Lucy Graphic Design Portfolio

DESIGN

PORTFOLIO Print & Digital Skill Sets

HAVE A BROWSE INSIDE & SEE WHAT I CAN DO: Events | POS Design | Packaging | Illustrations | Patterns

A QUICK NOTE WHY DESIGN? I’ve always been a visually creative person with a lot of ideas and self-motivation.

This has developed further since I’ve trained in different Adobe programs and learnt strategies & design disciplines in order to target a specific audience.

Lucy Metcalfe Lead Graphic Designer

CONTENTS DESIGN EXPERIENCE Three Business Areas I’ve Designed For: 06 Small Business - Coco di Mama 08

Packaging - Baci di Mama

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Merch - Tote Bags

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POS Design - Photoshoots & POS

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Marketing - Bounceback Cards

16 Medium Business - Digital Space 18

Events - Event Stand

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Marketing - Document Design

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Social Media - LinkedIn Posts

24 Startup Business - Montem Argenti 26

Brand Design - Branding and POS

ILLUSTRATION GALLERY 28 Patterns, Digital & Pencil Drawings

CONTACT 30 Want to Know More?

Coco di Mama A SMALL FOOD BUSINESS - PASTA-TO-GO

WHAT DO THEY SELL?

MERCHANDISE | POS DESIGN| PACKAGING | CARD DESIGN

Coco di Mama is predominantly a to-go business that sells a variety of pasta. They have also launched salads, sandwiches, egg pots and other breakfast & lunch items.

TARGET AUDIENCE? Mainly office workers, and pre-covid Coco had a lot of success with this audience. This is still a factor, but the aim is to branch out to capture leisure customers as well.

Since more people are in a hybrid working scenario, instead of full office weeks - this has made Coco re-think their approach. Targetting shoppers looking for a chilled sit-in lunch is now also the focus.

LOCATION(S)?

There are 13 London stores, including; Canary Wharf, New Street Square and Liverpool Street Station. Reading is the current regional store, with plans to branch out to other regional locations.

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Coco di Mama BACI DI MAMA - BISCUIT PACKAGING

BRIEF

MERCHANDISE | POS DESIGN| PACKAGING | CARD DESIGN

The team needed a packaging design that kept in-line with the current brand colours, but had a stripped back approach - to not feel too busy when sat on top of a Coco di Mama coffee cup.

CHALLENGE I presented two colour-way options, one with a coral background and one with a beige background - leaning towards to beige.

SOLUTION I leant towards the beige background and this is what was approved and printed (as pictured).

This decision was due to the coffee cup design being beige with a black lined pattern and a red highlight.

The Coco coffee cup design is quite busy, so pairing it with a stripped back beige design with a pop of coral, with the Coco cup icon in black - It worked as a good pairing.

The Coco cup is pictured on the right (middle) for reference.

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Coco di Mama MODEL STORE MERCHANDISE - TOTE BAGS

BRIEF The team asked for a tote bag design that utilised the ‘Coco di Mama style’ of line work. It needed to be something that could be used by a customer for everyday wear. They also requested a coloured/patterned variation in the initial concepts to decide whether that was needed additionally, to cater to different customer styles and preferences.

MERCHANDISE

CHALLENGE The Coco line work style is very simplified when used in iconography, and this needed an element of detail - deciding how much was the challenge.

SOLUTION The design on the left is the final tote bag design, this is due to it being on-brand with Coco’s line art style.

It is the right level of simplicity in comparison with the icons used within the business, and represents what is mainly sold at Coco di Mama - without it being too brand focussed.

The other options created for this brief are shown on the right.

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Coco di Mama PHOTOSHOOTS & POS

BRIEF All stores had autumn/winter and Christmas launches coming in October and November, I was asked to lead on the visual direction of this photoshoot.

The goal was to have food as the focus, with a hint at luxury and enjoyment.

CHALLENGE

POS DESIGN

Quick thinking was needed on shoot day, when food items didn’t work as well in crockery compared to Coco packaging. The initial plan was to go down the crockery route, to show the food as more than just a to-go product and encouraging people to sit in-store.

SOLUTION Showing enjoyment of the food items with hands in shot, taking a fork-full of food - about to take a bite.

These images then needed to be tweaked in editing to enhance the lighting and allow the food items to shine as the focal point.

PREP WORK

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Canary Wharf Display Screen A moving lasagne GIF created in Photoshop

In order for this photoshoot to go smoothly, I organised the three day shoot with a shot list, food list, and sketches of how each photo needed to be set up on the day. I also put together a prop list, sourcing the additional items that sat behind the food - as well as setting up the table with props, curtains and table texture before the food was added into shot.

