PDF - Laura Clitheroe Design

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Work History
Career Profile
Designing within the creative studio of Retail Food Group (RFG) has given
me the privilege to work on & rebrand 3 iconic Australian brands. As well
as a number of smaller franchise systems across Australia and New
Zealand, covering print and digital.
Previous to RFG, I registered an ABN in late 2008, working on small to
medium projects before contracting out to several businesses, covering
print, web, direct mail marketing & multi-page layout.
Retail Food Group - Full Time
Working towards short deadlines in a busy & high-pressure environment;
on local area marketing and national campaigns, for several national &
international brands.
Brumby’s Bakery (AUS/NZ)
(01.07.14-Present)
Shared Brands (2011-2014)
Brumby’s Bakery (AUS/NZ), Michel’s Patisserie, Donut King
Regular Duties:
Software & Skill Set
17.10.11–Present
• National Campaigns (Bi-Monthly)
• Newspaper/Magazine Ads
• Photo Retouching
• Menu Layout/Design
• Facebook App Design
• Local Area Marketing
• Animated Digital Ads
• Bus/Transit Billboards
• Multi-page Booklets
• Social Media Images
Special Projects:
PROFESSIONAL LEVEL
• Brumby’s Bakery Digital Loyalty Program
- Sub-branding, UI & UX/CX, logo, point of sale.
• Adobe CC/CS - InDesign, Photoshop, Illustrator
2016
• Brumby’s Bakery rebrand development
- Signage, point of sale, packaging.
• Vision6 - eMarketing Software (2010-2016)
• Glyphs - Font Editing Software
2014-2015
• Microsoft - Word, Excel, PowerPoint
• Michel’s Patisserie rebrand
2013-2014
- Logo, signage, point of sale, packaging, customised font.
----------------------------------------------------------------------
• Donut King - Team based & agency rebrand 2012
• Esquires Coffee - Team based rebrand
- Marketing collateral, branding, internal/external signage.
2012
HOBBYIST LEVEL
• Big Dads Pies - Web development 2011
- Use of 960 Grid System, open source JavaScript/CSS3 & plug-ins.
• Adobe CC - After Effects, Experience Design (Beta)
• Web editors - 'Pinegrow', Adobe Dreamweaver/Muse
----------------------------------------------------------------------
• HTML5, CSS. Grid System - Bootstrap & 960
Wildfire Sports / Textbooks
- Understanding of jQuery, JavaScript
Contract Graphic Design - Brisbane
• SEO (Search Engine Optimisation)
15.07.11–30.06.12
----------------------------------------------------------------------
• Photography Natural Lighting
Snap Printing Robina
19.10.10–30.11.11
Freelance Graphic Design - Gold Coast
----------------------------------------------------------------------
Pacific Transcription
Education
----------------------------------------------------------------------
VC Marketing
Diploma of Graphic Design
Gold Coast Institute of TAFE - Ashmore Campus
2007-2008
• Design, pre-press, web development, branding, marketing & client/
project management.
- Tertiary Direct Entry Award (2006)
---------------------------------------------------------------------Make a Website:
Bootstrap / HTML / CSS Styling / CSS Layout.
codecademy
15.06.10–30.11.11
Contract Graphic Design - Brisbane
2014
Part Time Graphic Design - Gold Coast
24.11.09–30.09.12
Community Work
Electoral Commission - Local, State, Federal
2nd In Charge
Declaration Vote Issuing Officer
Senior Polling Officer
Polling Officer
2016
2016
2010-2012
2007-2010
426C
Brumby’s Loyalty Program (2016 onwards)
371C
7529C
Project: Target Market - Males, Females aged 18-70+
Branding, UI & UX/CX for Digital Loyalty Program Optimised for retina display.
• Responsive Micro-site UI/UX
• Social Media Images
• Card Layout
Design Theory
UI & UX/Cx Theory
• Flour Logo stencil to contrast against dark background and reiterate
‘handmade, from scratch’ positioning.
• Page Transition - 'Snap to full page' to simulate steps. User has feel for
number of scrolls between info. With menu for quick directions.
• Ingredients to bring colour, flavour, reiterate freshness & cover entire
product range, while future proofing by avoiding use of finished product.
