Portfolio
sb Sarah Butler
I am a 22 year old Graphic Designer based in Leeds. The experience I’ve had in branding, identity and promotion design has informed me of my specialism in branding, identity, and my devotion to typography. My interests in illustration appears and reflects throughout my work, as does my enthusiasm to interact with people who share my passions and curiosity.
I have lived and worked in Leeds for the past four years as I love the diversity and dynamics of the city. In spite of this, I am keen to work in other areas of the UK and perhaps internationally.
Interests outside of Graphic Design:
Logo Design
Branding/Identity
Aa Typography
I see Graphic Design as a language, a visual articulation and a conversation between designer and viewer. The reason my specialisms have fallen this way is due to my love of being able to assign something an identity, completely unique and unlike any other recognition. Throughout my time at Leeds College of Art my interests have varied but the consistent aspect has always been Branding and Identi-
Editorial/Publishing
ty, an interest which has
developed greatly and has been applied across various platforms like packaging, advertising and editorial design. I have had a lot of experience collaborating with advertisers, copywriters and illustrators, as well as completing live briefs for clients. This has informed the manners in which I communicate with both my peers and clients, in both formal and informal settings.
Email: sarah.rfbutler@gmail.com Telephone: 07545 590 161
Address: Flat 2 161 Hyde Park Road Leeds LS6 1AH
Self Branding
The visuals of my self branding are designed to emulate the way in which I work; logically, conceptually and consistently. The branding exhibits how my interest in typography is brought into other areas of my work, and puts emphasis on the importance of form and image.
F I L M F E S T I V A L
Brief
Create a new brand identity for Cannes Film Festival, based on a modernisation of the timeless and classic reputation of the festival. Combine a famously well established event with current contemporary design without detracting from it’s influence or prestige. Aim to create an original solution that, in spite of modernity, will maintain it’s timelessness and longevity.
Solutions
The final solutions for this brief consist of four posters, invitations, tickets, business cards, Cannes newspaper and a festival program, all packaged in a square printed tote bag.
Business Cards
The business cards are solely for promotional purposes, and because of this the only information it features is the website and the customer service email address. The business card embodies the brands identity and the way in which the logo can be divided. The colour and juxtaposition of the design makes it a memorable outcome
F I L M F E S T I V A L
Newspaper
The newsprint booklet with accompanies the pack acts as a guide to the breakdown of awards for those who haven’t attended before. It explains each category and gives a brief description of some of the more highly anticipated films, and directs the readers to the website for further info
Invite/Tickets
Like the newspaper, the invites and tickets are designed to reflect a more traditional aspect to the festival and to film, but giving it a modern aesthetic. In this day and age, you’d be more likely to get an e-vite than a paper invitation so that is were the new goes back and meets old.
F I L M F E S T I
-
68th FESTIVAL DE 13th-24th MAY
F I L M F E S T I V A L
F I L F E S T I -
F I L M F E S T I V A L
M
68th FESTIVAL DE 13th-24th MAY
68th FESTIVAL DE CANNES 13th-24th MAY 2015
F I L M F E S T I V A L
6 8 t h
F E S T I VA L
13 t h - 24 t h
D E
M AY
C A N N E S
68th FESTIVAL DE CANNES 13th-24th MAY 2015
2 015
F I L M F E S T I V A L
Posters
The posters have been mocked up in situ, and as in previous years Cannes Film Festival has had limited promotional materials giving information about the festival, these have been presented outside in advertising columns and on public walls. The information remains limited, prompting the viewer to look into it themselves, but the vibrant colours ensure they are memorable when presented alongside other materials.
PALME D’OR
UN CERTAIN REGARD CINEFONDATION SHORT FILM
F I L M F E S T I V A L
ABOUT
FESTIVAL 2014
DAILY
ARCHIVES
SERVICES
PRO/PRESS
Official Press Release 16th February
Abderrahmane Sissako, President of the Cinéfondation and Short Films Jury
Press Release 19th January
The Essential Festival Journey
F I L M F E S T I V A L
Program
The festival program shows the time and date of each film playing, and prompts the reader to look on the website for further information. This allows the guest to plan their trip to Cannes Film Festival around the films they want to see.
Website
The aim of the redesigned website is to make it more functional and usable to the viewer, as the previous website was at times confusing. This redesign is based on being functional for people attending the festival, giving them the information they need and a platform on which to plan their time at the festival.
O O O
ODONIS ODONIS ODONIS ODONIS SUPPORTED BY SAINT COLTRANE AND GUESTS WED 18TH APRIL KRAAK GALLERY
Brief
O
ODONIS ODONIS SUPPORTED BY SAINT COLTRANE AND GUESTS
TICKETLINE.CO.UK SEETICKETS.CO.UK WEGOTTICKETS.COM PICCADILLY RECORDS
DR ME are a Salford based Graphic Design agency that specialise in designing for the music sector. They set us a collaborative brief for which I worked with Grace Buckley They have a specific method of working that delivers effective and efficient results based on their interpretation of a brief. The short time scale they work in means that their research tie is limited.
