Hi, I’m
Lorelei Uschold
I’m passionate about organizing information, refining interactions, and designing experiences that feel natural, approachable, and human.
I believe good design should make sense.
Check it out
Framework for website submission for Great Places to Work for Fortune Magazine’s 100 Best Places to Work.
Goal:
Overall heart, look, and feel of the site successfully captured the spirit and energy of this workplace and the great people that shape it. Collaborated with developer to create a custom themed site to submit to Fortune Magazine, landing in the top 40 Best Places to Work for the company.
View full experience →
For the theme ideation presentation, the developer and I conceptualized creative ways to showcase the company’s culture highlights and employee benefits from the past year. Our goal was to present key statistics, experiences, and anecdotes in an engaging format for submission to Fortune’s 100 Best Places to Work through Great Places to Work.
We organized the provided information into clear categories, developed initial sketches and mockups for visualization, and presented these concepts to HR teams across multiple offices.
Next, I focused on organizing the specific pieces of information we wanted to highlight. I explored different creative channels to communicate our ideas effectively and drew inspiration from Spotify’s interface design and its year-end “Wrapped” experience, studying how they use storytelling, visuals, and data to engage users to create a more immersive experience.
One challenge I faced during this project was learning 2D motion graphic design to create seamless animations and interactions across the site using Adobe After Effects in 2 weeks.
To bring these ideas to life, I taught myself the program, experimenting with frame-by-frame animation to achieve smooth, organic transitions.
Through this process, I learned that even subtle motion can guide attention, enhance storytelling, and make a digital experience feel more alive. While Spotify Wrapped features a relatively simple interface, much of its impact comes from the energy and flow of its animations and transitions. We aimed to capture that same dynamic feeling by using simple shapes and bold colors to create engaging, movement-driven interactions throughout the site.
After Effects Motion Graphics:
Our submission of the site along with the firm’s fantastic workplace data successfully placed Alston & Bird 37 on Fortune Magazine’s 100 Best Companies to Work For
for the 26th consecutive year.
YAY!
Goals:
Build an adaptable system for the product and to develop sustainable, eco-friendly packaging. This allowed me to explore both creative identity development and the practical implications of environmentally responsible design.
Process for Design System:
Beginning with material research—examining biodegradable containers, recyclable packaging options, and criteria for sustainable product development.
I landed on coconut fiber- so consumers could then use the container as a planter after they empty the container to plant something new or use as fertalizer.
I also investigated what product information was most important for consumers, such as roast variety, fair trade certification, caffeine strength, and organic sourcing.
I wanted the system to support a range of combinations across these categories.
I developed a range-based chart that could convey product variations clearly through a visual system.
The bottom symbol would display the variables of product information:
- caffine strength
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fair trade certifications
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roast level
- organic / non-organic
I created a logo and product mockups to demonstrate how the visual code system could function in real-world applications. One of the most rewarding aspects of the project was refining the way information was communicated—exploring multiple iterations to find the most effective visual solutions.
Prouduct & Package Design:
Poster layout and design composition became essential tools in unifying the system. Although I initially struggled with clarity and visual hierarchy, I worked through these challenges by revisiting feedback, simplifying elements, and refining the system’s language and form.
This project gave me a deeper understanding of the full design process—from initial research and sketching to prototyping, software exploration, and layout design. It strengthened both my technical abilities and my capacity to think critically about how design systems can inform and inspire meaningful consumer experiences.
Tools:
The first phase focused on research-driven strategy and creative concepting, supported by multiple internal and client presentations to shape the campaign’s 360° vision. Execution and production will continue in the next semester as I continue my role as Art Director.
Tools:
Project Overview:
This project aimed to transform UGA’s dense Freedom of Expression (FOE) policy into an accessible, interactive experience tailored specifically for students. Using a custom-built website, branded visuals, an interactive campus map, and a policy-trained chatbot, our team designed a tool that makes complex legal information simple and engaging.
The Problem:
The current FOE policy exists as several pages of legal documents that most students never read.
User Research:
We conducted user research to collect insights on our site, and what to incorporate.
We collected a total of 60 responses from UGA students via a survey we sent over the course of 1 week.
Findings:
Goal:
Our project set out to make those rights accessible, understandable, and easy to reference in real time.
This project aimed to transform UGA’s dense Freedom of Expression (FOE) policy into an accessible, interactive experience tailored specifically for students. Using a custom-built website, branded visuals, an interactive campus map, and a policy-trained chatbot, our team designed a tool that makes complex legal information simple and engaging.
The Problem:
The current FOE policy exists as several pages of legal documents that most students never read.
User Research:
We conducted user research to collect insights on our site, and what to incorporate.
We collected a total of 60 responses from UGA students via a survey we sent over the course of 1 week.
Findings:
- 92% of students understand the 1st Amendment, and 70% could define FOE. However, 65% of students were unaware UGA is required by law to provide rules and regulations around FOE on campus.
