1116_portfolio-kw

P O R T F O L I O

KristinWrightKristinWright

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.

CLIENT: IHG (InterContinental Hotels Group)

BRIEFIHG are one of the world’s leading hotel companies, operating over 5000 hotels globally across a diverse portfolio of well-known brands such as Crowne Plaza, Holiday Inn and InterContinental Hotels & Resorts.

Although already a well-established player in the Hospitality industry, IHG required digital marketing assets to boost the visibility of their seasonal offers and strategic partnerships with organisations such as English Athletics and Running Heroes.

SOLUTIONWorking closely with branding agency account managers, I artworked a number of web banners (static and gifs), email newsletter hero images and PDF flyers to ensure all delivered assets were on-brief and consistent with established IHG brand guidelines.

DIGITAL | ARTWORKING | WEB BANNERS | EMAIL NEWSLETTER HERO ASSETS | E- FLYERS

WORK SAMPLES



CLIENT: IHG (InterContinental Hotels Group)

BRIEFIHG are one of the world’s leading hotel companies, operating over 5000 hotels globally across a diverse portfolio of well-known brands such as Crowne Plaza, Holiday Inn and InterContinental Hotels & Resorts.

Although already a well-established player in the Hospitality industry, IHG required digital marketing assets to boost the visibility of their seasonal offers and strategic partnerships with organisations such as English Athletics and Running Heroes.

SOLUTIONWorking closely with branding agency account managers, I artworked a number of web banners (static and gifs), email newsletter hero images and PDF flyers to ensure all delivered assets were on-brief and consistent with established IHG brand guidelines.

DIGITAL | ARTWORKING | WEB BANNERS | EMAIL NEWSLETTER HERO ASSETS | E- FLYERS

GIF STILL FRAMES

E-FLYERS

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.DIGITAL | ARTWORKING | SOCIAL MEDIA ASSETS

CLIENT: Generator Hostels (design-led hostel group)

BRIEFGenerator Hostels are rapidly-expanding contenders in the boutique hospitality sector, offering unique design-led properties across Europe with a focus on curating memorable social/lifestyle experiences for Millennial through to Gen Z travellers.

Digital and social are an incredibly important daily staple for Generator’s tech-age guests, especially while discovering physical locations away from home. Having identified the platforms they are most likely to engage with (Instagram, Snapchat, Facebook and Twitter), as part of their social media strategy Generator needed a steady stream of compelling social media assets to encourage interaction with their clients.

SOLUTIONI delivered a number of social media designs as briefed in by Generator’s Social Media Manager, using commissioned lifestyle photography and artworking templates designed by VICE, Generator’s external branding agency.

WORK SAMPLES



CLIENT: Tempero (social media management agency)BRAND: Zipcar

BRIEFTempero provides social media engagement and moderation for a stellar portfolio of clients, including American car hire company Zipcar (a subsidiary of Avis Budget Group).

Now wanting to add conversation-provoking visual content to their offerings, Tempero’s creative team designed a mascot known informally as ‘the Zipcar Guy’ (whose open mouth forms a ‘Z’ for ‘Zipcar’) who travels to various European destinations thanks to hassle-free car rental.

SOLUTIONTaking direction from Tempero’s Head of Creative and adhering to the established illustrative style of ‘the Zipcar Guy’, I sourced copyright-cleared stock photography for background images and re-drew the character in Illustrator, outputting assets which were then uploaded to various social media platforms such as Facebook. These encouraged substantial engagement from potential Zipcar customers and raised the brand’s profile.

DIGITAL | ARTWORKING | ILLUSTRATION | SOCIAL MEDIA ASSETS

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.DIGITAL | ARTWORKING | RETOUCHING | SOCIAL MEDIA ASSETS

CLIENT: Tempero (social media management agency)BRAND: L’Oréal - Garnier (Ultimate Blends)

BRIEFTempero provides social media content, engagement and moderation for a stellar portfolio of clients, including L’Oréal and their sub-brands Garnier, Maybelline and Essie to name but a few.

Tempero were briefed to produce a set of square social media assets which would be launched on Garnier’s worldwide Facebook pages. These were to feature members of popular UK girl band The Saturdays and outline the steps taken to achieve their hairstyles, in a campaign to promote engagement with Ultimate Blends product consumers.

