About the graphic designer

Hello!

My name is Kelsey Luchterhand. I was born and raised in a small town in southeast Wisconsin. My mom always said, that as soon as I was old enough to pick up a pencil I was drawing. That hasn't stopped. 

I began understanding art from a drawing and sketching perspective, but I quickly became aware that I could gain many advantage through technology. I came to find that I loved the graphic design world. I loved that it combined my creativity side with my organization and detailed side. The graphic design field offers challenges that help me grow each and every day. I enjoyed the satisfaction of working through a design problem and having it come out exactly as I envisioned. I particularly liked branding and marketing; I appreciate getting to know a company, their personality, needs, and desires. Once I am able to have an understanding of who they are what they desire I am able to develop a brand that suits them in every way and reaches out to their target audience in a way that no one else could.

I graduated from Southern New Hampshire University with a bachelors in Graphic Design and Media Arts and a minor in Communications. I believe that this degree, the combination of graphic design with a minor in communications, allows me to not only create designs and layouts with unique intricacy, but also understand my client's needs and communicate their vision from a visual and promotional perspective.

Although I'm just starting out as a graphic designer I'm anxious to get more involved and help meet each person's needs through design. I have been taking steps to gain experience and develop my understanding of the graphic design industry by helping build logo designs for local companies. I have taken a course in social media marketing and continue to work to develop that skill to a stronger more marketable level. I hope to merge these elements in a deeper way by branching out further and challenging myself in other formats of design, communication, and marketing. I believe that with time I will be able to build my portfolio to an even stronger point and better serve others with their graphic design and promotional marketing needs.

When I'm not designing I can be found with my family and friends or outdoors! I am the youngest of five kids, with two older sisters and two older brothers, my siblings are some of my closest friends; My siblings are often the first ones to challenge my abilities and encourage me at any given moment. Spending times outdoors always comes as a restart button for me! I like taking my dogs for peaceful walks, hiking to scenic views, exploring the architecture found in small towns, and photographing the details discovered in nature. 

I have recently been exploring other art formats and materials. I have been working towards gaining knowledge in those areas which will, I hope, build my overall understanding of art structures and open up my perspective. Please explore my portfolio available below.

Want to know more? Let's talk! I’d love to get to know you! The footer offers a contact option. I can be reached by filling out the contact form available. I look forward to hearing from you!

Portfolio work

Backpacker Interactive Magazine

Backpacker Magazine interactive PDF was developed in accordance with my University’s course project. The project was to demonstrate several areas of understanding, some of which include design theory, typography, layout presentation, user experience, and interactive incorporation. My goal was to meet all these needs while understanding the content and style needed to accommodate both the client (Backpacker Magazine) and their target audience. The target audience for Backpacker Magazine is young men and women with the desire to be outdoors, exploring nature and understanding the world around them. The magazine encourages this through content development and design presentation.

After conducting research about the branding identity of Backpacker Magazine, as well as their target demographic, I began imitating their style through design features and techniques such as typography, image choice, and design layout. I also utilized colors that appealed to my understanding of the brand’s style. I developed interactive abilities to make the magazine more exciting and encouraging for the target audience. The incorporation of page buttons, links that jump a viewer to their desired page through both image and article touch, and finally links that redirect the viewer to Backpacker website. Each of these interactive features offer navigational understanding as well as the importance of user experience. Interactive activities such as video and hidden images were also implemented into the design in order to create a more exciting interaction for their viewer. All of these choices were made to develop a design that would meet the interactive and design needs of both Backpacker Magazine as well as their target market.

Explore Magazine

Explore Magazine is a project constructed through my University to encourage and enhance the understanding of magazine cover layout. My responsibility was to work through the development process, creating a magazine cover layout that would represent a travel magazine style while meeting the needs and desires of both my client and their target audience. The client required the use of beautiful, high resolution imagery, content appealing to the target audience, and a layout that would implement design theory. The target audience for this project is young adults with the desire for outdoor adventures such as hiking, camping, rock climbing, kayaking, etc.

