Graphic Design Portfolio of Anna van der Feltz.
This includes work done under contract and direction of design agencies and my own personal work with direct clients.
1. A LITTLE PIECE OF MISCHIEF 2010
THE GRAPHIC DESIGN PORTFOLIO OF ANNA VAN DER FELTZ
2. Client: ASK Project: Identity, Application, Print & Interior
Agency: Caulder Moore
When Ask became part of Gondola Holdings ( Pizza Express and Zizzi) it required a rebrand
and design which would make it recognised as the first choice local family Italian restaurant.
It was to have an Italian village trattoria feel to it with rustic natural finishes and colours
to represent the natural ingredients and family cooked food. The project covered everything
from logo and branding, menus and signage through to tile designs for the walls.
A calligrapher was contracted to draw the handwritten logotype.
3. Client: Sweaty Betty Project: Identity
Agency: Caulder Moore
A logo and rebranding for Sweaty Betty ladies sportswear. The brief was to design a more
contemporary and luxury brand to replace the current 'illuminous' pink High street brand,
while maintaining the sporty elements. The clothing has been redesigned to appeal to more
'designer' market and will now specialise in Yoga and leisure wear, stocking mainly it's own
branded clothing. They wanted to become recognised by a symbol which they could use
as a brandmark on their merchandise.
Logo variations
BRAND VALUES & COLOUR PALETTE
focused active wellbeing feminine Icon variations
326 7417 390 214
stylish poise performance
7527 white 437
sweat focused active
yoga wellbeing
beach feminine stylish
snow poise performance
COLOUR INSPIRATION
4. Client: Nu Creative Project: Brand identity & Application
When one of the agencies I freelance for decided to rebrand themselves ‘Nu Creative’, they asked me to design
a new identiy for them. They wanted something fresh and contemporary, simple but eye catching. The word
‘Nu’ was chosen as is suggested new beginnings and also means ‘naked’ which describes the open and honest
relationship they have with their clients. The asterix in the logo has a number of meanings; see further information,
read small print, a star rating and also highlighting a new product or important information.
I provided a set of guidelines and applied the identity to stationery.
Primary Colour Palette
361
389 361 7532
Tim Lindsay
tim@nucreative.com
t 020 8857 4556
m 07939 085773
w nucreative.com Secondary Colour Palette
226 151 424 427
5. Client: Mulberry Project: Brand Guidelines
During my time at Mulberry I completed the huge task of putting together a comprehensive brand guideline
manual. This covered everything from Logo, font and colour usage, through to labelling, packaging and also
formats for advertisements and marketing materials.
The pages were printed on silk stock and presented in a sturdy matt laminated, black lined folder and finished
with gold foiling on the spine. The manual was sent to all Mulberry employees, suppliers and stores in a mulberry
care bag and gift wrapped in a black box with Mulberry ribbon.
Vintage Logo: The idea for the vintage logo was based on styles
and shapes from the Mulberry archive collection. It was to be used
on a contemporary vintage range of tote bags. The logo has now
been applied to several ranges and products after its success.
Important Note:
While working at Mulberry I covered such a wide range
of projects, all using high quality finishing and luxury materials.
Therefore they are much better viewed in the flesh than in a PDF
which doesn’t do them justice at all. If you would like to see examples
of this work then please arrange to view my portfolio.
6. Client: GSK Project: Event/Meeting Identity & Application
Agency: Sauce UK
Working with Sauce UK has introduced me to a new sector of client in Pharmaceuticals.
This example shows concepts for a series of educational meetings about HIV and aids.
They wanted a logo design for 2 possible names and 2 different concepts for printed
materials to support the meetings. I wanted to use the HIV ribbon subtly without it being
too obvious was what it was.
TOWARDS A BROADER HORIZON
New Perspectives In Hiv Therapy
The
CHANGING VIEW
OF HIV THERAPY
Broadening the Perspective
SAVE THE DATE THE SAVE THE DATE
19.06.09 CHANGING VIEW 19.06.09
On behalf of GlaxoSmithKline, I would like to invite you to save the date
OF HIV THERAPY
for a forthcoming educational meeting entitled
‘Towards a Broader Horizon - New Perspectives in HIV Therapy’
On behalf of GlaxoSmithKline, I would like to invite you to save the date in London on Friday 19 June
for a forthcoming educational meeting entitled The aim of the meeting is to examine current data and thinking in HIV therapy,
Broadening the Perspective
with reference to the topics of CV risk, CNS penetration, renal toxicity and bone.
‘Towards a Broader Horizon - New Perspectives in HIV Therapy’ The meeting will be chaired by Paddy Mallon MD (University College Dublin)
in London on Friday 19 June and include presentations by Esteban Martinez MD (Hospital Clínic Barcelona)
and Barry Peters MD (St Thomas’ Hospital London).
I would be very grateful if you could mark the meeting in your diary.
The aim of the meeting is to examine current data and thinking in HIV therapy, Our team will be in touch in the near future
with reference to the topics of CV risk, CNS penetration, renal toxicity and bone. with further details. In the meantime, if you
have any specific questions, please do not hesitate
to contact me directly. Alternatively you can reach
the team at Resolute Communications, who will
The meeting will be chaired by Paddy Mallon MD (University College Dublin) be assisting us with the co-ordination of this event,
on +44 (0) 207 397 7077 or by email Jamie Keenan.
and include presentations by Esteban Martinez MD (Hospital Clínic Barcelona)
and Barry Peters MD (St Thomas’ Hospital London).
