Juels Valpied

As a student of advertising and design, I approach every design issue seeking a key insight or takeaway that can inform the overall creative solution. This analytical approach to design has evolved throughout my time at Swinburne University, where I studied theoretical advertising processes as part of my Media and Communication degree, alongside design methodologies in my Design degree. This combination has provided me with an enriched understanding of creative problem-solving. I apply this design mythology to my passion for crafting jewellery and look forward to completing my apprenticeship equipped with strong skills in communication, marketing and design.

The Echoes Collection - Design Casptone

The brief asked me to design a cohesive collection identity to be delivered across multiple touchpoints and expand the jewellery brand’s overall reach and reposition it to a younger demographic.

The solution was The Echoes Collection, where each aspect of the design is carefully considered to emulate each jewellery piece. The campaign was delivered across multiple traditional and digital touchpoints with social media being the main platform for the brand to share the news of the shift.

Studio Photography - Webb + Steele

The brief asked me to capture the warmth of the Webb + Steele Studio to use across various platforms including their social media and website.

The solution was the following images that capture the quiet serenity of the studio, the yellow hues invite the feeling of warmth and love that goes into every piece of jewellery created at Webb + Steele.

Signature Slice - Packaging Design

The brief asked me to design a cohesive brand and packaging system for three distinct variants of one product, each differentiated by colour and unique graphics, accompanied by a double-sided folded insert. that serves a purpose of your choice such as storytelling, promotion, or instructions.

The solution was Signature Slice, the dehydrated fruit and citrus brand that utilizes three distinct colour pallets that blend together to create a strong and cohesive brand image that stands out on the shelf.

Walking Catastrophe - Publication Design

The brief asked to design a visually expressive and conceptually rich publication that reinterprets a selected text through experimental visual language, demonstrating a strong personal style, thoughtful typographic structure, and a flexible grid system suited to both text and imagery.

The solution was Walking Catastrophe, the human condition. A publication that utilises hand made collage imagery that as you flick through the publication sinks further and further into madness. Mimicking the texts overall narrative of loosing sanity.

Check The Receipts - Communication Design Strategy

The brief asked me to explore the power of persuasive communications through an awareness campaign for a current social issue. I chose to look at fast fashion and overconsumption within pop culture and social media trends.

The solution was Check The Receipts, a campaign that partnered with Ad Busters to produce multiple touchpoints on tradition and digital media. The online side of the campaign invited users to complete a short quiz to receive their 2025 Trend Consumption Recap, which users where then encouraged to share their results to social media. The campaign stretched across new years, aiming to have users make resolutions to be better about their consumption habits.

Acknowledgement of Country

The School of Design and Architecture respectfully acknowledges the Wurundjeri peoples of the Kulin Nation as the Traditional Owners and knowledge-keepers of the lands, waters and sky that surround us, where we work, learn, create, communicate and make place. We recognise that sovereignty has never been ceded and this always was and will always be Wurundjeri Country. We pay our respects to Elders past, present and to all Aboriginal and Torres Strait Islander people who continue to make a better world through design.

We extend our acknowledgement to the Aboriginal and Torres Strait Islander staff, students, alumni, real-life clients, and knowledge keepers, who have contributed to our own education diversity and growth. We will continue to ensure that staff and students respectfully honour ancestral connection to Country and Place in everything that they do.

We are dedicated to the notion of design to make a better world and we acknowledge that making tools, shaping place, sharing stories, making meaning, wayfinding and collaborating have long been and continue to be both central and integral to First Peoples' cultures. We recognize that Aboriginal and Torres Strait Islander Peoples’ cultural contributions have continued relevance to design practice and commit to: reconciling ancestries of design and contemporary practice as well as pursuing culturally and professionally appropriate ways to engage with a diverse population of colleagues, industries and clients. In a time of treaty-making and voice we understand that there are overlaps between caring for Country and the sustainable production of goods, services, experiences, products and buildings.

Guided by the principles of respect, reconciliation, and reciprocity we undertake to indigenising and decolonising design practice by dismantling colonial structures and challenging biases that have marginalised Indigenous voices and design.

As students of SoDA you will be given opportunities to both engage with and educate yourself in Indigenous creative practices and cultural protocols through a lens of inclusivity, diversity, respect, mutual understanding, inter-cultural dialogue in all aspects of design practice. Indigenous people have been telling stories, making tools, and connecting to Country through visual media, placemaking and place marking for more than 60,000 years and these practices are part of an ongoing, evolving and live tradition.