- 98.3% of students either were unsure or did not receive training on the FOE policy at UGA. So, it was clear we needed to restructure the delivery of the information.
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Because the policy is dense, text-heavy, and uninviting, students often lack a clear understanding of their rights. This gap creates confusion, misinformation, and prevents students from confidently exercising their freedom of expression.
Goal:
Our project set out to make those rights accessible, understandable, and easy to reference in real time.
- Final site (hard coded)
- Project site (bootstrap) hosting downloadable assets and all deliverables
- Handoff document
- Custom GPT
- Branding:
- Visual Design Guide
- Logo (and variations for use case)
- Color (primary, secondary)
- Typography and sizing
- Trailer video
- Promo product poster
- User testing (Demo day)
- User research
- Wireframing
- Figma mockup
- UX Map / user flow
- Persona
- Icons and asset design
- PR / FAQ
- Project plan
- Exploratory Research
Tools:
Each policy point is rewritten in short-form, student-friendly language without losing accuracy.
We also developed and integrated a custom GPT chatbot through OpenAI, trained on the full FOE policy with guardrails to ensure accuracy and relevance.
Users were able to immediately understand the layout, interact with the map, and ask the chatbot questions about their rights. Feedback confirmed that the site made policy information feel approachable, fast, and surprisingly enjoyable — something the original documents could not achieve.
Looking forward, future iterations could include mobile-first optimization, multilingual support, and integrations with Student Affairs for real-time event guidance.
As art director for the University of Georgia’s Franklin College of Arts and Sciences sub-brand campaign through the Talking Dog Advertising Agency, I led a comprehensive rebranding initiative for UGA’s largest college.
This year-long omnichannel campaign required adherence to the university’s strict branding and communication guidelines, ensuring alignment with institutional values and standards while delivering innovative and impactful creative solutions.
The campaign produced successful results with a lasting strategic impact for future success as follows:
Campaign Results & KPIs:
- Follower increase: 790%
- Engagement increase: 768%
- Share increase: 956%
Follow – Up Survey:
170 respondents
- 89.9% reported increase and strengthened relationship with Franklin after the campaign
My work:
- Designed 43 Instagram posts + templates
- Designed & distributed merchandise:
- 750+ Tshirts
- Buttons
- Stickers
- Keychains
- Designed event & promo materials:
- Yard signs
- Banners
- Presentations
- Fliers
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Designed campaign and presentation materials, and presented findings to internal clients and external stakeholders, including college leadership, donors, and alumni
- Rebranding: Directed the rebranding strategy to modernize and unify the visual identity of Franklin College, creating a cohesive and professional brand image that resonates with both internal and external stakeholders.
- Social Media Campaigns: Designed and executed omnichannel social media campaigns to enhance the college’s digital presence, foster engagement, and communicate key messages effectively.
- Content Development: Created diverse content assets, including pitch decks, social media posts, event materials, and merchandise designs, to support the college’s marketing and communication objectives.
- Brand Events and Strategy: Organized and contributed to brand events, ensuring seamless production and aligning event messaging with the college’s strategic goals. Developed brand strategies that integrated data-driven insights to maximize impact.
- Collaboration with Leadership: Worked directly with the Director of Marketing and Communications for Franklin College and the Dean of the College to refine and present creative concepts, ensuring alignment with high-level institutional goals.
- Client Presentations: Delivered polished presentations to clients and stakeholders, articulating creative strategies and campaign outcomes with clarity and professionalism.
- Data Analysis: Gathered and analyzed data to inform creative decisions and measure the success of campaigns, ensuring continuous improvement and alignment with objectives
Tools:
Process:
I began by developing a cohesive visual identity for the event—including the logo system, color palette, and typography—to establish a tone of warmth and sophistication. The design system balanced a script title font with a serif body typeface, creating an inviting yet mature atmosphere.
Participants took part in a blind tasting of seven wines, using the notebooks to capture impressions, sketches, and personified traits. This qualitative data—expressed through both words and visuals—formed the foundation for my design decisions.
After the tasting, I revealed each wine’s identity and gathered final rankings and reflections. From participants insights, I am creating personalized moodboards that translate participants’ unique tastes and personalities into color palettes, logos, and patterns—each culminating in a custom wine label (in progress).
Product Design:
To enhance the experience, I designed a (current, but growing) suite of 5 print materials for Unwined as a brand.
- Invitations to set the tone and build anticipation
- Tasting notebooks for recording notes and sketches
- Conversation cards to prompt descriptive or visual responses
- An interactive mural as a matching game “wine identity”
- Wine lists for reference and reveal
This project strengthened my skills in print production, product prototyping, and experiential design. I learned to anticipate printing challenges, adapt designs to real-world constraints, and maintain aesthetic integrity alongside usability. Above all, I discovered how meaningful design can emerge through collaboration, observation, and shared experience.
Tools: