We acknowledge and pay respect to the Traditional Owners of the lands upon which our campuses are situated, the people of the Boon Wurrung and Woi Wurrung, who have created art, made music and told their stories here for thousands of generations.
Made possible by a VCA Foundation Engagement Grant
Site Credits: Bien Studio, Allan Pooley, John Ford, Lisa Mibus.
Faculty of Fine Arts and Music
The University of Melbourne (Australian University)
PRV12150 / CRICOS 00116K
Packaging Design for Ariiacana Tarot Deck
The Ariacana Tarot Deck is my response to our final, self-directed brief. The name comes from ‘aria’ meaning song, and ‘arcana’ meaning tarot cards. The box design references the lights and curtains of Broadway and features iconic theatre masks.
Packaging Design: Ariacana Tarot Deck
Each card has been paired with a Broadway show with similar characters and themes and is digitally illustrated using Procreate.
Rebrand: Naked Sundays
This rebrand is inspired by nostalgia, youthfulness, Australian landscapes and summer vacations. The logo blends retro and contemporary elements to create an eye-catching, yet minimal design.
Record Cover Design: My Future
Record cover redesign for Billie Eilish’s ‘My Future’. The cover depicts Billie looking in a mirror with her own hand reaching out to comfort her, reflecting the themes of the song. The illustration style is inspired by @lukegoldenboots.
Packaging Design: Whirl Milk
Brand concept and packaging design for Whirl Macadamia Milk. The name is derived from the ‘whorl’ of a plant from which macadamias grow, and the concept is based on being bold yet playful. The branding utilises deeper colours and simple shapes to differentiate it from other plant-based milk brands.
Publication Series Design: Oxford's 'Very Short Introductions'
My redesign concept for Oxford University Press’s 'Very Short Introductions' series is based on the idea of 'spectrum' — the spectrum of ideas and the full-colour spectrum. The covers use the title to create a gradient text-based graphic to add visual interest.
Rebrand: Glow Eindoven
My rebrand for Glow Eindhoven heroes the custom logo graphic that depicts the shape of the city, and pays homage to Eindhoven through the use of circles and organic shapes.
Wayfinding: Buxton Contemporary
Wayfinding redesign concept for Buxton Contemporary Gallery in Southbank. The wayfinding system uses a circle grid to create fluid, quirky shapes while being minimal enough to be used in a gallery space.
Sony Rebrand
My Sony rebrand concept revolves around the idea of nostalgia and utilises iconic retro Sony colours that were seen on the Sony Walkman Sport. The ‘O’ is filled with red, acting as a sort of play/pause/record button.
Book Design: The Death of the Neighbourhood
The Death of the Neighbourhood is a project based on Georges Perec’s book Species of Spaces and Other Pieces. I translated this idea into a series of physical pieces, including a pop-up book depicting neglected institutions of a typical neighbourhood (church, cinema, pizza shop and milk bar).
Ella Witchell is a Melbourne-based graphic designer with a portfolio spanning digital illustration, print design, fine art, and film. She places a strong emphasis on visual storytelling and impactful communication, seamlessly integrating typography, photography, and digital illustration to create bold, contemporary, playful, and engaging designs.
Drawing inspiration from designers such as Elliot Ulm, Kel Lauren, and Annie Atkins, Ella approaches her work with a focus on aesthetics while simultaneously incorporating elements of heritage and history, adding a unique depth to her creations. Through her fusion of research and creativity, Ella crafts designs that feel both current and classic.
Packaging Design for Ariiacana Tarot Deck
The Ariacana Tarot Deck is my response to our final, self-directed brief. The name comes from ‘aria’ meaning song, and ‘arcana’ meaning tarot cards. The box design references the lights and curtains of Broadway and features iconic theatre masks.