Amelia has spent the last ten years creating beautiful, functional experiences for Australian blue chip brands including ANZ, NAB, Deakin University, Simplot and Lumo Energy. Since her move to London in August 2016 she has led the digital redesign of the world-famous Tate gallery website, the complete website redesign for property giants Savills in addition to building and leading a team of 15 designers on the full scale service redesign for Three Mobile.
Her passion for traditional crafts such as illustration, hand lettering and painting pair perfectly with her refined, contemporary skills around UX, digital design and prototyping.
A polished presenter and industry thou ght leader, Amelia is just as comfortable at the front of the classroom as she is in the studio with an iMac and Photoshop.
After finishing up her role as design director at The BIO Agency in late 2018, Amelia returned to 'dancing the freelance' with a 6 month stint as lead product designer on the Nissan account (through Publicis Sapient) before moving onto an in-house contract with The Guardian leading their design system initiative.
Projects
- Hand LetteringHand lettering is one of my absolute passions, I love creating beautiful letter forms using a combination of illustrative techniques. I have completed a range of courses in calligraphy, hand lettering, illustrations and painting to continue to develop this skill and love to try and incorporate these mediums into my digital work.
- Hardhat Company - UX and Website RedesignMid way through 2014, it was becoming clear that the Hardhat website was in need of a full scale redesign, as with most digital agencies - the company's own website often gets left till last. I was lucky enough to be appointed the UX/UI designer for the project and was incredibly excited to have the opportunity to rethink the way the agency presented themselves. Having recently moved to a brand new office complete with whisky bar and indoor basketball court, Hardhat was growing at an incredible
- Patties Pty Ltd - UX and Website RedesignPatties Foods is an Australian manufacturing company that produces meat pies, baked goods, frozen fruits, and pre-made desserts. Patties Foods is a key player Australian fast moving consumer goods, with six key brands under their umbrella - Four N' Twenty, Patties, Herbert Adams, Creative Gourmet, Nanna's and Chefs Pride. Hardhat Digital won the work off the back of a competitive pitch against four other well-known digital agencies. It was my role to create design concepts for the new Patties website, which were used to win the work. Patties is the largest meat pie producing company in Australia, and the world so it was a massive win for the agency! Once Hardhat won the work, I was appointed as the lead UX/UI designer on the project. The brief was to create a brand new home for Patties foods, one master website which would be home to all six patties brands. I designed a modular website would 'reskin' according to the brand the user landed on, so that each brand could utilise their unique assets and identity, essentially looking like 6 different websites in one.
- Office National UX and Website RedesignAustralian owned and operated, Office National is the country’s largest independent buying group for office supplies and stationery. With a network of over 150 independent dealers, the business was poised to take on national players including Officeworks, with a disruptive, best in class digital offering. The client was looking for a complete site rebuild for their B2B site in addition to a brand new site template for the 140 B2C sites. The project involved an extensive user and competitor research component to really understand the Office National customer base. Once I completed this research I was poised well to rethink and build their new sites, all the while keeping the extensive and diverse user base at the forefront of the design thinking. The user personas and journey mapping formed a solid basis from which to draw considered conclusions about user interactions. The client benefited greatly from the experience, as it allowed them to really understand their customer base and how they should be communicating to consumers online. The key challenge involved in this site redesign was around developing a strategy to communicate the style guide online, that could be utilised easily by the 130 members who run their own online stores.
- Little Creatures UX and Website RedesignLittle Creatures is one of Australia's favourite craft beer retailers. From small South Australian beginnings, the brand has grown considerably in size and notoriety over the past 8 years. Following their 2015 acquisition by Lion, one of Australasia’s largest food and beverage companies - Little Creatures was looking for a complete revamp of their site. As with all large scale website redesigns at Hardhat, the team working on the project took the client through the full website road mapping process. This involves completely breaking down the brief in order to discover and quote on all features and functions that website would require. It was my job, as the sole UX designer on the project to complete all aspects of the UX and design process. This job required a competitor analysis, sitemap and wireframe (Axure), digital style guide and full website design. Key site features included a new plugin to communicate the weather and associated messaging of each of the Little Creatures brewery locations as well as an immersive listing page of the full product range. The key challenge in designing the site, was adapting the new print style guide for digital. I worked closely with the front and back end development team at Hardhat to ensure thehighly stylised lettering could be adapted for web usage using CSS.
- Deakin University Study WebsiteDeakin University is one of Australia's top public Univesities. Established in 1974, It has campuses in Geelong, Warrnambool and Burwood, Melbourne and learning centres in Dandenong, Craigieburn and Werribee all in the state of Victoria. Deakin is one of Australia's fastest growing research universities, and a top client of Hardhat Digital. During my time at Hardhat I worked on over 15 large scale digital projects for Deakin, but this Deakin Study website was one of my favourites as it really allowed me to push creative and technological boundaries. The purpose of the Study website was to communicate to current and future students, the full range of course options available at the univesity as well as developing a fresh digital style for Deakin. Having built a strong relationship with the internal digital team at Deakin, I was able to suggest a lot of added features that helped to set a new benchmark in digital aesthetic for Deakin. Incorporating animation to indicate user interactions and developing a full suite of hand drawn custom illustrations to represent each study area.
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Work history
Design Leadustwo
London, United KingdomFreelance
Lead Product Designer (Contract)The Guardian
London, United KingdomFreelance
Leading the UX design of The Guardian's digital design system.
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Skills
- Print Design
- Typography
- Wireframing
- Hand Lettering
- Sketch
- Branding Identity
- Adobe Create Suite
- User Journey Design
- User Personas
- Card Sorting
- Information Architecture Docs
- Creative Art Direcction
- Digital Design Creative
- User Experience Designer
- Axure RP Pro
Education
12 Week UX CourseGeneral Assembly
- Melbourne, Australia
Skills & Tools - Use industry standard tools such as Sketch and Invision to prototype and wireframe design solutions.
Production Standard - Put together a full suite of UX documentation for a digital product, from user personas and wireframes to interactive prototypes.
The Big Picture - Connect and convey how insights into customer behavior — from problems to solutions — can optimize any product or service.
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Advanced Diploma of Graphic DesignHolmesglen Institute of TAFE
- Melbourne, Australia
This course will allow you to combine technical, creative and conceptual skills to create designs that meet client requirements and solve a range of visual communication challenges. You will develop a sound understanding of design theory and practice and be able to analyse and synthesise information from a range of sources to generate design solutions.
This qualification reflects the role of graphic designers who have a command of wide-ranging, highly specialised technical, creative and conceptual skills and knowledge in visual communication. These skills allow you to conceive, negotiate and realise design concepts for complex projects using sophisticated communication, organisational and project management skills. You may take responsibility for the work of others in terms of establishing and monitoring systems to ensure the effective production of work.
Graphic designers work in many different commercial and community contexts across both print and digital media. Their work as professional designers may include, or have links to, areas such as advertising and promotion, art direction, branding, corporate identity, instructional design, packaging, signage and web design.
In this course, you will be introduced to industry briefs, enter competitions, attend conferences, and have access to professionals from the Graphic Design industry. Staff are drawn from industry and students study in our outstanding facilities using the latest software and equipment.