Vesna Grasso was looking to redesign her website for her floral and event design business. My goal was to utilise UX and UI strategies to design a fresh, modern and responsive website that would generate increased customer traffic. To better appeal to her target demographic, I conducted user research to gather actionable data and insights. I then created personas, wireframes and user flows to ensure the best possible user experience. The end result is an aesthetically appealing, easy to use interface that addressed her users’ goals and needs. Vesna was delighted with the outcome and design of her new website, which is scheduled to go live in December 2019. The previous website can be viewed at vesnagrasso.com.au (view previous website here).
Dr Adrian Kwok sought an online presence that complemented his status as one of Australia’s preeminent obstetricians. I undertook a complete revamp of his previous website (view previous website here) into a new state-of-the-art website (view current website here). The revamp included high quality photo retouching; art direction; UX/UI design; and liaising with the developers to create a CMS website. This has resulted in an audience growth of over 24% since the re-launch and continues to grow organically.
The brief was to design a sophisticated website that would appeal to a discerning corporate clientele by highlighting Success Resources’ roster of high profile international speakers. My aim for the UX/UI design was to resonate with an astute target market and encourage add-on sales and greater profits. The Success Resources team was impressed with the execution of the brief and website design. Success Resources’ events continue to sell out, and customer retention continues to rise.
NIVEA needed help to facilitate their money back guarantee offer on their entire Anti Age product range. Utilising UX/UI skills, I designed website graphics and a responsive online platform for a hassle-free customer journey that handled receipt upload, feedback and prompt delivery of VISA gift cards to customers (view website here). NIVEA was pleased with the online platform and plan to continue using it for current and future Anti Age product ranges.
The goal for the ECCO Chinese New Year 2018 campaign was to increase shoe sales during the Chinese New Year period, with a target demographic of Chinese buyers. Design thinking techniques were employed to create an online marketing campaign, where users crack open a fortune cookie to reveal discounts off their purchase. The project scope required me to design an interactive game website; promotional emails; digital and social media banners; and print collateral (lightboxes, banners, posters, decals and lanyards). The campaign received over 20,000 entries and ECCO reported an increase in sales over the course of the campaign.
The brief was to inspire and captivate Freedom customers with their Winter Collection. The design process was informed by Freedom’s customer research, which found that their customers hailed from the 28 – 45 year old demographic. A clean, simple and modern design approach was taken to showcase the products and furthermore highlight the wide range of products available. The project also involved high quality retouching of images and a high degree of accuracy. This catalogue was part of a marketing campaign that saw Freedom achieving record sales in 2016, with an increase in Average Transaction Value of almost 50% compared to the previous year. It also won me an award: 'Best Young Designer of the Year', 'Highly Commended' for the design of the Freedom Directory at the 25th Australasian Catalogue Awards in 2016.
Freedom’s weekly email designs aim to inspire their customers with new season looks, on-trend styles, event specials and finance offers. Following their style guide, I undertook all aspects of designing and creating these weekly emails, including the design layout; HTML coding; image retouching; copywriting; and animating GIFs. Mailchimp’s email tracking showed a substantial response from customers who visited their website and viewed their online catalogues.
Dufry’s brief was to create a Christmas buying guide that would inspire shoppers to buy from their world-class range of gifts. My aspiration was to design an elegant, on trend and premium buying guide that would appeal to travellers searching for something luxurious. The buying guide was distributed throughout Melbourne airport retail channels including an online version to prompt online sales. The buying guide reached tens of thousands of passengers daily, boosting Christmas sales both online and in-store. Dufry’s Marketing Manager was delighted with the guide, and reported “fantastic feedback from customers and the staff found it an amazing selling tool in-store”.
The brief was to provide art direction and design production of Aventus Property Group’s 2016 Annual Report, along with an accompanying PowerPoint presentation template, property compendium and presentation folder. The project also involved long text typesetting; creation of charts; tables; infographics; and high quality image retouching. The result encapsulated Aventus Property Group’s corporate branding: clean, modern and impactful.
During a relocation of its offices, the Australian Government Department of the Environment, Water, Heritage and the Arts (DEWHA) gave me a brief to create a welcome book for its departmental staff. My design of the welcome book sought to encompass the broad scope of the department’s portfolio and to communicate the cultural significance of the Lovett Tower which was named after the Lovett family, and the Gunditjmara people from which the family hails. Bright and earthy colours were paired with the use of environmental and building photography to establish a welcoming tone. Ultimately, an informative and exciting Welcome Book was produced, with departmental staff elated for the move.
The Nikon “I AM” advertising campaign was launched in Europe across television, print and digital media. It was an emotionally driven campaign that conveyed personal stories, and was delivered in collaboration between Nikon and F1RST & SYD Airport Tax and Duty Free. Within this global campaign, I delivered the digital and print collateral utilised in Duty Free airports across Australia. The design brought to life consumers’ insights and reinforced that “it’s not what you do, it’s why you do it”. This was a massive campaign that reached tens of thousands of travellers daily and lifted Nikon sales figures over the course of the promotion.
Encapsulating the Mr Vitamins' motto of “Best Price + Expert Advice”, the Mother’s Day catalogue includes expert advice from their team of Naturopaths, Nutritionists, and Practitioners. To celebrate the Mother’s Day theme, I chose an earthy tone and pastel colours for the art direction and design of the catalogue. The project also included high quality retouching of images and creation of infographics. The result was a beautiful and feminine content-driven catalogue used as a tool to increase foot traffic into Mr Vitamins stores during the Mother’s Day event season.
Primewest Auburn Megamall’s brief was to create a lifestyle magazine with aspirational lifestyle editorials highlighting the wide range of home products available within the centre with a Christmas theme. As art director and designer of the magazine, I created the name “Prime Living” to encapsulate their brand and purpose of the magazine. Working closely with the Senior Account Manager and Copywriter, a high level of project management was required to bring together the participating brands and featured products. In addition to the magazine, I also produced social media posts, website banners and in-store posters. The client was delighted with the Prime Living Christmas magazine and advertising campaign, and reported positive feedback from participating retailers and customers.
Industrial Tool Traders was seeking to create a corporate identity for their stationery elements. My approach was to create a simple, modern and impactful look and feel with a play on horizontal and vertical lines. The project included the design of their letterhead, business card, envelope and compliments slip. As a result, their stationery has consistent branding for rollout throughout stores across Australia.
The Treasury’s brief was to design conference collateral for the 2008 APEC Structural Reform Ministerial & Deputies' Meetings. Consistent branding was key to my approach, with the symbol of the arrow used as a branding element to represent the unity and progress of structural reform. I carried the branding across letterheads, lanyards, stationery, conference handbook and wayfinding signage to promote the experience of conference attendees.
Nuance sought to create a whisky guide featuring a premium selection of whisky brands to impress connoisseurs. The whisky guide tells the history of each brand, along with an accompaniment of tasting notes and their whisky making processes. In partnership with whisky brands, my visuals aimed to capture the essence of each brand with the use of charming photography and editorials, whilst also embracing the Nuance branding. The result was a powerful and engaging marketing tool with striking design layouts. The whisky guide resonated with connoisseurs and boosted sales throughout Duty Free airport stores across Australia.
