Liza Lemsatef B.A. (Hons.), M.A.

Liza Lemsatef B.A. (Hons.), M.A.
Presented here are selected projects from nine years of
professional creative work in an agency environment
leading interdisciplinary teams on large and long-term
blue chip accounts, and niche consultancy in a client
setting.
My skills include strong conceptual thinking, expertise
in branding, interface design, information architecture,
consultancy for marketing strategy and information
visualisation, absorbing complex material and
transforming this into engaging solutions.
My extensive record of leadership and hands-on userfocused design has resulted in successful delivery of
a range of large-scale blue-chip marketing, e-learning
and public sector solutions, for web, mobile, print and
further platforms. Clients include Lexus Europe, Toyota
Europe, Volkswagen GmbH, Price Waterhouse Coopers.
I have an aptitude for picking up new skills, a thirst for
knowledge and enthusiastic commitment to life-long
learning.
From conception and pitch through to testing, delivery
and development strategy I have had solid experience
of all aspects of the project workflow. I have been
responsible for leading teams to sucessfully deliver
solutions which constantly exceed client expectations.
I am passionate about working with people to get to
the heart of a solution, moving easily between client
liaison, requirements capture and presentations, to
running user focus groups and accessibility tests and
leading and inspiring production teams to achieve
stunning results.
My consultancy work is informed by my wide-ranging
interests, covering such areas as cultural and design
theory, art history, pedagogical and andragogical
theories of learning, social networking, accessibility,
usability, web standards and cybernetics.
Please contact me to discuss how I can bring my
skills, experience and enthusiasm to add value to your
project or organisation.
References available upon request.
[email protected]
www.ellelens.com
www.linkedin.com/in/lizalemsatef
I enjoy designing with versatility and aesthetic
sophistication, and a strong focus on usability.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Liza Lemsatef B.A. (Hons.), M.A.
[email protected]
Willing to travel and / or relocate.
mobile +44(0) 7737 509 088
Native English speaker, with conversational French and
Portuguese.
Currently based in Liverpool, UK
EDUCATION
Liverpool John Moores University 1998 – 1999
Master of Arts, Multimedia Arts
Enquiry into networked media from a fine art
perspective. Dissertation project explored
conceptual art and ‘psychogeographical’ concepts
of the psychology of personal space in relation to
experimental navigational systems. Exhibited widely.
University of Liverpool 1998 – 1998
Multimedia Technology
Intensive postgraduate vocational training over nine
months in a range of new media skills, design and
programming for web and CDROM delivery.
University of Central England, Birmingham 1994 – 1997
B.A. (Hons) 2:1, Fine Art
Painting and sculpture with strong emphasis on
historical, critical and theoretical studies. Introduced
interactive new media elements in installation and
performance art in several art shows and events such
as the Live Art festival at The Oval, London.
EMPLOYMENT HISTORY
Creative Director / Consultant at Nascent Form Ltd
November 2005 - present
In a principal consulting role, added value to projects
for industry-leading Management Consultants in
Zurich, and City of London start-ups enabling them to
secure millions in funding, and roll out branding across
print and web media.
Led design and developed IA for innovative mobile
phone application aimed towards elderly and and
disabled users. Promoted to Creative Director from six
months in contract consultancy position.
Art Director / Lead Creative at Amaze Ltd
November 1999 – November 2005
Provided expertise and leadership in design,
information architecture and online branding for
commercial blue chip client projects including:
· Comprehensive e learning programmes for
postgraduate auditors for Price Waterhouse Coopers
· UK and pan-European premium site conception and
development for Lexus, instrumental from pitch to
delivery.
· Extensive youth portal (strategic marketing / elearning) for Volkswagen.
· Knowledge base e-learning lexicon, and localised
marketing sites for Toyota.
· Government projects inc. Academies online project
space for collaborative working.
· PortCities project providing online exploratory
context for archive materials from museums and
galleries of five UK cities.
Responsible for leading interdisciplinary teams and
client liaison. Promoted from Lead Creative to Art
Director in 2004.
