debbie ferguson cv & portfolio
TRANSCRIPT
M 07866 433 578 E [email protected] W dandadbydebbie.com
I’m a conceptual designer with over 20 years’ experience; working as both a freelancer and in
permanent employment. During that time, I’ve had the opportunity to work across a broad spectrum
of clients; from blue chip giants to small, niche brands. I am committed, conscientious and self-motivated.
I thrive under pressure and am not fazed by tight deadlines or large design briefs, and I’m totally flexible;
able to work alone or as part of a team.
FREELANCE DESIGNER 2007 – PRESENTSO, WHAT HAVE I DONE?
I have a broad skill set which means that I’ve been lucky to work across a wide range of disciplines;
solving creative problems on briefs ranging from corporate identity and logo design to brochures and market
toolkits. I am as at home designing a suite of POS on a shopper marketing brief as I am creating the look and
feel for a new brand campaign. Detailed work doesn’t put me off either; I can see the creative potential in
style guides and on-pack promotions, and am as happy designing a web site or digital banner as I am working
to more traditional print formats such as FSDUs and DM.
I’VE WORKED AT THESE WONDERFUL COMPANIES...
Arnoldklp | MARS | WARL | NWP Creative | Positive by Design | RPM | OLIVER | Rivet | Attention
Dialogue | Kavannah Communications | Inferno | Healthspan
...ON ALL OF THESE FABULOUS BRANDS
Coca-Cola | Fanta | Pepsi | Diageo - World Duty Free | Britvic | Vodafone | O2 | Nokia | BAA | CPH
Red Bull | Budweiser | Southern Comfort | Bombay Sapphire | Johnnie Walker | SKY | BMW | Walkers
BeatBullying | Breast Cancer Care | Cancer Research UK | Johnson & Johnson | Lloyds Bank | Jacobs
Dairy Crest | Tesco | Sainsbury’s | Douwe Egberts | Boots Botanics | Cineworld | Samsung | Total | KPMG
Smooth Radio | P&O Cruises | Baileys | United Biscuits | Jeyes | Trident | Magnum | Danone | Stoli
Carling | Tia Maria | Lindemans | Malibu | Jameson | Brothers Cider | Strongbow | Hovis | Kompan
Nicorette | Carte D’Or | Sabai | Lenor | McArthurGlen | Daily Mail | Bracknell & Wokingham College
EMPLOYMENT 1996 – 2007bd-ntwk (Jan 2006 – July 2007)
Dialogue/Ogilvy Activation (now OgilvyAction Aug 2003 – Dec 2005)
Finex (Nov 2001 – Aug 2003)
Brewer Blackler (Mar 2001 – Oct 2001)
Interfocus (May 1998 – Mar 2001)
Clarke Hooper Consulting (June 1996 – May 1998)
EDUCATIONISP Diploma (1997)
BA (Hons) Design and Advertising (1996)
OND Graphic Design (1993)
9 GCSEs (1990)
little debCONCEPTUAL DESIGNER
This was the FIRST virtual online march for the right of every child to be safe from bullying. We wanted 100,000 kids to sign the petition, create an avatar and join the online march to Downing Street to stop bullying. We didn’t get 100,000. We got nearly 1,000,000!Kids were encouraged to register against online bullying and create an avatar to add to the virtual park. As the weeks went on, more and more kids entered the park and more event tents were erected! There was even a special concert at the end of the March with celebrity singers including JLS!Plus there was a section dedicated to information as to why this March was happening - the March to No.10 Downing Street to hand over the signed petition to the Prime Minister.Posters were created for the target market (8-16) and as a range, covered all different types of bullying situations.
Art direction, design Arnoldklp
Beat BullyingVirtual Online March
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PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Marcus, 11
This is just one of the thousands of messages created for our Big March against bullying; all of which will be
handed in to 10 Downing Street on the day of our SCREAMathon – 15 November.
To add your voice to our petition or for more information visit www.cybermentors.co.uk/screamathon
little debCONCEPTUAL DESIGNER
Beat BullyingVirtual Online March
Posters
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Art direction, design Arnoldklp
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Beat BullyingOnline virtual March
Park area where kids added their own avatar
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Art direction, design Arnoldklp
Everyone loves a photobomb including all the celebs. Fanta wanted to encourage teenagers to be creative with their on-pack designs. Multiple designs were created for maximum fun! LOL!
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Design WARL
FantaOn-pack photobomb fun
little debCONCEPTUAL DESIGNER
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
FantaOn-pack photobomb fun
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MIRROR surface
FantaOn-pack photobomb fun
Various POS
Design WARL
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
FantaOn-pack photobomb fun
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FantaOn-pack photobomb fun
Cinema POS
Design WARL
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
little debCONCEPTUAL DESIGNER
How do you get teenagers to protect themselves from the sun and make it cool? Always use protection…. and if they forget, help is at hand in the form of a trendy rubber UV reactive wrist band. It changes colour when the rays get high - so time to stay looking hot instead of burnt.
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
Outdoor awareness - link with Superdrug. Poster advice on how to take precautions and where to find your nearest store to collect your free protection wristband
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Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
Outdoor awareness - places, such as the beach, where you need maximum protection. Free giveaways and advice. Plus permanent promotional wristband dispenser.
