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Kelly-Laila Al-Saleh | Senior Graphic Designer




            SAMPLE PORTFOLIO
                                                 Print Design
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
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
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
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
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
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
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
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
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
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
Kelly-Laila Al-Saleh | Senior Graphic Designer




            SAMPLE PORTFOLIO
                                                 Editorial Design
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
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
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
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
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
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
Kelly-Laila Al-Saleh | Senior Graphic Designer




            SAMPLE PORTFOLIO
                                                 Web Design
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
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
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
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
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
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
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
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
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
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
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
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
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

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KAS Folio-2012-latest

  • 1. Kelly-Laila Al-Saleh | Senior Graphic Designer SAMPLE PORTFOLIO Print Design
  • 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
  • 12. Kelly-Laila Al-Saleh | Senior Graphic Designer SAMPLE PORTFOLIO Editorial Design
  • 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
  • 19. Kelly-Laila Al-Saleh | Senior Graphic Designer SAMPLE PORTFOLIO Web Design
  • 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