2022 DESIGN PORTFOLIO
JOSIE MATHEWS
JOSIE.MATHEWS@OUTLOOK.COM
HENNESSY X NBA AT SELFRIDGES
The hero feature of the space is a free-throw basketball court situated in the Oxford street window where consumers can play and earn points.
PORTFOLIO 2022
To showcase the Hennessy x NBA partnership and to celebrate the start of the 22 / 23 NBA season we created an immersive pop-up retail experience at the Selfridges London Corner-shop.
JOSIE MATHEWS
SELFRIDGES
In addition to this the rest of the space includes a variety of engaging touch-points such as installations, customisation of limited edition merchandise, exhibited NBA memorabilia and digital gamification.
1 / 5 – RETAIL & SPACIAL DESIGN
2
PORTFOLIO 2022 4 1/5
JOSIE MATHEWS
Duke Street – Window 1
PORTFOLIO 2022 5 1/5
JOSIE MATHEWS
Duke Street – Window 2
PORTFOLIO 2022 6 1/5
JOSIE MATHEWS
Duke Street – Window 3
PORTFOLIO 2022 7 1/5
JOSIE MATHEWS
Internal facade
JOSIE MATHEWS
Retail units & view into court
PORTFOLIO 2022
1/5
8
PORTFOLIO 2022 9 1/5
JOSIE MATHEWS
Basketball court
JOSIE MATHEWS
Insta moment & retail units
PORTFOLIO 2022
1/5
10
WHISKY SPIRIT OF POSSIBILITY PLAYBOOK
To challenge the stereotypical perceptions of how whisky should be consumed we created a distinctive brand identity that featured playful and vibrant photography and graphics. We delivered a range of images consisting of lifestyle photography and 190 isolated cocktail shots which we used playfully throughout the site, including the landing page.
2 / 5 – WEBSITE DESIGN
PORTFOLIO 2022
We created an interactive microsite called ‘Whisky Spirit of Possibility’ which showcases the versatility of Moët Hennessy’s Scottish Whiskies – Ardbeg and Glenmorangie. The site is both an educational tool and a cocktail library used by bartenders to share with consumers.
JOSIE MATHEWS
MOËT HENNESSY
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PORTFOLIO 2022 12 2/5
JOSIE MATHEWS
Lifestyle photography
PORTFOLIO 2022 13 2/5
JOSIE MATHEWS
Lifestyle photography
PORTFOLIO 2022 14 2/5
JOSIE MATHEWS
Lifestyle photography
JOSIE MATHEWS PORTFOLIO 2022 15 2/5
PORTFOLIO 2022 16 2/5
JOSIE MATHEWS
Microsite pages
JOSIE MATHEWS PORTFOLIO 2022 17 2/5
TASTE THE UNEXPECTED
The aim of this campaign was to get this spirit to appeal to a much younger and more influential generation – an audience we referred to as ‘the change-makers’.
PORTFOLIO 2022
We developed a 2022 campaign for Metaxa which promoted 3 of their most popular spirits – 5 Stars, 7 Stars and 12 Stars.
JOSIE MATHEWS
METAXA
We had to develop a campaign that positioned Metaxa in a contemporary and engaging light whilst still heroing it’s rich Greek heritage. The result was an eclectic and vibrant campaign which played on the versatility of each liquid whilst harnessing the idea of being unexpected to create intrigue and appeal amongst our younger target audience.
3 / 5 – CAMPAIGN
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JOSIE MATHEWS
Key visuals (below the line)
PORTFOLIO 2022
3/5
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PORTFOLIO 2022 20 3/5
JOSIE MATHEWS
Cocktail photography
PORTFOLIO 2022 21 3/5
JOSIE MATHEWS
Promo packs
JOSIE MATHEWS
Social media look & feel
SUNSHINE COCKTAIL SHOWDOWN
Your Story 4h
QUIZ TIME! HOW WELL DO YOU KNOW YOUR COCKTAILS?
3/5
PORTFOLIO 2022
Your Story 4h
22
PORTFOLIO 2022 23 3/5
JOSIE MATHEWS
Point of sale
JOSIE MATHEWS
On premise branded zone
PORTFOLIO 2022
3/5
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PORTFOLIO 2022 25 3/5
JOSIE MATHEWS
Window display
THE AMICABLE SOCIETY OF LAZY BALLERINAS
Nestled away behind Fleet Street, they needed a strong and relevant proposition that would make the outlet a destination in its own right and attract customers beyond hotel guests.
PORTFOLIO 2022
Apex Hotels challenged us to continue to bring their Food & Beverage strategy to life by creating an identity for their brand new wine bar at their Temple Court property.