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Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
YouTube video - the question being asked was “When was the last time you got burnt?” But this wasn’t revealed until the end of the ad.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
Glossy mag awareness campaign - DPS
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKPractice Safe Sun
On-trade awareness. Beermats in gardens of pubs - a reminder to always Practice Safe Sun.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKBeating the Big C (Sea)
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Ronan and Richard had the challenge of swimming the Irish Sea, with a little help from 5 other friends, to raise money for people who are already on their own extraordinary journey. We wanted to encourage as much support as possible and asked if you could donate an online ‘SMILE’ costing £1 or go the ‘EXTRA MILE’ by buying the Cancer Research pedometer and either swim, cycle, run or even walk that extra bit further to raise money.
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKBeating the Big C (Sea)
Donate a smile for £1 , add it to the online wall together with your encouragement message.
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Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKBeating the Big C (Sea)
If you didn’t want to donate a smile, you could go the extra mile yourself and purchase the Cancer Research pedometer and get your friends and family to sponsor your own journey.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UKBeating the Big C (Sea)
Gorilla activity - put a big ‘smile’ on your facebook page, on homepages or even projected on buildings. Awareness promotes the website URL to gain extra online support.
Plus, on the day of the swim, a giant, Richard and their friends to keep going that extra mile.
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Art Direction Arnoldklp
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Sainsbury’sStaff ‘Introduce a friend’ campaign
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Art Direction NWP Creative
Sainsbury’s wanted an incentive for their staff - so we created a campaign called ‘Colleague Introduce a Friend’. It was to drive online acquisition with a better offer if ‘staff’ introduced a friend. There was also an friendly store v store rivalry and an outright ‘champion’. Huge success was anticipated! Fun posters were added to the staff toilets - where they had a bit of ‘dwell’ time.
Every colleague can collect up to £50 worth of
Sainsbury’s vouchers
Introduce your friends and family to Sainsbury’s online grocery shopping and, for every friend who completes a first time order*, you’ll receive a £5 Sainsbury’s online voucher – up to a maximum of £50.
sainsburys.co.uk/friendsDesigned to work on any device
Find out more at
*When they spend £60 or more. Delivery charges apply. Each recommendation resulting in a first time customer online grocery shop of £60 or more qualifies for a £5 Sainsbury’s online voucher – up to a maximum of £50. See online for full terms.
Feelingflush?
There’s still time to collect up to £50 worth of
Sainsbury’s vouchers
Collect a £5 Sainsbury’s online voucher every time you introduce a friend or family member to Sainsbury’s online grocery shopping – up to a maximum of £50. Plus, both you and your friends receive £20 off your first online grocery shop when you spend £60 or more excluding delivery charge.
sainsburys.co.uk/friendsDesigned to work on any device
Find out more at
Each recommendation resulting in a first time customer online grocery shop of £60 or more qualifies for a £5 Sainsbury’s online voucher – up to a maximum of £50. See online for full terms.
Ends 16 MarchI’ll have to
be quick
Toilet posters
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
BootsAwareness of Boots Botanics range
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Art Direction Arnoldklp
Boots Botanics range is made with a little help from Kew Gardens. They extract natural ingredients from many different plants to use in their products. We visited the Royal Botanic Gardens to take some of these beautiful images (for their monthly social posts on Facebook) and combined specific botanics to design intricate backgrounds for their instore POS.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Douwe EgbertsPress/Sampling
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Design Arnoldklp
Douwe Egberts pride themselves on their 260 years of coffee craft and knowledge including their unique ‘No Ordinary’ jar. By adding their ‘No ordinary coffee’ to ordinary daily events made ‘coffee time’ that bit more special. Press ads, POS (including online banners) and sampling ideas were created.
Press Press
Sampling
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
DIAGEOWorld Duty Free at airside. Portfolio showcase, sampling & POS ideas
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Art Direction RPM
Cocktails are a big part of the spirit world, especially when on holiday! We combined the idea of ‘spirits’ and ‘cocktails’ and came up with a ‘SpiritLab’ to showcase all the DIAGEO brands sold at the airport. This lab would allow the mixologists to create the perfect mix - a taster of what you can enjoy when the spirits are combined correctly. A digital mixologist was a free giveaway with any 2 purchases of 1 1itre spirits and displayed on shelf and gondola end.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
TOTALRewards programme
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Art Direction, design Arnoldklp
TOTAL wanted to reward loyal customers - so we design a ‘Reward’ scheme that allowed them to build up points and even enter a monthly prize draw to win, with every £30 they spent on fuel and/or groceries. They could check their points online and exchange them for Rewards. Local businesses around the country participated in the scheme.
