portfolio

PORTFOLIOAmritha Sreekumar

VISUALIDENTITY

LOGODESIGN

WEBSITEDESIGNSELFBROBERTY.COMGREEN WEB DESIGN L.L.C.

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GREEN FALCONROYAL FALCON

GREEN WEB DESIGN L.L.C.AL NASR CONTRACTINGAFNAN METAL CRAFTAMERICAN SURGECENTERADECAPCCONTHE CREATIVE NURSERY

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WHAT’S ALL THEFUSSABOUT?

MISCELLANEOUSPROJECTS

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EXHIBITION STAND DESIGNPHOTOGRAPHYFLYER DESIGNPOSTER DESIGNT-SHIRT PRINT DESIGNSKETCHESPORTRAITS

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SUMMARY

Creative design professional with 10 months experience meeting interna-tional design standards in web and graphic design. Has experience in delivering simple and aesthetic de-signs that have satisfied major cor-porate clients from diverse fields like construction, consumer goods packaging, entertainment, fitness, healthcare, property and, steel fab-rication. Portfolio includes work in Branding (identity creation, logo & print Design, brochures, flyers and other promotional material), Web design, Web banner design, Con-cept art

PERSONAL

Age: 23D. O. B: 6th May, 1991Gender: FemaleMarital Status: SingleHolding valid passport (expiry: 2019)

OBJECTIVE

To generate strong visuals, create effective designs and produce satis-fying results for clients.

SKILLS PROFILE

COMPUTER SKILLSAdobe graphics suite (Photo-shop, Illustrator, InDesign, Flash, Dreamweaver, After Effects)CorelDrawHTML5/ CSS3, JavaScript

LANGUAGE SKILLSENGLISH: fluent in reading, writing and speakingHINDI: fluent in reading and speak-ingARABIC: fluent in reading

LIFE SKILLSMotivated, Good AttitudeTeam player, Fast learnerGood Problem Solving Skills

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EMPLOYMENT HISTORY

GREEN WEB DESIGN 10/19/2013 — PRESENTAbu Dhabi, UAE

- Primary Role: Has created unique web design layouts for major corporate clients. - 93.3% design acceptance rate in a hard-to-please market.- As Design Lead: Has man-aged several projects simultaneous-ly and successfully guided them to completion.- As Design coordinator: Has managed 5 web design projects, re-laying client feedback to the devel-opment team and ens¬uring imple-mentation of design guidelines.

NAUTI NATI (Children’s wear Brand) 6/21/2012 — 8/21/2012Gurgaon, Haryana, India

- Has worked as coordinator on the sampling floor ensuring time-ly completion of samples - Has designed graphics for children’s wear (Spring Summer 2013 collection)- Has designed 11 (A0 and bigger) posters for 8 locations in a nationwide advertisement cam-paign.

EDUCATION

B. Design (National Institute of Fashion Technology): CGPA: 7.12Craft Cluster Documentation (Grade A-) Research Paper: The Mini-Me con-cept in the Indian Children’s wear Market Grade A-Element of Design : Grade A, Illus-tration: Grade A-

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8 VISUAL IDENTITYS

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Mock up stationery; Visual Identity - Self

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SREEKUMARThe challenge:to incorporate my design philosophy into a simple, clean and recognisable image while still communicating uniqueness and complexity of thought

The concept was to build a typographic logo and at the same time to incorporate a fundamental and easily recognisable shape from daily life. An easy example is the cross (resembling the plus sign) for Switzerland.

The initial concept started with a simple sketch of ‘A’ based on a right angled triangle.

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45 DEGREE ISOSCELES

ROUGH SKETCH

BISECTED

EXTENDED HYPOTENUSEEXTENDED SIDE

A more subtle Pantone 7758 C chosen over the vibrant Pantone

Yellow C.

Paired with Pantone Black 6C.

7758 CB lack 6C

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First, a 45 degree isosceles was cre-ated which formed the upper half of the ‘A’.

This was bisected to form the basic shape which was then stylized by making suggesting the base through the use of the square at the relevant corner.

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BROBERTY COMVISUAL IDENTITY 15

THE CONCEPT Brilliant House properties is the brain child af a Lebanese lady with ten years of experience in the Abu Dhabi resl estate market. She wanted to expand into the digital world and launch a website so her clients could easily browse the properties that were on her list.

We gave the suggestion of naming the website Broberty. In arabic, there is no ‘P-” sound and the idea was that the name itself would should tickle the client.

She was also of the mind that the color scheme of the website should be purple and she chose the color herself.

Combining the alphabets ‘B’ from arabic and ‘Baab”( Refer to the first image on the right) , a basic form suggesting the B was designed. The concept also included the dot below the alphabet ‘Baab” which would double as the ‘dot’ in the domain name ‘Broberty.com”.

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WEBSITE DESIGN MOCKUP

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THE BRIEFThe company Green Falcon Gener-al Trading LLC deals in FMCG and the logo should not only symbolize Green, ‘G’ and the Falzon but also speed and inspire respect and trust.

THE REJECTIONThe initial design (as seen on the right) was based on visual similarity with quality marks on food products (like organic food stamps, 100% organic, etc.). A green, circular logo which most consumers have posi-tive impressions of when associated with food. But it was rejected be-

cause it looked like the falcon was shot down and is falling. The client also thought it look old fashioned.

THE REDESIGNWith the new design, I decided to make the silhouette sleeker, stream-line and more corporate. The only thing I wanted to retain was the feel of the circular mark. Also, the falcon was designed to look up with it’s wind trailing to give the impression of speed. The client loved the idea that the falcon was soaring up and hence, also the company. The de-sign was approved on the spot.

