Learn

Cassie Groos


Date of birth: November 1986
Location: los angeles
Education: graphic design ba hons
T: 818-284-3637
E: cassie@analog.la


Personal Bio

I am a passionate designer with a love for web and graphic design alike. I have had years of invaluable experience at brilliant agencies, with work focused mainly on entertainment industry clients.

I have a great work ethic and am used to working to tight deadlines either by myself or as part of a team. I have worked with clients such as Sony BMG, Eastpak, Warner Records, UMG, MTV, Polydor and more.

During my time at college, I was awarded with the Northwest Young Designer of the year award for graphic design.


Skill Details

Mac Literate
Windows Literate
Adobe Photoshop
Adobe Illustrator
Adobe Indesign
Adobe Bridge
Adobe Acrobat
Adobe Flash

Adobe Dreamweaver
HTML
CSS
Cinema 4D (Basic)
Digital Photography
Film Photography
B&W Film processing
Darkroom techniques

Education History

BA (Hons) Graphic design
University of Salford

Modules included technological media, typography, branding, visual practice and team development projects.

Multimedia B-TEC (Triple Distinction)
South Trafford College

Achieved the highest grade in the year group over a two year period. Modules including web development, flash animation, 3D development, graphic design, photography and print making. This course gave me invaluable insight into a variety of disciplines, eventually leading me to pursue graphic and web design.

GCSES
Fyling Hall School
Art (A), English Language (A*), English Literature (A), Maths (A), ICT (B), Biology (B), Chemistry (B), Physics (C)


Work History

Front end designer & developer (Freelance)
Modlia Ltd [January 2009 - June 2009]

While working with Modlia, I was responsible for the design and development of front end templates and bespoke designs to be applied to the Pageplay content management system for their clients. This involved working to a variety of specifications and limitations imposed by the CMS. I found this to be an interesting challenge.

I also worked on various print projects to accompany the supplied websites and branding.

Work History Continued

Freelance graphic & web designer
[2006 - 2011]

Since a very young age I was interested in web-design and development. I started working freelance as soon as I could and have worked for a variety of clients over the years.

Clients include: Carrington Riding Centre, The Dog Tub, No More Hiding, Senjo Gun Dogs, Chorlton What’s On, Konstant Group, Fenech Soler & The Fur.

Front end designer and developer
Retrofuzz [May 2009 - May 2010]

I spent an invaluable year with the Retrofuzz team. The experience was integral to my personal development as a designer. While with them I was given full, client-facing responsibilities, dealing daily with clients to see smaller projects from start to finish as well as working as part of the tightly-knit team on larger projects.

Working very closely with the music industry and fashion industry, I was given the great opportunity to design with a lot of creative freedom. The clients were often looking for ideas that pushed the boundaries and went against more corporate conventions of modern web design.

While with them I designed a number of websites (also winning pitches) for music clients, as well as designing smaller pages, mailers, banners, widgets & social networking skins which I then developed.

I also undertook print and branding jobs for Eastpak and was responsible for all of the print work for Moho Manchester for the duration of my employment there.

Interactive Designer
TBWA Manchester [July 2010 - April 2011]

At TBWA, I worked as part of a strong, creative, digital team on a variety of projects and clients. My role gave me valueable experience and insight into the operations of a big agency and the expectations of blue chip clients.

I have had the opportunity to work with some inspiration clients on projects ranging from eCRM to re-launches of brand websites.

I worked with clients such as EA Games, Co-Operative, ghd, Charles Worthington, Royal Bank of Scotland, Natwest, Original Source & Imperial Leather.

Creative Director
Analog Creative Inc. [May 2011 - Present]


Analog Creative Inc.

The cake is not a lie.