UP TO 50% OFF HAVEN HOLIDAYSwith £30 spend at TOTAL plus your chance to win in our prize drawSpend £30 in one transaction on fuel and/or in store (excluding tobacco, E-top up and Lottery products) until 4 January 2011. Partner offers valid until 31 January 2011 with exceptions. Age restrictions apply. See full details in leaflet or at www.total-rewards.co.uk.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
TescoToy factory
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Art Direction, design Arnoldklp
Tesco were looking to categorise their TOY aisle and wanted to have a bit of fun. The design had to be flexible to go across all stores and be appealing to boys, girls and parents! A navigation device was introduced, categorising the ‘toys’ not only into types of toys but by age too. Fun games and interaction along the aisles was encouraged. The design had to be flexible enough to fit in any ‘seasonal’ theme.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Pepsi250ml Handycan
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Art Direction Arnoldklp
The new 250ml can was brought out by Pepsi for the kids packed lunch market. There were more cans in a pack - better value and less waste because of the smaller size. Unfortunately, these cans turned out to be a bit of a handful!
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
BaileysPOS display
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Design WARL
Baileys wants to target a younger, more energetic audience and wanted this reflected in their dispay so a fresh look added to their instore POS.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
DiageoInstore POS
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Design WARL
Whisky POS targeted at a younger 25-35 audience in specialist stores, luxury outlets and supermarkets. Fun and engaging.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
DiageoWorld Duty Free POS
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Art Direction RPM
Diageo has a huge range of spirits in their portfolio; they also have a large collection of cocktail recipes too. We wanted to show holiday makers how to prepare a great cocktail (demonstrated a the impressive bar in the WDF area and in our free recipe book) plus give them a chance to win the ultimate trip to Manhattan with their friends. Various piece of POS were up in the airports.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
StellaOn trade promotion
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Art Direction BD Network
Stella Artois in association with Studio Artois wanted to combine forces with an on trade promotion. The idea was you buy a pint, pick up a ‘prize scratch card’ and see if you won the chance to come face to face with Jaws, get behind the wheel of a mini in Turin or sit at a poker table in Monte Carlo - THE ultimate movie experience.
Advanced fuel for your home
It’s important to find the easiest and most convenient
way of looking after your home, so you have more
free time available to enjoy it. But that’s no reason to
compromise on quality. When only the best will do when
it comes to furnishings, fixtures and fittings, why not
look for the best with the most fundamental thing you
can bring into your home – heat.
Enhanced copper deactivation formula
Copper pipework sometimes causes a chemical
reaction with standard kerosene heating fuels, causing
the fuel to discolour, form lacquers against the inside
of the system and reducing its overall combustive
effectiveness. TOTAL GLOWMAX’s advanced formula
includes a stability enhancer, which helps to prevent this
reaction taking place, meaning that the fuel reaches the
boiler in optimum condition.
Fewer emergency call-outs
Thanks to its stability during storage, reduced soot and
charring and copper deactivation, TOTAL GLOWMAX
is kinder on your central heating system than other
kerosene-based heating fuels. This should help to improve
the reliability of your system, reducing the likelihood of
having to perform non-standard maintenance or call out
expensive system engineers to deal with problems.
Researched and developed by TOTAL
TOTAL GLOWMAX is the product of extensive research
and development by TOTAL’s leading home heating
oil experts. It’s an additive-enhanced kerosene
specifically designed for home use and it’s exclusive
to TOTAL. Our task was to bring a high quality, cleaner
burning, advanced fuel to our customers; a fuel which
remains efficient throughout delivery, storage and
combustion, giving you peace of mind whenever you
need warmth.
Better performance with less soot and charring
Advances in fuel additive technology mean that
TOTAL GLOWMAX has the combustion properties of
the most advanced commercially available kerosene
products. Significant reduction of soot deposits in
your burners means that the fuel ignites more readily,
maximizing its distribution of warmth throughout your
home. Of course, reduced carbon within the sensitive
parts of your system means that your boiler should run
more smoothly too.
Smoother running all round
Designed to provide reliable, responsive warmth
whenever you need it, TOTAL GLOWMAX can also
reduce the need for emergency maintenance.
GLOWMAX’s exclusive formula cares for your boiler and
heating system and ensures that the fuel is stored and
delivered to your boiler in perfect condition. Once ignited,
it also burns more cleanly than domestically available
standard kerosene, offering truly efficient warmth.
TOTAL GLOWMAX
Performance, protection and peace of mind.
Tried, tested and approved by Aga
Half a million people in the UK own an oil burning system
and more owners than ever are being convinced of the
protective, performance value of using TOTAL GLOWMAX.
What’s more, after some of the most rigorous testing in
the business, TOTAL GLOWMAX now carries the official
stamp of approval from Aga itself, meaning whatever
model you have in your home, you simply can’t get
better for your system than TOTAL GLOWMAX.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
TOTALBrand Identity
little debCONCEPTUAL DESIGNER
Art Direction, design Arnoldklp
TOTAL not only supply petrol and diesel, but home heating oil in remote areas. They needed a new identity, look and feel and name for their new premium oil. Oh and some lovely warm and glowing photography which we took in Ireland.
DELIVERED TO YOU BY TOTAL BUTLER
To order call: 0845 602 9567www.total.co.uk/glowmax
County House, Bayshill Road,Cheltenham, Gloucestershire GL50 3BA.
Tried, tested and approved by
TPM130916
PERFORMANCE - PROTECTION - PEACE OF MIND
little deb
thank youCONCEPTUAL DESIGNER