A GRAPHIC DESIGNER TO REMEMBER LUCIA WYLIE-KELLERMANN
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LUCIA IN NUMBERS Brands, RFPs, logos ENHANCEMENTS Folder management system, Lynda proposal, superior materials, animation, coded emails BEST PRACTICES Chicago Marathon t-Shirt, Blackbox, Abbott Lutein Infographic, AT&T Uverse Facebook ad, Versalite, Illinois Office of Tourism animated header, INDEWORKS website, Abbott 2012 brag book, Tropicana Facebook deck, Purple Purse, 53rd Street Corridor, Edge Initiative, Big Ten PROJECTIONS Web and interactive skills, animation, social strategy, project management
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LUCIA IN NUMBERS
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28+ BRANDS & SUB-BRANDS
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REQUEST FOR PROPOSAL New Biz Win
NAKED/IZZE NUTRASWEET
9+ RFP DESIGNS
LASALLE INVESTMENT MANAGEMENT BIG TEN LYFE KITCHEN COMED ALL STATE PURPLE PURSE 53RD STREET CORRIDOR EDGE INITIATIVE
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4 BRANDING PROJECTS
FOREST PRESERVES
F FO OR RE E ST ST P PR RE E SS E E RV RV E E SS of of C CO OO OK K C C OU OU N NT TY Y
OF
C O OK
C O U N T Y
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ENHANCEMENTS
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FOLDER MANAGEMENT SYSTEM
Recommended folder management system. Brainstormed necessary folders with Morgan McDonald. Implemented system and organized projects during down time.
PROJECT
ARCHIVE SUPPLIED WIP
Work in Progress
ROUND 1 FINAL LUCIAWK | 12
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GRAPHIC
FLASH
CREATION LEARNING
SOFTWARE CREATIVE
SERVERS
LAYOUT
BUSINESS
TUTORIALS
3D
ANIMATION
Advocate for constant learning.
DEVELOPMENT COLOR
FILM
INDESIGN
BUSINESS
DREAMWEAVER
SKILLS
SOFTWARE
TECHNIQUES
WEB DESIGN SELF-BETTERMENT PHOTOSHOP
SOCIAL
I believe the great challenge and joy of being a designer is to constantly improve. There are always new tools to tap into, new software to explore, and new applications of familiar tools. I recommended that the Fleishman team invest in a Lynda account to access a broad range of tutorials in both currently used and new software.
LYNDA LEARNING
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SUPERIOR MATERIALS
Passionate about print production. I am an advocate for superior materials, as they enhance the viewer experience and add credibility to a brand. I have made recommendations at Fleishman; inquiring about the use of vellum, heavier weight paper and unique print formats. In my future work, I intend to quote competitively and advise toward strong materials. Key to this is building relationships with print vendors.
PRINT QUOTING
FAST
CHEAP
QUALITY
RELATIONSHIP RELATIONSHIP
BUILDING BUILDING
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Intrigued by animation. I am drawn to the advancing capabilities of the digital age. I feel called toward expanding my knowledge of animation and rich media.
ANIMATE ANIMATE
LEARN LEARN EXPAND EXPAND
ANIMATION
At Fleishman, I have eagerly jumped onto projects that involved animation requests. INDEWORKS’ splash page, IOT’s moving blog banner and the Tropicana Facebook deck are examples of my drive to learn more and expand my capabilities.
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HTML CODED EMAILS
Applied html knowledge to fill need. A common client ask has been to create brand-designed emails with active links. The initial practice in the FH Chicago office was to design the jpeg and send to St. Louis for coding. Recognizing the need for a more efficient process, I applied my web design study and learned how to code an email using live divs that link the images to web addresses and emails.
1.
ORGANIZE CONTENT
2.
DESIGN BRANDED EMAIL
3.
CREATE DIVS
4.
LINK DIVS TO WEB/EMAILS
5.
SHARE EMAIL AND GET RESULTS
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BEST PRACTICES
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GATORADE CHICAGO MARATHON T-SHIRT
Designed nine options for Chicago Marathon T-Shirt. In the second week of my internship, my design was chosen. Made revisions and prepared .eps for production.
2012
CHICAGO MARATHON I RAN FOR RESEARCH
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Designed 21 options and variations for FleishmanHillard’s BLACKBOX “logo.“ Design was selected for use during launch in London. Created stencil and applied design to carrying trunks.
FLEISHMAN HILLARD BLACKBOX
Created new options for BLACKBOX mark for potential use at South by Southwest.
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ABBOTT NUTRITION LUTEIN INFOGRAPHIC
In the second week of my internship, designed infographic on nutritional benefits of Lutein. Applied clean aesthetic of Abbott Nutrition and young feel for social media sharing. Researched and edited images, designed downward leads “above the fold,� and prepared .jpeg for sharing. Popularly picked up by bloggers, repinned on Pinterest (76 repins and 16 likes), and shared by blogger on Nourish Interactive.
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Collaborated with creative team to create holidaythemed Facebook advertisements for AT&T U-verse. Created two humorous mock-ups based on Brett McCall’s brainstorm. Additionally designed two related, original ideas.
