Kelly Shield Is A Uniquely Experienced Multiple International Award Winning Graphic Designer & Art Director. Specialising in Branding & Typography predominantly within the Hospitality/Tourism, Lifestyle & Fashion Industries, Kelly brings to the table 11+ years’ experience in Graphic Design across Brand Identity, Campaigns, Print, Digital, Packaging, Signage & Wayfinding. Garnering multiple international awards including Type Director’s Club, Best Design, AGDA & Communication Arts. This coupled with her knowledge of the operational business end of the hospitality, leisure & tourism industries gives her work a practical, hands-on, yet superbly creative edge that is hard to beat. She is equally at home working with new start-ups as she is creating reinvigorated brand identities for those seeking to refresh, further develop or re-direct. Kelly’s high-level skill set is topped off with a knack for client communication & the ability to both lead & collaborate with other skilled professionals.…

Kelly Shield

Kelly Shield Is A Uniquely Experienced Multiple International Award Winning Graphic Designer & Art Director. Specialising in Branding & Typography predominantly within the Hospitality/Tourism, Lifestyle & Fashion Industries, Kelly brings to the table 11+ years’ experience in Graphic Design across Brand Identity, Campaigns, Print, Digital, Packaging, Signage & Wayfinding. Garnering multiple international awards including Type Director’s Club, Best Design, AGDA & Communication Arts. This coupled with her knowledge of the operational business end of the hospitality, leisure & tourism industries gives her work a practical, hands-on, yet superbly creative edge that is hard to beat. She is equally at home working with new start-ups as she is creating reinvigorated brand identities for those seeking to refresh, further develop or re-direct. Kelly’s high-level skill set is topped off with a knack for client communication & the ability to both lead & collaborate with other skilled professionals.…

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Kelly Shield Is A Uniquely Experienced Multiple International Award Winning Graphic Designer & Art Director.

Specialising in Branding & Typography predominantly within the Hospitality/Tourism, Lifestyle & Fashion Industries, Kelly brings to the table 11+ years’ experience in Graphic Design across Brand Identity, Campaigns, Print, Digital, Packaging, Signage & Wayfinding. Garnering multiple international awards including Type Director’s Club, Best Design, AGDA & Communication Arts.

This coupled with her knowledge of the operational business end of the hospitality, leisure & tourism industries gives her work a practical, hands-on, yet superbly creative edge that is hard to beat. She is equally at home working with new start-ups as she is creating reinvigorated brand identities for those seeking to refresh, further develop or re-direct. Kelly’s high-level skill set is topped off with a knack for client communication & the ability to both lead & collaborate with other skilled professionals.

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Language

English
Fluent

Work Experience

Add your work experience history here.

Education

Bachelor Of Business at La Trobe University
January 1, 2010 - January 1, 2011
Advanced Diploma Of Graphic Design at Enmore Design Centre
January 1, 2012 - December 1, 2012

Qualifications

Winner - Brand - The Lawns (Type Directors Club New York (TDC))
January 1, 2018
Winner - Brand - The Lawns (Communication Arts Typography Annual Award)
January 1, 2017
Finalist - Brand - The Lawns (Best Design Awards)
January 1, 2017
Finalist - Book - Dish (Communication Arts Typography Annual Award)
January 1, 2017
Finalist - Publication - Dish (AGDA Awards)
January 1, 2017
Long & Shorted Listed - Book - Dish (Australian Book Design Awards)
January 1, 2018
Silver - Digital Book - Dish (NSW Print Awards)
January 1, 2018
Bronze - Limited Edition - Dish (NSW Print Awards)
January 1, 2018

