lauren kolm
is a graphic designer
based in brooklyn, ny



about ︎


Art direction and identity for Paperless Post’s spring-entertaining  Flyer vibe, Day Tripper.

Paperless Post introduced Flyer in 2018 as a fun, informal alternative to the company’s classic cards product. Meant for low-key get-togethers and an internet-savvy crowd, it allows users to mix & match “vibes”—a curated set of colors, gifs, stickers, and animated text effects and share with their friends over a wide range of digital platforms.

Having observed how  popular spring-adjacent events such as picnics and rooftop drinks are among their user base, Paperless decided they needed a seasonally cohesive Flyer collection that could be used across a variety of different casual event types. 

Day Tripper offers Flyer users a euphoric, bordering on psychedelic, portrayal of spring over traditional motifs like pastels and baby animals. This approach results in a collection that feels modern and highly shareable. 

Make your own Flyer using Day Tripper here!







Day Tripper’s animated backgrounds are colorful and offbeat with a lot of texture and retro influence. The overall effect is akin to walking outside after a long winter of hibernation and seeing  your surroundings suddenly in bright, lush technicolor.

In addition to multiple  backgrounds sourced from the public domain, Day Tripper  features a set of collaged animations designed with particular event-types in mind. Using collage as a medium in this vibe functions as a way to take wholesome imagery and make it fresh and a little weird. 

Two art-directed photographs  add an additional layer of polish to the vibe and give users more options  for representing cocktail-themed events.



The vibe’s color palette is composed of two distinct value systems meant to stand out on Day Tripper’s high detail/high-texture backgrounds. A set of over-saturated, bright jewel tones are bold and hint at the vibe’s retro edge.  A set of light pastels are soft. romantic, understated, and typically spring-y.

Typefaces used  in the vibe’s animated text effects are either traditional & modern or offbeat and ironic. This allows the user to create both wry and wholesome moments out of the vibe’s visual assets, depending on what type of mood the host’s event calls for. 









As a finishing touch to make Day Tripper’s content feel premium and special, I created a custom sprite map typeface for the vibe using old matchbox paintings sourced from the New York Public Library’s digital archive. Containing a full glyph set, this typeface has proven to be very popular—most especially as an age callout for users’ birthday party invitations. 











The winter holidays are Paperless Post's busiest time of the year. These select cards—used throughout the site, for email newsletters, and for various promotional blasts—were part of my contribution to the 2018 holiday push.

Led by the concept of elevating the nostalgia of the holiday season, the campaign features colorful illustrations that lean a little folk, while retaining sophistication in mark-makin and shapes. Textural painted illustrations  feel rich and warm with the addition of more complex palettes and linework.

The final collection was a hit with both return and new customers and pushed company profits beyond Q4 goals.  























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Running on Cargo






Book interiors design for Italian theoretical physicist and writer Carlo Rovelli’s book, Seven Brief Lessons on Physics. Published by Riverhead Books in 2016, the book has been translated into 41 languages, with more than a million copies sold.

The design’s type combination (elegant Adobe Garamond Pro, with  modern DIN as a display type), healthy dose of negative space, and open leading give the dense subject-matter room to breathe. 

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 “This beautifully designed little book — the swirl of copper dots on its inky black cover evoking seething subatomic particles or a vast swirl of galaxies — shows that science, with its curiosity, its intense engagement with what there really is, its readiness to jettison received ways of seeing, is a kind of poetry too.”—Financial Times


“This beautiful little volume playfully introduces its readers to several basic principles of physics in an easy-to-grasp style that will surprise and delight you.”—San Francisco Chronicle

























As a designer at Time. Inc, I worked with the company’s breakfast-themed digital editorial vertical,  Extra Crispy to pitch and design a food truck concept to Splenda. The food truck and affiliated branded campaign traveled to 8 cities around the country, introducing Splenda Naturals to a wide audience through complementary Splenda-based drinks developed and served by local chefs. 

Check out the video below to learn more and see the truck in action.














 
























Art direction and identity for Paperless Post’s groovy, 70s-inspired  Flyer vibe, Foxy.

Paperless Post introduced Flyer in 2018 as a fun, informal alternative to the company’s classic cards product.  Meant for low-key get-togethers and an internet-savvy crowd, it allows users to mix & match “vibes”—a curated set of colors, gifs, stickers, and animated text effects and share with their friends over a wide range of digital platforms.

As one of the Flyer product’s first vibes, Foxy leans into the eclectic vibrancy of the disco era in order to fully emphasize to users how different Flyer is from the company’s other products. The vibe’s fun and expressive design widens customer expectations of what Paperless can offer them and expands how the brand is perceived. 

Bearing the tagline “For when you’re fully prepared to blame it on the boogie”, Foxy offers Flyer users a collection of youthful 70s imagery that is usable across a wide variety of casual event types. 

Make your own Flyer using Foxy here!








Foxy’s backgrounds embody the aesthetic mash-up of the 70’s, paying homage to both the bohemian earth tones of Woodstock and the glittery neon of Studio 54. 








The vibe’s color palette is composed of warm earth shades with the vibrancy bumped up, alluding to the kaleidoscopic prints and patterns typical of the time period. 

Typefaces used  in the vibe’s animated text effects are a combination of informal san-serifs, funky displays, and retro serifs.








Foxy’s animated stickers are inspired by nostalgic items from the time period and psychedelic band posters. The stickers enable users to spice up personal photos or gifs they upload to the platform with elements that jibe with the vibe.  





© Lauren Kolm, All Rights Reserved