AT&T U-VERSE FACEBOOK AD
The client chose my idea, which depicted a supposed consumer loving Uverse so much that they decorated remote-shaped cookies. I designed the final advertisement by layering and manipulating four stock images.
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BERRY PLASTICS VERSALITE LOGO
Revised and edited logo designs while Morgan McDonald was out of office. I worked with Brett McCall to develop and create 44 new options, sent 21 options to the client and designed final round — which includes the runner-up logo choice for Versalite as seen in the top image.
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Enthusiastically responded to the ask of the Illinois Office of Tourism team to create a more interactive feel to the newly launched blog. I took on the task of learning interactive abilities and make recommendations for possible applications. When the team decided to stay simple, I learned to create animated .gifs. I created four versions and worked with team and Brett McCall to create strong animated header.
ILLINOIS OFFICE OF TOURISM ANIMATED HEADER
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INDEWORKS WEBSITE
Used Weebly web development to create web proposal for INDEWORKS. I revised and edited the templated code to enhance the look/ feel with Brett McCall’s strategy.
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Designed 16-page brag book, created a fresh design concept that utilized circles and graphic call-outs, while staying within the clean feel of Abbott Nutrition. I applied varied shadow peels, developed graphics for exceeding numbers and designed a highlights map to demonstrate the wide-reaching news coverage.
ABBOTT NUTRITION 2012 BRAG BOOK
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TROPICANA FACEBOOK DECK
Designed interactive, animated deck for Tropicana’s Head of Communication. Worked hand-in-hand with Morgan McDonald. Morgan created the initial look and feel, we then reviewed the needs, discussed possible solutions and divided the pages. As we worked, we shared best techniques and looked to each other for feedback.
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Led the design of the Purple Purse pitch deck for round one and two. The initial pitch was scheduled at a time of conflict with Morgan McDonald so I was given full reigns in development. I utilized the purple tones and digital aesthetic by creating clean layouts, playful type titles and numerous original, vector graphics.
RFP: PURPLE PURSE
In the second round, I designed the six-page deck, which included a redesigned web mock up with call-outs.
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RFP: 53RD STREET CORRIDOR
53rd Street Corridor was the first RFP in which I led the design. I created two different aesthetics and was selected of four options. I worked with pitch lead and Morgan McDonald to design and develop a 26-page deck in which I repurposed Fleishman’s practices graphics in the new aesthetic and applied a unique, flexible side tab for added information. When Fleishman was invited for round two, I worked collaboratively and efficiently with Morgan to layout and develop new graphics in a 2.5 hour turn around.
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For the Big Ten pitch, I designed on site for the team leads, making revisions in real-time.
RFP: BIG TEN
The deck (aside from the cover) was designed by Morgan McDonald. On site, I made fast-paced edits, recommended flow/ language choices and formatted builds for increased grace. Following the final rehearsal, I followed the deck through to print production.
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RFP: EDGE INITIATIVE
I was the lead designer for Urban Library Counsel’s Edge Initiative. Fleishman won the business in early March. I designed the 29page deck by applying the insight that Edge Initiative is digitally focused. I used a modern, trendy, webbased aesthetic. The dimensional ribbons and text flow are examples of this. Here, again, I designed a flexible tab for call-outs information.
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PROJECTIONS
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WEB DESIGN
Driven and determined to design for the web. I have experience coding from a web design class where we built HTML- and CSS-based sites using Dreamweaver. In daily practice, I learned quickly and applied knowledge readily. This knowledge has aided me in web work for Fleishman including INDEWORKS and e-blasts. It is my intention to achieve higher education or certification in web and interactive design in the next one – two years.
<!DOCTYPE HTML> <HTML> <BODY> <H1>I LOVE WEB DESIGN!</H1> <P>IT IS MY GREAT INTEREST AND PASSION TO DEEPEN MY SKILL IN WEB DESIGN.</P> </BODY> </HTML>
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I have training and interest in animation.
ANIMATION
I am now comfortable creating animated .gifs using Photoshop. I have additional practice from classes in Flash animation. At Fleishman, I learned to create animated .swfs in InDesign. I wish to continue utilizing and developing these skills.
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SOCIAL STRATEGY
Possess social insights and intend to expand application of integrated campaigns. Social and emerging media is an area of great interest. It is my intention to expand my capabilities in this area. Alongside my work, I will study best practices and explore the top tactics to develop the best IMC campaigns.
INTEGRATION
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I will take leadership and expand my project management skills.
CHALLENGE OBJECTIVES STRATEGY + TACTICS
PROJECT MANAGEMENT
As I have honed many design and application skills, I now desire to take on strategy and management responsibilities. Through experience, I will prove my leadership skills and take personal responsibility in driving results.
APPLICATION MEASUREMENT LUCIAWK | 39 Lucia_FHBragBook_02.04.indd 39
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LUCIA WYLIE-KELLERMANN LUCIAJWK@GMAIL.COM | 313.971.2609
EDGE INITIATIVE: A NEW CHAPTER FOR 21ST CENTURY LIBRARIES Fleishman-Hillard Response to Edge Initiative RFP February 19, 2013
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