I’ve always been captivated by a well crafted and eye catching visual. From a moody album cover, to an exciting brand identity that draws me into a shop or event. Being moved by the creative experience is what drove me to graphic design and visual merchandising.
My career started at Pandora working in customer service which shaped my understanding of how to create a story linking product to consumer. This transitioned into studying BA Geography at Royal Holloway, UoL where I honed my passion for understanding human behaviour through marketing, cultural and creative geography specialisations.
With my data collection and analytical skills, I moved into the digital marketing world as a Data Visualisation Executive. I designed dashboards to highlight key insights for client paid media, SEO and display marketing campaigns. The reward I felt from beautifying data lead me to scratch the design itch and invest in my curiosity full time. This segued into studying graphic design at Shillington, and then becoming a freelance graphic designer and a retail assistant for the TATE Galleries.
Cut to today, I unite my skills and passion across my roles as a Freelance Graphic Designer and a Visual Merchandising (VM) Coordinator for TATE. In my freelance career, I’ve delivered mostly web designs and marketing collateral across print & digital, alongside brand identity work and iconography production. As a VM Coordinator, I manage, research, ideate, design and deliver VM projects from inception to completion across all TATE gallery shops.
To execute all of my projects I use:
Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Microsoft Suite
Figma
Sketch
Adobe After Effects
I am always proud of my ability to organise, problem solve and accomplish clear and visually exciting experiences with each project. Ultimately, I love roles that allow me to play around and challenge myself as a designer, creative and analytical thinker.
Projects
- John Hughes BFI Event Brochure and Identity DesignStudent project focussed on a brochure design for a John Hughes tribute event hosted by the BFI. Inspired by his ground breaking, feel good coming of age movies, this concept was quickly shaped by the awkward, humourous and quirky tones to Hughes’ film genre. The colour palette aims to invoke a light hearted, comedic tone, coupled with awkward type orientations and treatments, to really give the reader a sense of the youthful akwardness so often depicted throughout his films.
- FoundRewound IdentityIdentity design for a new analogue store in the Fitzroy District of Melbourne, Australia. Virginia Reed is an experienced freelance photographer with a passion for all things analogue and wanted to open up a store that celebrated these products by selling them on and hosting engaging workshops on site. The key requests were to make sure the identity envoked a sense of adventure, whilst staying welcoming and inspiring to her predominantly youthful, creative demographic without falling into any r
- Dance for Dementia CampaignA campaign focussed on the mental health and wellbeing of Dementia sufferers, their carers and their families by encouraging them to get involved in the big Dance for Dementia event. The concept is centered around scientific evidence that music and dance not only help to bring calm and a sense of presentness and recollection for those with Dementia, but they also help to reduce the risks of dementia in young people and improve people’s mental health and wellbeing. The campaign not only aims to
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Work history
Visual Merchandising CoordinatorTATE
Bankside, London SE1, UKPart Time
I am responsible for the coordination and execution of visual merchandising projects large and small for our shops across all TATE Gallery sites.
As a result, my daily routine involves working closely with retail management, merchandise, security, health & safety, e-commerce, gallery visitor engagement, internal logistics and external contractor teams to deliver visually exciting and effective projects safely and on time.
My achievements so far have included producing the visual language and displays for the TATE Homeware collection across our flagship stores to extensive positive feedback across internal teams, working hands on to produce and execute multiple exhibition shop installations, coordinating the installation and vinyl design of the new flagship store Photo Booth and reworking the TATE Liverpool RIBA shop space to accommodate new product ranges and an optimised customer flow.
Retail AssistantTATE
Bankside, London SE1 9TG, UKPart Time
My core responsibilities include:
- Acting as a key point of contact for customers in the gallery.
- Delivering a high standard of customer service.
- Answering all customer queries in an engaging and welcoming manner.
- Finding stock for customers, as well as informing them of our promotions.
- Ordering products, processing deliveries, making sure stock levels are correct, sorting overstock, as well as cleaning and replenishing displays.
- Maintaining a strong visual story across each shop area to guide the in-store customer experience.
Within my role, I am also a Visual Merchanding (VM) Champion, so my responsibilities have not only been to maintain high VM standards, but I have also supported the VM team in shop moves, redesigns, and installations, which have required early or late shifts to get the full merchandising complete for daytime trading. Additionally, I've provided VM standard training to colleagues, used Adobe to create a Turbine Shop overstock floorplan, and reworked displays when stock has been low to keep them visually engaging and encourage an optimal transaction rate.
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Skills
- Analysis and Research
- Qualitative Research
- Quantitative Research
- Academic Writing
- Data Visualisation
- Customer Experience
- Adobe Photoshop
- Adobe Indesign
- Adobe Illustrator
- Sketch
Education
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Graphic DesignShillington College
London, United Kingdom
I participated in a the 3 month full-time course with Shillington College beginning September 2020 and graduating in December 2020.
Here I learnt how to master Adobe Photoshop, Illustrator and InDesign, along with Sketch to tackle multiple print and digital student briefs throughout the course. I gained fast and effective experience in time management, communication of design thinking, meeting deadlines for 1-2 day or 1 week briefs, conceptual thinking and the visualisation process overall. Having built up a large base of projects, I selected 6 main projects near the end of the course to perfect and display in my portfolio to show off what I have achieved.
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Graphic Design DiplomaShaw Academy
London, United Kingdom
Online Graphic Design Course
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