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Coco di Mama BOUNCEBACK CARDS

BRIEF For the Reading store re-launch event, the brand team needed cards to hand out to provide an extra incentive for people to return.

CHALLENGE With this being a key part of the plan to encourage people to re-visit the store, this needed to stand out and have a fun aspect to it.

CARD DESIGN

SOLUTION This was achieved using pasta icons, a coral panel for the QR code, and the coco pattern on the front.

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Digital Space A MEDIUM CORPORATE BUSINESS - CLOUD SPACE SOLUTIONS

WHAT DO THEY SELL?

EVENT BACKDROPS & DOCUMENT DESIGN | SOCIAL MEDIA

Digital Space is a leading technology platform & cloud-first solutions provider focused on enabling change for customers.

TARGET AUDIENCE? Other businesses, mainly targetting people in their 40’s to 50’s.

LOCATION(S)?

Telford, London, and Newark.

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Digital Space EVENT STAND BACKDROP

BRIEF This design needed to be printed on a large scale for an event backdrop to promote the digital services provided

by Digital Space.

CHALLENGE

EVENT BACKDROPS

Making the visuals stand out and capture the attention of passers by was a challenge - seeing as we had exhibited at this event the year before. Other stands had very similar visuals heavily using photographs with text.

SOLUTION A structured layout with the key information on the left, outlining why Digital Space was at the event, and what they provide.

There was also a fair amount of text provided, so I structured this into sections on the right.

This approach was to guide the reader through the design - and not making it look cluttered/off-putting to read.

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Digital Space DOCUMENT DESIGN

BRIEF Sales and Marketing put the text together for these documents, and then they came to me to design and make them easy to digest for the reader.

CHALLENGE

DOCUMENT DESIGN

The target audience for Digital Space are mainly people from 40-50. With this audience in mind (plus they are usually high up in the business being sent these), the key points needed to be made clear.

SOLUTION Documents like these are usually skimread for the key details, and my job as the designer was to pick these out and add visuals to make that data clear.

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Digital Space SOCIAL MEDIA DESIGN

BRIEF All aspects of the business needed to be communicated via Social Media.

This included sharing partners’ services, events we attended or exhibited at, and information about the cloud.

CHALLENGE Initially, the base style for Social Media was very simple, and the teams goal was to get the information out to customers.

SOCIAL MEDIA

SOLUTION The overall style is consistent and conveys the message (using text provided) in a clear and direct way. This has been achieved by highlighting key words in teal or underlined, along with the use of isometric icons and visuals.

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Montem Argenti A STARTUP JEWELLERY BUSINESS

WHAT DO THEY SELL? A mix of jewellery made with seaglass, enamels and sterling silver.

BRANDING | ILLUSTRATION | EARRING CARDS | BUSINESS CARDS

TARGET AUDIENCE? Mainly targetting people in their 40’s and above.

LOCATION? The Scottish highlands.

THE FOUNDER? Karen has been developing her skills for over 10 years, working in many different jewellery processes to get to where she is today.

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Montem Argenti BRANDING & POS

BRIEF

BRANDING | ILLUSTRATION | EARRING CARDS | BUSINESS CARDS

A small business looking to expand on brand awareness, getting the business out to more people - whilst also looking professional. The brief was a set of branding, name creation for the business, and printed marketing materials and cards to promote the jewellery.

CHALLENGE With this being a small buisness and being featured at craft fairs - the designs needed to appeal to a wider audience than the usual target audience.

SOLUTION A simple approach, not too busy and a bright, engaging complementary colour palette of greens and purples.

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Illustration Gallery Digital and Pen/Pencil Artwork

Character Artwork - Ruby

Elephant Sketch with Pencil & Fine Liner Pen

Rose Pattern For This Portfolio

Pencil & Fine Liner Flower Birthday Card

Group Character Development Artwork

Octopus in Pencil & Fine Liner Pen

Digital Pattern Created on iPad Mocked up on fabric 28

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Want to Know More?

And find me on LinkedIn!

INTERESTS

• • • • •

Action or romance books Exploring new cities Baking something delicious Sketching or painting Visiting local bakers or restaurants

CREATIVE | EXPLORER | FOODIE | BAKER | BOOKWORM

Exploring somewhere new is very exciting, especially diving into the local dishes and experiencing the culture.

Uganda is by far the most eye-opening experience I’ve ever had, and the landscapes there are absolutely beautiful!

Copenhagen, Denmark

CONTACT • LinkedIn: https://shorturl.at/DHILQ

Malmo, Sweden

Copenhagen, Denmark 30

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HAVE A BROWSE INSIDE & SEE WHAT I CAN DO: Events | POS Design | Packaging | Illustrations | Patterns