Samantha Kelly
I majored in Graphic Design at OCAD University and tend to work in both two and three dimensional forms which has help me develop a focus in brand identity, packaging design and conceptual art. Since I have particular interests in sustainable design, photography and psychology, I love being able to incorporate them into my work.
I have worked at FleishmanHillard HighRoad (FHR) where I was able to work with both the creative team and account coordinators to create original, concept-based design solutions for our clients. Being able to take client brand guidelines, and expand the possibilities in order to find new and effective ways to communicate to their target audience.
Over the years I have also worked as a freelance graphic designer. Some of the most memorable jobs have been helping out start up businesses, creating personal brand identities for musicians, and working with a fashion show who's goal is to promote sustainable fashion.
My approach to design is almost always influenced by psychology, because I find that the best way to create any design is to figure out the message that needs to be conveyed and then to fully understand the wants and needs of the target audience. I have found this is especially important when working with start-up businesses or personal brand identities. It also helps to be an outsider looking in because it allows me to see between the lines of what my clients are trying to convey and help them create a brand vision that works for them.
When it comes to designing, both 2D and 3D, it will always require the exploration of multiple iterations before finding the one that is able to embody the concept in an effortless manner.
The best design happens when the concept can be easily read through the form. It should be smart, intriguing, give you that "ah ha!" moment, and make you want to know more. In the end, it should be memorable.
