE POINT
460px
308px
A maximum of four products per category navigation banner and a maximum of two products per promo banner
HOMEPAGE EVENT LINK
365 px
With new way of showing price mechanics and displaying supplier creative consistently
351 X 365 px
To Convey value message to customer and Communicate SUPPLIER CREATIVE consistently and clearly.
109px
218 X 225 px
200px
SHOP/ADD
460 X 225 px
322px
SHOP/ADD
SHOP/ADD
making can be had inDEPARTMENT Asda, resulting NAVIGATION (BRANDED) in a lot of jobs getting done twice and wasting time. A design will be distributed and all departments will HOMEP AGEPROMO HOMEPAGE PROMOin adhere to (BRANDED) it and then assets come 200px late and the design will have to be PRICE changed for everyone. I found this POINT could be improved to enhance productivity. PROMO FAVOURITE I also found Asda gaveAISLE/SHELF/CATEGORY/DEPARTMENT/SEARCH/ me a time frame that exceeded what I needed HOMEPAGE PROMO (BRANDED) which meant I was finished early, when I first arrived I thought I must have been rushing but I found my work was always at the same standard, jobs just didn’t take as long as managers thought. I think this is CATEGORY TAKEOVER why I would like to work in a fast paced environment of a design agency, I believe I would thrive, feedback I’ve had fro colleges. 365 px
tion, anything new or any small shared the jobs that were needed, thing you want to change has to however half way through the year we go through so many people and were split intoHOMEPAGE 2, amp (supplier funded) nt using an event creative with the THE DESIGN imum of 4 products. then to the top, which is very hard and then events. Amp is the more To Convey value message to EVENT LINK to get approval of and takes a customer and Communicate restrictive job HOMEPAGE and because I was in that 460px consistently and clearly. long time. I never really thought team, the flood of work from events POS new way of showing design work and about how hard it would be to With including using my own price mechanics and GORYNAVIGATION CATEGORY TAKEOVER creative decreased. For a few weeks I lostPRICE influence something here, but displaying supplier imitative consistently after trying t get through about enthusiasm, I felt a little disappointed. POINT ofHowever four productsI decided to voice this and I my different ideas, like internalApermaximum category navigation banner POS and moving image headers I and a maximum startedofto get some more branded zones, two products per promo realized that they Must encourage ideas stated to pick events work when bebookedasapackage (Nav, promoandtakeoverwe slot)and banner Mustup link to an event using an event creative with the relevanttocategory.Backgroundmustworkforvariousscreensizes. maximum of 4 products. to we were quiet and eventually I started but only small ones that don’t affect the wider business. Which start more experimenting and looking into evolving my skills in some spare time can be difficult sometimes if you we had. This was encouraged. think a decision is better for the CATEGORY I have been offered a position at Asda business in some way. TMENTNAVIGATION DEPARTMENT TAKEOVER CATEGORYNAVIGATION CATEGORY NAVIGATION (BRANDED) 525 pxthroughout the summer, which will allow me to work on events, creating headers PRICE and landing POINT pages. In turn teaching me more code and new skills, which is a bonus.
HOMEPAGE
THE DESIGN
SHOP/ADD
SHOP/ADD
event using an event creative with the maximum of 4 products.
HOMEPAGE EVENT LINK
SUPPLIER CREATIVE
PRICE POINT
365 px
A maximum of four products per category navigation banner and a maximum of two products per promo Mustbebookedasapackage(Nav, promoandtakeoverslot)and banner
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
PRICE POINT
308px
700 X 225 px
PRICE POINT
POS
price mechanics and displaying supplier creative consistently
CATEGORY TAKEOVER
Catnav
HOMEPAGE PROMO
200px
618 X 308 px
1 8 | I N V O LV E M E N TWith new way of showing
ATEGORYNAVIGATION
HOMEPAGEPROMO(BRANDED)
460px
351 X 365 px
To Convey value message to customer and Communicate consistently and clearly.
SHOP/ADD
SHOP/ADD
Must link to an event using an event creative with the maximum of 4 products.
relevanttocategory.Backgroundmustworkforvariousscreensizes.
