Design Portfolio

Haley Van Heel visual communication guru

Visual Merchandising GUIDES

SPRING // SUMMER 2014

SS14 Apparel Visual Merchandising Guide Spring / Summer ‘14 Caterpillar Lifestyle Retail Directives Implemented the first apparel visual merchandising catalog for the international Caterpillar monobrand distributors illustrating how the merchandise can be assorted. Guide presented at semi-annual sales meeting to educate and influence their buy. Guidelines, definitions of terms, map of hotspots and folding instructions included in this 44 page guide. Displays designed using Adobe Illustrator and InDesign. Photography styled at lifestyle monobrand photoshoot. Wrote copy.

APPAREL VISUAL MERCHANDISING GUIDE

Apparel Basic Folds Illustrated Illustrations in all Visual Merchandising Guides

Illustrated step-by-step instructions visually to provide consistency in folding techniques among our multi-national distributors. Designed using Adobe Illustrator.

AW15 Apparel Visual Merchandising Guide Autumn / Winter 2015 Caterpillar Lifestyle Retail Directives Designed the 3rd visual merchandising catalog for the international Caterpillar monobrand distributors illustrating how the merchandise can be assorted. Guide presented at semi-annual sales meetings to educate and influence their buy. Planned photoshoot and edited mannequin images for suggested styling options which were added to the guide this season. 42 displays - 3D nesting tables and wall bay assortments designed for both our summer and winter season distributors in this 110 page guide. Displays designed using Visual Retailing Mockshop, Adobe Photoshop and InDesign. Wrote copy.

SS16 Apparel Visual Merchandising Guide Spring / Summer 2016 Caterpillar Lifestyle Retail Directives Forth apparel visual merchandising catalog for the international Caterpillar monobrand distributors illustrating how the merchandise can be assorted. Guide presented at semi-annual sales meetings to educate and influence their buy. Planned, styled and edited mannequin images to show options. Added denim display layout and execution as well as outerwear wall bay directives in this guide. Displays designed using Visual Retailing Mockshop, Adobe Illustrator, Photoshop and InDesign. Wrote copy.

Window DISPLAYS

AW14 Window Displays Carpe Denim Window Denim window concept to encourage consumers to “Seize the Denim.� Built the display for our AW15 Sales Meeting so distributors could see how the window looks in reality. Additional displays were designed for the season: Modern Utility womens focus, Timeless Style - Heritage apparel focus, and Urban Utility - luxury industrial design collection.

Modern Utility Window

Timeless Style Window

Urban Utility Window

SS15 Window Displays Leave Your Signature Campaign- Denim focus Denim, being a key business driver, requires a major marketing effort every season to maximize sales. The Leave Your Signature campaign was inspired by Cat Apparel’s authentic denim construction and unique signature details that make the denim stand apart from the rest such as the yellow rivets, the profile stitch and the triangle bartack at the sideseam... as our consumers are one-of-a kind, this in turn relates to them on a personal level.

Our Panama and Peru distibutors implemented this window, versions seen on right page, in their 27 stores- Panama increased their denim sales 22% during the campaign.

SS15 Window Displays Urban Warrior Campaign - Technology focus Inspired by the Urban Commuter, the window is aspirational featuring sharp elements to evoke a sense of cutting edge design and modernity. This consumer is equipped for the city and spends a little more money to get long lasting, quality apparel which is functional, but does not sacrifice personal style.

AW15 Window Displays 6 Window Concepts, 3 Initiative-focused Collaborated closely with Cat Footwear (Wolverine Worldwide) to design 6 compelling and easily executable window displays to support and drive marketing initiatives and lifestyle photoshoot campaign. Created a survey for monobrand distributors to gather input. Designed these keeping their needs in mind. All campaign materials compiled in the Monobrand Retail Guide for a one stop, all inclusive guide for ease of use.

Back to School Window

Technology Window

Waterproof Window executed in Multiplaza Mall, Panama City, Panama.

Break New Ground Window

Holiday Window

Stitch to Finish Window

Stitch to Finish Window executed in Colombia.

Sales Meeting DISPLAYS

SS15 Sales Meeting Displays Plumber Pipe Fixtures with Laser-Etched Wooden Signage Used Plumber Pipes to create freestanding fixture to hang all denim washes. Designed and sourced laser-etching for wood signage.

AW15 Sales Meeting Box Wall Display Wall of Boxes with Vinyl Clings Concept created independently with tight deadline. Box wall designed in Adobe Illustrator. Physically built and executed display in 5 hours.

SS16 Sales Meeting Displays Break New Ground Window and Props Designed and Installed window display to show distributors how easy it is to execute a window design in various formats. Transparent acrylic cubes used with vinyl clings as props. Distributors were pleased we listened to their survey responses and delivered an attractive prop element that is reusable and cost-effective.

SS16 Sales Meeting Displays Black and White Story focal point at entrance

Styling

Laydown Riggs for AW14 Apparel Collection Styled grouping of accessories and apparel for catalog pages In collaboration with marketing graphic designer, based on the consumer profile for each collection offered in apparel, planned out accessories and various objects to portray what you may find in the pockets of these specific demographics of consumers.

Heritage 1904 Consumer

Womens Consumer

Street Consumer

Legendary Raw Consumer

Urban Commuter Consumer

Womens Consumer

SS16 Mannequin Outfits - Men

SS16 Mannequin Outfits - Women

Apparel DESIGN

Fashion Design Tesla Spring / Summer 2014 Leisure Line As my first assignment working for Summit Resource International, I was given the task of designing about 30 garments based on the clients specifications. Used specific details inherent in the electric cars’ design DNA and incorporated the into the apparel features such as carbon fibre textures in the vented underarms.

Thesis Show Fashion Design, Textile Design and Branding I designed a women’s Ready-to-Wear fashion line including 8 spring/summer looks, 7 textile designs and created an identity system for my own fashion house. All the textiles and 4 of the designs were produced for the photoshoot. I then art directed and styled the photoshoot.