In order to meet the needs of both my client and their target market I worked through a research project to understand both the travel market as well as the audience from which it resonates. I gained understanding about layouts in regards to what is considered appealing for this demographic and what designs should be avoided. After my research, I began to construct a layout, which I believe would meet the needs of both my client and their target audience. I established a foundation through the mountain based image use, working to create contrast and interest with the use of layering the title and the mountain with its background. I then constructed a minimal layout of article titles with eye catching font choices and color combinations. The incorporation of all these elements led to the successful final design.  

Lucky Paws & Tails Brochure

Lucky Paws & Tails is a local pet sitting company with the desired need for a branding identity and marketing promotionals in both digital and print formats. The brochure is an example of one of their printed promotional features. I worked with the owner to develop their brand identity and how this could be represented through various formats. By working with the owner I was able to gain a better understanding of their personality, their company goals, and the target audience they hoped to reach through every design element. Lucky Paws & Tails sought to reach men and women with the age range of 25-60 who were in need of pet sitting needs. This target audience also needed to be available to those with a middle to lower income due to the social environments of the company.

The brochure needed to provide the company’s services, rates, bio, and contact information. Each presented content needed to be developed through the branding style guidelines developed and needed to demonstrate a modern but comforting aesthetics. The structure developed offers an easy flow for the readers and provides an encouraging atmosphere through design tones. Through my implementation of content, typography, image use, and layout I was able to construct a printed promotional which met all the needs of the company.

Lucky Paws & Tails: Brand

Lucky Paws & Tails branding identity is a design presentation of the printed promotional items needed to structure the marketing and personality of the company. Lucky Paws & Tails is a small, independent company with a desire for branding identity and marketing promotional materials in both digital and print formats. I worked with the owner to develop their brand identity and how this could be represented through various formats. By working with the owner I was able to gain a better understanding of their personality, their company goals, and the target audience they hoped to reach through every design element. Their branding identity offers a visual understanding of the personality of the company in a promotional format. The company was looking for a modern style with elements that offered softer, comforting tones. I worked with the company in order to develop a branding identity that would represent who they are while also appealing to the needs and desires of their target audience. Lucky Paws & Tails sought to reach men and women with the age range of 25-60 who were in need of pet sitting needs. This target audience also needed to be available to those with middle to lower income due to the social environments of the company.

In order to develop a branding personality that would meet the needs of my client I developed design elements with a modern presence, while implementing features with softer tones. I began my brand development through the structuring of the logo. I offered the client three different logo styles that demonstrated their branding personality. The client chose to move forward with the current logo presented. This logo offered a clear understanding of the brand’s industry. It is constructed with a modern style, minimal use of elements, and created softer tones through the edging and structure of the design. The color palette for this company was carefully chosen as it offers professionalism, responsibility, soft tones, and a bit of contrast for fun and playful implementations. The font choice demonstrates its modern style by emphasizing the sans serif presents, but utilizes softer tones with the incorporation of rounded edges. In each of the design elements presented in the branding identity comes the observation of minimalism. This design element was chosen for the understanding of a modern style with clean structuring. Each of these features and design elements come together to demonstrate the identity of the brand and offer appealing designs for the companies target demographic.

CC Clips: Brand

CC Clips is a local barber with the need for branding identity designs. CC Clips came to me with the desire for a branding identity package that would develop a logo and promotional items with its personality emphasized. I began by discussing the brand’s overall vision and goals as well as their personal style they hoped to develop. I learned about the brand’s target market, which were young men with modern, classic style with barbering needs. I worked with the client throughout the process to develop design elements that suited their personal style. The brand was looking for modern, minimalist styles with elements that offered traditional or classic shading.

