Kate Laudrum
Toronto-based graphic designer & art director.
Select a project to view:
- Vespa
Student project.
Challenge: To create a new identity for the European scooter brand as it moves into the North American market, embracing its niche selling environmentally-friendly, urban-loving vehicles.
Solution: New logo and identity using simplified shapes and clean, modern type. The wings element is inspired by the Latin meaning of vespa (“wasp”) and the handlebars of the scooters.
Comparison: original versus redesigned logo:
Colour palette:
“Rolling” pattern:
Business card:
Letterhead:
Business envelope:
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- Canadian Blood Services
Student project.
Challenge: To let past and future blood donors know about the impact of their donation, and ease fears.
Solution: Design that puts the emphasis on the facts and positive effects behind blood donation, but with warm and approachable art direction that doesn’t come off as medical or clinical.
Details:
Donor card:
Thank you/donor card mailer:
Mailer inner:
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- Type Map
Student project.
Challenge: To create a promotional poster which shows the versatility of Toronto and helps it appeal to tourists.
Solution: Map of the neighbourhoods of Downtown Toronto, using type choices and hand lettering to give the feel of each area.
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- Alumnae Theatre
Student project.
Challenge: To design a series of posters to promote a lineup of plays.
Solution: Posters using imagery that reflects the dark emotional conflicts within each play, and a tagline, Theatre for the Heart & Mind, that further enforces this idea and ties the plays together.
Details:
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- Arrange Magazine
Student project.
Challenge: To create a new entry into the interior design magazine market.
Solution: Arrange magazine, a high-end design magazine that uses generous whitespace and intersecting grid elements to give each page the feel of furniture items arranged in a room.
Cover:
Inner spreads:
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- A Study In Clarendon
Student project.
A type specimen book, showing uses of Clarendon by setting quotes from the Sherlock Holmes stories in the typeface.
Inner spreads:
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- Geodesy: typeface design
Student project.
Geodesy, a functional font inspired by orbital circles and space travel.
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