Luke Clark, Fall 2023

Digital Graphic Design and Advertising

Luke Clark PORTFOLIO

What’s Up! I’m Luke.

I’m the advertising graphic designer and web design aficionado you’ve been looking for. My creative journey revolves around cooking up fresh, out-of-the-box digital campaigns and breathing new life into brands through rebranding. I find inspiration in the unconventional and the unique. I’m always up for taking creative risks to make the magic happen.

As a young and passionate designer, I approach each project as a thrilling adventure in creativity. Art isn’t just a hobby; it’s my all-encompassing passion. I feel incredibly fortunate to be able to do what I love and make it count.

Every project is an opportunity to turn imagination into reality, and I’m here to make sure it’s not just visually appealing but also profoundly impactful.

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01. LA Fitness Academy LA Fitness Academy (LAFA) is a unique, fictional sub-sector within LA Fitness designed to enhance employees’ understanding of the company and fast-track them to a management role. LAFA offers a two-year program for full-time employees, combining foundational fitness training in the first year with specialized training and certifications in the second year. Participants continue to receive their full-time salary and bonuses for certification accomplishments, contributing to the growth of both individuals and the company.

ADVERTISING CAMPAIGN

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Mood Board

Creative Brief The Problem

Target Audience

The company is striving to tackle several challenges.

These include addressing the need for enhanced growth and development opportunities from management, ensuring livable wages for its employees, and improving overall employee retention rates.

Gender Distribution: 44% women, 56% men among LA Fitness employees.

Salary Range: A majority of employees (54%) earn $25k-40k annually.

Employee Tenure: 41% stay less than 1 year.

Age: 61% of the workforce make up is 20-30 year olds.

Competitors

Campaign Outcome

Anytime Fitness

They discover a competitive wage, room for growth, and solid management support.

They undergo training in ethical membership sales.

Planet Fitness Gold’s Gym Lifestyle Family Fitness

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Thumbnails & Logo

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Landing Page

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Instagram Carousel

Facebook Post

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Landing Page

02. Weft & Warp Weft & Warp Art Bar + Kitchen at Andaz Scottsdale Resort & Bungalows seamlessly blends contemporary American cuisine with Southwestern art and culture. The restaurant and bar features a chic modern design, chic patterns and a curated selection of craft cocktails.

At Weft & Warp, the decision to revamp the cocktail menu and coasters is part of a strategic initiative to enhance the guest experience and align with the restaurant’s brand identity. The redesign features acrylic sketches that encapsulate the modern essence of the establishment, mirroring its artistic style.

DIGITAL DESIGN

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Menu Illustrations

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Menu Designs

Classics on A Twist

Herb and Grain Rye whiskey Yellow chartreuse Sweet vermouth Orange 18

Penicillin

Inverted Vesper

Scotch Honey Ginger Lemon

Vodka Lillet Gin Lemon

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See You Amaro

Giribaldi

Rye whiskey Berry Amaro Orgeat Lemon

Campari Rose Water Orange Juice Fluff

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Coaster Designs

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03. La Fetta Pizzeria La Fetta, once a mom-and-pop Italian pizzeria for all, noticed declining business and decided to rebrand. They are now focusing on targeting a younger, art-centric audience, prioritizing community and art. Using social media and strategic promotions, their goal is not only to meet financial targets but also to cultivate a loyal community centered on art and inclusivity.

They are Inviting individuals to be part of the #FettaFam and connect with the chef fostering a strong sense of inclusivity and curiosity.

ADVERTISING CAMPAIGN

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Art Direction

USP

#decc9b

# 647a56

Avenir

#5c1b01

#fa8a6

Creative.

Badass Chef.

Family.

Target Persona

LIAM JONES 24 Years Old $69k Income Challenges: Liam has started to see a shift in his life where college life of going out and getting wasted is getting to be too much for him, he doesn’t know how to tell his friends he doesn’t want to go clubbing anymore.

Pain Points: One way Liam could still go out and keep his friends happy with going out and drinking is suggested to go to La Fetta every other weekend instead of going out to a dive bar or club.

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Motivations: Motivation for Liam will come from personal testimonies about La Fetta and education of what they can offer.

Landing Page

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Instagram

First Email

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Second Email

04. Simplr Explore Simplr, a fictional tech firm known for top notch tech products. This project features two landing pages designed to collect user info through a form, giving them access to exciting free icons!

WEB DESIGN & ICONS

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Sushi Icons

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Sushi Landing Page

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Bank Icons

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Bank Landing Page

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05. Documentary Poster In this project, I was tasked with designing and promoting a poster for the documentary Joining Degree, Breaking Limits. The documentary tells the remarkable story of a college-level women’s rugby player securing sponsorship from the company, Degree, during her time at Grand Canyon University.

DIGITAL DESIGN

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Poster Evolution

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