1. M 07866 433 578 E ferguson.debs@googlemail.com W dandadbydebbie.com
I’m a conceptual designer with over 20 years’ experience; working as both a freelancer and in
permanent employment. During that time, I’ve had the opportunity to work across a broad spectrum
of clients; from blue chip giants to small, niche brands. I am committed, conscientious and self-motivated.
I thrive under pressure and am not fazed by tight deadlines or large design briefs, and I’m totally flexible;
able to work alone or as part of a team.
FREELANCE DESIGNER 2007 – PRESENT
SO, WHAT HAVE I DONE?
I have a broad skill set which means that I’ve been lucky to work across a wide range of disciplines;
solving creative problems on briefs ranging from corporate identity and logo design to brochures and market
toolkits. I am as at home designing a suite of POS on a shopper marketing brief as I am creating the look and
feel for a new brand campaign. Detailed work doesn’t put me off either; I can see the creative potential in
style guides and on-pack promotions, and am as happy designing a web site or digital banner as I am working
to more traditional print formats such as FSDUs and DM.
I’VE WORKED AT THESE WONDERFUL COMPANIES...
Arnoldklp | MARS | WARL | NWP Creative | Positive by Design | RPM | OLIVER | Rivet | Attention
Dialogue | Kavannah Communications | Inferno | Healthspan
...ON ALL OF THESE FABULOUS BRANDS
Coca-Cola | Fanta | Pepsi | Diageo - World Duty Free | Britvic | Vodafone | O2 | Nokia | BAA | CPH
Red Bull | Budweiser | Southern Comfort | Bombay Sapphire | Johnnie Walker | SKY | BMW | Walkers
BeatBullying | Breast Cancer Care | Cancer Research UK | Johnson & Johnson | Lloyds Bank | Jacobs
Dairy Crest | Tesco | Sainsbury’s | Douwe Egberts | Boots Botanics | Cineworld | Samsung | Total | KPMG
Smooth Radio | P&O Cruises | Baileys | United Biscuits | Jeyes | Trident | Magnum | Danone | Stoli
Carling | Tia Maria | Lindemans | Malibu | Jameson | Brothers Cider | Strongbow | Hovis | Kompan
Nicorette | Carte D’Or | Sabai | Lenor | McArthurGlen | Daily Mail | Bracknell & Wokingham College
EMPLOYMENT 1996 – 2007
bd-ntwk (Jan 2006 – July 2007)
Dialogue/Ogilvy Activation (now OgilvyAction Aug 2003 – Dec 2005)
Finex (Nov 2001 – Aug 2003)
Brewer Blackler (Mar 2001 – Oct 2001)
Interfocus (May 1998 – Mar 2001)
Clarke Hooper Consulting (June 1996 – May 1998)
EDUCATION
ISP Diploma (1997)
BA (Hons) Design and Advertising (1996)
OND Graphic Design (1993)
9 GCSEs (1990)
little debCONCEPTUAL DESIGNER
3. This was the FIRST virtual online
march for the right of every child to
be safe from bullying. We wanted
100,000 kids to sign the petition,
create an avatar and join the online
march to Downing Street to stop
bullying. We didn’t get 100,000.
We got nearly 1,000,000!
Kids were encouraged to register
against online bullying and create
an avatar to add to the virtual park.
As the weeks went on, more and more
kids entered the park and more
event tents were erected! There was
even a special concert at the end
of the March with celebrity singers
including JLS!
Plus there was a section dedicated
to information as to why this March
was happening - the March to No.10
Downing Street to hand over the
signed petition to the Prime Minister.
Posters were created for the target
market (8-16) and as a range, covered
all different types of bullying
situations.
Art direction, design Arnoldklp
Beat Bullying
Virtual Online March
little debCONCEPTUAL DESIGNER
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
4. Marcus, 11
This is just one of the thousands of messages created
for our Big March against bullying; all of which will be
handed in to 10 Downing Street on the day of our
SCREAMathon – 15 November.
