Enjoying a chance to add to the visual language of some of the greatest brands in the world has been an honor. Here’s a quick view of some of the work I’ve enjoyed making and building with my team. Here are a few examples of that work. There’s also a gallery below while I add some case studies in here.
Smartsheet_
→ Case Study
Tradeshow Booth Back
Competitive Analysis
Delivery_
- Creative Direction / Art Direction
- Branding / Visual Identity
- Website
- Digital Properties
- Management
About_
Smartsheet is a SaaS project management tool using a commonly understood spreadsheet as the foundation of the UI. To get the word of its superpowers out, media needs to be created for multi-channel marketing. This extended from online advertising, digital properties, user forums, training sites, and tradeshow materials and booths.
Design_
First, a brand alignment needed to be made as it was sprolling and lacked the voice of the customer. Auditing existing materials and the site revealed holes in general brand management, which were solved through an exercise of establishing brand guidelines and templates. This provided a singular voice for internal and external communications, which would be instantly recognizable.
Next, through the use of telemetry, I tested imagery and palettes on the main marketing to get a stronger indication of what appealed to our different customers. Then, doing competitive analysis, looked for places for differentiation in branding to make Smartsheet unique. After testing new designs, palettes, and establishing an imagery style that would last for a few years, I redesigned the site and made it a reality.
- Websites and digital properties
- User forums
- Online Advertising
- Training site and media
- Brand guidelines
- Print media (Posters, white pages, swag)
- Tradeshow booth and goodies
CenturyLink
→ Case Study
Delivery_
Creative Direction / Art Direction
Website Design
Email campaigns
Online Advertising
Branded digital properties
Multi-Channel Marketing
About_
Lead a team at the agency of record for CenturyLink. Was responsible for the creation of digital media properties (CenturyLink.com, SeePrismTv.com, Youtube Brand Channel), email, and OLA (Online Advertising).
Design_
CenturyLink.com was the type of site that happens when a company matures with its first large-scale content site. It was a collection of small sites and landing pages that were created for different products. To access different products, the customer would have to click through a top-level navigation.
What was important was to create a landing page that showed all of the different products that they offered and direct customers to that content. Working with existing telemetry and testing various options showed that giving people a hub that was more than just buried in a top-level navigation worked so well that to this day, the site retains that architecture approach.
I also updated the styles to be lighter and more inviting. Research had shown that adding smiling faces to immediately greet customers invites clicks and return visits. Imagery was tested in test splits to capture the target demographics.
- Landing Page
- Digitial Properties
- Campaigns
- Online Advertising
Hasbro
→ Case Study
Delivery_
Creative Direction / Art Direction
Website Design
Stop animation flash production
Digital Animation
About_
Hasbro had a portal site for everyone of their sub brands. When the brand had action figures as a product, they would make the Action Toy Arena. This would be a flash animated spinning platform where the user would select the a smaller version of the toy and then it would appear on the main platform and perform actions. After producing a few of these, I finally scored enough points with Hasbro to take on making the Indiana Jones, Kingdom of the Crystal Skull website and Action Toy Arena.
Design_
For Star Wars and Transformers, I had only gotten a logo to use as a style specimen for how to approach the look of the Action Toy Arena. For each one, i produced a mockup before turning to Maya or Cinema 4D.
Indiana Jones was another story, we had to shoot all of the animation in house and my intern got a dream job. We built a lazy susan with green construction paper and green sticky putty for him to stop animate the script. Later, I batch processed all of the images using 6 computers from the office after hours to produce a flash videos.
