+ PORTFOLIO LUKA LARA FRITZSCHE D E S I G N X C O M M U N I C AT I O N X S TAT E G I E S
RESUME:
Phone
+ 972 5 4 5 6 5 47 70
Lu ka La ra F@ g m a il . co m
Adress
Wa s s e r m a n Ya a kov St r 1 0 6 8113 11 Te l Av i v
HIGHLY MOTIVATED
INDEPENTEND LEARNER
AND CURIOSITY DRIVEN
WITH TEAM-ABILITIES
PROBLEM SOLVER
ATTENTION TO DETAIL + PASSION FOR STUCTURE
PROFESSIONAL PROFILE
x Multi disciplined Master of Desig Strategies with experiences in different projects of Design and Brand Communication; x conceptualization, visualization, realization (2D and 3D) x able to structure and create strategies for different user experiences; x passion to find new solutions for changing tasks
LANGUAGES
•••• •••• ••••
[in progress]
German English French Hebrew
•••••••• •••••••• •••••••• •••••••• •••••••• ••••
STUDIES
SPATIAL STRATEGIES M.A.
Focus: Urban Space Muthesius Academy of Art & Design 10/2015 - 04/2018 INTERIOR DESIGN B.A.
Focus: Scenography
TECHNICAL SKILLS
InDesign Cinema 4D Photoshop Illustrator After Effects Vectorworks Rhino 3D MS Office Powerpoint AutoCad 3D-Mapping
Muthesius Academy of Art & Design 10/2012 - 09/2015
CREATIVE EXPERIENCES SPACE & SPACIAL
CREATIVE STRATEGY
GRAPHIC &
COMMUNICATION
& EXPERIENCES
COMMUNICATION
(to be continued) Student of Ulpan Learning Hebrew, Level ++א 04.2018 - today MASTER THESIS: MOVING TO TEL AVIV, ISRAEL 08.2017 - 04.2018 DESIGNER FOR MUTABOR BRAND EXPERIENCES AND BRANDSPACES MUTABOR Design; Hamburg 03.2017-08.2017 • • • •
Communication & Design strategies Design lead: Space Team leading and coordination Design project coordination
STUDIES: SPACIAL STRATEGIES M.A. Muthesius Academy of Fine Art & Design 10/2015 - 04/2018 • Design concepts: urban space • Visualization, demonstration and realization FREELANCE: INTERIOR DESIGN & GRAPHICS Design & Strategy: Exhibitions, Retail & Communication 2013-2016 • Design concepts: Space • Realization and coordination STUDIES: INTERIOR DESIGN B.A. Muthesius Academy of Fine Art & Design 10/2012 - 09/2015 • Design concepts: space • Visualization and demonstration TRAINEE: ARCHITECTURE IBK Interior Design, Hamburg 12/2011-03/2012 • Architectural project coordination born: 21.07.1992, Karlsruhe, Germany
C V //
WORKED WITH:
DEUTSCHE TELEKOM
HEALTH AG
CAU UNIVERSITY KIEL
Brand Space Concept: IFA (Berlin) Communication Concept Agency: Mutabor
Brand Space: Event & Communication Concept Agency: Mutabor
Temporary Exhibition (Kiel) Freelance
SEASIDE MUSEUMS KIEL
AUDI
FISCHER SOLUTIONS
Permanent Exhibition (Kiel) Freelance
Creative Appearance Agency: Mutabor
Re-Branding & Strategy Agency: Mutabor
NIVEA
SLIFE HAMBURG
FUSO BY MITSUBISHI
Brand-Spaces & Communication Campaigns (Australia & Portugal) Agency: Mutabor
Brand-Space: Retail (Hamburg) Freelance
Branding & Design Lead Brand Space: TMS (Japan) Agency: Mutabor
1
Detail: Merchandise
EVENT DESIGN: CO-EVOLUTION SUMMIT a branded space between Low-Tech and High-Tech
MY ACHIE VEMENTS:
• • • • • •
Conceptual Design Communication with client Decisions about materials Graphic concept Construction management Team size: 3
605.80
372.65
60
388.61
405.14
5.8 0
203.05 9.0 32
6.6 1
288.32
36
60
5.8
5
0
20
0.0
0
5.8 60 0
6.6
1
Änderungen
366.60
36
1. Die Landesordnung ist einzuhalten 2. Dieser Plan ist nur mit Unterschrift 3. Für die Beton- und Stahlbetonarbe Schal und Bewehrungspläne. 4. Angaben über Unterzüge und Stütz entnehmen. 5. Bei Differenzen zwischen Architekt ist Rücksprache mit dem Architekte 6. Alle Masse sind vom Auftragnehme 7. Alle Höhenmasse beziehen sich, w auf OKFF. 8. Für alle Pläne gilt: nur der aktuelle Überholte Pläne werden nicht eing 9. Bei Detailplanangaben ist der jewe Details zu berücksichtigen. 10. CAD-Zeichnungen und Flächenber CAD-System Vector Works 2010 e bedingt) sind nicht vollständig ausz 11. Die Flächenberechnungen dienen n Erlangung der Baugenehmigung. F zwischen Genehmigungsplanung u nicht auszuschliessen.
