DESIGN PORTFOLIO MAISIE MCDOWELL
PLACEMENT AT FUZZWIRE LTD MARCH - JUNE 2013
Working at Fuzzwire under the role of Junior Designer, I assisted three senior designers in creating Christmas decoration schemes for large retail spaces. Working for a small company allowed me to be fully involved in all stages of the design process and learn a lot about understanding the brand architecture and using this to build concepts and design executions that fully support and drive the brand essence. The work I completed here developed my Photoshop, Illustrator and InDesign skills immeasurably.
Trinity, Leeds
Queen’s Square, West Midlands
Victoria Quarter, Leeds
Initial Brief
To design a Christmas decoration collection to reflect Victoria Quarter’s brand values. This was a project where I was trusted to take on a large proportion of the design work.
Research Points
Colour scheme Retail environment Brand values Previous decoration schemes Visual attributes of the brand
Our Brief
Create a scheme that reflects the traditional building structure and design detailing of the architecture. The angular themes and colours used in the brand logo etc could be used to create a link to the decorations.
PLACEMENT AT TAG PACKAGING JUNE 2013 & MARCH - SEPTEMBER 2014
In June 2013 I completed a short 3D focused placement before returning the next year as a junior designer working on both 3D and graphic design/ branding projects. Having worked in this role at Tag for just over six months I was privileged to become a part of the team rather than just a placement student and over time managed to build up my own projects and clients. Working on packaging, branding and graphic design, I felt that I had found my calling and something I was truly excited about.
Project 1: a project focused on re-designing the structural and graphical elements of Crunchy Nut Clusters packaging.
Project 2: a project to design the Kellogg’s ‘personalised spoons’ promotion for front, back and side of pack.
Initial brief
Create a graphical visualisation for the Kellogg’s personalised spoons promotion. This must be adaptable to a variety of pack sizes.
Concept Ideas
As shown on the sketches before 1. Personalisation ‘My ....’ 2. Vintage Kellogg’s 3. Scrapbook kitchen style
Development
Development was then conducted by a senior designer to finalise the idea. I was then instructed to roll the design out across all other packs.
Final design sold in store 2014-2015
Project 3: Special K Chime For Change design iterations. Created using Cinema 4D.
POS design for Kellogg’s Krave cereal. Here I assisted the designer in laying out the design and I created the 3D visuals to communicate with the client.
3D renders of a Crayola packshot and the new Stella Cidre range.
PRESS WORK FOR TAG GRAPHIC DESIGN & LAYOUT
As part of my role as a Junior Designer at Tag I was entrusted with a large majority of the press work. This involved laying out advertisements and articles for a variety of brands. Working with other design teams helped me to become more professional with my graphic design skills, both in terms of layout and software capabilities. One of the most valuable lessons I learned from this experience was the ability to interrogate and really understand a client’s brief, along with the need for patience during the client creative review process, feeding back to the agency in stages and responding creatively as the brief evolves.
Fibre
Fibre
Wholegrain
Wholegrain
New 5 grain muesli from Kellogg’s
New 5 grain muesli from Kellogg’s Etiam quam orci, elementum vitae facilisis mattis, dapibus nec nunc. Aliquam accumsan ligula in magna bibendum vestibulum. Morbi faucibus bibendum neque quis mollis. Ut semper dapibus nulla, et varius nunc commodo id. Praesent semper malesuada dictum. Sed accumsan, orci ut lobortis consequat, tellus purus dignissim est, quis vehicula nibh elit a mauris. Suspendisse id sapien a neque mattis commodo. Nunc elementum felis sed dictum egestas. Quisque pellentesque quam augue, et consectetur tortor suscipit nec. Fusce tempor, leo non venenatis pretium, metus odio blandit lorem, at gravida ligula sapien ac libero. Donec eu eros tempor, fermentum ipsum in, dapibus augue. Maecenas at nunc et elit molestie ultricies vitae a lorem.
Muesli is naturally rich in fibre
and provides a wide range of minerals and vitamins, including B-group vitamins, vitamin E, iron and magnesium1. A bowl of muesli combined with some dairy products and fruit, makes healthy choice at the start of every day.
5G Muerain sli NEU!
E GETREID -SORTEN
NOUVEAU!
CÉRÉALESES COMPLÈT
NOUVEAU! 9% Ballaststoffe
Muesli croustillant
5
GETREIDE -SORTEN
CÉRÉALES LÈTES COMP
NEU!
9% Ballaststoffe
30% weniger Fett**
VOLLKORN -GETREIDE CÉRÉALES COMPLÈTES
30%
s
weniger Fett** de matières grasses en moins**
Knusper-Müsli Muesli croustillant
Knusper-Müsli Muesli croustillant
r Fett* wenige s es grasse de matièr en moins*
Rosine und Roter Apfel
30% weniger Fett**
Cranberries, Kürbiskerne & Mandeln
VOLLKORN -GETREIDE
CÉRÉALES COMPLÈTES
30%
Raisins secs et pommes rouges
Cranberries, amandes et graines de courge
Pro / Par (45g) Fett gesättigte Fettsäuren Zucker 734 kJ Lipides dont acides gras saturés Sucre 174 kcal 3,4 g 0,5 g 7,7 g
9%
Knusper-Müsli
Eine portion 45g enthält / Une portion de 45g contient Kalorien Calories
Zucker Sucre
9%*
9%
174 kcal 7,7 g
Muesli croustillant
Cranberries, amandes et graines de courge
NOUVEAU!
r Fett* wenige s grasses de matière en moins*
NOUVEAU!
grain
weniger Fett** de matières grasses en moins**
Cranberries, Kürbiskerne & Mandeln
30%
NEU!