With feedback from my client I began the design process by developing different logo options for the client to chose from, each of which would suit the brand’s style and needs. The client chose the design that they felt would best suit their branding style and would also meet the style of their clients. The Logo offers minimalist and modern tones with masculine features. It also presented an understanding of the company industry without struggle. After the development of the logo I began the process of the branding elements. The color palette I chose was black and white, I felt this would be the perfect tie between the modern and traditional style desired. I also implemented the typeface of Courier, which would be significant for both the brand and their target audience. Finally, the formatting of the design demonstrates a classic, minimalistic structure. These elements in turn contributed to the final development, which was appreciated by both CC Clips and their target audience.

Upper Crust: Brand

Upper Crust Bakery is a company conceptualize by my University. This company was in search of a designer with the abilities to fulfill them with a branding identity package. The company has a background in Parisian style with the hopes of reaching middle-income audience of men and women with the desire for delicious bakery items.  The client desired that the development of their personality to be identified throughout each branding element. I began by designing different logo options for my fictitious client at which point my professor and peers offered their constructive criticism and encouraging feedback. After receiving this feedback I began implementing and adjusting my designs accordingly. I then began to optimize the development of each branding element to feature the brand’s personal identity.

The logo features a baguette, which is considered to be an iconic, yet down to earth, symbolism of the bakery industry of France. The branches on either side shape the structure of the logo and other design features while offering a sophisticated and European emphasis. I utilized color tone, which I felt would offer light, earthy attributes. I also utilized a scripted font to pull from the Parisian heritage. Each of these design features contribute towards the final branding identity packages emphasizing the brand’s personality, desires, tone and target audience needs.

Magazine Layout

This magazine layout was an assignment from my University for a course project. The assignment was constructed to develop an understanding of magazine article layout formation. We were instructed to take an article and structure it in a way that would both clearly feature the article while also offering an appealing design of the content. I began this assignment by looking at article layouts and how they were implemented on a two page spread. After researching and gaining an understanding on the subject, I began to formulate the layout design. I offered ways of featuring the article itself while implementing visually pleasing and relevant content. For example, I implemented images presented by the article source as well as text boxes to break up structure and offer more interesting flow. The format offers a clear and readable foundation with interesting segments to keep the readers attention.

 The article uses a combination of serif and sans serif typeface in order to distinguish the modern tones of the article with an easily read text. The colors utilized throughout the design are those obtained from the images provided. The shapes and flow offer readability with a hat tip to the modern style of the article. The contribution of this article offered a clear foundation in which to implement all the design features found in the final project.

The full article website can be found in the following link: https://www.chicagomag.com/Chicago-Magazine/October-2016/Chicago-Gangs/

Wedding Magazine

The Wedding magazine cover layout was a personal project to gain an understanding of magazine layout for particular client base and demographic. The client’s desire is for a layout with a wedding theme and tones throughout. Their target audience is women from the age of 20-40 with a middle to high income.  

The development began with a clean image of a bride using negative space on either side and above to create foundation. The title uses a sophisticated typeface of Serif and the “dream” portion featured displays a scripted font to accent it. The article titles utilize content that would interest the target audience and base itself within the client’s industry. These titles feature a font combination that is aesthetically pleasing and brand formulated. The color choice that is used throughout the design creates a balance of sophisticated black with a feminine appealing pink and accents of pure white. These colors not only help to represent the brand and demographic but they also help to subtly contrast the colors featured in the image foundation. These design choice assist in the development of the final piece suited to the client and their target market.

Collage

The collage was a creative based assignment selected by my University in order to utilize our artistic imagination within a structured environment. The project was developed to promote an understanding of the implementation of a chosen theme and display of featured techniques in both of design theory and graphics. I chose to work with a travel based demographic, those with the desire for adventure, traveling, and learning of different cultures and environments.

After choosing to move forward with a travel based theme I began to implement different symbols, images, and features what would clearly present my chosen theme. I worked within Adobe Photoshop to develop different layers that would offer an understanding of structuring the collage as well as layout. I developed different hierarchies that created flow and understanding for my viewer, while also creating a sense of freedom. I chose a bold and modern typeface paired with a scripted font in order to appropriately construct the aestheticism for the environment of the design. I added a variety of textures within the different layers and incorporated a blending technique. With the combination of these two techniques I was able to simultaneously add contrast and unity within the design. The colors I chose were nature based and offered tones I felt would create a sense of peace, while still appealing to an adventure theme. Each design element pulled together in order to display the final project.