Portal

Portal 2

Mailer designed for explosive impact to announce the release of Portal 2. An intelligent, innovative and massively entertaining first person puzzle-platform video game developed and published by Valve. (TBWA)

Medal of Honor

Medal of Honor

One of many CRM mailers designed for Medal of Honor. Working repeatedly with the same brand assets the brief was to come up with a unique design perspective for each mail out. Innovative visual techniques were developed to appeal to the audiences' imagination, engaging them in an up close and personal experience. (TBWA)

Thecourteeners

The Courteeners

This is the design that won the pitch for the shiny new Courteeners website. It was based on the concept that content would be drawn from a variety of sources. The challenge was to construct a format that could handle and navigate live streaming of band, user and found content in a simple, user friendly way. (*)

LAUNCH SITE

Medal of Honor

EA Active 2

There was a requirement for a number of promotional CRM mailer designs for EA Sports popular fitness video game Active 2. This involved working creatively within their strict brand guidelines and looking at lots of pictures of David Beckham...which as you can imagine, was pretty challenging. (TBWA)

Beans on Toast

Beans on Toast

This brief called for a brand spanking new website that was clean, simple and in line with the musician's branding. Music is enabled on the site through a Soundcloud embed.

Veronicas

The Veronicas

This is the official UK site for The Veronicas. The site needed to be fresh, bright and simple reflecting the brand. It incorporates news, videos, photos, an ebook, a game, an e-commerce store and a download page for goodies from the band. (*)

LAUNCH SITE

Volcom

Volcom

Volcom manufacture cool skate, surf and snowboarding kit. They have a fun, grungy style that runs throughout all the design creative. This appeals to the audience who are a fashion-focused youth crowd. Shown here is the Spring Catalogue layout, one of a couple of projects. The other was the Seed project blog.

Empire

Empire

The band Empire required branded design and implementation for all their social network skins. This included best practice styling and layouts and popular images for Myspace, Twitter, Facebook and Youtube.

Delphic

Delphic

This project involved a variety of media for Delphic, a redesign of their Myspace and Twitter along with a mailer to accompany the revamp of their website. The brief also required development of the Delphic app. This was originally designed as a widget but was then further developed into a full iPhone mobile application. The app allows users to manipulate songs while listening by interacting with a drum pad. (*)

Snow Patrol

Snow Patrol

This is an internal mailer template designed to keep stakeholders and press up-to-date about the success of the Snow Patrol album from launch. It was populated with new facts and figures and delivered electronically every week for 13 weeks. (*)

Mailers

JANET JACKSON. MADONNA, CO-OP MILEY CYRUS, NOAH & THE WHALE, MICHAEL BUBLE, BELLA UNION MORRISSEY, PLAN B, ST TRINIANS, THE CHEEK, MIDLAKE, VERTIGO RECORDS, UNIVERSAL MUSIC GROUP et al...

 

A huge number of clients require the regular design and build of mailers as an essential component of their CRM marketing strategy. Occasionally, the need is for a template that can be easily edited with new copy and updated with fresh images by the client. All mailers are tested to ensure they will render well and degrade gracefully on a variety of mail clients.

Mailers

Paulo Nutini Mailer

The brief was to work within the boundaries of current branding while creatively finding a way to construct a versatile, eye-catching and on-brand CRM mailer. (*)

Mailers

MTV

This is one of a number of CRM mailers and newsletters designed and built for MTV. They are usually an integral part of a structured marketing campaign deploying a range of media including for example banner advertising and signature banners for employees' emails. (*)

Nonesuch

Nonesuch

This mailer was designed and built to perfectly match the clean and vibrant Nonesuch branding. A newsletter template was created that, with only a little HTML knowledge, could be populated with copy and new images before being delivered to the fanbase each month. (*)

Two Door Cinema Club

Two Door Cinema Club

This is an example of a clearly branded mailer template built for the band. It incorporates all their existing branding, raising awareness and recognition among the user base. (*)

Kate Nash

Kate Nash

This design was done as a pitch for the new Kate Nash website. It was well received until it was decided that one of her friends would be drawing a website design for her instead.