SOLUTIONTaking direction from Tempero’s Head of Creative and using approved photographs from the marketing team at L’Oreal (which I retouched in Photoshop to achieve colour consistency), I artworked five designs which successfully generated user comments and raised awareness of the Ultimate Blends product range.

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.DIGITAL | ARTWORKING | POWERPOINT PRESENTATION | INFOGRAPHICS



With a number of new Generator properties planned and the concept of individualised high-end hostels gaining more and more traction amongst affluent young travellers, the Sales team needed a compelling PowerPoint presentation to drive custom at the ISIC (International Student Identity Card) Conference in Toronto.

SOLUTIONFocussing on minimal, high impact photography and clear infographics supported by the presenter’s commentary, I created a presentation based on a template designed by Generator’s external branding agency. Feedback mentioned the successful use of lifestyle imagery to sell the Generator brand to their Gen Z audience.

Focus shift from Millennials to Gen Z

WORK SAMPLES





As part of their campaign to promote the opening of their new properties in European cities including Stockholm and Rome, Generator’s Sales and Marketing teams needed a series of e-brochures to drive local partnerships and encourage new guest bookings. In the middle of an ambitious rebrand, the collateral needed an interim visual language to sell the Generator brand.

SOLUTIONDrawing on current design aesthetics and subculture zines popular with Generator’s international, fashion-conscious Gen Z guests, I art directed and created optimised PDF artwork to a brief set by the local team at Generator Stockholm, watching out for local language idiosyncracies in the copy and ensuring a strong relationship between layout, image and text.

DIGITAL | ART DIRECTION | E-BROCHURE

WORK SAMPLES



CLIENT: Merlin EntertainmentsBRAND: Sea Life (Orlando)

BRIEFMerlin Entertainments operate over 120 visitor attractions and resort theme parks in over 25 countries, with world-renowned brands Madame Tussauds, Sea Life and Legoland amongst their vast portfolio.

In their proposal for a new Sea Life attraction in Orlando, Florida (USA), the Creative team at Merlin Magic Making Studios in London needed to amend their existing theming booklet with updated visuals, copy and architects’ plans. This would then be distributed digitally as a PDF to all stakeholders including senior management for approval.

SOLUTIONWorking with Sea Life creatives and their external architectural studio suppliers, I updated Photoshop visuals and applied graphics to 3D CAD rendered models so that they gave a better sense of the final attraction space. Although not responsible for the overall design of the original booklet template, I laid out content and formalised the structure by setting up a grid, paragraph and type styles in InDesign to ensure consistency throughout the document.

DIGITAL | ARTWORKING | VISUALISATION | E-BROCHURE

COVER OF THEMING BOOKLET - CREATED BY AN EXTERNAL DESIGN AGENCY ARCHITECT’S CAD RENDER FINAL PHOTOSHOP VISUAL OF SEA LIFE ADMISSIONS AREA

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.PRINT | ART DIRECTION | ARTWORKING | MARKETING MATERIALS | FLYERS | EVENT INVITATIONS



Keen to position themselves as an experience-focussed business and not just another accommodation provider, Generator works hard at a local level to drive partnerships with tour companies and develop event venues which are attractions in their own right. Each property therefore needed design support to create marketing collateral which could generate awareness of these additional offerings amongst guests and local influencers.

SOLUTIONAs the Marketing team’s sole in-house graphic designer, I cohesively blended elements of Generator’s branding with their tour partners’, and worked within external agency brand guidelines, to create engaging printed flyers, invitations and other event collateral.

WORK SAMPLES



CLIENT: Organix Brands Ltd (organic baby food company)

BRIEFPart of the Swiss-based F&B and infant nutrition giant Hero International, Organix offer a range of organic baby and toddler foods which are free from unnecessary, potentially harmful additives.

Organix builds further on their admirable commitment to widely available healthy child nutrition by providing parents with plenty of support and advice, such as meal planners and delicious recipes. They therefore needed a range of clear, branded and informative digital aids available predominantly as downloads from the Organix website, but also from selected national supermarkets.

SOLUTIONResponding to briefs and feedback from external design agency account managers, I artworked a number of web-optimised and print-ready A5 flyers using pre-designed templates which conformed to strict brand guidelines. Photographs were supplied, but in some instances needed slight colour grading and touching up in Photoshop so that each piece looked consistent within the set.