JOSIE MATHEWS
APEX HOTELS
Taking inspiration from the archives of Temple Court, we unearthed a collective of amicable societies bound by their passion for the good things in life. Lazy Ballerinas dedicates its time to the enjoyment of good wine. We created a brand that evokes traditional heraldic crests, which are often ornate and always imbued with symbolism. The style has a playful modern twist, reflecting the quirky characteristics of this beautiful and historic location.
4 / 5 – BRANDING
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PORTFOLIO 2022 27 4/5
JOSIE MATHEWS
Logo
RED
OFF-WHITE
PANTONE – 3302 C
PANTONE – 704 C
PANTONE – 4685 C
RGB – 0 76 69
RGB – 158 42 47
RGB – 224 198 173
CMYK – 90 21 65 69
CMYK – 8 97 76 31
CMYK – 2 15 23 5
Life BT – Roman
AaBbCcDd
PINK
GOLD
GOLD FOIL
PANTONE – 691 C
PANTONE – 872 C
FOILCO – 23BF
RGB – 233 205 208
CMYK – 0 25 56 51
CMYK – 0 14 5 1
5/5 4
AaBbCcDd
PORTFOLIO 2021
Centur y Gothic – Regular & Bold
JOSIE MATHEWS
GREEN
28
Monogram
JOSIE MATHEWS
Crest illustration
PORTFOLIO 2022
4/5
29
PORTFOLIO 2022 30 4/5
JOSIE MATHEWS
Printed assets
PORTFOLIO 2022 31 4/5
JOSIE MATHEWS
Printed assets
PORTFOLIO 2021 2022 32 4/5
JOSIE MATHEWS
Printed assets
PORTFOLIO 2022 33 4/5
JOSIE MATHEWS
Printed assets
AGENCY BRANDING
The result was a contemporary and fresh brand identity that effectively captures Hue & Cry’s personality. We worked with a type foundry to create a bespoke ampersand and a developer to bring our website to life.
5 / 5 – BRANDING & WEBSITE DESIGN
PORTFOLIO 2022
The design team at Hue & Cry came together to create a new brand identity for the agency. The previous branding felt dated and home made and no longer reflected Hue & Cry’s values, work and culture.
JOSIE MATHEWS
HUE & CRY
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PORTFOLIO 2022 35 5/5
JOSIE MATHEWS
Logo & Ampersand
WHITE
RED PANTONE – 7625 C RGB – 233 54 39 CMYK – 0 80 78 0 HEX – #e93627
MODERN ERA
AaBbCcDd
GREEN
GREY
ANIS
PANTONE – 566 C
PANTONE – 427 C
PANTONE – 9100 C
RGB – 183 210 197
RGB – 14 8 4 0
RGB – 246 246 246
CMYK – 25 0 14 0
CMYK – 220 220 220
CMYK – 11 9 13 0
HEX – #b7d2c5
HEX – #dcdcdc
HEX – #f6f6ec
4/5 5
AaBbCcDd
PORTFOLIO 2022
ITC NEW BASK ERVILLE
JOSIE MATHEWS
BLACK
36
PORTFOLIO 2022 37 5/5
JOSIE MATHEWS
Branded merchandise
PORTFOLIO 2022 38 5/5
JOSIE MATHEWS
Website
JOSIE MATHEWS
ABOUT ME
Employment History
Combining a fresh perspective, and a love for craft, I’ve delivered a range of high-quality outputs with a diverse portfolio which includes a span of well known food and beverage brands. I am an incredibly hard working and dedicated designer with excellent communication skills and think that the best ideas come from strong team work.
• Mid-weight Designer Sep 20 – to date
THANKS
Hue & Cry (London) • Design Intern Jan 18 – Jun 18 • Junior Designer Jun 18 – Sep 20
Software Skills • • • • • • •
Adobe Illustrator Adobe Indesign Adobe Photoshop Adobe After Effects Adobe Premier Pro Keynote Microsoft Office
Design Education BA (Hons) Graphic Design (2:1) Arts University Bournemouth Sept 14 – June 17
Areas of Practise • • • • • • • • • • • •
PORTFOLIO 2022
Rising up the ranks from Intern to a Mid-Weight designer, I have been part of an incredible journey at Hue & Cry. Whilst there, I gained key experience across multiple disciplines including concept development, brand campaigns & activations, visual identity, print & digital graphic communications and experiential & spacial design.
Campaigns / Social Conceptual design Art direction Brand identity Brand activation Layout design Digital design Print design Experiential design Spacial design Conceptual design Motion graphics
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JOSIE MATHEWS
THANK YOU
JOSIE.MATHEWS@OUTLOOK.COM