However, the redesigns for her YouTube and Twitter were approved and are in use. They feature a variety of Kate’s friends drawings that have been weaved into collages. Work was also completed on a number of advertising banners for the release of the new album and single. (*)

LAUNCH YOUTUBE



Alphabeat

Alphabeat Instant Grat

This Instant Grat page for Alphabeat used their existing branding. The page was built to offer E4M gratification to those amongst their loyal fanbase taking the time to visit. (*)

Mr Hudson

Mr Hudson

A project for Mr Hudson involved using a variety of press clippings to create a 10 page digital book with a deliberate scrapbook feel. (*)

Amy Macdonald

Amy Macdonald

An exclusive download of material generating interest and exposure is offered through this Instant Grat page for Amy Macdonald. It uses her existing branding and adds impact through the creation of new visual elements. (*)

Eastpak

Eastpak

Most of the projects for Eastpak were print projects including design and layout of posters for events.

A favorite job was for the Girls Heart Eastpak event at their Carnaby Street store in London. This involved designs for posters and flyers for the event as well as a logo, which was used on hang tags and t-shirts.

There was a further requirement for a mini-site for the Eastpak bag designer, Christopher Shannon. It uses a fun navigation technique to browse over a digital version of the Look Book as well as providing further information. (*)

LAUNCH CHRISTOPHER SHANNON SITE

Killers

The Killers

This mini site was designed and built to serve as the official UK online portal for The Killers. The site was intended to be a simple, one page website that linked to the rest of their online presence. The design focus is primarily on their album artwork. (*)

Aviv Geffen

Aviv Geffen

A pure and simple single download page built for the launch of a new record by Aviv Geffen. (*)

Marina

Marina And the Diamonds

A pitch for the redesign of Marina's blog was well liked and adopted. However, it was handed over to another agency to be built and a number of changes were made to the original intended design. The image featured here is the pitch layout prior to external edits.(*)

Fenech Soler

Fenech Soler

A branded MySpace layout designed for the band Fenech-Soler.

Ellie Goulding

Ellie Goulding

There were a number of projects for Ellie Goulding spanning two releases. Work included the holding page shown which was developed using the release branding. (*)

The Fur

The Fur

This project mainly involved coming up with a bold and simple identity for remixing duo; The Fur. The idea behind the layouts was that they were as clean and minimal as possible with the background and logo being high impact. It was planned that the fur texture background could be changed every so often to provide some variety. The design was applied to both their website and MySpace.

Five Finger Death Punch

Five Finger Death Punch

A one page Instant Grat page designed and developed for Five Finger Death Punch. (*)

Glory Glory

Glory Glory

Glory Glory was a one-off magazine based around the idea of sex in Manchester. Its approach is bold, playful and tongue-in-cheek rather than seedy. This was a team effort. Areas of responsibility were with regard to project management, branding, partial design layout and some photography during fashion shoots.

Mike Smith

Mike Smith

The Mike Smith Gallery website was designed to be simple and clean with Smith's work being the main focus. The background is randomly generated from a collection of his work and makes it the focal point of the site. (*)

The red content panel extends horizontally as required to encompass the content on each page. This technique ensures that the background art receives maximum exposure.

LAUNCH SITE

Myspaces

THE SATURDAYS, ATHLETE, CHERYL COLE, IAN BROWN, AGGRO SANTOS,LISSIE, STEVIE HOANG et al

 

Branded MySpace pages have been designed and implemented for several official artists over the years. (*)

Moho

Moho

Club Moho is a well-established live music venue in Manchester, UK presenting new bands to the nation. This account required design and delivery of all print media, posters and flyers. The results were well received despite being constrained by the fairly prescriptive style that was in place.

If You

If You

The brief was to raise awareness about Co2 emissions and personal carbon footprints. The idea proposed and adopted was that themed seed packets would be placed in locations where small Co2 crimes are committed due to people’s lack of awareness (like buying organic foods that are flown in).