30%
NEU!
Knusper-Müsli
Kellogg’s have launched a new range of mueslis that combines the natural goodness of mixed grains - wheat, barley, oats, rye and spelt - with dried fruits and nuts to provide a wholesome, nutritious breakfast, in a great tasting range of choices.
5%
3%
Salz Sel
0,34 g
9%
6%
Pro / Par 100g: 1631 kJ / 387 kcal
Fett Lipides
Gesättigte Fettsäuren Acides gras satués
Salz Sel
3,4 g
0,5 g
0,34 g
5%
3%
6%
der empfohlenen Tageszufuhr eines / Erwachsenen de l'apport journalier recommandé pour un adulte
Eine portion 45g enthält / Une portion de 45g contient Kalorien Calories
Zucker Sucre
9%*
9%
174 kcal 7,7 g
Fett Lipides
Gesättigte Fettsäuren Acides gras satués
Salz Sel
3,4 g
0,5 g
0,34 g
5%
3%
6%
der empfohlenen Tageszufuhr eines / Erwachsenen de l'apport journalier recommandé pour un adulte
Rosine und Roter Apfel
© KELLOGG COMPANY 2014
Raisins secs et pommes rouges
Pro / Par (45g) Fett gesättigte Fettsäuren Zucker 734 kJ Lipides dont acides gras saturés Sucre 174 kcal 3,4 g 0,5 g 7,7 g
9%
5%
3%
Salz Sel
0,34 g
9%
Pro / Par 100g: 1631 kJ / 387 kcal
6%
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www.kelloggsnutrition.com
CINEMA 4D SKILLS DEVELOPMENT
Having spent my placement creating packaging 3D work I decided to spend some time expanding my skillset in Cinema 4D. I chose to work on a number of different interior environments and more complex products to develop both my building and texture skills.
An exercise conducted to improve my Cinema 4D skills for interiors and environments. Using pictures of my kitchen I re-created and rendered it.
UNIVERSITY COLLABORATION WITH UNILEVER
A group project focused on how to empower the modern woman through laundry. Our project outcome concentrated on getting the kids involved. We designed an interactive product and online website which created a cartoon world based around laundry. My job within the group was to design and create the website.
UNIVERSITY COLLABORATION WITH PHILIPS
A group project focused around how to maximise Philips’ sales in emerging markets with an innovative new product. We chose to focus on a huge upcoming market - air conditioning in Brasil. Again, my job within the group was to create the website that advertised the product we designed.
RSA COMPETITION THE DAILY DIET
‘This brief is not about encouraging people to eat low sugar or fat free foods, but rather about exploring approaches and designing solutions that practically help people make better eating choices or make better choices more appealing.’ My design proposal (Roots & Fruits) was an interactive dried fruit and vegetable crisp pick and mix that would be placed into supermarkets to encourage healthier snacking in teens.
Initial research was conducted into four main areas -
Interactive shopping, the supermarket environment, can snacking be cool? & seeking healthier options.
Ideation & development points to consider Scalability Commerciality Retail placement
Collaboration and validation was gained from a number of stakeholder sources.
Alongside the in-store display of the dried fruit and veg pick ‘n’ mix, the packaging and an app was also designed to create a well rounded, fun and enjoyable experience. ‘Ready for shelf’ packaging was developed to create maximum ease when unstacking in-store.
This project was created in collaboration with a Brownie group, a year eight class at Gosforth Middle School and a store manager at Waitrose to create the most accurate outcome for the retail environment and target age group.
Parent’s Account
Child’s Account
FINAL YEAR MAJOR PROJECT PHARMACEUTICAL PACKAGING & SERVICE DESIGN
The article ‘building a safer NHS for patients’ (gov.uk) states that 50% of people in the UK are not compliant with their medication. It also states that a lack of concordance leading to prescription errors results in £2 billion waste per annum. MYNHS+ aims to improve compliance by personalising pharmaceutical packaging and re-designing its structural content. Through the design of an online service, MYNHS+ bridges the communication gaps in the current service leading to an increase in concordance and therefore a happier patient.
Visual Customer Journey
Initial research
Photo diaries from self-medicating individuals, stakeholder meetings, a questionnaire & a competitive landscape review
Insights for a packaging re-design Provide clearer information Personalisation Provide the medication in doses Less confusing packaging
Development methods
100 ideas - concept generation Modelling Testing Materials analysis
Initial research
Photo diaries from self-medicating individuals, stakeholder meetings, a questionnaire & a competitive landscape review
Insights for the service design Better communication wanted Provide more knowledge & information to the patient Personalisation
Development methods
Service blueprint Customer journey map Website design iterations Establishing brand values & guidelines
Customer journey map
Storyboard
100 Ideas (concept generation)
Ideation
Defining the key principles of the project
Sketching
Service development
Service blueprint
Photo diaries
News updates
Design Council taster day based on care
Questionnaire
Modelling and testing
Competitive landscape
Mindmap
The above shows a variety of design methods that I used throughout my final major project.
THE 10 NEW PRINCIPLES OF PHARMACY PACKAGING
During research and ideation of the project I created 10 principles that I believed were crucial to re-designing the packaging. This was the most important tool that I used in the project.
Tel: +44 (0) 7854 340 813 Website: www.maisiemcdowell.com Email: maisiemcdowell1@gmail.com