Industry Experience

Education, Financial Services, Government, Healthcare, Media & Entertainment, Non-Profit Organization, Real Estate & Construction, Professional Services, Manufacturing, Retail, Software & Internet, Travel & Hospitality, Wholesale & Distribution, Consumer Goods, Computers & Electronics
    uniE608 Old Town Tavern
    Clapham Leisure unveiled its latest venture - Old Town Tavern, a quintessential gem nestled within the historic enclave of Old Town Clapham, London. This venture presented us with the unique challenge of revitalizing a 19th-century pub while infusing it with a contemporary allure. The mission commenced with a visionary approach that seamlessly harmonised the nostalgia of bygone eras with the sophistication of the present. Utilising a curated blend of modern and vintage typography, meticulously crafted layouts, and a colour palette featuring Navy Blue, Brass, Beige, Antique Pastel Green, and Grey. This endeavour extended far beyond mere aesthetics. Embarking on a captivating journey through history, unearthing a treasure trove of vintage photographs that not only celebrated the pub's storied past but also paid homage to the surrounding area's timeless charm. This didn't conclude with visual aesthetics alone. Encompassing a multifaceted spectrum, spanning across print and digital media, bespoke signwriting, exquisite gold guilding, environmentally conscious and sustainable design, seamless wayfinding solutions, and striking signage. The objective was not only to craft a visual identity that was aesthetically remarkable but also to elevate the Old Town Tavern. During this time, I also worked as the Brand Operations Manager for the entire Clapham Leisure hospitality group. Working to put in place a new standard, to ensure that every venue within their portfolio would narrate its unique story. This included cafes, cocktail bars, restaurants, wine bars, and pizzerias. The Old Town Tavern beckons, inviting you to immerse yourself in a brand identity that transcends mere aesthetics, rooted deeply in the essence of Clapham's storied heritage. More About This Project: https://www.twine.net/signin Execution: Print. Digital. Social Media. Signwriting. Uniforms. Glassware. Gold Guilding. Environmental. Wayfinding. Materials: Custom Wordpress. Digital Printing. Speciality Inks. Die Cuts. Painting. Gold Leaf. Engraving. Laser Cutting. Embroidery. Screenprinting. Typography: Lydia. Lydian. Harbour. Study.…
    uniE608 The Lawns
    Workshop embarked on a mission to curate a distinguished brand identity for its new restaurant venue The Lawns, gracefully nestled within the esteemed locale of Longueville, Sydney. This refined casual dining establishment had found its home within the cherished confines of a well-established bowling green club. The challenge was clear: to encapsulate the quintessential charm of English Lawns, a theme steeped in tradition and elegance, and imbue it with a contemporary twist. To breathe life into this vision, we curated a sophisticated colour palette that seamlessly blended subdued tones of black, beige, and vibrant green. This visual tapestry provided the canvas for a meticulous interplay of a modern combination of vintage serif and sans-serif typography. These typographic elements were thoughtfully complemented by illustrational elements drawn from the natural world - envision delicate florals and graceful butterflies. The fruition of this brand identity was realized through a comprehensive brand execution. This encompassed the creation of sustainable print materials meticulously designed to convey the essence of The Lawns. Simultaneously, we fostered a compelling digital presence, beckoning discerning diners through a meticulously crafted website and engaging social media channels. Additionally, we ensured that our signage was created to not only capture the eye but also evoke a sense of anticipation. Our commitment to The Lawns extended beyond the digital and print realms. We expanded the brand into a tangible experience, offering apparel in the form of t-shirts, caps, and tote bags. Furthermore, we introduced a bespoke branded Prosecco to accompany the delightful picnic basket offerings to be enjoyed during the warm summer months. The Lawns invites you to immerse yourself in a truly unforgettable dining experience, seamlessly marrying culinary excellence with timeless aesthetics. With a brand identity that exudes casual refinement, it stands as a distinguished testament to the unwavering dedication to delivering design excellence within the realm of hospitality ventures. More About This Project: https://www.twine.net/signin Execution: Print. Digital. Social Media. Signage. OOH. Wayfinding. Apparel. Packaging. Materials: Custom Wordpress. Digital Printing. Speciality Inks. Embossing. Die Cuts. Vinyl. Embroidery. Screenprinting. Typography: Harbour. Maple. Jude. Trade Gothic.…
    uniE608 Sugar Lounge