CATEGORY
PARTMENTNAVIGATION
DEPARTMENT TAKEOVER
CATEGORYNAVIGATION
CATEGORY NAVIGATION (BRANDED)
225 px
PRICE POINT
SHOP/ADD
CATEGORY TAKEOVER
Catnav
700 X 225 px
SUPPLIER CREATIVE
700 X 225 px
525 px
460 X 225 px
PRICE POINT
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
Mustbebookedasapackage(Nav,promoandtakeoverslot)and relevanttocategory.Backgroundmustworkforvariousscreensizes.
AISLE & SHELF
DEPARTMENT AISLE/SHELFNAV
AISLE/SHELFNAV(BRANDED)
GE PROMO
DEPARTMENT NAVIGATION (BRANDED) SUPPLIER CREATIVE
225 px
SHOP/ADD
DEPARTMENTNAVIGATION
PRICE POINT
DEPARTMENT TAKEOVER 460 X 225 px
322px
460 X 225 px
PRICE POINT
218 X 225 px
PRICE POINT
218 X 225 px
SUPPLIER CREATIVE
225px
351 X365 px
109px
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
GROCERY ECOMMERCE MEDIA GUIDELINES PROMO
Guidelines correct as of 13th October 2016
AISLE & SHELF
AISLE/SHELF/CATEGORY/DEPARTMENT/SEARCH/ FAVOURITE
HOMEPAGE PROMO (BRANDED) HOMEPAGE PROMO THE DESIGN HOMEPAGE
AISLE/SHELFNAV(BRANDED)
POS
SUPPLIER CREATIVE
PRICE POINT
SUPPLIER CREATIVE
365 px
308px
A maximum of four products per category navigation banner and a maximum of two products per promo banner
PRICE POINT
200px
351 X 365 px
PRICE POINT
PRICE HOMEPAGE PROMO POINT
HOMEPAGEPROMO(BRANDED)
PRICE POINT
225px
365 px
With new way of showing price mechanics and displaying supplier creative consistently
460px
AISLE/SHELFNAV 218 X 225 px
HOMEPAGE EVENT LINK
351 X365 px 618 X 308 px
351 X 365 px
To Convey value message to customer and Communicate SUPPLIER CREATIVE consistently and clearly.
109px
218 X 225 px
200px
PRICE POINT
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD
SHOP/ADD SHOP/ADD
SHOP/ADD
Must link to an event using an event creative with the maximum of 4 products.
CATEGORY CATEGORYNAVIGATION
CATEGORY NAVIGATION (BRANDED)
225 px
PRICE POINT
Guidelines
CATEGORY TAKEOVER
Catnav
700 X 225 px
SUPPLIER CREATIVE
700 X 225 px
525 px
PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
Mustbebookedasapackage(Nav,promoandtakeoverslot)and relevanttocategory.Backgroundmustworkforvariousscreensizes.
225 px
PRICE POINT
460 X 225 px
SUPPLIER CREATIVE
460 X 225 px
I was asked to update the guidelines measurements the design needed updatdoc in line with the new value tool kit. ing, so I decided to clean it up, use more This is a document that appealing colours, making everything more DEPARTMENT Is sent to suppliers so they know what slim line and modern. The guidelines have DEPARTMENT NAVIGATION (BRANDED) DEPARTMENTNAVIGATION DEPARTMENT TAKEOVER size and restrictions they are working been received really well. 322px to when purchasing media. As well as PRICE POINT
SHOP/ADD
SHOP/ADD
SHOP/ADD
1 9 | P E R S O N A L D E V E LO P M E N T
N e w Va l u e To o l K i t
Photoshop
When arriving at Asda they were undergoing a ‘declutter’ project, to modernize and clean up the site to remove of unnecessary elements. A part of this was modernizing the banner layouts, in this case the price point section, I was involved in the evolution of the ‘new value too kit’, working with the design agency creative race to tweak the designs to fit our purpose. I was chose for the job as by this time I was well aware of what We needed in terms of functionality of the designs and how we work with them. When I saw the designs I was worried about certain banners with smaller dimensions. I had the confidence to challenge back and put forward my ideas of changing the way we place the white space on top of creative to stop restrictions and make the most of the banners. This idea was thought about and although rejected, I was happy that I was able to put my thoughts forward and they were took on board and worked around.