• User Registration - Option for Facebook registration to allow quick
login for users, eliminating extra login, verification emails & gathering
profile data.
• Top down view to mimic table/preparation area and allowing for
empty space and image consistency.
• Single Page Design. Dedicated micro-site with small amount of
information. Simplicity and ease-of-use while appearing as part of
future main brumby's website (multi-page).
• Login - background blur 'pop over' - ensures attention is focused and
login isn't confused with registration page.
R
• Unpolished, black granite background to create a subtle and dark
texture, which stands out against general Brumby’s branding & POS
while enhancing use of flour, dough and vibrant green colours.
• Loyalty App UI & UX/CX
• Logo Design
• Point of Sale
e
te
g is
r wit
h Fa c e b o o k
Lo
gi n
426C
Celebrating 40 Years (Sept- Nov 2015)
Project: Target Market - Males, Females aged 18-70+
Design UI micro site & POS to Celebrate 40 Years/ Best Baker
• e-DM
• Point of Sale
• Facebook App
• Photo Retouching
• Digital Promo Loop
• Animated ads
371C
7529C
• Backdrop Creation/Printing
• Responsive Website UI
Design Theory
• Backdrop: Dark, neutral brick so flour & bakers stands out.
• Use of beige, grey and white to give a classic/ celebration feeling while keeping with Style Guide.
• Simple sans serif font to emit friendly, high quality and modern feeling.
of baking
from scratch
Est. 1975
’s Best Baker
BrumBy
-2015-
We’re searching for BrumBy’s Best Baker.
Visit brumbys.com.au to cast your vote
& redeem your reward!
For full terms and conditions visit brumbys.com.au Voting closes 01.11.15.
409C
Signature Pie Launch (July-Aug 2015)
Project: Target Market - Males aged 18-40
Design ‘hero’ POS for Promotion of Signature Pie Range Launch
with cross promotion of Holden Colorado.
• a-mo-bee Ads • e-DM
• Billboards
• Facebook app UI
• POS - In/External
• Social Media Images
371C
188C
4655C
• Transit Advertising
• Copy writing
• Photo Retouching
Design Theory
• Top down view: Separate car and product while display flavours.
• Ingredients: to bring colour, flavour. Enhance premium quality of Signature Range.
• Use of masculine shapes & elements to target male adult audience.
Serving suggestion only. *One entry per Signature Pie purchase. Competition closes 30.08.15. See in
store for more details or visit www.brumbys.com.au or facebook/brumbys. Brumby’s new Signature
Range includes any Peri Peri Chicken, Lamb & Mint, King Island Beef, King Island Pepper, Chicken & Leek,
Mushroom & Asparagus Pie, Pork & Fennel Sausage Roll or Thai Chicken Parcel. Range may vary store to
store. Actual prize may vary from image depicted above. NSW PERMIT NO. LTPS/15/03934. ACT PERMIT NO.
TP15/05971. SA PERMIT NO. T15/888. VIC PERMIT NO. 15/1167.
brumbys.com.au
Project:
BBH2090 - A4 Get Active - A4.indd 1
11/06/15 8:39 AM
Target Market - Male/Female, Families
Redesign brand range to fall in-line with new branding.
371C
7529C
5425C
Get Active
Design Theory
• Use of blue sky to transfer from blue ‘get active’ branding and reiterate ‘active’ lifestyle.
Preservative Free
Design Theory
• Use of beige to keep with wheat colour.
• Handwritten font and drawn elements to emphasize ‘natural’ positioning.
BBH2090 - A4 Pres Free.indd 1
LIMITED
TIME!
11/06/15 8:41 AM
Easter - nutella 2016 (Feb-March 2016)
WE’VE GOT THE
BEST BUNS
Project: Target Market - Male/Female, Families
IN TOWN !
TRADITIONAL
SPICE
Design ‘hero’ POS for Easter ‘Best Buns in Town’
• Photo Retouching
• Social Media Images
JUICY
SULTANAS
Design Theory
• Point of Sale
• Animated Digital Ads
371C
5425C
• Newspaper Ads
• White wood background to suit ‘nutella’ logo requirements & allow product to stand out.