    Sugar Lounge undertook the strategic initiative of reinvigorating their establishment nestled in the picturesque vicinity of Manly, Sydney, adjacent to the renowned beachfront. In pursuit of this transformation, the establishment engaged in the commissioning of a new brand identity. The primary objective outlined in the creative brief was to conceive a playful, the more you look the more you see Hawaiian theme, artfully interwoven with clever wordplay and playful puns. The conceptualization of this thematic approach was masterfully achieved through a thoughtfully curated colour palette. Vibrant shades, such as neon pink, Marrs green, opulent gold, sleek black, pristine off-white, soft pastel pink, and delicate pastel green, were meticulously chosen to evoke the desired aesthetic. The embodiment of this distinctive brand identity is manifested in several key facets. Firstly, the fusion of modern kitsch and neon elements inspired in part by old school "Miami Vice" is artfully expressed through a combination of both serif and sans-serif typographic styles. This typographical harmony imbues the brand with a sense of contemporary and playful sophistication. Furthermore, to augment the visual allure of the brand, Sugar Lounge also engaged in the creation of bespoke illustrational and typographic elements. These custom-crafted elements are intrinsic to the brand's unique identity and contribute to its overall visual appeal. This comprehensive branding initiative extends beyond the realm of mere visual aesthetics. It encompasses a holistic approach that spans across various mediums. The brand and its corresponding execution seamlessly permeate into the domains of print, digital, packaging, signage and clothing, thus ensuring a consistent and compelling presence in every aspect of Sugar Lounge's engagement with its discerning clientele. See More About This Project: https://www.twine.net/signin Execution: Print. Digital. Social Media. Signage. OOH. Wayfinding. Apparel. Materials: Custom Wordpress. Digital Printing. Speciality Inks. Die Cuts. Screenprinting. Typography: Inkwell Open. Klang MT. Pipo. Mad Sans. Mad Serif Fill.…
    uniE608 Dish
    Dish stands as a testament to the innovative vision ignited by Kelly Shield. This ambitious project evolved into a collaborative cookbook, a veritable chronicle of the remarkable dedication, prowess, and benevolence exhibited by the hospitality community in their unwavering commitment to a noble fundraising objective: supporting the Starlight Children’s Foundation, a charitable cause dedicated to alleviating the plight of children affected by serious illness. This exemplary compilation serves as a canvas that vividly portrays the heartwarming stories, culinary masterpieces, and enduring commitment of 44 of Australia's preeminent culinary establishments, encompassing a diverse array of chefs, restaurants, and cafes. Each of these esteemed contributors generously offered two cherished recipes from their repertoire, alongside a poignant narrative shared by the head chef, recounting their most cherished childhood culinary memories. The impact of this philanthropic initiative transcended local boundaries and gained national recognition, garnering extensive coverage in multiple prominent national and state news outlets as well as print & digital media. This profound resonance underscored the significance of Dish in individuals across the nation, who were moved by the culinary community's dedication to the Starlight Children’s Foundation's cause. See More About The Project: https://www.twine.net/signin Execution: Print. Digital. Social Media. Packaging. OOH. Materials: Custom Wordpress. Digital Printing. Speciality Inks. Video. Typography: GT Pressura. Gt Sectra. 44 Handwritten Types.…
    uniE621 Lulu Li (London City Island)
    Lulu Li, a distinguished and award-winning fashion designer based in the city of London, has embarked on a noteworthy collaboration with London City Island and their esteemed Newspaper, a publication thoughtfully crafted and curated by Show Media. In my capacity as the designated Senior Art Director and Stylist for this initiative, I was privileged to undertake the responsibility of crafting the visual narrative with Photographer Marcus Maschwitz that will illuminate the brilliance of Lulu Li's artistic prowess and her distinctive fashion creations, set against the backdrop of the urban tapestry that is London City Island. At the heart of our creative endeavour lies a profound vision, one that aspires to encapsulate the very essence of Lulu Li's designs. Our objective is to accentuate their inherent elegance and innovation, employing meticulous and evocative visual storytelling techniques. In addition, we aim to provide glimpses into the intricate processes that underpin the creation of her exquisite garments. The art direction for this project has been thoughtfully curated, designed with the intent of presenting Lulu Li's body of work in a manner that is nothing short of unforgettable. Our aspiration is to etch a lasting impression upon the audience, one that resonates with the essence of her unparalleled expertise within the realm of fashion. Through the harmonious fusion of artistic direction, aesthetics, and narrative, we endeavor to celebrate the exceptional talent that is Lulu Li and the dynamic urban canvas of London City Island. Execution: Print. Digital. Team: Kelly Shield (Art Direction, Styling, Retouching, Project Management). Marcus Maschwitz (Photographer). Agency: Show Media (London).…
