LS Design

Welcome to LS Design

We love Green.

My name is Lena Schroeter and my passion lies in graphic design.
My main interests in visual communication are typography, magazine
design, corporate identity and branding. Having graduated from
Massey University with a Bachelor of Design (Hons), I hope to progess
my own company in the later years of my career, building a strong client base
throughout NZ and expanding internationally. I love photography and
the outdoors. Whenever I get the opportunity, I'll be there taking photos.

The way design constantly tests your creativity is what drives and
motivates me to succeed. I always love a good challenge and hope
to share what design has given me over the years, which is opening
up the way I look at things that surround me in a new way.

A menu design suited for an up market restaurant. A simplistic and elegant design is maintained in both the logo and the menu itself. Logo abstracted inside the menu as an interesting pattern nested
in the margins.

A promotional exhibition poster and guide booklet for Auckland museum. The challenge was to portray the Terracotta Warriors and mood of the exhibition whilst maintaining appeal to a wide target market.

Creating an anti-bullying event with a focus on the online realm. Using only typography to portray the idea of word expression with a minimalist modern style. Target audience: the younger generation who are most affected this issue.

A University project working in a team of 4, we created a publication based on interior design in New Zealand. Our overall style approach was a clean, high end and modern aesthetic suiting our chosen
target audience.

A typography composition that explores the Bauhaus design movement. This is achieved through angular elements within the structured space and selective colour palette.

For this University typographic project the brief required the designer to create an art catalogue for artist, Grahame Sydney. Modern style used to suit mood of the artist's paintings, with a sophisticated aesthetic used for the
intended audience.

Working in a team of two, we came up with an ice-block rebrand for the younger New Zealand demographic. This included the BIB for the brand, logo with variations for flavours and a new packaging proposal.

A typographic brief for a current issue. My chosen issue was to raise awareness about the high death rate of young children in driveways, promoting safety while driving especially in and around
suburban areas.

Client: An interest in simplistic modern design, photography and organised in everyday life. Creating a practical device a potential employer could keep, use and remember her by. A promotional device my client can leave
with future employer.

Personal corporate identity.
Design linking back to promotional
material and branding through key
colour palettes and visual
simplicity throughout.

Woolgro Ltd, asked me to create an A5 tear off flyer that was used to promote their new product heading into the market mid-2011. Promoting their product as natural and healthy through aesthetics and style.

T-shirt design for MollyJay Ltd, a boutique baby wear company. She wanted a series of simple designs of two different themes. A jungle and farm animal design. The one shown is the jungle animal themed
t-shirt design.

A University typography project where we were briefed to choose a book of our choice. I chose a classic book 'The Wizard of Oz'. Creating the book around typographic design prinicples and ease of reading based on the age of
target audience.

Mainprint worked with and chose a winner for our VCD and Business paper in 2011, where we had to create a campaign to promote their new company. My design consisted of an interactive poster design
leading to a company website.

An album re-design for the band
The Yeah Yeah Yeahs. Choosing an existing band and reflecting their music genre and stylistic elements of the band to create a new design for a re-release. Including album cover, sleeve and vinyl stickers.

A proposed website design for Epsom based company Bankbuddy. Two sample pages showing the home and about page. Using the same brand colours but in a more simplistic, clean approach for
layout of the information.

Began as website banner, which was then used as company logo for his photography business based in Auckland, New Zealand. He wanted something that related more to photography visually that people could identify with, but suited the website thus far.

MollyJay Ltd, requested a logo for the cheeky monkey range which are used on the clothing tags. Reflecting newborns and targeting the mothers of young babies. Kept simplistic overall but with a baby element
to attract attention from
intended audience.

This University brief, required the designer to design a limited one year currency note, which reflected a chosen issue of that country. I chose the year of biodiversity and an issue of deforestation affecting areas of Brazil and their exquisite
unique wildlife.

Expression of a multi-layered narrative through typography. Film chosen 'Extremely Loud Incredibly Close'. Showing a boys journey of self discovery based on the NYC subway map, with characters interlinking, showing the
relationship layers within.

Decode makes science easy at
your nearest supermarket. Looking at the clarity of labels, I used visual communication design to create an easy, understandable system acting as a free educational tool. In addition, a campaign promoting
this to consumers.

Choosing a popular fairytale, I designed a promotional theatre poster exploring the themes and hidden message, that not everything may always be what it appears
to be at first glance.

A menu design suited for an up market restaurant. A simplistic and elegant design is maintained in both the logo and the menu itself. Logo abstracted inside the menu as an interesting pattern nested in the margins.

A promotional exhibition poster and guide booklet for Auckland museum. The challenge was to portray the Terracotta Warriors and mood of the exhibition whilst maintaining appeal to a wide target market.

Creating an anti-bullying event with a focus on the online realm. Using only typography to portray the idea of word expression with a minimalist modern style. Target audience: the younger generation who are most affected this issue.

A University project working in a team of 4, we created a publication based on interior design in New Zealand. Our overall style approach was a clean, high end and modern aesthetic suiting our chosen target audience.

A typography composition that explores the Bauhaus design movement. This is achieved through angular elements within the structured space and selective colour palette.

For this University typographic project the brief required the designer to create an art catalogue for artist, Grahame Sydney. Modern style used to suit mood of the artist's paintings, with a sophisticated aesthetic used for the intended audience.

Working in a team of two, we came up with an ice-block rebrand for the younger New Zealand demographic. This included the BIB for the brand, logo with variations for flavours and a new packaging proposal.

A typographic brief for a current issue. My chosen issue was to raise awareness about the high death rate of young children in driveways, promoting safety while driving especially in and around suburban areas.

Client: An interest in simplistic modern design, photography and organised in everyday life. Creating a practical device a potential employer could keep, use and remember her by. A promotional device my client can leave with future employer.

Personal corporate identity. Design linking back to promotional material and branding through key colour palettes and visual simplicity throughout.

Woolgro Ltd, asked me to create an A5 tear off flyer that was used to promote their new product heading into the market mid-2011. Promoting their product as natural and healthy through aesthetics and style.

T-shirt design for MollyJay Ltd, a boutique baby wear company. She wanted a series of simple designs of two different themes. A jungle and farm animal design. The one shown is the jungle animal themed t-shirt design.

A University typography project where we were briefed to choose a book of our choice. I chose a classic book 'The Wizard of Oz'. Creating the book around typographic design prinicples and ease of reading based on the age of target audience.

Mainprint worked with and chose a winner for our VCD and Business paper in 2011, where we had to create a campaign to promote their new company. My design consisted of an interactive poster design leading to a company website.

An album re-design for the band The Yeah Yeah Yeahs. Choosing an existing band and reflecting their music genre and stylistic elements of the band to create a new design for a re-release. Including album cover, sleeve and vinyl stickers.

A proposed website design for Epsom based company Bankbuddy. Two sample pages showing the home and about page. Using the same brand colours but in a more simplistic, clean approach for layout of the information.