Pasta Amore: Table Tent

Pasta Amore is a restaurant with a focus on traditional Italian cuisine and a personal company desire for quality in both food and time spent with others. Pasta Amore desire was for various printed promotional elements such as a To Go Menu, Table Tent display, and In House Menu. Pasta Amore seeks the target audience of middle income based families. All three of the printed promotional materials designed and developed for Pasta Amore offer an understanding of their brand and target audience. All three designs work separately to display the needed designs and context of the promotional item however, they come together to display a unified design theme.

The Pasta Amore Table Tent features promotional activities directed and hosted by Pasta Amore Italian Restaurant. The Pasta Amore Table Tent presents these featured activities in a way that both remains consistent with the brand as well as the other printed items. The design offers an understanding of design features, such as contrast, hierarchy, tones, color, typography balance, etc. The images used within the display are clean and clear with high resolution and offer the tones of the Pasta Amore brand. The written content is displayed in a way that draws in the customer’s attention. Finally, it offers contact information as a convenient way for the desired parities to utilize. The design features of this product pull together to create an overall appealing design, while also presenting consistency with the brand and other printed designs.

Pasta Amore: To Go Menu

Pasta Amore is a restaurant with a focus on traditional Italian cuisine and a personal company desire for quality in both food and time spent with others. Pasta Amore’s desire was for various printed promotional elements such as a To Go Menu, Table Tent display, and In House Menu. Pasta Amore seeks the target audience of middle income based families. All three of the printed promotional materials designed and developed for Pasta Amore offer an understanding of their brand and target audience. All three designs work separately to display the needed designs and context of the promotional item however, they come together to display a unified design theme.

The Pasta Amore To Go menu offer similar feature of those presented in the menu, however they are reconstructed in a why that is more conducive to the needs of “to go”. The added featured elements implemented within the Pasta Amore Menu are illuminated from the To Go Menu. This in turn offers the minimalistic needs for customers to place their desired order. The design elements used such as the typography, color palette, and logo are found within the Pasta Amore Style Guide, but utilized to create pleasing designs. The design elements are structured in a way that creates a professional and inviting feeling for each of their customers. The Pasta Amore To Go Menu offers all features and content needed for the customers to place their order in a timely and efficient manner. The features also offer different ways for a customer to place their order for example, by a phone call, personal pick up, or mobile ordering. All these different features, both in the sense of design and content, present an understanding of the Pasta Amore Brand’s desire as well as the atmosphere needed to appeal to their target demographic.

Pasta Amore: Menu

Pasta Amore is a restaurant with a focus on traditional Italian cuisine and a personal company desire for quality in both food and time spent with others. Pasta Amore desire was for various printed promotional elements such as a To Go Menu, Table Tent display, and In House Menu. Pasta Amore seeks the target audience of middle income based families. All three of the printed promotional materials designed and developed for Pasta Amore offer an understanding of their brand and target audience. All three designs work separately to display the needed designs and context of the promotional item however, they come together to display a unified design theme.

The Pasta Amore Menu has been the most important printed design from within the brand. The design elements used such as the typography, color palette, and logo are found within the Pasta Amore Style Guide, but are utilized to create pleasing designs. However the structuring and implementation of these features were crucial. The design offers eye-catching and appetizing images. The flow of the design offers consistent and easy to follow structure. The design presents highlighted features to help the customer make their decision. For example, the highlighted red block displays the featured item in the images. Another unique design choice was the use of The Pasta Amore logo beside specified dishes to indicate Customer Favorites. The overall aesthetics of the design offer both a warm and appealing design, while also staying on brand and remaining consistent with other printed product designs.