Mariella Del Federico
illustration
AMAZON FASHION X CROCS SNAPCHAT LENS TAROT CARDS
I was selected to design a set of 10 custom tarot card assets for a VR try-on Snapchat Lens, created as part of a collaboration between Amazon Fashion and Crocs. The Lens formed part of a global influencer marketing campaign promoting Crocs’ new Jibbitz charms and their availability on Amazon. I collaborated closely with my manager through multiple brainstorming sessions and design iterations to develop a cohesive visual direction. Each tarot card was hand-drawn in Adobe Photoshop using a Wacom tablet, with careful attention to composition, sizing constraints, and maintaining a consistent look and feel across all assets. I was also responsible for developing the copy featured on each card, ensuring it aligned with the campaign’s tone of voice, concept and audience. This project was my first experience designing for an AR Lens; it strengthened my ability to adapt my work for interactive formats while balancing creativity with technical requirements. I am particularly proud of the final outcome, which contributed to a visually distinctive and engaging campaign which received high positive sentiment.
themed calendar
project
In my second year at university, I was tasked with creating two illustrations for a themed calendar: a front cover and the month of March.
For this project, I drew inspiration from cherry blossoms and researched Japan’s Vernal Equinox Day, a festival that celebrates the arrival of spring in March. This research informed the visual direction of my work, leading me to develop a concept centred around seasonal festivals and themes of renewal and celebration.
editorial illustrations
I created a set of editorial illustrations in response to a magazine brief exploring eco-friendly ski holidays, which I completed in my second year of university.
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The project was produced using Adobe Photoshop and a Wacom drawing tablet, and included a main illustration alongside two supporting spot illustrations. I particularly enjoyed developing a simple, clean drawing style throughout the series and focusing on visual clarity.
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Through this project, I strengthened my digital illustration skills and developed a better understanding of how limited, harmonised colour palettes can enhance cohesion and impact within editorial work.
Rebecca book cover
This final digital illustration was created in response to my first assessed brief in my first year of university, where I was tasked with designing a book cover for the mystery thriller Rebecca by Daphne du Maurier.
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I really enjoyed this brief as it challenged me to interpret key themes and narrative elements of the novel while also creating a visually engaging and marketable cover design. One aspect I am particularly pleased with is the composition of the title Rebecca, integrated as a reflection of light coming through the window, which helps reinforce the atmospheric tone of the story.
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Overall, I am satisfied with the outcome of this piece and would welcome the opportunity to design more book covers in the future.
Tourism poster
In my first term of university, I was randomly assigned a small town in Canada, Loretteville, to research and create a tourism poster for. This was a challenge because Loretteville had very little information, however, I discovered that it was well-known for its indigenous history of the Wendake Reserve, the birthplace of 80's pop star Mitsou and ice hockey team, the Rockford Ice Hogs. I created the poster with this research in mind and based my colour palette and layout of the poster around vintage tourism posters I had found.
As it was my first time creating a tourism poster, I am happy with the outcome as I think it successfully shows the tourism Loretteville has to offer, despite it being a small town with limited information.
THE LOVELY HOUSE book cover
I created this cover design for the gothic mystery book The Lovely House in my third year of university, where I was tasked with creating the front cover illustration as well as the lettering for the title and name of the author.
The four illustrations and the lettering were all hand-drawn with coloured pencils and then scanned in and altered using Adobe Photoshop. I drew half of the four illustrations, mirrored the other half in Photoshop and cleaned up the edges using the clamp tool. This was my first time using this technique but I found it saved time and enhanced the mystery aspect of the book.
Overall, I'm pleased with how this turned out because I think the combination of the coloured pencils and the mirroring technique creates a grainy, eery effect which ties in with the gothic setting and mysterious storyline of the novel.
graphic design
CAMPAIGN MEDIA PACKS
As a part of my role as Digital Graphic Designer at a B2B film production company, I assisted with the creation of media packs to promote new and upcoming campaigns in partnership with media partners. I created these documents using Adobe InDesign and utilised past media packs as a template before researching fonts, imagery and design inspiration whilst following the brief. This was my first experience managing complex design projects from concept through to final delivery. I developed not only my technical skills, but also a strong appreciation for the role of clear communication, organisation, and attention to detail in ensuring the final design both meets the brief and is visually compelling.