• Ingredients to illustrate flavours & emphasise ‘handmade, from scratch’ positioning.
• Top down view to mimic table/preparation area, allow product and dark ingredients to draw
attention quickly, while framing the header and balancing the bottom.
PLUS EVEN
MORE
1310kJ per serve
Serving suggestion only.
Exclusive to
brumbys.com.au
Nutella® is a registered trade mark of Ferrero S.p.A.
BBH2260 - A1 kJ nutella Trad.indd 1
11/01/2016 1:57 pm
ANY4
Donuts
For
$
10
Donut King - National (2013 - 2015)
Project: Redesign National Standard Deals
Target Market - Adults/Youth aged 16-35
Serving suggestion only.
Not valid in conjunction with any other offer.
DK 1699 A3 - 4 for 10.indd 1
M
259C
7407C
326C
15/06/15 2:38 PM
Design Theory
QUAKE COMBO
YOUR CHOICE OF QUAKESHAKE & 2 CINNAMON DONUTS
• Colours: brand colours in imagery, keeping away from pink & purple as main colours.
• Use of white in top section of POS near heading to allow font to stand out.
4 for $10
• Clover to incorporate ‘4/for’ theming and stay within style guide of ‘full imagery’ POS.
• Use of green around packaging to focus attention on donut box.
Quake Combo
• Cracked concert to create motion and illustrate ‘quake’ in product name.
• Light/semi neutral colours to allow flavours to stand out.
Hot Stuff Deal
• Dark and moody feeling for coffee to target mature coffee drinking audience.
• Using coffee beans to illustrate 'barista crafted coffee’ positioning.
Serving suggestion only. CADBURY, DAIRY MILK, BUBBLY, FLAKE,
Serving
suggestion
only.
includesTHE
two
donuts
CHERRY
RIPE,
CRUNCHIE,
THE*Offer
ELIPSE DEVICE,
GLASS
AND and
A HALF
ANDsachets
THE COLOUR
PURPLE
ARE
TRADEMARKS
two DEVICE
flavoured
of your
choice.
Additional
flavoured
USED
UNDER
LICENCE.
sachets
not
available for purchase.
DK1700 - A4 Quake Combo.indd 1
23/08/2015 2:25 pm
STUFF DEAL
A Regular Royal Bean Coffee + 2 Cinnamon Donuts
Serving Suggestion only. Limited time only. Not valid with any other offer.
DK 1701 A3 - Hot Stuff.indd 1
15/06/15 2:42 PM
478C
Delicious
Macaron
Goodness!
A little treat for yourself or to share with friends…
Raspberry
Raspberry-red biscuit filled with intense seedless
raspberry jam (dairy-free).
Cookies
& Crème
A grown-up twist to everyone’s childhood
favourite cookie. Sprinkled with cookie crumbs.
Rosewater
Pretty pale pink and red biscuit filled with a light,
delicately fragrant rosewater crème.
Blackcurrant
Vivid purple biscuit filled with
sweet-tart
blackcurrant jam (dairy-free).
Caramel
Sundae
Vanilla bean biscuit filled with soft salted caramel
and pieces of roasted Macadamia.
Lemon
Lemon-scented biscuit filled with a delicious
Michel’s Patisserie - (2013-2014)
tangy lemon créme.
Project: Redesign POS template for New Branding
Target Market - Females/Families aged 30+
Serving suggestion only.
200C
447C
K
Design Theory
• Heading font to alter between bold and script, to relay product message quickly.
• Approximately a third of the top of the POS, with minimal background noise.
• Clean photography to help focus on product, create modern, sleek premium feeling.
Patisserie/Sandwich POS
Sourced
with
Care
Crafted
with
passion
• Use of ‘cool’ neutral colours in background to give a fresh feeling that allows product and
branding to stand out.
• Product ingredients to bring colour, flavour and illustrate premium quality.
COFFEE POS
• Dark and moody to reflect 'coffee excellence’ & create a modern feel. While appearing
separate to 'Patisserie' branding.
Expertly Roasted in Australia by Michel’s
Serving suggestion only.
Freshly made
Sandwiches
& Baguettes
As Healthy as they are Delicious!
Serving suggestion only.
LOGOS
PAREL BY
AP