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Details
Mobile: +447480 603 703
Email: [email protected]
Portfolio: www.kelseyh.com
Education
2009—2011 Bachelor of Design at Griff ith University
Experience
2016—2018 Marmalade London
Senior Graphic Designer
Clients: Amazon, Michael Kors, F&F,
ASOS, Boohoo.com, Queen
2016—2016 Root
Senior Graphic Designer
Clients: Penguin Books, Turner Broadcasting,
Square Enix, Taylor Wimpey & Royal Court Theatre
2014—2016 Universal Store
Creative Director / Senior Graphic Designer
2011—2014 Beginning Boutique
Creative Director / Senior Graphic Designer
2012 Culture Kings
Graphic Designer
2008—2012 BATS Magazine
Co-founder, Editor, Creative Director & Designer
Skills
GR APHIC DESIGN
Print Design, Logo Design, Branding, Corporate Identity, Packaging, Poster
Design, Illustration, Editorial Layout, Catalogues, Business Card & Stationery
Design, Advertising, Web Design, App Design, Window Display Design, Signage,
Photography, Photo Retouching, Textile & Print Design, T-shirt Design,
Calligraphy, Typography.
CRE ATIVE DIREC TION & MANAGEMENT
Creative Campaign Development & Execution, Brand Personality Development,
Management of Personnel Resources, Management of Financial Resources,
Complex Problem Solving, Operations Analysis, Quality Control Analysis,
Staff Time Management, Interpersonal & Relationship-building,
Project Management, Communication & Leadership skills.
SOCIAL MEDIA & MARKE TING
Social Media Account Management & Content Creation ( Instagram, Facebook,
Tumblr, Pinterest, Polyvore ), Blog Management & Content Creation,
Event Organisation ( Art Exhibitions, Live Music Events, Pop Up Sales, Media
Showings, Networking Events ), Marketing Promotion Development & Execution.
SOF T WARE
Proficiency with Adobe Creative Suite [InDesign, Illustrator, Photoshop,
Bridge, Acrobat Pro], Microsoft Office, Microsoft Excel, Microsoft PowerPoint.
E-commerce: Magento, Shopify, Interspire, Mail Chimp, Campaign Monitor.
Basic knowledge of Dreamweaver, HTML, CSS, SLR and Studio Photography.
Kelsey Heinrichs
CV
Perfect Stranger Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Photo Retouching
Perfect Stranger Art Direction
Perfect Stranger, one of Universal Store’s in-house womenswear labels,
required a new look book to showcase their A/W 15 collection ‘Journal’.
My role was to develop the art direction, styling and makeup & hair for
the look book photoshoot. Post production involved creating mixed-
media collages and illustrations to take the collection to a higher level
and place Perfect Stranger among Universal Store’s other high-end
stocked competing designers.
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Perfect Stranger Art Direction 4 / 57
Perfect Stranger Art Direction 5 / 57
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Turner Broadcasting Type – Art Direction, Graphic Design Designed at – Root Skills flexed – Illustration
Turner Broadcasting Art Direction + Graphic Design
Turner Broadcasting approached Root to design their 2016 annual
Communications Team Meeting booklet. They requested that the
booklet reflect the “idea of coming home to Atlanta” – the hometown
of Ted Turner.
My role was to develop the visual style, draw illustrations to feature
throughout the booklet and on the cover, manage the project and
design the 88 page booklet in the space of a week.
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Turner Broadcasting Art Direction + Graphic Design 9 / 57
Turner Broadcasting Art Direction + Graphic Design 10 / 57
Denim 101 Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design
Universal Store Art Direction + Graphic Design
Everyone knows the struggle of finding the perfect pair of jeans (and
making sure your booty looks good), and usually shopping online
for denim is a risk not worth taking. Universal Store’s ‘Wear Them’
campaign takes the guesswork out of denim, with an interactive and
easy-to-follow online landing page.
View landing page now online: www.universalstore.com/womens/jeans
Additionally a booklet was designed for Universal Store to educate their
staff nation-wide on the details and terminology of Denim.
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Universal Store Art Direction + Graphic Design 12 / 57
Universal Store Art Direction + Graphic DesignUniversal Store Art Direction + Graphic Design 13 / 57
Universal Store Art Direction + Graphic Design 14 / 57
Universal Store Art Direction + Graphic DesignUniversal Store Art Direction + Graphic Design 15 / 57
Universal Store Digital Type – Art Direction, Graphic Design Designed at – Universal Store Skills flexed – Website Design, Photography, UX Design
Universal Store Art Direction + Graphic Design
See this website live & online now – http://www.universalstore.com/
During my role at Universal Store, I implemented various website
redesigns to make sure the Universal Store website was up to date and
one-step ahead of it’s competitors.
This has been achieved through a seamless design that is responsive
between Desktop, Mobile and Tablet, giving customers a consistent
website experience no matter what platform they are accessing the
website from. I’ve shown a selected of E-newsletters I created,
where I was responsible for the concepts right through to completion.
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17 / 57Universal Store Art Direction + Graphic Design
Universal Store Art Direction + Graphic Design 18 / 57
Mad Love For You Type – Art Direction, Graphic Design Designed at – Beginning Boutique Skills flexed – Packaging Design
Beginning Boutique Art Direction + Graphic Design
Beginning Boutique needed a major redesign of their packaging (since
prior they were using non-branded post bags). My vision for the new
package was to design something “Share Worthy” - something so
unique and eye-catching that customers would want to share their
purchase on social media as soon as they received their order.