To add your voice to our petition or for more information
visit www.cybermentors.co.uk/screamathon
little debCONCEPTUAL DESIGNER
Beat Bullying
Virtual Online March
Posters
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Art direction, design Arnoldklp
5. little debCONCEPTUAL DESIGNER
Beat Bullying
Online virtual March
Park area where kids added their
own avatar
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Art direction, design Arnoldklp
6. Everyone loves a photobomb
including all the celebs. Fanta
wanted to encourage teenagers to
be creative with their on-pack
designs. Multiple designs were
created for maximum fun! LOL!
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Design WARL
Fanta
On-pack photobomb fun
little debCONCEPTUAL DESIGNER
7. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Fanta
On-pack photobomb fun
little debCONCEPTUAL DESIGNER
MIRROR surface
Fanta
On-pack photobomb fun
Various POS
Design WARL
8. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Fanta
On-pack photobomb fun
little debCONCEPTUAL DESIGNER
Fanta
On-pack photobomb fun
Cinema POS
Design WARL
9. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
little debCONCEPTUAL DESIGNER
How do you get teenagers to protect
themselves from the sun and make
it cool? Always use protection…. and
if they forget, help is at hand in the
form of a trendy rubber UV reactive
wrist band. It changes colour when
the rays get high - so time to stay
looking hot instead of burnt.
Art Direction Arnoldklp
10. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
Outdoor awareness - link with
Superdrug. Poster advice on how to
take precautions and where to find
your nearest store to collect your free
protection wristband
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
11. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
Outdoor awareness - places, such as
the beach, where you need maximum
protection. Free giveaways and
advice. Plus permanent promotional
wristband dispenser.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
12. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
YouTube video - the question being
asked was “When was the last time
you got burnt?” But this wasn’t
revealed until the end of the ad.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
13. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
Glossy mag awareness campaign -
DPS
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
14. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Practice Safe Sun
On-trade awareness. Beermats in
gardens of pubs - a reminder to
always Practice Safe Sun.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
15. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Beating the Big C (Sea)
little debCONCEPTUAL DESIGNER
Ronan and Richard had the challenge
of swimming the Irish Sea, with a
little help from 5 other friends, to
raise money for people who are
already on their own extraordinary
journey. We wanted to encourage
as much support as possible and
asked if you could donate an online
‘SMILE’ costing £1 or go the ‘EXTRA
MILE’ by buying the Cancer Research
pedometer and either swim, cycle, run
or even walk that extra bit further to
raise money.
Art Direction Arnoldklp
16. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Beating the Big C (Sea)
Donate a smile for £1 , add it to
the online wall together with your
encouragement message.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
17. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Beating the Big C (Sea)
If you didn’t want to donate a smile,
you could go the extra mile yourself
and purchase the Cancer Research
pedometer and get your friends and
family to sponsor your own journey.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
18. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Cancer Research UK
Beating the Big C (Sea)
Gorilla activity - put a big ‘smile’ on
your facebook page, on homepages
or even projected on buildings.
Awareness promotes the website URL
to gain extra online support.
Plus, on the day of the swim, a giant,
Richard and their friends to keep
going that extra mile.
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
19. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Sainsbury’s
Staff ‘Introduce a friend’ campaign
little debCONCEPTUAL DESIGNER
Art Direction NWP Creative
Sainsbury’s wanted an incentive for
their staff - so we created a campaign
called ‘Colleague Introduce a Friend’.
It was to drive online acquisition with
a better offer if ‘staff’ introduced a
friend. There was also an friendly
store v store rivalry and an outright
‘champion’. Huge success was
anticipated! Fun posters were added
to the staff toilets - where they had a
bit of ‘dwell’ time.
Every colleague can
collect up to £50 worth of
Sainsbury’s vouchers
Introduce your friends and family to
Sainsbury’s online grocery shopping and,
for every friend who completes a first time order*
,
you’ll receive a £5 Sainsbury’s online voucher –
up to a maximum of £50.
sainsburys.co.uk/friends
Designed to work on any device
Find out more at
*When they spend £60 or more. Delivery charges apply. Each recommendation resulting in a first time customer online grocery shop of £60 or more qualifies for a £5 Sainsbury’s online voucher – up to a maximum of £50. See online for full terms.
Feeling
flush?
