Rachel DeRieu
Art Director
Playing on the seesaw of form and function.
The Work
THE LYRIQ EFFECT - Cadillac CRM
The global chip shortage that affected the tech industry left Cadillac customers frustrated with production delays. To ease the pains of Lyriq enthusiasts, a monthly email cadence was launched to keep our audience eager and convert Handraisers to Order Holders.
The electrifying charm and positive influence LYRIQ has on owners and onlookers is The LYRIQ Effect.
Two audiences receive emails tailored for them.
Handraisers: Those interested in LYRIQ communications.
Order Holders: Anyone who purchased their own LYRIQ.
VisID Iconography - Cadillac Site
Cadillac rolled out a new bold and sleek brand identity. This started with the latest Cadillac Gothic font, a modernized Crest logo, and bold photography inspired by high fashion. The next step was to bring their brand iconography into the next decade of design. The icon library is inspired by their typeface and vehicles. After 10 months of cross-agency collaboration, client presentations, and approvals, my designs were launched for all of Cadillac's creative agencies to use across all platforms globally.
Along with the icons, I assisted other Art Directors with illustration creations for use across the Cadillac site and email communications.
High Times Award Entries - Pure Options
Pure Options looks to elevate your mind, body, and soul with their products. By infusing precision and Sci-Fi HUD animation we leveled up their branding for the High Times Michigan People's Choice Awards.
HasbroHome - Hasbro x Target
D Show - Best of Student Nominee
Hasbro board games were a classic in most millennial households growing up. However, when millennials went away to school the games did not go with them. To regain recognition from this demographic, Hasbro is teaming up with Target to transform these classic games into a home decor collection.
ALL-IN, to OUT - Connecticut Alliance to End Sexual Violence
The Connecticut Alliance to End Sexual Violence is an organization that provides crisis and hotline resources for sexual assault victims. Teaming up with the Connecticut Department of Public Health, they wanted a campaign to raise public awareness of sexual violence and show support for victims. With English and Spanish exicutions, we created an inclusive campaign featuring out-of-home and digital placements to maximize visibility and impact.
The Face as a Canvas - A Personal Project
I was always in love with cosmetics as a form of self-expression. To me, makeup is about creating a work of art, not a better version of yourself. This book explores color and shape, and how they transform your mindset. With this series, I focused on minimal retouching and using palettes inspired by my models' personalities.