Animated Gifs After going to a creative race induction day, our team found at Asda we were behind times and we needed to introduce moving image into our designs in some way or another. I tested out gif making on Photoshop with an existing logo for some freelance work I did, but I then moved onto doing this for some POS of a cleaning event, which worked really well and I believed this is defiantly something that could be done. I defiantly want to use this technique in the future as its simple but you can get some really good effects with it.
Before starting my placement I avoided Photoshop, and used illustrator for everything instead, this affected my designs, as there was so much more I could do on Photoshop, however I now use Photoshop every day and feel confident on it. Learning new functionality like pen tools to get extra and easy effects like broken glass bubbles etc. this is an essential tool I needed to learn, I can now create more complex and interesting designs with ease.
Landing Page test Although not the most design based project, I decided to try to change the Asda site for the better in some way. I saw an opportunity in the landing page panels in that they don’t have a rollover function coded into them, which made me wonder if they did, would the click through rate increase and would more sales come through due to this? I worked with some analytics colleges for the first time and got a plan together, managing what the panels were going to do and for how long. The test was run for 15 days and the results were great, with a 10% increase in click through rate. Which then led onto another test to see what out of the ones we tested, which will be even better? I like that I started this test as it shows initiative, innovation and willingness to work with other people and make a difference to the site for the better.
2 0 | P E R S O N A L D E V E LO P M E N T
Contacts Going into Asda I was aware there are so many other departments that involve design so I met a few of the to ensure I made contacts for the future, I met with packaging who had more creative freedom with own label product packaging, I saw things like mood boards which gave me the impression they were a lot more design based than us. I also met with the head of asda.com that showed me what they did, which was similar to us however with content pages they got more freedom and I liked to see that. I also work with someone who worked at fantastic media, he gave me insight into how they work and aid I was able
to contact him after university and he would help me as much as possible. It was people like this in Asda that made my experience really good. Everyone was so friendly and helpful. Also with the close relationship Asda have with creative race we had an induction day which showed me around the studio and delved deeper into what they do for us, this meant I was able to connect on linked in with director and he mentioned if he had anything for me how would let me know. So overall I found I met a lot of people I can contact after university.
2 1 | FREELANCE
DRAGONS BREATH FIRE
Dragons Breathe Fire A few years ago I worked with a client on this project, unfortunately I lost this client after not being able to meet the design standard required. This was at the beginning of my design career and at this time I struggled to meet her brief of quirky but sophisticated branding for a men’s fashion business. I revisited this project this year, as I wanted to be able to show how much I have come on through my placement year. I can see my design capability growing and it comes more naturally to me. I can also see my graphic language growing and improving my projects. I grew this project by creating business cards and a website concept. I kept it sophisticated by keeping it simple and monochrome. Although this is not a live brief it’s proved to me how my design work has come on.
2 2 | FREELANCE
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OPEN DOOR
S E RV I C E D A C C O M M O DAT I O N
2 4 | FREELANCE
Open Door Ser viced Accommodation Open Door is a recent commission for a start-up hotel chain, which entailed creating an entire brand identity for the company. After liaising with the client we established their focus and key ideas, centering around the theme of ‘Come On In’, the concept of welcoming their guests and enticing them into their hotels. The pallet I chose was to be replicated within the accommodation.
After several drafts we finalized the designs. A colour scheme of pale blue and grey was chosen; a bright and fresh palette to be featured across all of the company branding. The logo was design to be as minimalistic as possible whilst still indicating the company’s industry. The website followed these themes keeping it modern, simple and fresh.
2 5 | FREELANCE
Sian Marie Clothing Line I gained this Client through someone I worked with at Asda, Sian has her own handmade clothing line and after bringing out a new collection, wanted an identity adding to it. With the collection called Island Girl I went for this theme throughout sticking to a nude and green color pallet to Complement the tropical theme.
I was provided with the model shots and asked to create a website suitable for the collection. The website needed an ecommerce function and easy to shop feel. I achieved this by keeping the design simple with effective detailing on home pages and headers. I was more than happy with the outcome and so was the client. As more collections come out I hope to be able to expand on this project.
2 6 | FREELANCE
Portfolio w w w.jodiehirstgraphics.co.uk