Liza Lemsatef : Creative direction, design and consultancy
Freelance Artist at Tate Gallery Liverpool
Education Dept
January 1997 – November 1999
Delivered workshops and lectures, working with public,
including young people, families and community
groups in gallery and outreach contexts. Encouraged
inquiry, communication and engagement with
modern and contemporary art and ideas. Developed
a workshop facilitators’ course, still in use today. Built
on six years’ previous voluntary work at the gallery
working with young people in a peer-led education
context. Contributed a chapter to Liverpool University
/ Tate book ‘Testing the Water - Young People and
Galleries’. Created innovative Young Tate website with
internet visionary Roy Stringer.
Demonstrator, ‘Connect’ postgraduate Multimedia
Technology at University of Liverpool
June 1998 – January 1999
Demonstrated software and hardware tools and
techniques to post-graduate multimedia students on
the Multimedia Technology Course. Provided technical
and creative problem solving, support and direction.
Residential Social Worker at Nugent Care Society
1997 – 1998
Worked as member of a team of professional
R.S.Ws in a residential school for young people
with emotional and behavioural difficulties. Further
developed excellent interpersonal, organisational and
administrative skills. liaised with outside agencies and
worked directly with young people.
[email protected]
Lexus
Lexus Europe, Lexus.co.uk
Art Director on Lexus account, involving design of
all European web presences, to present a premium
experience across media from marketing microsites,
to dealership-level support. Supported the European
localisation and translation versions into a number of
languages including Russian and Greek.
Instrumental in securing the pitch, originating and
developing concepts, and undertaking initial research
to define the brand strategy online.
Translated and developed brand philosophy into
effective solutions for interactive media, incorporating
elements of the Japanese ‘L-Finesse’ design approach
whilst devising templates to be flexible and present the
detailed information required of an automotive site.
Liza Lemsatef : Creative direction, design and consultancy
Creative direction, design, brand development : web
Worked alongside and supporting above, and belowthe-line marketing strategies with partner agencies to
ensure consistency.
Defined and documented online brand standards,
prepared detailed creative specifications. My role also
involved client liaison with HQ in Brussels, leading
design teams and coordinating developers and content
editors.
Over two years, sites included Lexus Europe with
ongoing updates to support new model and product
launches, localised into sites for all major European
countries. I also led the development of the British
Lexus site and system for creating individual dealership
sites. Also designed the LCMS marketing support site,
car configurator tool and worked on Paris Motorshow
microsite showcasing concept cars.
[email protected]
Toyota
Lead design, storyboarding, photography : web
Toyota Lexicon
Toyota Aygo
Led design and development of extensive e-learning
programme ‘Toyota Lexicon’.
Commissioned to go to Barcelona to capture youth
culture in photography to promote Toyota Aygo.
(not pictured)
This involved storyboarding and creating over two
hundred rich media objects and detailed information
visualisation to explain Toyota’s automotive technology
from Hybrid Synergy engines to safety systems.
Toyota Europe
Produced design and interactive media for Toyota
Corolla Verso marketing site, localised into various
languages.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Volkswagen
Zoon
Led creative development of German sites for targeted
youth brand portal and online lifestyle magazine
‘Zoon’, later bought by MSN Germany to form their
youth offering.
Responsible for creative strategy spanning brand
development, content tonality and hands-on creative
direction from inception to numerous staged deliveries
over two and a half years.
Led a team of up to twenty creatives, flash developers
and content editors, whilst working from offices in
Berlin, Munich, Liverpool and London.
Worked with content partners later acquired by the
Liza Lemsatef : Creative direction, design and consultancy
Creative direction, design, brand development : web
company to define and deliver ongoing programme
of content provision, including interactive rich media
objects, illustration and commissioned photography.
Created material to tie in with events in speciallycreated ‘Zoon Center’ in Berlin where the site was
promoted in custom lounge ‘pods’.
Participated in, and ran target audience focus group
sessions in UK and Germany.
Led research and development into experimental
visually-rich, user-created web spaces.
Directed visual and interaction design for e-learning
‘driving school’ comprising mock tests and interactive,
engaging flash modules exploring driving theory.
