GABBY ALLEN
SAMPLE PORTFOLIO
Rise Look & Feel Lead Creative: Mark McIntosh Art Director & Designer: Gabby Allen
The Brief Working with Mark’s brand vision and Cassie’s initial copy writing, I developed the colors, iconic patterns, layout design rules, tone of voice, illustrative style, photographic style, and typographic treatments. One of my main priorities was producing comprehensive guidelines so that other designers could understand and execute artwork. In addition, I have confidently provided art direction between different squads and departments, as well as being the primary designer for all Rise content, be it digital or physical.
Agile Career Hub Art Director: Gabby Allen
The Brief A massive initiative for the Culture and Comms Squad was the Agile Career Hub website, a comprehensive site that needed to guide approximately 1,500 people through the application process for our agile transition at TWG. My initial role was to create buttons and upload photos to help the webdev team save time. However, after seeing the site as it was initially planned, I challenged my peers to push for the best user experience, considering our user journeys and what creative solutions we could find that would make the navigation feel easier for our customers. In the end I developed the new wireframes and built a compelling site within the strict limitations of our internal careers backend.
TWG Agile Introduction Animation
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Chapters give experts in a particular discipline an opportunity to talk about how their jobs should be tackled or evolved to best contribute to their squads.
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A Chapter is led by a Chapter Lead. They’re responsible for the capability building, coaching and performance of all of their chapter members within that specific discipline.
Agile Structure @ TWG Animations Capability building
Coaching
Buyer
Buyer
Buyer
Buyer Logistics
Buyer
Buyer
Buyer
Marketing
Marketing
Marketing
Marketing
Designer
Designer
Art Director: Gabby Allen Chapter Lead Marketing
Designer
Marketing
Designer
Marketing
Designer
Marketing
The Brief
Designer
Designer
Ops
Squad
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Ops
Squad
Ops
Squad
I led a team of three animators
Ops
Squad
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Like a Product Owner, they do this alongside their duties as a squad member.
Designer
Performance
Ops
Ops
Ops
Ops
Squad
Squad
Squad
Squad
through the development and
In most cases, there are a number of chapters whose disciplines naturally group together. These are called Chapter Areas.
completion of four informative animations, with three more currently in the works. For the first video, Buyer
Leadership Squad
Set the business strategy and vision for TWG and its Brands, resourcing the strategy through the QBR process
Stores and Sales
TWL/WSL/NLG Stores
TWG Business
Services
Op Units
DCs, FCs, Transport
Sourcing Offices (India & China)
Marketing
Buyer
Buyer
Buyer
Enabling Tribes
Marketer
Designer
Marketer
Torpedo7 Designer
Designer
Designer
Designer
Ops
Ops
Ops
Ops
Squad
Squad
Squad
Squad
The Market Standalone Brands
Customer Mission Tribes
Support Functions
Marketer
Marketer
Marketer
Designer
Designer
Designer
I worked with my squad to refine the Store Ops
Store Ops
Store Ops
Store Ops
Squad
Squad
Squad
Squad
scripts, lending my writing skills and collaborating with our content leads
1-Day
Customer Journey Tribes
Buyer
storyboards with a freelancer,
Customer Care Ops Marketer
Buyer
after developing the initialChapter Area Marketer
Buyer
Buyer
to create an engaging VO. After that
Animation Comments: Change from scene 30 to this..
I revisited the storyboards myself, revising them and adding clarity to the artwork complete with detailed animation notes. We succeeded together at creating a core piece of informative material that engages our audience on our new structure. Watch now
Workplace @ TWG 1 Year Anniversary Art Director: Gabby Allen
The Brief During the COVID-19 pandemic, the company use of Workplace increased by 60%. In order to connect with this new audience, I was called in to create a campaign that both celebrated the anniversary of adopting the system and informed new users of the app’s features. I based the illustration style on Workplace’s brand style to make sure it stood out from our normal communications, and worked on the copy writing with our squad content leads, also interfacing with Troy on proper Maori translation.
The Warehouse Illustrative Style Proposal Creative Lead: Mark McIntosh Illustrator: Gabby Allen
The Brief Working with Mark, I was challenged to put together a style proposal for The Warehouse’s new illustrative style. While the design did win the approval of the client, due to my other position obligations the project was shifted to a freelance artist.
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Giveit Illustrative Style Proposal
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DATE CREATED - AugusT 30, 2019 9:38 AM
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Creative Lead: Mark McIntosh Illustrator & Designer: Gabby Allen
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The Brief The client requested me specifically to work on this project after seeing
giveit-contact-sheet DATE CREATED - AugusT 30, 2019 9:38 AM
SOCIAL
my work on the initial Warehouse illustrative style proposal. My task was to refocus the previous artwork to a new loyalty initiative, Giveit. My artwork was used in several stages of user testing, and I collaborated with Mark at across the life of the
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project to update and iterate the artwork for further testing. While the style eventually changed, I was still included to assist the new illustrator and launch the beta.
Warehouse Stationery: Black Friday 2019 Creative Lead: Smeta Chhotu-Patel Illustrator & Designer: Gabby Allen
The Brief Knowing my technical skill with the program Illustrator, Smeta gave me a creative mock up and a stock image neon alphabet so to create four versions of the campaign artwork. Once the artwork was completed, I was also tasked to complete the entire campaign, using animation throughout. Materials produced include an interactive web skin on the homepage of the NZ Herald, twelve EDMs, a suite of animated digital advertisements, and point-ofsale posters.
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Torpedo7: Clothing Label Icon Set I NEDI G H T L I G HW TW TNT R E SSIO SF TA TO U C H
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Creative Lead: Mark McIntosh Illustrator: Gabby Allen
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After raising my hand for more
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illustrated for Torpedo7’s clothing
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Head of Brand, I added clarity and consistency to T7’s fabric tags and other promotional packaging.
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brands while working closely with the
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Warehouse Stationery: Mother’s Day 2019 Creative Lead: Smeta Chhotu-Patel Illustrator & Designer: Gabby Allen
The Brief My first creative-level brief at The Warehouse Group. With the creative team stretched thin, they came to Production and asked if any of us were good at illustrating. I raised my hand, and after being briefed in by Smeta and after rounds of revisions (the biggest being redoing the illustration in a different color scheme), this artwork was approved and used to promote WSL’s Mother’s Day Campaign. Additionally I was responsible to complete all digital
HUNDREDS OF MOTHER’S DAY GIFTS IN STORE
ads, a mailer call-out graphic, as well as point-of-sale posters and toggles.
Like what you see? Contact me!
eurogabby@yahoo.com