I would be very grateful if you could mark the meeting in your diary.
Our team will be in touch in the near future
with further details. In the meantime, if you
have any specific questions, please do not hesitate
The
CHANGING VIEW SAVE THE DATE...
to contact me directly. Alternatively you can reach
the team at Resolute Communications, who will OF HIV THERAPY On behalf of GlaxoSmithKline, I would like to invite you to save the date
be assisting us with the co-ordination of this event, Broadening the Perspective
for a forthcoming educational meeting entitled
on +44 (0) 207 397 7077 or by email Jamie Keenan.
‘Towards a Broader Horizon - New Perspectives in HIV Therapy’
in London on Friday 19 June
The aim of the meeting is to examine current data and thinking in HIV therapy,
with reference to the topics of CV risk, CNS penetration, renal toxicity and bone.
SAVE THE DATE... The meeting will be chaired by Paddy Mallon MD (University College Dublin)
On behalf of GlaxoSmithKline, I would like to invite you to save the date and include presentations by Esteban Martinez MD (Hospital Clínic Barcelona)
for a forthcoming educational meeting entitled
and Barry Peters MD (St Thomas’ Hospital London).
‘Towards a Broader Horizon - New Perspectives in HIV Therapy’
in London on Friday 19 June
The aim of the meeting is to examine current data and thinking in HIV therapy,
I would be very grateful if you could mark the meeting in your diary.
with reference to the topics of CV risk, CNS penetration, renal toxicity and bone.
The meeting will be chaired by Paddy Mallon MD (University College Dublin)
Our team will be in touch in the near future
and include presentations by Esteban Martinez MD (Hospital Clínic Barcelona) with further details. In the meantime, if you
and Barry Peters MD (St Thomas’ Hospital London).
have any specific questions, please do not hesitate
I would be very grateful if you could mark the meeting in your diary.
Friday 19th June to contact me directly. Alternatively you can reach
Our team will be in touch in the near future the team at Resolute Communications, who will
with further details. In the meantime, if you
have any specific questions, please do not hesitate be assisting us with the co-ordination of this event,
Friday 19th June to contact me directly. Alternatively you can reach
the team at Resolute Communications, who will
on +44 (0) 207 397 7077 or by email Jamie Keenan.
be assisting us with the co-ordination of this event,
on +44 (0) 207 397 7077 or by email Jamie Keenan.
7. Client: Champneys Project: Brand Guidelines
Agency: Caulder Moore
The Champneys Health Resort brand has recently had a revamp. I have produced
a set of guidelines to ensure consistent use of the new branding.
8. Client: Serenity Medica Project: Promotional Marketing Materials for Print
Serenity Medica wanted a complete revamp of their rather dated marketing materials.
I did this by injecting blocks of colour and introducing more uplifting images but at the
same time keeping the designs clean, fresh and simple with lots of white space. The brief
included leaflets, posters, magazine adverts and seasonal promotion, such as Christmas Cards.
Promotional DL Leaflet
Half Page Magazine advert
9. Client: Everybody Massage Project: Identity & Application
An identity and design concept for a new massage therapy business. The client wanted something
simple and fresh which represents the escape and relaxation experience when having a massage.
The business is to be extended to on site chair massage for corporate clients and private parties
at home so has required secondary logos.
massage
at home
at home
at work
Promotional Flyer
10. Client: Tanner Krolle Project: Identity & stationery
I was brought into Tanner Krolle to re-address their current branding and to act as their branding
consultant.They wanted ro revert to their old logo but with a more modern edge to it and to apply
this to all applications internally and externally. The Taupe colour was key to their core range and
created the warmth and invitation. The addition of black gave them a sophisticated and
contemporary finish. The business cards were printed in a matt finish on a heavyweight board
with gloss black foil logo.
Addressee Name
Name of Company
First Line of Address
Second Line of Address
City Name AB1 2CD
1st April 2005
Dear Recipient
RE: SUBJECT MATTER
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna Aiquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum.Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit.
SUB HEADING
Praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer
Monogram adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo tem vel eum iriure dolor feresaec in hendrerit in vulputate velit esse molestie consequat, vel illum dolore
eu.Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te
feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna Aiquam erat volutpat.
Yours sincerely
Martin Mason
Chief Executive Officer Signatory Name
Company Position
43 Berkeley Square London W1J 5AP
T. +44 (0)20 7529 5821
F. +44 (0)20 7691 7898
Email: mar tin.mason@tannerkrolle.com 43 BERKELEY SQUARE LONDON W1J 5AP T. +44 (0)20 7529 5821 F. +44 (0)20 7691 7898 WWW.TANNERKROLLE.COM
REGISTERED 4380938 ENGLAND
www.tannerkrolle.com
11. Client: Tanner Krolle Project: Brand Guidelines
With so many different elements to the brand, including product design as well as print
and advertising work, it was vital that Tanner Krolle had clear and strict guidelines to make
sure the brandmark was consistent in all uses. The clean simple format of the guidelines
suggested the style in which all applications should follow.
12. Client: Helena & Vincenzo Project: Wedding Stationery Design
An Italian themed wedding. The Bride wanted a monogram style design with a personal touch. The monogram was
then used on other stationery and throughout the wedding. The invitations were printed on letterpress on very thick
ivory card, creating a sense of vintage quality.