[email protected]
Synergy Insurance Services
IA, Info visualisation, design, branding : print, web
Business Process Visualisations
Branding Development
Instrumental in securing funding for this City of London
start-up, I was brought on board to consult for my
information visualisation and branding strategy skills.
Worked with initial brand name and logo to develop,
document and implement branding across all web and
print media.
Over two years I worked closely with the clients on-site
in a principal consulting role, creating business process
visualisations to expedite the process of introducing a
new product to market.
This spanned various media, from the back-end
systems, website with co-branded broker interfaces,
customer brochures and print advertisements, and
interactive elements to explain concepts behind the
product.
This included absorbing complex information and
distilling into ‘customer journeys’ for a ‘mural’ of A0
sized display panels, numerous presentations and
interactive versions for viewing on-screen.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
PriceWaterhouseCoopers
Information Architecture, design : CDROM application
Go Audit Basics (GAB)
Go Count
Undertook a usability analysis and subsequent
interface re-design for e-learning application ‘Go
Audit Basics’. The CDROM app is used for worldwide
distribution, for training graduates in auditing
processes.
The app involves presenting tasks and scenarios to
the user with options such as gaining advice from a
colleague, or research, interspersed with animations
and explorative areas, via an overarching narrative.
I redesigned the interface with feedback cues and
colour-coding to fit with the original colour scheme.
Introduced icons and new visual language to aid
cognition and support the user, reducing the learning
curve significantly so the user can undertand how to
use the app straight away and focus on the tasks.
Art directed and co-authored the information
architecture for the follow-up to Go Audit Basics, the
e-learning application ‘Go Count’ .
This involved the detailed development of the
application from conception to delivery, including
developing non-linear explorative pathways whilst
implementing a robust evaluation structure. Built on
the visual language of GAB and designed an interface
to present scenarios in an engaging way.
Visualised multi-layered scenarios from script material,
including devising characters, and created supporting
tools based on real-world metaphors.
Encouraging the use of initiative and traditional tools
such as making notes, this app introduces users to
PwC methodology and prepares them for work.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
C-Phone
Information Architecture, Design : Mobile application
iDial
C-Phone ‘iDial’ is an innovative product for handheld
mobile platform, designed to support older users
with minor visual and motor skill problems and to
provide communication support for individuals with
a broad range of impairments or conditions including
Altzheimers and cerebral palsy.
Removed feature ‘bloat’ and streamlined the interface.
Ensured enough screen real estate was afforded for
large text sizes and clear graphic buttons with high
contrast, as this solution was commercially targeted
towards those unable or unwilling to deal with tiny
buttons, small screens and complex menus.
Led art direction on all elements of graphical interface
design from initial concept to product introduction to
the marketplace.
Co-authored information architecture. Focused on
making essential features and processes simple and
intuitive, such as pressing an image of the contact’s
face to call them.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Malik Zentrum St.Gallen
3D Viable Systems Model
Project with a leading European management
consultancy based in Switzerland.
Information visualisation, design : web, desktop app
Defined strategy for second phase exploratory version
to tie in with future business objectives and current
technologies, effectively drawing together currently
disperate aspects of the business.
Led the project to visualise a unique animated 3D
version of management cybernetics theoretical model,
used heavily in their consultancy process with bluechip clients.
Absorbed academic literature and liaised with client
to incorporate thier consultancy approach. Produced
detailed storyboards and visual direction to 3D
programmers.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Government
Design, branding, Info Architecture : print, web
I Want 2 B...
Academies
Led inspirational and targeted branding development
of ‘I Want 2 B...’, a young people’s education & career
pathways project for Learning and Skills Council.
Created detailed design and IA for ‘Academies’ online
space to facilitate collaborative working, document
storage and retrieval. Ensured the interface was
compact and easy to understand, utilising tabs and
colour coding to aid cognition, providing an elegant
solution to presentation of information, and access to a
contextual toolset.
This included creative direction for print and online
campaigns, based around a bright ‘cut-out’ theme,
both alluding to users’ aspirations of being ‘cutout’ for various careers, and also to give a fresh and
approachable appeal towards teenagers who may
have been intimidated by a more corporate-looking
government campaign.