WED 18TH APRIL KRAAK GALLERY
Poster
TICKETLINE.CO.UK SEETICKETS.CO.UK WEGOTTICKETS.COM PICCADILLY RECORDS
The poster designs were based on both designers interpretation of the artist’s music after listening to a selection of the songs. Some elements of the song were quite erratic and that is reflected in the left image. The right is a simpler design, focusing on the technicalities in the songs.
M is for...
Vinyl Cover
The right image is based on the shattered and fragmented nature of the Dummy Mix 130 by Evian Christ, and what we thought it’s target audience would respond to.
Personal Design
The personal design aspect of the brief is a reflection of my own interests within design, specifically typography. This is a typeface I then went on to design after completing this part of the brief.
Brief
Create a new brand identity for a Paco Rabanne fragrance. Eliminate the previous concept they use in the promotional materials. Although the fragrance will be for men, aim to make the theme of the brand gender neutral, opposing their previous ideas of how to attract men to their fragrance.
Solutions
The final solutions for this brief consist of five poster designs, letterheads, business cards, a gift bag and a boxed fragrance bottle.
Business Cards
The business cards act as an embodiment of the brand, a small token of what it representes; simplicity, sophistication and class. The visual design translates across all platforms to this brief, to maintain consistency, and make the brand recognisable for something other than it’s previous (fairly sleazy) advertising.
fashion
fashion
fragrances
fragrances
CLASSICS
COLLAB ORATIONS
INVICTUS
MILLIO N
house
FO RTUNE
B LACK XS
house
fashion
fragrances
house
FO RTUNE Fortune favours the bold, and Paco Rabanne’s new belief is that every man should be the maker of his own fortune. This fortune does not relate to money, cars or women, but to the journey one must undertake to achieve his fortune. This fragrance is designed for those men, the men who want to earn their fortune by exuding confidence and sophistication to those around them. Being enchanting and captivating requires a little more than natural charm, and Fortune fills those gaps.
Packaging
The design of the bottle aims to reflect the brand. Simply the shape of the box and bottle can dictate gender and this bottle is evidently directed at men. The design of the bottle is kept clean cut and ominous, giving an element of mystery to the design.
FORTUNE FAVOURS THE BOLD
Posters
The posters similarly remain mysterious, featuring only a quote or saying which promotes the idea of working for what you have, as oppose to winning it. The black white and gold is intended to inject only a slight hint of luxury, but not in the same excessive manner of the previous promotional material.
http://www.bornfree.org.uk/get-involved/
http://www
.bornfree.o
rg.uk/get-i
nvolved/
WE HAVE LOST
97%
OF THE WORLD’S TIGERS
IN THE PAST CENTURY WITHOUT ACTON
TIGERS WILL MELT AWAY FROM THE WILD
WITHIN THE NEXT DECADE Born Free, together with Simon Clinton and the EIA, are working globally to provide a unified, focused and coordinated programme of Tiger conservation initiatives, called ‘Save the Wild Tigers’. Find out how you can get involved in saving the wild at http://www.bornfree.org.uk/get-involved/
92%
0F SEAWORLD’S ORCAS
DID NOT LIVE PAST 25. THE AVERAGE LIFE EXPECTANCY
OF AN ORCA IS 70 YEARS. Orcas, or Killer whales, have been kept in captivity since 1961, as helpless victims of a commercial experiment which has watched dozens of orcas be plucked from their habitat and forced to live in artificial social groupings, bearing no resemblance to their natural order. Find out how you can get involved in saving the wild at http://www.bornfree.org.uk/get-involved/
GORILLA’S SHARE ABOUT
98%
olved/
/get-inv
g.uk nfree.or
ww.bor
http://w
OF THEIR DNA
WITH HUMANS YET THEY ARE STILL
KEPT IN CAGES Faced with increasing pressure from human population through habitat destruction, hunting and disease gorilla populations are under sever threat. Find out how you can get involved in saving the wild at http://www.bornfree.org.uk/get-involved/
Brief
Produce a series of promotional posters for a charity or foundation that aims to help the world in some form.. Produce something reflective of their aims and mission statement. This is strictly a promotional brief for the charity/foundation or a problem area or focal point within it.
Target Audience
The target audience is primarily young people and students in big cities, as they are keen to get involved in a lot of societies etc, but Born Free has stayed fairly under the radar. The aim is to inspire a new generation of people in the hope that their involvement would stem the endangerment of specific animals.