Projekt
HEALTH AG Kampnagel E
60
Planinhalt
0 5.8
Grundriss
601.59
Plan Nr. Datum Index Maßstab Blattgröße Autor Kunde
Health AG
Floor plan Grundriss 1:100
Planung / Design
Brandspaces GmbH Königstraße 28 22767 Hamburg Tel: +49 40 808023 info@mutabor.de
A BRANDED SUMMIT How to create a haptical brand-experience for a new dig-
The new key visual for the co-evolution summit is
ital product?
created out of the HE ALTH AG cubes (as are part
During Germany’s largest congress for digitalization, the
of their brand identity), which are joining together in
co-evolution summit in Hamburg, we planned and real-
a mountain-like shape: The summit. It was used for
ized a temporary brand space, with an atmosphere be-
different products of brand communication (Mer-
tween high-end and start-up for the young, smart com-
chandise, flyer, banners, orientation and signage),
pany HEALTH AG..
which were spread, sold and handed during the 3
In 10 different stations visitors could experience the fea-
days of the digital congress.
tures of their new digital product HEA RATIO. Customers could connect, join future talks, experience new functions or artificial intelligence solutions - a multichannel experience that communicates the identity and goals of the digital brand in a tangible environment.
Impressions: Merchandise and Event
Impressions: Merchandise and Event
Colors in different stations
BRAND IDENTITY By using the HEALTH AG colours in all elements of architecture, communication and merchandise, we ensured that the HEALTH AG was easily recognisable and very prensent on the digital congress. Also the cube as key-symbol of the brands identity was used for architectural gesture.
Indigo
Grey
CMYK = 100; 94; 17; 3
CMYK = 8; 6; 7; 0
Primary Brand Colors
Coral
Turquise
CMYK = 5; 75; 50; 0
CMYK = 70; 0; 20; 0
388.61
405.14
601.59
Grundriss 1:10
Impressions: The copper pyramide as product-highlight
605.80
372.65
60 5.80
203.05 9.05 32
6.61
288.32
36 60
5.80
20
0.00
5.80 60
1. Die Landesordnung ist einzuhalten. 2. Dieser Plan ist nur mit Unterschrift zur Ausführung freigegeben 3. Für die Beton- und Stahlbetonarbeiten gelten vorrangig die Schal und Bewehrungspläne. 4. Angaben über Unterzüge und Stützen sind in der Statik zu entnehmen. 5. Bei Differenzen zwischen Architekten- und Fachingenieurplänen ist Rücksprache mit dem Architekten zu halten. 6. Alle Masse sind vom Auftragnehmer vor Ort zu prüfen. 7. Alle Höhenmasse beziehen sich, wenn nicht anders gekennzeichnet, auf OKFF. 8. Für alle Pläne gilt: nur der aktuelle Index ist gültig. Überholte Pläne werden nicht eingezogen. 9. Bei Detailplanangaben ist der jeweils aktuelle Index des Details zu berücksichtigen. 10. CAD-Zeichnungen und Flächenberechnungen wurden mit dem CAD-System Vector Works 2010 erstellt. Toleranzen (z.T. systembedingt) sind nicht vollständig auszuschliessen. 11. Die Flächenberechnungen dienen nur zum Zweck der Erlangung der Baugenehmigung. Flächenabweichungen zwischen Genehmigungsplanung und Werkplanung sind nicht auszuschliessen.
