Kelsey Heinrichs

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Portfolio

www.kelseyh.com info@kelseyh.com +44 7480 603 703

 Details Skills

Mobile: +447480 603 703 GR APHIC DESIGN

Email: info@kelseyh.com
Print Design, Logo Design, Branding, Corporate Identity, Packaging, Poster
Portfolio: www.kelseyh.com Design, Illustration, Editorial Layout, Catalogues, Business Card & Stationery
Design, Advertising, Web Design, App Design, Window Display Design, Signage,
Education Photography, Photo Retouching, Textile & Print Design, T-shirt Design,
Calligraphy, Typography.
2009—2011 Bachelor of Design at Griff ith University

CV Experience
C R E AT I V E D I R E C T I O N & M A N A G E M E N T

Creative Campaign Development & Execution, Brand Personality Development,

2016—2018 Marmalade London Management of Personnel Resources, Management of Financial Resources,

Senior Graphic Designer Complex Problem Solving, Operations Analysis, Quality Control Analysis,
Kelsey Heinrichs Staff Time Management, Interpersonal & Relationship-building,
Clients: Amazon, Michael Kors, F&F,
ASOS, Boohoo.com, Queen Project Management, Communication & Leadership skills.

2016—2016 Root SOCIAL MEDIA & MARKETING

Senior Graphic Designer
Clients: Penguin Books, Turner Broadcasting, Social Media Account Management & Content Creation ( Instagram, Facebook,
Square Enix, Taylor Wimpey & Royal Court Theatre Tumblr, Pinterest, Polyvore ), Blog Management & Content Creation,
Event Organisation ( Art Exhibitions, Live Music Events, Pop Up Sales, Media
2014—2016 Universal Store
Showings, Networking Events ), Marketing Promotion Development & Execution.
Creative Director / Senior Graphic Designer

2011—2014 Beginning Boutique S O F T WA R E

Creative Director / Senior Graphic Designer
Proficiency with Adobe Creative Suite [InDesign, Illustrator, Photoshop,
2012 Culture Kings
Bridge, Acrobat Pro], Microsoft Office, Microsoft Excel, Microsoft PowerPoint.
Graphic Designer
E-commerce: Magento, Shopify, Interspire, Mail Chimp, Campaign Monitor.
2008—2012 BATS Magazine Basic knowledge of Dreamweaver, HTML, CSS, SLR and Studio Photography.
Co-founder, Editor, Creative Director & Designer
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Perfect Stranger Type – Art Direction

Designed at – Universal Store

Skills flexed – Illustration, Photo Retouching

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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Turner Broadcasting Type – Art Direction, Graphic Design

Designed at – Root

Skills flexed – Illustration

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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Denim 101 Type – Art Direction, Graphic Design

Designed at – Universal Store

Skills flexed – Website 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 Digital Type – Art Direction, Graphic Design

Designed at – Universal Store

Skills flexed – Website Design, Photography, UX 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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Mad Love For You Type – Art Direction, Graphic Design

Designed at – Beginning Boutique

Skills flexed – Packaging 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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Penguin Books Type – Production, 1st AD

Made at – Root

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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Monochrome Xmas Type – Art Direction

Designed at – Universal Store

Skills flexed – Illustration, Textile Design

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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Oscar Natural Type – Packaging Design

Designed at – Kelsey Heinrichs Freelance

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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Get Shit Done Type – Packaging Design

Designed at – Universal Store

Skills flexed – Illustration, Textile 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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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.
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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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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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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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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.
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Logo Designs