Jane Lochrie
 
Hi, I’m Jane, a multi-disciplinary graphic designer from Scotland, via Australia, and now based in London. My design approach is curious, collaborative and is always supported by good research and a strong narrative. With 3+ years of experience across the non-profit, arts and culture, sports and hospitality industries, both in agency and client side, I have developed skills in branding, visual identities, environmental graphics, editorial design, and an interest in copywriting.

If you’d like to chat about a project, see a PDF portfolio or just want to say hi/hey/hello, contact me below.


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CrossFit Visigoth

CrossFit Visigoth is an inclusive, community CrossFit gym based in southwestern France that empowers its members to climb their own personal mountains and challenge themselves at every level, no matter their level.

Working in close partnership with CrossFit Visigoth, the concept for their brand refresh was inspired by the box, which is unique to CrossFit, and what makes up this box - the community, the lifestyle, the place and the challenges faced.


Brand Refresh
Identity Design
Guidelines


La Paletta

La Paletta is a conceptual restaurant and supporting visual identity for a communal canteen, catering to our appetite for modern, streamlined service and flavours from the continent. Based in Newcastle, it is a nod to the fabric of the city and historical cafeteria, The Paletta.

A unique blend of efficient self-service and refined, casual dining, La Paletta offers an assortment of culinary experiences, from aperitivo and pizza, to tapas and pintxos, enabling guests to choose their own European adventure. I developed a word mark that strays from the usual large hospitality venue aesthetic and is inspired by the collective memory of community and place.


Concept
Naming
Identity Design


Fringe World 2023

FRINGE WORLD is the third largest Fringe Festival on the planet and a month-long celebration of independent and experiential art forms, featuring a diverse range of performances in circus, comedy, cabaret, dance, theatre, film and children’s events.

After years of lock downs and event closures, in 2023, Fringe World’s aim was getting people back into venues and live performances, and they needed a colourful, playful and nostalgic look that would saturate the city of Perth with feel good messaging.


Brand Identity
Art Direction
OOH
Print
Digital
Social


ARTRAGE

ARTRAGE is one of Western Australia’s oldest arts organisations and has been enriching and evolving the creative landscape of the state since 1983. As ARTRAGE welcomed a new era of growth and expansion, the goal was to position them as an equal to the leading cultural institutions in Australia, whilst preserving the elements that make it recognisable and uniquely Western Australian.

ARTRAGE’s has always aimed to spotlight and mainstream fringe culture and artists. As a result, the core expression of the brand was conveyed through its imagery - using strong textures and grain to showcase the incredible live performance at the forefront of the work and to maintain the grungy, low-fi and DIY aesthetic of ARTRAGE’s origins.


Brand Refresh
Guidelines
Digital
Print 
Artworking

Fringe World 2024

Every year, for almost 15 years, FRINGE WORLD has developed new visual identity for its month-long summer arts festival. Always different, but with the same core feeling, previous briefs outlined a brand that was playful, colourful, cheeky, and not overly designed.

Responding to growth and potential audience fatigue, a three-year brand strategy was created in 2024 to be more sustainable and provide longevity across a number of customer touchpoints. The goal was to ensure the festival was recognisable and accessible, expressing the fringe spirit of more is more, and everything and everyone is welcome.


Brand Strategy
Brand Identity
Copywriting
Signage + OOH

Bait

Bait is a conceptual culinary experience in the form of a modern fish and chip shop food hall offering. I was tasked with creating a modern fish cafe and visual identity that would appeal to a young sports and hospitality audience based in Newcastle.

The naming of the product was influenced by the Geordie dialect and its unique vocabulary. The result is a playful crossover of the Geordie slang for a packed lunch - Bait - and the bait used in fishing to attract the catch of the day.


Concept
Naming
Identity Design

LIV Golf

A selection of spreads designed to respond to LIV Golf’s RFI process for a future hospitality provider. Layout, image treatment and art direction co-exist within the document to highlight this youthful and energetic version of the game.

*Work still in production.


Editorial Design
Art Direction