6.61
Änderungen
366.60
36
Projekt
HEALTH AG Kampnagel Event
60
Planinhalt
5.80
Grundriss Plan Nr. Datum Index Maßstab Blattgröße Autor
22.08.2017 1:100 DIN A3 GW
Kunde
Health AG
00 Planung / Design Brandspaces GmbH Königstraße 28 22767 Hamburg Tel: +49 40 808023-0 info@mutabor.de
5198
67 62
Seite: Forex Weiß white side: Forex, Schrift ohne Abstand 3-dimensional typo: auf Wand angebracht Seiten Weiß name Product
Acrylstifte product shelf + cover
Innen blau Foliert RAL 5022
318
3565
600
1483
1119
1483
Ansicht view front
3566
50 50
A STAGE OUT OF COPPER
280
300
7000
A highlight of the event was the world premiere of the new health ag product ‘HEA RATIO’. For this we created a copper stage that broke out of the color sheme of the Topview event space. A 6 meter high pyramide, inspired by the triangle shape of the summit key-visual and the copper detail of the packaging staged the product and created a photo point for the press.
FOR A VIDEO OF THE EVENT, PLEASE SEE VIMEO: Vimeo > Health AG, 2017 Co-Evolution Summit,
2
AN URBAN INSTALLATION: JERUSALEM communication facts and perceptions as social media exhibition
MY ACHIE VEMENTS: • • • •
Conceptualization and research Planning 2D and 3D Realization: Construction, setting, mapping Team size: 2
CONCEPT Truth is a complex construct out of objective Facts and subjective Perceptions. It depends on the point of view, which is distinctly recognizable in urban spaces, especially in a city like Jerusalem: By using different social media contents and voices from the city, the installation conveys an impression of the complexity of truth, and the concentrated visible and invisible borders in the urban space of Jerusalem. (The installation was shown during Muthesius Academy in 2016)
the open-door-days of the
Setting 1: political borders
Twitter Posts #Jerusalem Statements and comments about (political) topic from YouTube
Setting 2: social borders
comparison of the media: Flickr photos, Instagram posts and Streetview-rides from shown neighborhoods auditive impressions
Setting 3: intermedia comparison
comparison of the neighborhoods: visual comparison of the neighborhoods by the same medium (f.e. Streetview)
Social media impressions
Close-up: Topographic model of Jerusalem-area
Topographic model
l of Jerusalem-area
Impression: Room of installation
Map and projection of borders
THE PROJECT WAS PUBLISHED IN PAGE MAGAZIN 3/2018, Germany‘s leading Magazin for Graphic Design
FOR MORE INFORMATION AND VIDEO IMPRESSION, CHECK BEHANCE: Behance > ‚Jerusalem Facts and Perceptions‘
3
The mood of Tel Aviv
A MUSEUM BETWEEN VIRTUAL & URBAN SPACE Urban Shades x Tel Aviv Master Thesis
MY ACHIE VEMENTS: • • • • •
Conceptual design & detailed planning Research and knowlage acquisition Communication concept Visualizations: 2D, 3D and motion Team size: 1
The mood of Tel Avi
iv
THE CONCEPT The concept of URBAN SHADES is a practical
The URBAN SHADES are composed out of nine
proposal for modern city museums. It reacts on
serials of exhibition cycles dealing with different
the complexity and diversity of urban environ-
topics of Tel Aviv. Each SHADE presents itself by
ments and highlights in several cycles different
different bold color-codes, interacts with differ-
relevant urban topics.
ent locations in the city, reaches different people,
Main goal is to enlarge the classical sphere of
what leads to nine different unique stories written
action and communication within a highly partic-
by the city about the city.
ipative principle acting in different dimensions
The experience of the cycles are less visiting a
of space.
completed exhibition in a museum, but more the interaction with the story-writing-process itself, in the museum, in the city and in the personal space of perception.
content
sight + filter
creates [sm a r t p h o ne]
collect
[c ur at o r s]
feed
[mu s e um]
[p ubl ic]
activate
spread ur b a n spac e [S at e l l i t e s]
URBAN INTERFACES
CITY MUSEUM
The nine MUSES (interfaces) are
The Beit Ha’ir’s east wing is a cen-
designed to be spread in the city
tral place of the concept, it can
of Tel Aviv, to build a bridge be-
be seen as a processing-space of
tween museum and city, to rise
content: It functions as contain-
attention and activate people.
er in which the crowed-sourced
They spread questions and infor-
content can be collected, filtered
mation into the urban space, re-
and enriched through valuable in-
act on their environment and al-
formation to contextualize them
low different kind of interactions.
and create a storyline.
