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This is the creative portfolio of Rachael Lusmore. It contains a diversity of projects that span product ideas and conception to full retail concepts and style guide design.

National Trust - For ever, For everyone

Working on a variety of projects for the National Trust that ranged from pattern research and development drawing on the details of some of their most famous properties as well as concept ideas for toiletries and in store retail displays.

Pattern | Research | Retail | Packaging


Toiletry Concepts for Hankyu

Retail concept for Wyevale

Toiletries concept for Boots

Country Living Collection -For JohnLewis Working on the product look and feel of a lifestyle range of products for the home and garden. Developing the styling and mood as well as working on and a range of prints that could be used successfully across packaging and product.

Pattern | Homeware | Moodboards

Country Lifestyle Moodboard

Patterns and finished products

Fiat 500 - Style Guide This project involed creating the look and feel of a wide range of lifestyle products that were based upon the Italian heritage and iconic styling of the well known and much loved Cinquocento. This involved designing the branding, packaging and products for the ‘500 collection’ and compiling this into an inspirational style guide for licencees.

Style guide | Packaging | Branding

Womens Moodboard

‘500 Collection’

Apparel & Accessories

Hershey’s Chocolate Creating a new and fresh approach to the existing licenced product that already existed in America, the brief was to design new product categories across apparel, homeware and toiletries for Asia. The designs were inspired from and built on the rich heritage of the brand, using old archival imagery from packaging and advertisments and a Varsity theme that worked well for clothing and ‘Team Hershey’. Licensing | Clothing | Homeware

Varsity branding

Cookies ‘n Cream Body Range

Hershey’s Kisses Designed a series of unique patterns that could work on a number of product categories and packaging for their brand extension programme, they immediately become synonymous with the brand and target a more feminine audience that associates with the brand. The iconic conical shape also lends itself well to jewellery and homeware.

Pattern | Jewellery | Apparel

Toiletries and jewellery

WWF - Apparel Style Guide Product and apparel concepts for the Wildlife charity, WWF. Creating assets that can be licensed for babywear, childrenswear and adults to be pitched to a host of high street reailers, and subsequently winning a contract with Mothercare. Using a variety of illustration styles for each age group and developing associated products and packaging. Style guide | Illustration | Apparel

Apparel Style Guide

jungle artwork

CHAPTER 3 — Secondary elements


3.3 Wild stories

Tone of voice

WWF is involved in a far greater depth of issues than the average consumer is aware of. Brand extension and licensing provides a great platform to educate people on the extensive breadth of activities that WWF is part of.

Written communication about WWF on packaging and products (e.g. books, greetings cards and calendars) should reflect our core brand values. Wild Stories and other messaging should contain a blend of the following attributes:

We have compliled a list of “Wild Stories” relating to three WWF topics:

Knowledgeable: science based facts, wise, smart, intelligent, expert

1. Species 2. Places 3. Global Issues

Optimistic: inspiring, positive, ambitious, successful Determined: passionate, urgent, results-orientated

The length and style of stories and facts has been carefully considered to reflect the WWF tone of voice and provide a flexiblle collection for licensees.

Engaging: open, available, accessible

b WWF will decide on which icon will be W Stories highlighted on products. Ensure the Wild nk to the key area that the product relates rel link to.


e Tur


Diidd you k


WILD STORIES Marine Turtle T


Mari n on ea e turtles h rt milli th for m ave surv o io iv o wate n years re than 10 ed rs , Ther and coa living in 0 e st o mari aree seven al habit pen a n u r le, species o ts. rt migra e tu m f kilom tee for tho any of w h u ocea etres – ev sands of ich ns – en acr bet nesti ng gro ween fe oss entire edin unds. g and

WILD STORIES Mountain Gorilla



Illustration for men’s apparel

Mens T-shirt Designs

Peanuts - For Urban Outifitters

Packaging designs for Charles M. Schulze’s famous Peanuts comic strip for a product line in Urban Outfitters. Using scaled up halftone imagery from the early vintage cartoons and showing the characters in their original line drawing state gave this brand the cool edge it needed.

Packaging | Guidelines | Apparel

Jelly Belly - Style Guide Refreshing the packaging for the jelly bean brand and designing templates across food and toiletries. Creating a set of rules that could define flavour and product category and using clean flat graphics to modernize the brand.

