2. OGILVY: HEALTHWORLD
Advertising. BOOKLET Design, Poster design,
INfographics & multi-media (iphone, web)
“ gilvy Healthworld
O
(part of Ogilvy and
Mather) provides
design and advertising
to the pharmaceutical
industry. The studio was
fast-paced and varied
with each job followed
by a different one (in
both brand and media).
Job specs were varied
too, from amends and
edits to conceptualising
and designing a new job
or campaign.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
3. WEXAS TRAVEL
Brochure Design, Marketing
collateral REbrand/redesign
“ e original Wexas
Th
brand was based on
a defined view of
the world. This was
translated visually
with the use of close
cropping and the
graphical device of
framing as shown in
these 2 brochures that
I worked on based on
existing templates.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
4. WEXAS TRAVEL
Brochure Design, Marketing
collateral REbrand/redesign
“
The redesign and
rebrand of Wexas
into Wexas Travel,
involved a new visual
approach starting
with the longer
shelf life brochures.
These brochures took
longer to produce
with the emphasis on
craftsmanship (cut
out pictures, symbols
designed and allocated
to each country and
the use of full bleed
pictures). The idea was
to create more of a
coffee-table book than
a travel brochure. This
reflected the 'luxury'
aspect of the brand
more effectively, giving
the members a sense of
value in the products.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
5. WEXAS TRAVEL
Brochure Design, Marketing
collateral REbrand/redesign
“ was asked to design
I
pop-up banners to
represent; Africa, The
Far East and Cruise.
Apart from using full-
bleed pictures, the
only guide I had for
photographic direction
was the cover of the
large format brochure.
I realised there was
another element in the
brand. Before it was
about focusing and
defining the viewer.
Now it was about
expanse, a sense of
perspective and space.
This is ultimately what
I sought when sourcing
these pictures.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
6. MITIE Property Services Ltd
ART DIRECTION, DESIGN,
PRINT Production
“ y main role at MITIE
M Hfi brand whilst keeping the
property services Ltd was Mitie brand intact. I used
the design, layout and the photos for the folder
production of folders of cover and dividers. To add
their tender documents for interest to the dividers, I
pitches for new work and monotoned the picture on
tenders with local social the opposite side to also
housing schemes, in this allow for a quote to be laid on
case for Homes for Islington. top. I kept the inside simple
No graphics as such were to accommodate numerous
provided apart from some types of data including
photography taken on a diagrams, testimonials,
digital snapshot camera. The CVs and tables.”
brief only stated to echo the
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
7. MITIE Property Services Ltd
ART DIRECTION, DESIGN,
PRINT Production
“ ITIE were hosting
M glasses; one white and
an event at the Tate one red (apart from
Modern and I was asked being typically offered a
to design the invites. No choice of these at such
graphics were provided events, it would add
so I made up my own more visual interest if
artwork and illustration they were contrasting
and produced several rather than the same.”
designs with a fine art
theme. The chosen
result featured a simple
ink drawing of two wine
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
8. Art Sensus
Typography,
DESIGN PRINT
“ s it's curator led
A
exhibition focusing
on number of artists,
design had to show no
bias to one over the
other (art being a visual
medium as well). Here
I used very pared down
typography with some
adjustments (dot above
the ‘i’ only on first line
of text). I also kept
the colours neutral.
The book cover also
served as the poster
in a larger format.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
9. Paul Gough: Artist
Brand, Typography,
DESIGN PRINT
“
Paul Gough is an at the same time, give
artist specialising in a sense of identity that
World War I art, with a didn't compete with the
permanent collection at artwork. This brand was
the Imperial War Museum. later to be applied to
Loci Memoriae was an subsequent catalogues
exhibition, I was asked to and the website.”
design catalogue for and,
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
10. SCOUT: TRENDS Intelligence
BRANDING TYPEFACE DESIGN,
logo /masthead design stationary
“ have included this
I
piece because it is an
example of typographic
design (typography is
a passion of mine and
essential to my practice
across media of both
print and web). The
client was a trend-
forecasting company.
As their name; ‘Scout’
implied finding
something, I based
the visual approach
on a ‘maze’. I couldn't
find the typeface I was
after at the time so I
designed one myself
based on a grid of
square blocks.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
11. PLANT
ART DIRECTION concept,
ART WORKING PRINT DESIGN
“ lant was an organic,
P
vegetarian restaurant
based in Soho. The reason
I've included this project
is that although I firmly
believe the brief is crucial,
sometimes, if you have a
better idea, you should
speak up. I was originally
given a library of pictures
of fruit and vegetables and
asked to design them into
heart shapes for a series of
posters advertising their
Valentines Day promotion.