DIGITAL | PRINT | ARTWORKING | F&B COLLATERAL | FLYERS

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.PRINT | DIGITAL | EVENT BRANDING | EVENT COLLATERAL | F&B COLLATERAL | E-INVITATIONS


BRIEFGenerator Hostels are rapidly-expanding contenders in the boutique hospitality sector, offering unique design-led properties across Europe with a focus on curating memorable social/lifestyle experiences for Millennial through to Gen Z travellers. Ahead of Generator Stockholm’s official opening in 2016, the Marketing and local teams held a stress test event to invite business-critical feedback from selected bloggers and influencers. This required supporting event collateral which would present a solid, confident brand vision to guests.

SOLUTIONA local design agency created a sub-brand concept based on early Swedish Modernist artist Hilma auf Klimt, incorporating brush strokes and a colour palette derived from her works. Using this toolkit I then extended it to a range of stress test items such as restaurant/bar menus and interactive e-invitations/feedback cards where guests could fill in and send data back to the local team.

MENU PRINTED FEEDBACK CARD

INTERACTIVE E-INVITATION

WORK SAMPLES




BRIEFGenerator Hostels are rapidly-expanding contenders in the boutique hospitality sector, offering unique design-led properties across Europe with a focus on curating memorable social/lifestyle experiences for Millennial through to Gen Z travellers. Ahead of Generator Rome’s official opening in 2016, the Marketing and local teams held a stress test event to invite business-critical feedback from selected influencers. This required supporting event collateral which would present a solid, confident vision to guests.

SOLUTIONA local design agency devised an abstracted geometric pattern based on Rome’s cobblestoned streets, which I then extended to a range of stress test items such as restaurant/bar menus, interactive e-invitations where guests could fill in and send back booking data and welcome letters. The original pattern was enhance by a green colour palette and palm leaf motif taken from the wallpaper used in the Generator Rome restaurant.

MENU COVERS & BREAKFAST MENU

MENU GENERATOR ROME RESTAURANT

INTERACTIVE E-INVITATION

PRINT | DIGITAL | EVENT BRANDING | EVENT COLLATERAL | F&B COLLATERAL | E-INVITATIONS

WORK SAMPLES





Working with VICE as their agency partners on an ambitious rebrand, I was tasked as Generator’s sole in-house graphic designer with artworking all collateral from in-hostel informational signage and F&B items to marketing materials using VICE’s templates, concepting new sub-brands and positioning Generator as a forward-thinking, experimental brand.

SOLUTIONUsing a popular design palette of retro pastels and patterned brand assets supplied by VICE, I created these coffee cup concepts giving different weighting to elements such as type, photography and pattern to bring these F&B items on-brand.

PRINT | BRANDING | F&B COLLATERAL

PREVIOUS DESIGN

WORK SAMPLES





With each of Generator’s 12 European hostels given the autonomy to drive local sales initiatives and offer loyalty programmes for their guests, local teams needed support from Generator’s internal Marketing team to produce a large volume of site-specific branded collateral.

SOLUTIONAs Generator’s sole in-house graphic designer, I drew on current design aesthetics popular with Generator’s multinational Gen Z guests to suggest design directions and worked with existing local artwork to create magnetic keycards, sleeve inserts, promotional vouchers and loyalty cards to name but a few.

PRINT | ART DIRECTION | ARTWORKING | MARKETING MATERIALS | LOYA;TY CARDS | VOUCHERS

WORK SAMPLES





Events are part of Generator’s DNA, providing a unique selling point above the standard hotel/hostel experience. When Generator Berlin Mitte and Prenzlauer Berg decided to capitalise on the yearly Berlin Pride celebrations on the 23rd July 2016, they requested bespoke stickers which would subtly promote the two properties and encourage guests to stay for the weekend.

SOLUTIONUsing Generator’s primary brand colour palette, I designed a set of stickers celebrating the freedom of self-expression for which Pride has become renowned worldwide. Special attention was given to typography, the paint texture behind it standing for creative freedom.

PRINT | EXPERIENTIAL | EVENT BRANDING | EVENT COLLATERAL

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.PRINT | EVENT BRANDING | F&B COLLATERAL



When celebrity chef Luke Thomas approached Generator with a view to holding a pop up food stall in the VIP area at V Festival, it was too good a promotional opportunity to pass up. Generator therefore needed to produce all event collateral in-house to raise awareness of the brand and earn celebrity endorsement.