Food | Toiletries | Packaging

Kids Clothing Illustrations

Food and Gift Packaging

Oasis- Be Fruit Branding and artwork for the licensing style guide of a French drinks brand, Oasis. Drawing on the personalities and french humour of the drinks associated characters from the advertising and packaging

Branding | Packaging | Style Guide

Logo lockup and style guide pages

Point of display and product design

Character lockups

Cosmopolitan - For Argos Product and packaging concepts for Cosmopolitan developed for Argos and Superdrug. Building on the magazines mantra of “fun, fearless, females� the bold, graphical prints were developed on a seasonal basis and could be translated across a range of products from electricals to beauty.

Packaging | Sesaonal Trends | Marketing

Product Concepts for Argos

‘Good Hair Day’ booklet to go with hair care range

Jane Packer - for Debenhams

Brand extension concepts for the international florist shop and school, Jane Packer. These concepts were developed for a home range in Debenhams along with prints that could work across branding and packaging as well as visualising new lines of products

Branding | Textiles | Seasonal Trends

At Home


Swing tags and repeat patterns for Home Range

At Home


At Home

At Home



Home Fragrance

Product for Home Range

Bedding Concept for Home range

Flotsam & Jetsam A personal art and craft project derived from my love for the sea, which turned into a small business called Flotsam and Jetsam. Inspired by the found nature of the coastal debri in my hometown in Wales, I wanted to create art and design pieces using a range of experimental media from photography, print, paint, textiles and wood.

Art & Craft | Textiles | Painting | Wood

Bloomsbury Art Market, London

love, life, surf

Flotsam and Jetsam products


Multidisciplinary designer with creative flair and a keen eye for detail, specialising in brand guidelines, illustration, packaging and retail concepts. A keen sense of current affairs and trend orientated social & cultural issues is at the root of my passions in design. Specialities Illustration, packaging, surface pattern and branding Education 1st Class Hons in Graphic Design at Nottingham Trent University 2003-2008 Foundation in Art and Design at The University West of England 2003 Straight A student with 4 Alevels and 10 GCSE’s Chepstow Comprehensive 1997-2002 Exhibitions Best in Class - The National Centre for Contemporary Craft and Design, Lincoln 2008 Green Award - British Sky Broadcasting 2008 Future Talent Award- Futurebrand, London 2007

Creative Skills • Style guide design and development • 3D Retail space and POS • Product and Apparel design • Seasonal Trend Research • Illustration • Surface Pattern • Creative flair and a love for beautifully crafted design Technical Skills • Adobe CS5: Illustrator, Photoshop, InDesign • Vectorworks CAD software • Powerpoint, Keynote • Photography

Experience Senior Designer at The Licensing Company June 2012 to Sep 2013 Responsible for a team of four working in the creative department of a company that expands over 6 offices worldwide. Working at the ideas end of projects that cover the execution of licensed brands into new and innovative areas to create style guides and inspirational pitches for the extension of their brand into the wider world. Developing seasonal style guides, branding solutions, retail concepts, and product styling for brands. Middleweight Designer at The Licensing Company May 2011 to June 2012 Freelance Designer Dec 2010 to May 2011 Working on branding for a range of small start up companies, from a charity to a chocolate company. I was also commisioned to illustrate designs for a series of photography exhibits. Most signiifcantly worked on the signage and branding for a restarant, called Sosban, which was subsequently awarded ‘best restaurant in Wales’.

Owner of Flotsam & Jetsam Trading Company Oct 2010 to June 2011 Set up my own business with a coastal theme around the found nature of flotsam and jetsam. I was selling art and design pieces at markets and events around London and the South West. Junior Designer at Portico Designs Ltd Sep 2008 to Dec 2009 Working for the in-house design team this was a highly creative role which involved creating new concepts and artwork for stationery as well as working on style guides for licensed product. I also learnt about studio photography, preparing artwork for print, proofing and mocking up designs in 3D. Intern with Sky Boadcasting June 2008 Designed and produced a competition booklet to a set brief through liaison with the Creative Director over the course of a four week project.

Some of the other brands I’ve worked for...


Thanks! Š Copyright Rachael Lusmore 2013 |

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