I came up with the idea to
use the pictures separately
and take a title from a love
song to represent each fruit
or vegetable:
Baby Love = Baby Sweetcorn
How Sweet it is to be Loved
By You = Strawberry
Close To You = Peas in a pod
It would have been even
better if we made such a
compilation on cd to give to
customers that day!”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
13. Traveller
editorial design, layout, picture
research, artworking, pdf for print
“ raveller is a picture-led
T
magazine with a flexible
but defined grid. The
challenge for each issue
is to offset written copy
against inspirational
images. I have worked on
this magazine at every
stage throughout my
contracts at Wexas.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
14. The Strad
ART DIRECTION, EDITORIAL DESIGN
TYPOGRAPHY
“ e Strad was one of
Th
five classical music
magazines I was in
charge of as Senior Art
Editor. During this
time, I redesigned and
rebranded this magazine
successfully. The old
design (bottom left,
cover and feature) lacked
a distinctive look and
feel. My aim was to
design a magazine that
was visually identifiable
as The Strad. I did this by
creating an idea from
which to guide the visual
direction. This idea was
based on the player/
teacher/instrument as
icon (particularly for the
cover and cover feature,
BEFORE The Cover and cover feature before my redesigned
hence the emphasis on
the name). I also brought
in a craft element
with the drop cap to
reflect the craftsmanship
in violin making/
playing/teaching.”
TYPE DESIGN I designed a typeface (Virtuoso) for drop caps, the 'formula'
above shows how it was created from a combination of 2 typefaces; Sloop
and Caslon
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
15. The Strad
ART DIRECTION, EDITORIAL DESIGN
TYPOGRAPHY
“ e Strad was also
Th
focussed on practical
and theoretical content
as well as inspirational.
For these pages, I kept
the design very clean
and simple and used tabs
on the top of the outer
pages to mark, identify
and find them. The drop
cap was restricted to
features only to prevent
overuse and also to
identify the content
as feature.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
16. SCOUT: TRENDS Intelligence
BRANDING EDITORIAL DESIGN
“ cout was a new launch
S
publication aimed at
the trends forecasting
industry. The final
design was unique.
Working in partnership
with another Art
Director, we realised that
the standard format was
a ring bound folder with
various things stuck in,
much like a scrapbook.
Industry professionals
were still expected to
pay £200 (for the value
of the content rather
than its presentation).
We decided to up the
ante and create a
professionally designed,
hard bound book with
fold out flaps and
samples on posters. This
would not only be better
value for money but also
create something to be
archived and give Scout a
sense of leadership and
value in the industry.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
17. Blueprint
ART DIRECTION, illustration,
DESIGN PRINT
“ was invited to be guest
I
Art Editor on Blueprint
in the absence of the
Art Director. This was
a great privilege not
just for the prestige
of the publication but
also because it was for
their special Athens
Olympic issue. It was
both a highly creative
and challenging role
with a strict deadline.
Shortly after, I was
commissioned to design
a booklet of forward
thinking academic essays
on architecture called
Homes 2016.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
18. YMCA
Editorial design, picture research,
artworking pdfs to print
“ e YMCA Focus magazine
Th
followed a definite grid
so the challenge here
was to ensure it didn't
fall into the trap of
being too prescriptive
by understanding
the nature of the
grid and how to use
it dynamically.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
20. IXXUS
website banners, carousel graphics,
icons and an iphone app
“ joined Ixxus (a data management
I
company) as a freelance designer
(3 week contract) to design
carousel advertising (this page).
This was followed by icon designs
and pitch designs for a iphone
app (see overleaf).”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
21. IXXUS
Logo/icon design
“ was asked to design icons
I
for 2 new products; Digital
Asset Management and
Digital Media Annotator.
Both were designed in a
simple graphic style. With
a longer contract, I would
Digital Asset
rather have redesigned the
Management
whole set with a unified
visual approach that kept
them under the same brand
umbrella whilst at the same
time differentiating them
with a graphic device (e.g.