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Beginning Boutique Art Direction + Graphic Design 20 / 57
Beginning Boutique Art Direction + Graphic DesignBeginning Boutique Art Direction + Graphic Design 21 / 57
Penguin Books Type – Production, 1st AD Made at – Root
Penguin Books Production + 1st AD
Penguin Random House approached Root and asked us to create their
summer reading campaign video. The campaign we created focuses
on 22 Penguin Book titles, where every book has been paired with a
destination. The video aims to highlight how books can be the perfect
companion for your summer holiday, but can also be your summer
holiday - allowing you to visit places from the comfort of your armchair.
My key responsibilities in the making of this campaign included: story
boarding, production, casting, art working, design & 1st AD.
Watch the video here: www.youtube.com/watch?v=2iqOqAUe2DU
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Penguin Books Production + 1st AD 23 / 57
Penguin Books Production + 1st AD 24 / 57
Monochrome Xmas Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Textile Design
Universal Store Art Direction + Illustration
For Christmas 2014, Universal Store offered Free Gift Wrap + Free
Greeting Cards with every order in store & online.
I designed five monochromatic prints for the gift wrap, to keep within
Universal Store’s black & white brand guidelines and to also reflect the
current fashion trends of the season.
For the greeting cards, a minimalistic design combined with tongue-in-
cheek “greetings” were winners with customers.
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Universal Store Art Direction 26 / 57
Universal Store Art DirectionUniversal Store Art Direction 27 / 57
Universal Store Art DirectionUniversal Store Art Direction 28 / 57
Oscar Natural Type – Packaging Design Designed at – Kelsey Heinrichs Freelance
Oscar Natural Packaging Design
Oscar Natural required a redesign of their shaving gel packaging in
order to reflect their new slogan ‘For The Harsh Australian Manscape’.
In order to showcase their Australian Made and Owned company,
the new packaging design features abstract textures taken from the
Australian landscape. The harsh, rough conditions of the land act as a
metaphor for dry, sensitive skin.
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30 / 57Oscar Natural Packaging Design
Get Shit Done Type – Packaging Design Designed at – Universal Store Skills flexed – Illustration, Textile Design
Universal Store Art Direction + Graphic Design
Mi Goals, a quirky stationery brand stocked at Universal Store,
approached myself to create three designs for a Mi Goals x Universal
Store collaboration of a set of stationery books that were sold
exclusively at Universal Store, nationwide and online.
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Universal Store Art Direction + Graphic Design 33 / 57
34 / 57BATS Magazine Art Direction + Print Design
BATS Magazine Type – Art Direction Designed at – BATS Magazine Skills flexed – Illustration, Type Design
In 2008, I co-founded an Australian youth-culture magazine.
BATS magazine is a disgustingly hilarious read. The magazine showcases
Australian art, photography, fashion, music and culture... But is best
known for its tongue-in-cheek journalism and controversial articles. In
a world of glossy, full colour, polished magazines, BATS stands out with
not only its original content but also its quirky and authentic aesthetic.
My key responsibilities & skills in this role included: Creative Direction,
editorial design, collaborating creatively with advertisers, event
management, photographing & directing cover photoshoots, social
media management, blog management, writing articles, interviews and
proof-reading and managing all budgets.
35 / 57BATS Magazine Art Direction + Print Design
36 / 57BATS Magazine Art Direction + Print Design
37 / 57BATS Magazine Art Direction + Print Design
38 / 57Beginning Boutique Website Design
BB Digital Type – Art Direction Designed at – Beginning Boutique Skills flexed – Web Design, UX Design
See this website live & online now @ http://beginningboutique.com.au/
In 2014, Beginning Boutique launched it’s new look website which I was
responsible of designing inside out. The redesign was very extensive
and included new features such as: one-page-checkout, customer
reviews, live Instagram feed, quick view products, drop down menus,
drop down search bar.
The redesign made it faster and easier for customers to shop
and overall provided them with a more interactive and enjoyable
experience. With the introduction of the new checkout design, revenue
& conversion rate grew substantially.
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40 / 57Beginning Boutique Art Direction
BB Lookbook [Various] Type – Art Direction Designed at – Beginning Boutique Skills flexed – Illustration, Photo Retouching, Styling
Over the three years I worked at Beginning Boutique, I directed
dozens of look books/campaigns with the aim to showcase Beginning
Boutique’s latest stock and to also visually represent the BB girl/
customer - carefree, rad, creative and a generally down to earth chick.
From sourcing locations, to picking the perfect hair style or hand-
crafting backdrops, here are some highlights from the many look
books I directed.
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45 / 57Beginning Boutique Art Direction
46 / 57Universal Store Art Direction + Graphic Design
Stereosonic Type – Art Direction Designed at – Universal Store Skills flexed – Illustration, Print Design
In 2014 + 2015, Universal Store was the official retail partner of
Stereosonic Festival. We launched a micro-website which gave our
customers a unique experience to not only purchase festival tickets,
but also to read artist interviews, share outfits and listen to play lists.
At each leg of the festival there was a Universal Store Pop-Up
Beach which attracted thousands of festival punters. Free “Banger”
merchandise bandanas were given out at the activation to encourage
punters to hold them up during the festival.
Banger – (adj.) If a song is unbelievably awesome. It is a banger.
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48 / 57Universal Store Art Direction + Graphic Design
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52 / 57Reveal Art Direction + Graphic Design
Reveal Type – Art Direction Designed at – Liveworm Skills flexed – Print Design
For Griffith University graduates, the end-of-year exhibition is
considered to be the official moment when they reveal themselves and
their talents to the industry.
This concept celebrates the playful suspense and build up that takes
place prior to the big reveal on opening night. In order to promote
and establish the event, multiple items were designed; invitation,
promotional post card, website and exhibition catalogue book.
53 / 57Reveal Art Direction + Graphic Design
54 / 57Reveal Art Direction + Graphic Design
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56 / 57Reveal Art Direction + Graphic Design
Logo Designs
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