There’s still time to
collect up to £50 worth of
Sainsbury’s vouchers
Collect a £5 Sainsbury’s online voucher every time
you introduce a friend or family member to
Sainsbury’s online grocery shopping – up to a
maximum of £50. Plus, both you and your friends
receive £20 off your first online grocery shop when
you spend £60 or more excluding delivery charge.
sainsburys.co.uk/friends
Designed to work on any device
Find out more at
Each recommendation resulting in a first time customer online grocery shop of £60 or more qualifies for a £5 Sainsbury’s online voucher – up to a maximum of £50. See online for full terms.
Ends
16 March
I’ll have to
be quick
Toilet posters
20. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Boots
Awareness of Boots Botanics range
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
Boots Botanics range is made
with a little help from Kew Gardens.
They extract natural ingredients
from many different plants to use in
their products. We visited the Royal
Botanic Gardens to take some of
these beautiful images (for their
monthly social posts on Facebook)
and combined specific botanics to
design intricate backgrounds for their
instore POS.
21. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Douwe Egberts
Press/Sampling
little debCONCEPTUAL DESIGNER
Design Arnoldklp
Douwe Egberts pride themselves on
their 260 years of coffee craft and
knowledge including their unique
‘No Ordinary’ jar. By adding their
‘No ordinary coffee’ to ordinary
daily events made ‘coffee time’
that bit more special. Press ads,
POS (including online banners) and
sampling ideas were created.
Press Press
Sampling
22. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
DIAGEO
World Duty Free at airside.
Portfolio showcase, sampling
& POS ideas
little debCONCEPTUAL DESIGNER
Art Direction RPM
Cocktails are a big part of the spirit
world, especially when on holiday!
We combined the idea of ‘spirits’
and ‘cocktails’ and came up with
a ‘SpiritLab’ to showcase all the
DIAGEO brands sold at the airport.
This lab would allow the mixologists
to create the perfect mix - a taster of
what you can enjoy when the spirits
are combined correctly. A digital
mixologist was a free giveaway with
any 2 purchases of 1 1itre spirits and
displayed on shelf and gondola end.
23. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
TOTAL
Rewards programme
little debCONCEPTUAL DESIGNER
Art Direction, design Arnoldklp
TOTAL wanted to reward loyal
customers - so we design a ‘Reward’
scheme that allowed them to build
up points and even enter a monthly
prize draw to win, with every £30
they spent on fuel and/or groceries.
They could check their points online
and exchange them for Rewards.
Local businesses around the country
participated in the scheme.
UP TO
50% OFF
HAVEN
HOLIDAYSwith £30 spend at TOTAL plus your
chance to win in our prize draw
Spend £30 in one transaction on fuel and/or in store (excluding tobacco, E-top up and Lottery products) until 4 January 2011.
Partner offers valid until 31 January 2011 with exceptions. Age restrictions apply. See full details in leaflet or at www.total-rewards.co.uk.
24. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Tesco
Toy factory
little debCONCEPTUAL DESIGNER
Art Direction, design Arnoldklp
Tesco were looking to categorise
their TOY aisle and wanted to have
a bit of fun. The design had to be
flexible to go across all stores and be
appealing to boys, girls and parents!
A navigation device was introduced,
categorising the ‘toys’ not only into
types of toys but by age too. Fun
games and interaction along the
aisles was encouraged. The design
had to be flexible enough to fit in any
‘seasonal’ theme.
25. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Pepsi
250ml Handycan
little debCONCEPTUAL DESIGNER
Art Direction Arnoldklp
The new 250ml can was brought
out by Pepsi for the kids packed
lunch market. There were more cans
in a pack - better value and less
waste because of the smaller size.
Unfortunately, these cans turned out
to be a bit of a handful!
26. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Baileys
POS display
little debCONCEPTUAL DESIGNER
Design WARL
Baileys wants to target a younger,
more energetic audience and wanted
this reflected in their dispay so a fresh
look added to their instore POS.
27. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Diageo
Instore POS
little debCONCEPTUAL DESIGNER
Design WARL
Whisky POS targeted at a younger
25-35 audience in specialist stores,
luxury outlets and supermarkets. Fun
and engaging.
28. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Diageo
World Duty Free POS
little debCONCEPTUAL DESIGNER
Art Direction RPM
Diageo has a huge range of spirits in
their portfolio; they also have a large
collection of cocktail recipes too.
We wanted to show holiday makers
how to prepare a great cocktail
(demonstrated a the impressive bar in
the WDF area and in our free recipe
book) plus give them a chance to win
the ultimate trip to Manhattan with
their friends. Various piece of POS
were up in the airports.
29. PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
Stella
On trade promotion
little debCONCEPTUAL DESIGNER
Art Direction BD Network
Stella Artois in association with
Studio Artois wanted to combine
forces with an on trade promotion.
The idea was you buy a pint, pick up
a ‘prize scratch card’ and see if you
won the chance to come face to face
with Jaws, get behind the wheel of
a mini in Turin or sit at a poker table
in Monte Carlo - THE ultimate movie
experience.
30. Advanced fuel for your home
It’s important to find the easiest and most convenient
way of looking after your home, so you have more
free time available to enjoy it. But that’s no reason to
compromise on quality. When only the best will do when
it comes to furnishings, fixtures and fittings, why not
look for the best with the most fundamental thing you
can bring into your home – heat.
Enhanced copper deactivation formula
Copper pipework sometimes causes a chemical
reaction with standard kerosene heating fuels, causing
the fuel to discolour, form lacquers against the inside
of the system and reducing its overall combustive
effectiveness. TOTAL GLOWMAX’s advanced formula
includes a stability enhancer, which helps to prevent this
reaction taking place, meaning that the fuel reaches the
boiler in optimum condition.
Fewer emergency call-outs
Thanks to its stability during storage, reduced soot and
charring and copper deactivation, TOTAL GLOWMAX
is kinder on your central heating system than other
kerosene-based heating fuels. This should help to improve
the reliability of your system, reducing the likelihood of
having to perform non-standard maintenance or call out
expensive system engineers to deal with problems.
Researched and developed by TOTAL
TOTAL GLOWMAX is the product of extensive research
and development by TOTAL’s leading home heating
oil experts. It’s an additive-enhanced kerosene
specifically designed for home use and it’s exclusive
to TOTAL. Our task was to bring a high quality, cleaner
burning, advanced fuel to our customers; a fuel which
remains efficient throughout delivery, storage and
combustion, giving you peace of mind whenever you
need warmth.
Better performance with less soot and charring
Advances in fuel additive technology mean that
TOTAL GLOWMAX has the combustion properties of
the most advanced commercially available kerosene
products. Significant reduction of soot deposits in
your burners means that the fuel ignites more readily,
maximizing its distribution of warmth throughout your
home. Of course, reduced carbon within the sensitive
parts of your system means that your boiler should run
more smoothly too.
Smoother running all round
Designed to provide reliable, responsive warmth
whenever you need it, TOTAL GLOWMAX can also
reduce the need for emergency maintenance.
GLOWMAX’s exclusive formula cares for your boiler and
heating system and ensures that the fuel is stored and
delivered to your boiler in perfect condition. Once ignited,
it also burns more cleanly than domestically available
standard kerosene, offering truly efficient warmth.
TOTAL GLOWMAX
Performance, protection and peace of mind.
Tried, tested and approved by Aga
Half a million people in the UK own an oil burning system
and more owners than ever are being convinced of the
protective, performance value of using TOTAL GLOWMAX.
What’s more, after some of the most rigorous testing in
the business, TOTAL GLOWMAX now carries the official
stamp of approval from Aga itself, meaning whatever
model you have in your home, you simply can’t get
better for your system than TOTAL GLOWMAX.
PLEASE NOTE: Out of respect to all the agencies that I’ve worked at, all work shown is confidential. Please do not copy or share. Thank you.
TOTAL
Brand Identity
little debCONCEPTUAL DESIGNER
Art Direction, design Arnoldklp
TOTAL not only supply petrol and
diesel, but home heating oil in remote
areas. They needed a new identity,
look and feel and name for their new
premium oil. Oh and some lovely
warm and glowing photography
which we took in Ireland.
UTLER
Tried, tested and
approved by
PERFORMANCE - PROTECTION - PEACE OF MIND