YOUTUBE THUMBNAIL & MPU ADVERT DESIGN
During my time working as a Digital Graphic Designer for a B2B film production company, I was responsible for designing the MPU advert and YouTube thumbnail assets for our clients' launch on our media partners' websites, social media and YouTube channel. This included creating different design options and size variations depending on the platform the client was launching on. This experience enhanced my technical skills in Adobe Photoshop; I also gained skills in organisation and time management as I was responsible for ensuring assets were delivered on-time and to a high standard. I enjoyed designing these advertorial assets as every client was different, meaning I had to research their company beforehand and ensure my designs reflected their distinct messaging. I received high commendation from clients and from my team for my design, creativity and consistency in meeting the hand-in deadlines.
Logo & visual identity
design placement
In my second year of university, I undertook a logo & visual identity design placement where I had to redesign two logos for two vet clinics owned by the same client. The placement gave me valuable experience in freelance work and carrying out tasks independently such as: producing deliverables, setting deadlines, the whole process of designing the logos, colour contrast ratio analysis and font research. I also developed my skills in Illustrator and navigating other Adobe Creative Suite applications like Adobe Stock and Adobe Fonts which I had never used before.
women's auxiliary air force association logo redesign
I volunteered to redesign the Women's Auxiliary Air Force (WAAF) Association social media icons and produced two different colour ways for use across their social media accounts (Instagram and Facebook). I am pleased with the outcome because I think the use of three main colours with a high contrast makes the logos look effective and provide a high level of accessibility which suits their purpose.
WAAF webpage HEADER redesign
Along with the social media icons, I volunteered to redesign the Women's Auxiliary Air Force (WAAF) Association webpage header. I was inspired by the style of war ribbons which featured 3-4 colours and different sizes of stripes, so I decided to base my header design around this. I experimented with different colour ways and designs, but this design is my favourite because I think the colours work well together and I like how the pink outline adds some femininity to the overall look which ties in with the fact the website is for the Women's Air Force and also matches the social media icons.
BRAND WORK
IT COSMETICS marketing CAMPAIGNs
During my time as an Account Executive at an influencer marketing agency, I led the account management for a series of campaigns promoting new product launches for IT Cosmetics, a long-term client. I oversaw the full campaign lifecycle: from client communication and creative development to influencer research, briefing, and final reporting. I was responsible for developing the campaign messaging, creating detailed influencer briefing documents, and managing relationships with both the client and creators to ensure alignment and high-quality deliverables. I also coordinated timelines and deliverables across multiple stakeholders, ensuring campaigns were executed efficiently and on schedule.
The images attached are taken from the proposal presentation and briefing documents for the Hello Sunshine and Gloss & Glow Valentine's Day campaign which I designed. The messaging, "Your SBF (Skin's Best Friend)", was used in the social media campaign as well as the brand's own external marketing.
This experience strengthened my communication, interpersonal, and time management skills, while giving me hands-on experience in end-to-end campaign management and cross-functional coordination.
SOCIAL MEDIA
KAHLUA instagram stories
I designed a series of four static and motion assets for a social media campaign on Instagram Stories, promoting Kahlúa’s new Peppermint Espresso Martini and highlighting the distinction from their original Espresso Martini range. Working within established brand guidelines, I developed visually engaging content that clearly communicated the product differences while aligning with the campaign’s objectives and platform-specific requirements. This included balancing clarity of messaging with strong visual storytelling to capture attention in a fast-paced, vertical format for Instagram Stories. This project marked my first experience using Canva to create motion graphics. It strengthened my ability to quickly learn new tools and translate brand identity into dynamic content, while maintaining consistency in tone, colour, and overall aesthetic.
animation & GIFs
stop-motion animation on mental health
For a university project, I worked as part of a group to produce a stop-motion animation on mental health. I like how the animation incorporates a range of different media and materials to represent the indescribable emotions felt when dealing with anxiety, paranoia and disassociation. Problem-solving, communication and teamwork were core skills I built upon as the project required us to work together in every part of the process -from the first initial idea up until completion. Despite the short time frame we had and my limited experience with stop-motion animation, I'm pleased with the outcome and I thoroughly enjoyed working together with my group on this project.
hedgehog gif
This is the first GIF I created using Adobe Photoshop as part of an illustration workshop in my first year of university.
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As it was my first experience making a GIF, I was proud of the final outcome, especially given that I learned and applied the technique within a short timeframe.
This project helped me quickly develop a foundational understanding of frame-by-frame animation in Photoshop and build confidence working with motion-based design.
personal work