colour). Adobe is a good
Digital Media Annotator
example of one brand with
many products that are still
identifiable as Adobe.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
22. IXXUS
website banner
carousel graphics
“ xxus was extending
I
its products to the
publishing sector
(particularly with the
increased use of the
ipad/tablet). I designed
both the graphics for
the ‘Future of Publishing’
conference and the
‘Ixxus in Publishing’
information page.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
23. IXXUS
iphone app for OECD
‘Better Life Index’
“ xxus was pitching the
I
development of an
iphone app to the OECD
for their ‘Better Life
Index’ tool. The OECD
wanted the app to mimic
their website (see left)
with the use of the
‘flower petals’ (where
each petal represents
an area; Housing,
Education, Health etc).”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
24. IXXUS
iphone app for OECD
‘Better Life Index’
“ e OECD wanted the flower
Th
petal feature to carry through to
the iphone app. Whilst designing
the screen I noticed the petal
device to be quite cumbersome
for such a small screen. It
sacrificed the information
(content) which is the main
purpose of this app. Also, the
petal came from the logo, I'm not
keen on re appropriating a logo design problems whilst doing None are better than the others “ coined a phrase whilst
I
as a tool especially when it is to so. I used the designed screens but they do demand a different working on this project as
represent factual information. to indicate these problems and approach to the content; one that regards to re appropriating
It not only dilutes the logo recommended that a different embraces both the capabilities, the petal function: If it’s to
and makes the information solution be sought that not only function and audience.” quirky, it won’t worky.”
seem frivolous. Nonetheless, worked with a smaller screen
I presented the possibility, but also took advantage of the
indicating you could only display mobility of the media. A book
3 items at time and would have presents different qualities and
to scroll for the rest. I presented capabilities to a website and
what was asked but came across a website to a mobile phone.
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
25. WEXAS
website rebrand redesign
User interface design
“ fter spending months
A
designing brochures and
partaking in the rebrand
of Wexas (luxury travel
company) I was asked to
redesign the company
website and implement
the new brand. The home
page features a rotating
carousel of inspiring images
in a widescreen format
with a clickable map in the
top right. As the website
is content rich, I designed
the information below
in bitesize pieces with
a newspaper-like grid.
Overall, I needed to keep
the site very clean and
white; a huge challenge
with so much content and
an overall aim to increase
memberships and book
holidays.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
26. WEXAS
website rebrand redesign
User interface design
“ e clickable map on the
Th “ scrolling tab stayed on the
A
top right hand side (see left hand screen (scrolling
previous page) opens up to down with the user). This
reveal a world map to offer device is constant without
customers a more visual taking up valuable screen
way of navigating to their space. The tab opened up an
chosen destination. It’s enquiry form.”
designed to accommodate
both customers that know
where they want to go and
ones that want to browse
and explore.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
27. WEXAS
website rebrand redesign
User interface design
“ e top navigation (above
Th
the blue bar) opened out
to a full menu to reduce
the number of clicks
whilst bringing products
to the forefront.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
28. WEXAS
website rebrand redesign
User interface design
“ e Region and Country
Th
pages had to accommodate
a lot of information. To
keep things clean and
clear, I greyed the inactive
items on the left hand side
and used the right hand
side for maps, graphics
and articles relating
to the central content.
The central information
included an introduction.
This was followed by
further navigation. I used
an accordion design for
this to save space, reduce
clicks and allow the user
to read some blurb before
clicking so that they would
go exactly where they want
and always be in control.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
29. WEXAS
website rebrand redesign
User interface design
“ e product pages dispensed with
Th
the widescreen carousel to fit
content-specific imagery and active
navigation (print page, tell a friend,
add to favourites etc).”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
30. BRITARt
web design, navigation
Branding
“ e britart website
Th to indicate the work has
was conceived as an been sold. When used for
online gallery where navigation in different
people could buy art. colours, it resembles a
The website was kept paint colour palette.”
simple so that the
focus would be the art
(much like white walls
in a gallery). The logo
has a red/orange dot.
This was inspired by
the circular orange
sticker used in galleries
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
31. THE BRITISH FILM INSTITUTE
ART DIRECTION, PACKAGING DESIGN, WEB
DESIGN, PRINT DESIGN ANIMATION
“ e Bfi asked for an
Th
interactive cd-rom to
be designed for use
live in the classroom.
The project was called
‘Screening Shorts’ and
was based around
a series of short
animations and films.
I decided to use the
‘colour bar’ as shown
on tv as a theme to
unite all the different
genres. This was a
multi-media project
that involved web
design, print design
of work sheets to be
downloads and printed
for the classroom and
animation and film.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER
32. CIPD
online branding, sub-websites,
banner designs Content Architecture
“ e CIPD was one of my first
Th
website clients at cScape.
I designed individual graphic
elements as well as sub
brands; The Irish Branch and
the National Conference.
Working with a client with
such a vast website was
invaluable experience in
navigation, sub-brands and
online identity.”
KELLY-LAILA AL-SALEH | SENIOR DESIGNER