    uniE608 Graff
    Graff Jewellery, a distinguished name in the world of luxury jewellery, sought the creation of a compelling gifting brochure, accompanied by a meticulous brief. Originally destined to find its exclusive place within the hallowed confines of the Graff Harrods store's private shopping area. The primary objective was to showcase select giftable pieces from the Graff collections to an audience of discerning ultra-high-net-worth clients. To this end, the brochure required not only an exhibition of original thought in packaging and print materials but also a keen understanding of the intricate dynamics of the luxury retail jewellery market, particularly in the context of launching a new collection. In response to this creative challenge, I conceived a concept rooted in the opulence and mystique of the Fabergé egg—a symbol of hidden treasures unveiled. The outer box, meticulously designed to resonate with the signature Graff aesthetic, exuded an air of elegance and refinement. Luxuriously lined with sumptuous deep green velvet, to find its prestigious abode within the inner sanctum of the Harrod's Graff private salon. The allure of this packaging extended beyond the exterior facade, for within the elegant outer box lay yet another surprise. In the form of a meticulously crafted princess-cut diamond brochure, constructed from the highest quality crystal, this exquisite gem refracted the ambient lighting within the store, actively engaging the client in a mesmerizing journey through the world of diamonds and the intrinsic value of the Graff gifting experience. Upon unveiling this second layer of luxury, the client was introduced to the heart of the collection—a modern, opulent, and affordably high-end range, thoughtfully designed as a selection of gifts tailored to the discerning buyer's preferences. The brochure, featuring Graff's own captivating photography, it artfully combined elements of Bible paper, gold foil accents, delicate tissue paper, holographic edging, and the timeless elegance of Coptic binding. This meticulous fusion of traditional craftsmanship with a contemporary interpretation embodied the very essence of Graff's commitment to the pursuit of excellence. In summary, the brochure I envisioned and presented showcases a harmonious marriage of artistic vision and practicality, a testament to the commitment of Graff to offer its esteemed clientele a truly immersive and elevated luxury experience. It not only reflects the brand's unwavering dedication to fine craftsmanship but also its profound understanding of the art of luxury in the realm of jewellery retail. More About This Project: https://www.twine.net/signin Execution: Print. Packaging. Materials: Digital Printing. Speciality Inks. Gold Leaf. Crystal. Coptic Binding. Holographic Edging. Typography: Chronicle Display. Chronicle Roman. Optima Nova. Bickham Script Pro.…
    uniE621 New Age Lemoncello
    An ambitious startup has embarked on a mission to redefine the world of limoncello and related products in a refreshingly unique manner. Departing from the conventional Italian associations, this venture seeks to introduce a British twist, infusing it with an aura of enigmatic mystique akin to the duality of Dr. Jekyll and Mr. Hyde. The art direction chosen for this endeavour evokes the essence of hidden secrets and clandestine societies or cults. This intriguingly dark and mysterious styling imparts a distinctive character to a product category traditionally associated with Italy. Central to this transformation, a brand mark was meticulously crafted to exude a medicinal aesthetic. This choice aligns seamlessly with the utilization of a traditional bottle design, ensuring visibility on the shelf, staying abreast of contemporary design trends, and retaining adaptability for the evolving range of products. As a strategic component of the campaign, photography and post-editing techniques were employed to artistically portray the usage of the main cocktail ingredients - the zesty lemon and hearty oats. These visual narratives not only engage the consumer's curiosity but also beckon them into the intriguing world of this unique beverage experience. The journey towards the full development of the brand identity, campaign, and art direction is an ongoing and exciting process, promising further revelations and creative innovations that will continue to captivate and enthrall consumers. View More Of This Project: https://www.twine.net/signin Execution: Intended For Print. Digital. Social. OOH. Advertising. photo photo…