We are…

a design duo with over 40 years combined experience in the industry covering everything from book design to annual reports, illustration treatments to typography, and brand development to film/TV art department graphics.

Have a look over our portfolio pages for samples of what we do and where we’ve been. If you think you’d like to work with us on any project please contact us.

Vida Kelly

Vida Kelly (the brains AND the beauty of the partnership):

I have over 20 years experience as a publishing and book designer. I studied design at the Norwich School of Design (UK) where I graduated with an Honours Degree in Graphic Design in 1990.

Children’s books are my design passion. I have worked in several large publishing design studios including Penguin, Harper Collins, and Pan Macmillan in London. I was the Art Director of Picture Books and Gift Books at Pan Macmillan from 2003 to 2006.

In my design life I have had the opportunity to work on countless literary classics with numerous wonderful authors and illustrators. These include: Roald Dahl & Quentin Blake; Raymond Briggs; Axel Scheffler & Julia Donaldson; Allan Ahlberg; Emily Gravett; and Freya Blackwood, to name a few.

I also work as the preferred watercolour treatment artist for a handful of recognised illustrators (including Quentin Blake and Tony Ross) and publishers including Penguin (UK), Macmillan (UK) and Harper Collins (UK). I have colourised classics and created new colour treatments for updated editions of many wonderful books. See the colour treatment page for examples.

After a successful career working in London I moved to New Zealand with Luke to work as a freelance design partnership and take the opportunity to explore other areas of publishing design and enjoy the relaxed Kapiti lifestyle looking after my three gorgeous children.

I love picture books, fiction books, non-fiction books and everything in between.

Luke Kelly

Luke Kelly (the other half):

I have over 20 years experience as a graphic designer in most disciplines. I graduated with a Bachelors Degree of Visual Communication Design (BDes) in 1996 from Victoria University in Wellington, New Zealand.

My biggest knowledge and experience base is in print and publishing. As a freelance designer for the majority of my professional life I know how to work with many clients and jobs, and in all conditions. This has given me a client-focused outlook and client-centred design sense where quality and delivery are key.

After a three year stint living and working in England (as a freelancer and permanent for one year at Pearson Longman) and five years in Wellington, we have set up base on the Kapiti Coast to raise our three wonderful kids.

While I currently work at Tangerine Design in Whitby, I still collaborate hand-in-hand with Vida on most projects where needed – and I still love to take take small freelance jobs where and when possible.