Also involved in co-development of IA and template
design for website.
Liza Lemsatef : Creative direction, design and consultancy
East Lothian Council
Consulted on requirements and developed IA for
‘Easyweb’ strategy to create a streamlined interface
for essential services to reach those not comfortable
with technology. Ensured site-wide adherance to strict
accessibility standards. (not pictured)
[email protected]
Government
Design, branding, Info Architecture : web
Information Commissioner
Liverpool City Council
Created site design and development of interactive
animations to explain complex issues surrounding data
protection.
Developed information architecture to accommodate
modular content, and interface to ‘Autonomy’
knowledge management application, creating a rich
‘walled garden’ learning environment for new City
Learning Centres.
The material was designed to make accessible and
engaging for audiences what is often considered a ‘dry’
subject.
Directed design team in creation of flexible templates
and a variety of different ‘skins’ for personalisation of
individual user view dashboards.
Led usability and testing sessions with groups of
youths.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Government
PortCities
This project was for a consortium drawing together
five agencies from across Britain, (including Bristol City
Council and National Maritime Museum, London.)
Responsible for liaison on-site with all stakeholders
across the country, I worked closely with them to
define requirements and produce a solution to
accommodate their individual needs.
Branding, Information Architecture, design : web
Created the brand and visual branding elements
for sub-brands, and followed the project through to
site delivery, directing information architecture and
detailed template design.
The site design enabled ease of navigation, search and
retrieval of information, and cross referencing, with
support for display of text and multimedia in flexible
templates.
Created an overarching new brand identity for an
archiving/educational project, to display online the
extensive collections, and new interpretive material
created to support the source materials.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Other projects
Creative direction, design, branding : web & print
Masters of Cinema (Eureka Entertainment)
This acclaimed series of arthouse and seminal
directors’ films is the UK’s answer to the Criterion
Collection.
Consulted on the production of their website
eurekavideo.co.uk , and was commissioned for original
photography for ‘Faust’ packaging and design for DVD,
Blu-ray and cinematic releases.
This included branding and microsite for ‘Little Red
Flowers’, site design for ‘Junebug’ and branding and
print design for ‘Mad Detective’.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Other projects
Design, branding : print, web
Escola de Samba de Liverpool
As an active member of this successful Liverpoolbased samba band for eight years, with over eight
hundred events under its glittery belt, I have produced
branding, a variety of print work, website, blog and
social networking presences.
This marketing has directly resulted in a steady stream
of high profile gigs, including BBC and ITV television
programmes and celebrity weddings.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Other projects
Photography, design :print,
Houses of Parliament
The London List
Commissioned for photography and design of seasonal
greetings cards used by UK Members of Parliament,
including (now Prime Minister) Gordon Brown.
Led design and information architecture to create a
stylish, minimalist visual presence for London-based
fashion designer directory.
IA, design : web
Images used in a print-on-demand system to send to
constituents.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Other projects
Creative direction, design, branding : web & print
What Delicate Recordings
Created branding, photography and graphic design for
promoting arthouse band ‘Condor Moments’ on this
New York-based label.
Led art direction, photography and layout artwork for
first album ‘And though we’re told we’ve got it all, the
all we’ve got is freezing cold’. I also contributed vocals
to the album.
Developed blog-style website and utilised web 2.0
social networking for marketing to target audiences.
Currently working on website and design for solo artist
Richy Midnight.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Illustration & Photography
Illustration
Photography
In addition to producing digital based artwork, I enjoy
working in traditional media including painting and
drawing from still life and the figure.
I regularly undertake photography commissions for a
number of clients, ranging from a Toyota Aygo mission
to capture Barcelona nightlife, to corporate portraits
of HSBC staff in Canary Wharf HQ, and deserted bank
vault images for JPMorgan Invest.
I also produce series of art prints and my work is
represented in private and museum collections in the
UK and abroad.
Liza Lemsatef : Creative direction, design and consultancy
[email protected]
Illustration & Photography
Liza Lemsatef : Creative direction, design and consultancy
[email protected]