SOLUTIONI created a set of deliverables using Generator’s new brand colours and patterns, loosely theming menus, lanyards and F&B items around the approved concept of a big kid’s playground to complement the giant Jenga games on-site. The lanyard cards were blank on one side to encourage visitors to exchange favourite recipes, creating social media-worthy experiences.

LANYARD CONCEPTS GREASEPROOF PAPER

MENU & GENERATOR SOCIAL MEDIA POST A0 SIZE EVENT BRANDING BOARD

WORK SAMPLES


Copyright © 2016 Kristin Wright. All trademarks and licences belong to their respective owners.PRINT | BRANDING | MARKETING COLLATERAL | EVENT COLLATERAL

BREAKFAST TOKENS

GENERATOR LONDONLOGO

HOSTEL ROOM KEYCARDS EVENT POSTER/FLYER



Previously a disparate collection of properties each with their own disconnected identities, the challenge was to rebrand the original Generator London hostel with a new, locally-influenced look and feel while still making it identifiable with the overall Generator branding.

SOLUTIONThe Generator London building has a fascinating history as a police station - this was my starting point for developing a concept and colour palette based on 1940s station lamps and the Bruswick star emblem which adorned policemen’s helmets. Graphic elements used on a range of keycards, breakfast tokens and event posters/flyers included the Generator logo for consistency and reflected not only crossed police tape, but also the train tracks of nearby King’s Cross station and angular interior features of the hostel itself.

WORK SAMPLES



Sketchup 3D visualisation of the ‘Wax Hands’ counter, where visitors can make wax impressions of their hands as a souvenir

Artworked theming graphic, amended using an existing design

Scoreboard-themed Photoshop graphic

CLIENT: Merlin EntertainmentsBRAND: Madame Tussauds (Hong Kong)

BRIEFMerlin Entertainments operates over 120 visitor attractions and resort theme parks in over 25 countries, with world-renowned brands Madame Tussauds, Sea Life and Legoland amongst their vast portfolio.

For Madame Tussauds Hong Kong, the Creative team at Merlin Magic Making Studios in London approached me to create new artwork and adapt existing environmental graphics to inspire their visitors to learn more about the wax figure sports stars on display. Prior to construction, the creative and local installation teams also needed basic 3D visuals of the themed Wax Hands counter (where visitors could take wax casts of their hands) to sell the concept to internal stakeholders and position graphics correctly.

SOLUTIONWorking across time zones from the Studios in the UK, I delivered print-ready graphics designed in Photoshop and Illustrator, to dimensions provided by architects’ plans. Because all artwork was printed overseas, attention to detail in setting up files was of paramount importance.

PRINT | ARTWORKING | VISUALISATION | ENVIRONMENTAL | LARGE FORMAT GRAPHICS

Theming graphic applied to the corridor leading to the Sports zone, based on an actual player’s tunnel athletes use to enter the stadium

WORK SAMPLES



Merchandise bays incorporating bay header, fin divider and base plinth designs

Marvel and Dreamworks’ Ice Age bay headers

CLIENT: Merlin EntertainmentsBRAND: Madame Tussauds (Retail)

BRIEFMerlin Entertainments operate over 120 visitor attractions and resort theme parks in over 25 countries, with world-renowned brands Madame Tussauds, Sea Life and Legoland amongst their vast portfolio.

As part of their international refurbishment and new openings strategy across Asia and Europe, Madame Tussauds required existing large format and environmental graphics to be amended to site-specific dimensions, thereby extending the Madame Tussauds experience into the retail area and encouraging visitors to purchase branded souvenirs.

SOLUTIONI delivered a full set of artworked graphics including wall and floor vinyls, retail counter and merchandise gondola graphics, bay headers and other POS items, maintaining branding consistency throughout. In designing the bay headers, I took the creative lead on decisions for figure selection and research, obtaining copyright-cleared photos from the Merlin team and liaising with IP holders to approve use of licenced figures such as Spiderman and Dreamworks’ Ice Age characters.

Photo Opportunity Area/Merchandise bay graphics in Berlin & Beijing

PRINT | RETAIL | ENVIRONMENTAL GRAPHICS | LARGE FORMAT GRAPHICS

WORK SAMPLES



CLIENT: BBCBRAND: CBeebies

BRIEFCBeebies airs worldwide to audiences aged six and under, in countries such as Singapore, Hong Kong, Poland, Africa, Australia, and the USA. Its offering of mostly UK-produced entertainment and educational programmes is interspersed with pre-recorded continuity links, with presenters interacting with the children to encourage learning through play.

One such link introducing the ocean-themed programme ‘Octonauts’ required original images of sea creatures to be displayed on screens on the CBeebies set, which the presenter would ‘discover’ under curtains of seaweed.

SOLUTIONAs a production runner on set, I designed many of these graphics freehand in Photoshop to fit screen dimensions of 16:9, working to the Director’s script and under direction of the Stage Manager. Visibility on camera and appeal to children aged 0-6 were addressed with a bold, colourful style.

DIGITAL | ILLUSTRATION | TELEVISION | BROADCAST GRAPHICS

WORK SAMPLES



CLIENT: Commotion CreativeBRAND: Royal Melbourne Show 2015

BRIEFIntegrated design agency Commotion Creative are long-standing marketing partners of the Royal Agricultural Society of Victoria’s Royal Melbourne Show, a yearly event which attracts up to half a million people and promotes rural industry amongst the general public in Melbourne with amusement rides and displays of local produce and livestock.

In the run-up to the Show, Commotion needed assistance artworking signage to direct visitors around the site. Signs needed to be more visible than those used in previous years, and adhere to approved Show branding.

SOLUTIONFollowing strict brand guidelines and working in Adobe Illustrator, I artworked a number of output-ready signs which were printed onto mount board and canvas - bold and prominent, these instantly-visible wayfinding devices allowed visitors to easily locate the Show attraction they were looking for.

PRINT | ENVIRONMENTAL | EVENT/WAYFINDING SIGNAGE | LARGE FORMAT GRAPHICS

WORK SAMPLES



CLIENT: Synergie Skin

BRIEFSynergie Skin are an Australian cosmeceutical company who develop their own range of premium clinical grade skincare products, distributing them to stockists and practitioners in Australia and selected international territories.

Previously ‘Synergie Minerals’, a branding makeover and continuous product development meant that Synergie needed a professional’s touch to update their packaging and make it compliant with international standards.

SOLUTIONWorking with Synergie’s style guide and pre-existing templates, I artworked print-ready, waterproof labels of differing sizes to fit a range of product dispensers such as bottles, jars and eyeshadow pots. This often involved acute attention to detail, especially where long lists of complex scientific ingredients lists were concerned.

SS_UltraCleanse_120g-140mm x 80mm

PRINT | ARTWORKING | PACKAGING | LABEL DESIGN

WORK SAMPLES



CLIENT: Synergie Skin

BRIEFSynergie Skin are an Australian cosmeceutical company who develop their own range of premium clinical grade skincare products, distributing them to stockists and practitioners in Australia and selected international territories.

Due to their global expansion and visual merchandising strategy, all existing products needed completely new, on-brand box artwork that would display vital marketing and product information.

SOLUTIONWorking with dielines supplied by Synergie’s chosen offshore packaging printing supplier, I artworked cosmetic tube and accompanying box graphics for LipService, Synergie’s lip conditioning balm.

This involved paying acute attention to detail, especially where long lists of complex scientific ingredients lists and printing limitations were concerned, and an understanding of how the end consumer would interact with the packaging - achieved by mocking up printed dummies.

PRINT | ARTWORKING | VISUALISATION | PACKAGING DESIGN | PRODUCT MOCKUP

WORK SAMPLES



CLIENT: Down In Splendour (alternative rock band)

BRIEFEmerging alt-rock band Down In Splendour needed a logo and distinctive identity which set them apart from other bands playing London’s saturated music circuit. This would play a key role in developing a multi-channel following, eventually translating into footfall at their gigs. Named after a song by New Zealand band Straitjacket Fits, the logo had to reflect the emotive quality of their music and not be obscured by the musicians or equipment on stage.

SOLUTIONTaking inspiration from the stock photo provided by the band and focussing on the elegance of the word “Splendour”, a logo was designed in Adobe Illustrator to fit around the central figure, with particular attention paid to shape and typography.

The logo and photo were then rolled out across promotional CDs, retouched in Photoshop to fit the screen dimensions behind the venue’s stage, and re-artworked as social media assets to promote the band’s upcoming gigs and Facebook events.

PRINT | DIGITAL | BRANDING | RETOUCHING | LARGE FORMAT | EVENT GRAPHICS | SOCIAL MEDIA ASSETS

SOCIAL MEDIA EVENT HERO BANNER

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