Solutions
The final solutions for this brief is a series of five promotional posters, each drawing attention to one animal, alongside a selection of stickers to be placed around city centres raising awareness of the campaign.
WE HAVE LOST GORILLA’S SHARE ABOUT
98%
OF THEIR DNA
WITH HUMANS YET THEY ARE STILL
KEPT IN CAGES Faced with increasing pressure from human population through habitat destruction, hunting and disease gorilla populations are under sever threat.
97%
OF THE WORLD’S TIGERS
IN THE PAST CENTURY WITHOUT ACTON
TIGERS WILL MELT AWAY FROM THE WILD
WITHIN THE NEXT DECADE Born Free, together with Simon Clinton and the EIA, are working globally to provide a unified, focused and coordinated programme of Tiger conservation initiatives, called ‘Save the Wild Tigers’. Find out how you can get involved in saving the wild at http://www.bornfree.org.uk/get-involved/
Find out how you can get involved in saving the wild at http://www.bornfree.org.uk/get-involved/
Posters
The posters are intended to draw the publics attention to the hard facts and figures of the issues relating to each individual animal. Studies have shown that people are more likely to remember numbers than words, so these posters have been designed in a way to draw attention to the numbers.
Stickers
The aim of the stickers is to make people more aware of the campaign on a day to day basis, by sticking them up around city centres. In order to get students more involved these would also be given out in the packs that students receive when moving into halls, and from university student unions.
Brief
Create a specialist brand selling something of interest to you. The brand must set itself apart from others in the same field with an innovative identity.
Solutions
The final solutions for this brief consist of labels for nine flavours of jams and chutneys, and two types of oil, packaged in a rustic basket, alongside a menu, business cards and letterheads for the brand.
Labels
This was a collaborative brief with an illustrator who created the visuals for the labels, each featuring an individual image of their ingredients. The labels are designed to show the rustic and homemade nature of the brand, kept simple in a black illustration over a cream background.
Business card
The business cards much like the other printed ephemera emulate the concept of Miel (french translation of honey). They are designed to channel the nature of the brand, it’s authenticity and absence of any artificial entities that other brands may posses.
Menu
The in store restaurant/cafe serves breakfast and lunch, featuring an array of meals all inspired by the products that can be purchased in the store. It promotes healthy, natural eating to be brought into the lifestyle of the audience, while still being able to indulge in some home comforts.
Miel handmade
about us
our store
our products
contact us
Honey Preserves Chutney Our Products
Miel handmade
about us
our store
contact us
Honey Preserves Chutney Our Store Our store can be found on Regents Street, and features our cafe, inspired by our range of honey and preserves. Enjoy breakfast or lunch in out courtyard dining area after doing a spot of shopping in our store.
Miel
Honey’s
our products
Jams
Chutney’s
Oils
Miel handmade
Honey Preserves Chutney
We plan to expand our store base further around London and eventually the rest of the UK, giving the country natural and healthy accompaniments for their scones.
Website
The website has been constructed to double up as a promotional entity, and also another means of selling the products. It features pages that inform the viewer about the brand, the products, the store itself and how to get in touch or find the store/cafe.
Mrs. Doubtfire Robin Williams Sally Field Pierce Brosnan Mara Wilson
Brief
To identify and combine at least two traditional forms of typography to create something completely innovative and modern. Use an existing typeface as a base and merge it with the values of another form.
Solution
The letters have been split by upper or lowercase, to highlight the subtle different between the two. The lowercase has been designed to appear slightly softer than the uppercase, which is sharp and angular. This is due to the nature of each case and what they would be used for, as something presented in lowercase is traditionally in-
Brief
Create and design a brand that emulates an era, or a specific point in time. Back this up with a publication about that era justifying your reasons for choosing it.
Solutions
The final solutions for this brief consist of the label and bottle design for a vodka brand, it’s packaging, business cards and letterheads.
Brand
The brand 33, named after the year the prohibition ended acts as a nearly century long celebration. It embodies the secretive approach to alcohol consumption which remained a theme throughout the 1920s. The packaging reflects the illegal sale of moonshine by the crate.
Promotions
The promotional material is a similar reflection on the era and the popularity in traveling among young professionals, striving to appear more cultured than their colleagues and peers. The bottle has been placed amongst iconic landmarks around the world, insinuating that this brand also exudes a similar level of sophistication.
Publication
This publication was the beginning stage to this brief and how all the information resulting in the final designs was acquired. It explores various aspects of the 1920s including, the speakeasy, jazz, and art deco design.
Website
The website allows for viewers and consumers of the brand to not only explore the concept of the brand and the distillery in which it was made, but to access a selection of cocktails that compliment the flavour of 33 and may have had relevance to the era.