Hello my name is Ashley Van Den Heuvel
Hey Ashley! Tell us a bit about you?
Well, where do I begin! I’m 24 years old; I’m a New Zealander having been living in sunny Queensland for five years now.
A few of my favourite things include, first and foremost, my wonderful little Cavoodle Ted, surfing up a storm, banana smoothies, a good cheesy romance novel, snowboarding (when I get the chance to escape Queensland!), Star Wars, baking, mountain biking, board games (who doesn’t love a good game of UNO), and of course, all things design!
Weekend in Pictures — Magazine Design
Magazine article for Australian Lifestyle photographer, stylist, adventurer, author and storyteller, Kara Roseunlund.
Java Love — Branding & Packaging
Brand and packaging etsablishment for Java Love, a company that supplies organic coffee roasts from local growers.
Harpers BAZAAR — Advertisement
Advertisement for digital and/or hardcopy of Harpers BAZAAR magazine subscription.
The Lost Fawn —
Brand establishment for a Brisbane based photographer Jessica Armstrong, and her brand, ‘The Lost Fawn’.
Ashley’s Personal Branding & Identity
Brand establishment for her own personal brand.
Battle of the Brands — Advertising
Advertisement for Battle of the Brands, a unique surfing event in which competing industry brands will let their surfing ability settle all differences.
What or who inspired you to be a designer?
When I was younger I use to spend a lot of my time collecting magazines. I would spend hours going through each one, cutting out everything that caught my eye, whether it was an article, an image or an illustration.
I would then take all of my cutouts and glue them into an old art book, practically recreating the magazine but the way I wanted it! Carefully considering the placement of each cut out, and watching the layout all come other, I really enjoyed it!
What is your favourite part of the design process?
My favourite part of the design process would have to be when you have completed a design; you’ve taken a break, gotten some fresh air and you have returned to have a final look.
In that moment I believe you can really feel whether or not have you achieved your objective. And when you have, the sense of accomplishment that you feel is very rewarding!
You were really into all sorts of design disciplines at TGDS, branding, campaigning and even packaging. Have you got a fav?
I really enjoyed them all, but if I have to pick a favourite, it would be a tie between the photography, the magazine layout and the campaign.
It is definitely the layout aspect of each concept that I enjoyed producing.
Tell us anything you would like to about your featured works.
I am SO happy with my corporate identity and my portfolio as a whole! When designing something for myself personally, I always struggle.
I am a perfectionist and I overthink things, always finding new ways to try and better a design. I find that I have so many ideas floating around in my head; it’s often hard to put them down on paper.
I really wanted my corporate identity to be a reflection of me and I think I really nailed it. To then incorporate that into my portfolio and see it all come together was so rewarding!
What did you love about studying design?
The thing I loved most about studying design was everything that I learnt along the way, and watching it all come together. Piecing together my final portfolio was a wonderful experience.
It was rewarding to know that all of the hard work had really paid off.
What’s your dream design job? Don’t hold back!
My dream job would 100% be in Publication design as a Magazine Art Director, particularly for a fashion and lifestyle magazine or perhaps a multi-platform publication.
Other than that, I have discovered that I really enjoy branding and logo design. So who knows where the future will lead!