The goal was to foster a positive attitude and encourage people to take at least small steps to counteract their actions by planting the seeds.

Annie Mac

Annie Mac

This was designed for a pitch for Annie Mac's new website. It wasn't selected for the final redesign. However, the white space and clean lines are representative of a style appreciated by many.

Pixie Lott

Pixie Lott

Instant Grat page designed for Pixie Lott. (*)

johnnyflynn

Johnny Flynn

The first complete design of an entertainment based website was done for the musician Johnny Flynn. He provided diaries full of his own drawings with notes and folders full of scraps and photographs. The brief was to create a website layout from his artwork and collections that had a messy, collage feel to it. Each and every page was individually designed with a new collage. (*)

LAUNCH SITE

Eastpak

The Hobo's Bicycles Eastpak Ride

This project was to turn what was essentially a journal and a bunch of photographs into a visually enticing .pdf that documented the trip and both the physical and emotional journey of those that were part of it. (*)

Banners

A sh*tload of banners

These images represent a ton of animated and expanding advertising banners for all manner of artist and music event...designed in all shapes and sizes from leaderboards, MPUs’ and skyscrapers to custom build. These are usually produced in sets of flash, gif or both. (*)

Charles Worthington

Charles Worthington

The redesign of the Charles Worthington website was a team project. The job entailed working on designing or amending a number of the pages as well as creating a variety of ad containers and mailers. (TBWA)

LAUNCH SITE

Sims 3

Sims 3

There was a frequent requirement for design of promotional CRM mailers for the Sims, all working within their brand guidelines. (TBWA)

GHD

GHD

There were numerous projects undertaken as part of the team on the GHD account. This involved designing frequent mailers, social networking skins and pages. This was all part of their marketing and promotional plan for world domination. (TBWA)

Imperial Leather

Imperial Leather

Special page layout for the Imperial Leather website for a Coronation Street promotional competition. Schools were challenged to write an episode of the world famous soap. (TBWA)

Mass Effect 2

Mass Effect 2

Mass Effect 2 is an action role-play game developed by Bioware and published by Electronic Arts. This design was for a CRM teaser email. (TBWA)

Battlefield Vietnam

Battlefield 'Bad Company' Vietnam

Battlefield Bad Company Vietnam is a best-in-class combat game made by EA Games. This release teaser email was part of a bigger campaign for the entire range of Battlefield games. (TBWA)

Crysis 2

Crysis 2

Crysis 2 is a first person shooter video game developed by Crytek, and published by EA Games. The campaign required the design and build of a number of awesome CRM mailers to announce the release. (TBWA)

EA New Year

Happy New Year from EA

Designed and developed a composite graphic to use within the layout for EA's 'Happy New Year' mailer. (TBWA)

Dead Space 2

Dead Space 2

Dead Space 2 is a survival horror third person shooter game developed by Visceral Games and published by Electronic Arts. The Campaign called for a run of high impact visual treats in CRM mailer form to be dispatched at intervals leading up to the launch of the Dead Space sequel. (TBWA)

Bulletstorm

Bulletstorm

Bulletstorm is a first person shooter video game developed by People Can Fly and Epic Games and published by Electronic Arts. This Campaign of multiple CRM mailer designs was sent out in the run-up to the release of the game. (TBWA)

Deathspank

Deathspank

Described as salty and delicious, Deathspank is actually a comedy action role-play game by Ron Gilbert. This Mailer design is for the release of the second part of the series, Deathspank: Thongs of Virtue (yes, I giggled a lot too). (TBWA)

EA Wallpaper

EA Wallpaper Prize

EA Games requested a wallpaper design as a prize for their Christmas giveaway. Only character assets from the breadth of EA games were supplied. The idea of bringing them all together in a rather dark and scary scene and the creation of the 'flaming' EA logo, were all artistic invention and so much fun! (TBWA)

Thank you for looking

email me: cassie@analog.la * Work undertaken while working for Retrofuzz.