Mackenzie Purcell

As we entered Week 6 at Acuity Brands, Joe Shugart and I delved into the evolution of Spotify Wrapped. This cultural phenomenon, around since 2016, got its current format from an intern's project! 🚀 In 2019, digital design intern Jewel Ham reimagined Wrapped to appeal more to Gen Z, moving it from a microsite to a shareable in-app video format. It's a powerful reminder of the impact interns can have! 💡 Rasmus Wängelin, Spotify's global head of brand design, oversees Wrapped's annual design direction. Here's what we know about the last two years of Spotify Wrapped design: Wrapped 2023: 🌈 - Fluid and free-flowing design, inspired by early 2000s internet nostalgia, viewed through a modern lens - Incorporates pixelated, word-art-like elements - According to the Spotify design team, it reflects the chaotic atmosphere of 2023 and how we consume content, blending offline and online life My take: This design is a refreshing departure from the flat, minimalistic style most corporations have used recently. As a designer who embraces colorful, unique, and youthful styles, I find 2023's concept exciting. Wrapped 2022: 🔷 - Monogrammed, interlocking shapes on a grid base - Focus on maximalist design with continuous and balanced motion - Theme centered around "Self-expression and Play" - Emphasis on individualism in visual representation My perspective: 2022's design created depth and complexity within its grid system. It struck a balance between creativity and order. My prediction for Wrapped 2024: 🔮 - Continuation of "anti-design" aesthetics, pushing boundaries even further - Clashing colors, textures, patterns, and shapes for a bold, attention-grabbing look - Incorporation of gradients and 3D elements to add depth and visual interest - Experimental typography that challenges traditional readability norms What are your thoughts on Spotify Wrapped's design evolution? How do you think it reflects broader design trends? Share your predictions for 2024 in the comments! 💬 #SpotifyWrapped #DesignTrends #BrandIdentity #UserExperience #Innovation #Creativity

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Check out my latest article about the visual branding of one of my course projects!

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Check out this eye-catching YouTube thumbnail design I Recreated reated for Marques brownlee. See the process from concept to final design! 🎨✨ Looking to elevate your channel's visuals? DM me for custom designs! . . #YouTubeDesign #ThumbnailDesign #GraphicDesign #BrandIdentity #YouTubeDesign #ThumbnailDesign #GraphicDesign #BrandIdentity

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I recently designed the Summer 2024 edition of "The Infusion Advocate" for the National Infusion Center Association (NICA). Did you receive your copy? Did it look a little different? NICA recently underwent a brand uplift which includes a new font system, simplified color palette, and updated iconography. Print newsletters are a tangible form of communication that brings ideas directly into your hands. Does your organization need a newsletter? Considering updating yours with a new style? Please leave a comment below or DM me to set up some time to how I can help you achieve your communication goals. #graphicdesign #newsletters #IVtherapy #infusiontherapy #marketing

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Check out my collage below to see some of the amazing designs, all brought to life using Adobe Firefly 🔥 As a creative professional, I'm constantly exploring new ways to push the boundaries of my work, and Firefly has truly impressed me with its capabilities. The AI’s ability to interpret and expand upon these prompts showcases its impressive creative abilities This tool not only enhances productivity but also sparks creativity, encouraging designers to think outside the box and explore artistic horizons using various images, structural references, and image references. 🔥 Why Adobe Firefly is a Game-Changer: AI-Powered Creativity: Generate stunning visuals from simple text prompts. Just describe what you want, and Firefly brings it to life with incredible detail. Versatile Applications: Perfect for digital marketing, social media graphics, concept art, and more. The AI interprets diverse prompts to explore various visual styles. Seamless Integration: Works smoothly with Adobe Creative Cloud tools like Photoshop, Illustrator, and InDesign, enhancing the overall workflow. 🌟 I’m excited to see how Adobe Firefly will continue to evolve and inspire within the creative community. #AdobeFirefly #AIDesign #CreativityUnleashed #GraphicDesign #AI #Innovation #AdobeCreativeCloud

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Check out this brand campaign for a hypothetical pizza brand ‘Death By Cheese’

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Recently done a PowerPoint design job for a client and realized I didn’t have any examples saved from previous work. Instead of sharing my client’s confidential content, I created some examples with placeholder text…so here they are! #PowerPointDesign #CreativeSolutions #pitchdeckdesigns #graphicdesignindesign #layoutdesign #indesign #powerpointtemplate