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LOGO DESIGN 21

SEEING BEYOND THE OBVIOUS

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The greatest strength for GWD (Green Web Design LLC. ) was a team that had a good understand-ing of the UAE market and could bridge cultural gaps between the service providers and clients.

Their marketing goal was to project the studio as a bridge that could understand the briefs from com-panies which had not ventured into digital marketing previously and could bridge the gap between their ideas and practical execution.

The concept of splitting images was to portray the voice of one person verbalizing what someone else is visualizing and vice versa, where both are from vastly different back-grounds, hold different beliefs and yet, there is a common thread that brings them together, which is GWD.

Green Web Design Green Web Design Green Web DesignGreen Web Design

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The basic concept for form was developed by using 4 intersecting circles. A balanced geometric base was created on which we built the final design.

Three shades of green were chosen as per the client’s preference. The choice of the red was to add a coun-terpoint/ contrast to break the monot-ony.

pantone DS 250-6C

pantone DS 256-2C

pantone DS 254-3C

pantone DS 253-9C

pantone DS 107-1C

pantone DS 249-1C

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pantone DS 250-6C

pantone DS 256-2C

pantone DS 254-3C

pantone DS 253-9C

pantone DS 107-1C

pantone DS 249-1C

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The idea for the print was based on the need to represent creativity, diversity and ingenuity. The initial logo was subsequently broken down using intersecting circles to create an image not unlike those seen in stained glass artworks. The concept was again to generate visual interest when used in promotional material.

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Stationary mockup for Green Web Design L. L. C

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WEBSITE DESIGN 33

The website for Al Nasr Contracting L. L. C. was one of the largest proj-ects I’d worked on. With more than 40 years of experience in the construc-tion field in the Middle East, Al Nasr was a content heavy website.

The previous website for Al Nasr was developed in 2011. The new design brief was vague at best and there were four decision makers, so the overall pace of approval was slow. Since the project had a larger budget than most, three initial designs were proposed.

The heirarchy for the website is as fol-lows:

I- Landing page: Header Section 1: Our Story Section 2: Divisions Section 3: Estidama Section 4: Projects Section 5: Gallery Section 6: Contact Footer

II- Our Story Company Overview Mission & Vision

III- Divisions

Section 1: Civil Section 2: District Cooling Section 3: Electrical & Marine Section 4: Mechanical Section 5: Water Drainage, Sewage and Irrigation

IV - Estidama

Sustainable Construction ISO Certification Al Nasr Integrated Management System QHSE Objectives Quality Objectives

V - Projects

Sec 1: Categorized by DivisionSec 2: Categorized by LocationSec3: Project Images Overview Summary Challenge Solution Conclusion

VI - Gallery

VII - Contact

Footer: Webmail, Careers

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OUR STORYE STIDAMADIVISIONS ICONS

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MISSION & VISION

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FOOTERFOOTER

CIVIL

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ELECTRICAL

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DRAINAGE & SEWAGE

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cover images for projects

slides right on hover at right

PROJECTS PROJECTS INNER PAGE

FOOTER

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rotating project images

DIVISION ICONSOnClick, go to inner pageto browse images

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PROJECT NAME

OVERVIEW DETAIL1D ETAIL2 DETAIL3D ETAIL4

PROJECTS

FEATUREDPROJECTS

NAVIGATION

COVER IMAGE OF FEATURED PROJECT

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WEBSITE DESIGN 41

The website for Afnan Metal Craft was image heavy and the utility was more focused on sharing their port-folio than on the history and overview of the company.

I designed the sight to be easily nav-igable with their work, clientele and services as the highest in the page hierarchy.

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WEBSITE DESIGN 43

American Surgecenter came to us as a clinic specializing in plastic surgery. They wanted a clean professional sight with emphasis on the logo and services.

The site was developed in word-press. The layout was supported by smooth slide plugins from jquery. The inner pages were heavy on con-tent and the layouts put focus on the information.

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Splash page design mock up for Abu Dhabi Equestrian Club

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WEBSITE DESIGN 49

Website redesign foe Abu Dhabi Pentecostal Churches Convention

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Left: Webdesign for The Creative Nursery

Below: Custom footer design

MISCELLANEOUS PROJECTS

54 EXHIBITION STANDAMERICAN SURGECENTER

EXHIBITION STAND DESIGN 55

56 EXHIBITION STANDAMERICAN SURGECENTER56 EXHIBITION STANDAMERICAN SURGECENTER56 EXHIBITION STANDAMERICAN SURGECENTER

EXHIBITION STAND DESIGN 57

58 EXHIBITION STANDAMERICAN SURGECENTER58 EXHIBITION STANDAMERICAN SURGECENTER58 EXHIBITION STANDAMERICAN SURGECENTER

EXHIBITION STAND DESIGN 59

60 PHOTOGRAPHYDAYINABUDHABI

62 PHOTOGRAPHYDAYINABUDHABI

64 PHOTOGRAPHYDAYINABUDHABI

66 PHOTOGRAPHYDAYINABUDHABI

68 PHOTOGRAPHYDAYINABUDHABI

70 FLYER DESIGN: FIT STUDIO

PERSONAL PROJECTPOSTER DESIGN 71

72 T-SHIRT PRINTS

74 RAMAYANA IS SKETCHES

PERSONAL PROJECTRAMAYANA IN SKETCHES 75

76 ARTWORKLUPITA N’YONGO

AUDREYHEPBURNARTWORK 77