URBAN EXPLORER APP TIMER
This smartphone app is the connection between museum and individual, active citizens of Tel Aviv. The app functions as tool to capture personal perception in urban space, which rises awareness and calls it users to confront themselves and interact with their urban environment.
Remaining time of the current URBAN SHADE
C O M M U N I C AT I O N Topic of the current URBAN SHADE
PA R T I C I PAT I O N BUTTONS
4
URBAN NETWORK: MOSAIK a design proposal for an urban point of connection
MY ACHIE VEMENTS: • • • •
Conceptualization Spatial Planning Visualization Team size: 3
LOCATION The building we chose for MOSAIK is located on campus of an old marzipan factory in the district Altona. You can enter the building by two levels: The southern entrance leads you to the ground floor (top left picture) while via the eastern access you enter the first floor.
CONCEPT To create a community it was necessary to analyze the people in the surroundings extensively: employees of
First floor: Place of encounter / Gastronomy and s
the adjacent companies, schools, kindergartens and res-
for culture and children
idents.
Ground floor: Supermarket with focus on regionalit
MOSAIK combines three areas with different programs
sustainability
for different needs, which can be used independently but
Outside: Community garden with farming areas, air l
profit from each other to boost the network.
and opportunities for seating
space
ty and
lawns
PROGRAMM ORTplace DER of BEGEGNUNGEN
encounter
SUPERMARKT Supermarket GARTEN Garden
1. Hersteller vor Ort
2. Hersteller nicht vor Ort
persönlicher Kontakt, Beratung,
Gestalteter Aufsatz für den Stand mit
Kundenbeziehung, Information
3 Informative Seiten ( Verortung & Eindrücke der Manufaktur / Besonderheiten des Produkts / nächster Besuch des Herstellers etc.)
SUPERMARKET Consumption is an important and powerful instrument in our modern society. With our spatial concept we want to create a new awareness - not only for products but for its origin, worth and the people behind it. With a new behavior, consumption can turn into something really positive for the consumer and the producer.
zone 3 zone 2 zone 1
Müll / Einpacken
THE 3 ZONES
3: Imported goods complete the choice of products, fair
1: Regional products for short transport routes and the
trading enables even smaller countries to be part of the
awareness of seasonality
global market.
2: Products from factories of the own neighborhood,
An installation creates a „window to the world“ to give
which can be visited to get an insight to the produc-
an impression for the single steps until the product is
tion and to discover own surroundings. An interactive
finished. A new awareness regarding consumerism gen-
3D-Map shows special places and manufacturers in the
erates a good feeling while shopping. It is arisen out of
neighborhood where people can exchange own secret
translucent panels of fabric, projections and sounds.
spots to visit.
5
EVENT COMMUNICATION: IFA BERLIN a multi-channel brand-communication for TELEKOM AG, 2018
MY ACHIE VEMENTS: • • • •
Communicational planning Graphic design Visualization: Space Team size: 3
SPREADING THE MAGENTA 1 IFA Berlin is one of world’s leading trade shows for consumer electronics and home appliances, it offers the opportunity to exhibitors to present their latest products and developments to the general public. The concept we (the brand-experience-team of MUTABOR) developed was a communication proposal for the German TELEKOM, which spreads its key visual, the magenta 1, into different spheres: As 3-dimensional interface and print campaign into urban Space plus as app and NFC-card into the personal space and experience of potential visitors, all leading to the main event of the trade show.
urban hub & event communication
App with NFC-function
Custom-made event architecture
Telekom-Magenta CMYK = 3; 98; 8; 0
The Brand Color
NFC-Card
Print-campaign
תודה.
FIND MORE PROJECTS ON BEHANCE.