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"🎨 Putting my practice into play with this vibrant hoarding banner design in Illustrator! 💼✨ Elevating my skills one creation at a time. #Illustrator #DesignPractice #CreativeJourney"#Illustrator #Design #GraphicDesign #HoardingDesign #CreativePractice #ArtisticJourney #DigitalArt #Illustration #DesignInspiration #CreativeProcess #ArtistOnLinkedIn #VisualCommunication

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🎨 Graphic Design Tip of the Day 🎨 Tip #1: Use Contrast to Make Your Designs Pop! Contrast is a fundamental principle in graphic design that helps create visual interest and directs the viewer’s attention to key elements. Here’s how you can leverage contrast effectively: Color Contrast: Utilize light and dark colors to create a striking difference. For instance, white text on a dark background or vice versa enhances readability and impact. Size Contrast: Highlight important elements by varying their size. Larger headlines and smaller body text establish a clear hierarchy. Font Contrast: Combine different fonts to add variety and emphasis. Bold fonts for headings paired with lighter fonts for body text improve clarity and engagement. Shape Contrast: Mix different shapes to add visual intrigue. Sharp edges alongside soft, round shapes can create a dynamic and balanced design. Effective use of contrast not only enhances the aesthetics of your design but also ensures your message is clear and easy to understand. Happy designing! ✨ #GraphicDesign #DesignTips #UtibeBensonGraphics #CreativeDesign #Contrast #LinkedInLearning

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Graphic Design meets #Medicine! A design series for Walgreens 💊 Conceptualizing a booth exhibit, generic drug packaging, and logo refresh for Walgreens. The goal was to modernize the brand while preserving its core identity, emphasizing clarity and contemporary appeal. My goal was to evolve the existing icon into a smoother, more contemporary design while incorporating elements reminiscent of the classic sparkles inside the mortar and pestle. The new logo features a sleeker icon with design elements of a subtle nod to the original sparkles, enhancing its visual appeal and maintaining brand recognition. The sparkles were transformed into the + sign of the medical world. To complement this, I explored vibrant step and repeat patterns seamlessly integrating these elements. These patterns were applied across booth exhibit designs, banners, and packaging concepts, infusing the brand with energy and cohesion. Overall the project aligned with the company's current brand but with a marketing refresh. So what do you think Walgreens? How can my creative direction or design skills align with your goals? https://lnkd.in/en27fYqp #GraphicDesign #GraphicDesigner #MockupProject #DesignPortfolio #BrandIdentity #LogoDesign #PackagingDesign #ExhibitDesign #Portfolio #Brand #Marketing #ArtDirection #Hiring #Creative #CreativeDirector #ArtDirector

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I stumbled upon a quote today: "If you hate everything you’ve ever made, congrats. You’re a designer." It gave me pause—not because it’s demoralizing, but because it encapsulates the perfectionist streak in me that I've come to recognize as a hallmark of my profession. I mean, who else but us designers would spend hours tweaking a design only to scrap it and start over? 😅 It's not about hating the work—it's about loving it enough to keep pushing for something even better. Looking back at my old projects is like reading an old diary. A little cringey sometimes, sure, but also a clear sign of how much I've learned and grown. Every project I’ve ever doubted has been a stepping stone towards greater skill and deeper understanding. And each piece I look back on critically is a reminder of how far I've journeyed—and how much further I am excited to go. #DesignLife #CreativeProcess #GrowthMindset #DesignExcellence Quote credit: Tobias van Schneider

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Touchdown! 🏈 Check out this quick Philly Eagles touchdown animation I whipped up using some design references. 🦅 It’s a simple project, but I thought it would be fun to share with you all. Design is all about creativity and inspiration, and sometimes, the simplest ideas can bring the most joy. Enjoy! . . . #UIDesign #Animation #PhillyEagles #NFL #Touchdown #Overlay #GameDesign

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Just graduating college? Don't apply to work at your dream company and do this first: 1. Identify 3-5 companies you'd love to work with 2. Find the dream title you'd like to have (ie: art director) 3. DM the person in that company with your dream title and ask them if you can shadow them for the day Shadowing is so much more effective than applying for a job fresh out of college. You'll make more connections and people won't forget you. Here's some other reasons you need to be shadowing: - It's free. - It's easy to get a yes because people love talking about themselves. - You'll truly find out if that's the right company/title for you. Plus what else are you doing fresh out of college with your time? Applying to 100's of jobs crossing your fingers that something happens? Shadowing is the way to go. You'll be so surprised about the opportunities you'll find to kick off your career.

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