UX/CREATIVE LEAD
Lead UX and designers on the Learn experience for New and Existing customers to Comcast Business, including Test and Target. Partnering with Sales, Marketing, PM, Developers, Analytics and Accessibility. Lead on design systems/component libraries across Learn ecosystem.
LINKS:
Website
UX/CREATIVE LEAD
Lead UX and designers across the Learn experience for Enterprise customers to the Comcast Business Enterprise site, including Test and Target. Partnering with Sales, Marketing, PM, Developers, Analytics and Accessibility.
LINKS:
Website
UX/CREATIVE LEAD
Lead UX and designers for the Learn experience for New and Existing customers to Comcast Business Mobile. Partnering with Sales, Content, Marketing, PM, Developers, Analytics and Accessibility.
LINKS:
Website
STRATEGY, UX, CREATIVE LEAD
I worked on several projects while with Xfinity Mobile. The first was to work with our branding team to create an application where a new customer could create their own phone case that could be created in-store, or created at-home and mailed to them. The work included creating user experience strategy documents, user interface prototypes, user interface specifications, site maps, flow diagrams, and low and high fidelity wireframes.
The second project I worked on was a way to add testimonials to product pages, and how they could create a word-of-mouth trust about their products and services.
The third project was a way to monetize accessories with a richer experience for the customer, rather than just showing a few products shots on a page. We wanted to tell a story around featured products, show where they could be used and create excitement around them. This project did lean on UX, but was also fairly campaign/marketing heavy. Working closely with the accessory team to gain insights and metrics, we created several User journeys.
STRATEGY, UX, CREATIVE LEAD
Because of a crowded restaurant market and a decline in people sitting down to eat, IHOP wanted to increase sales by giving customers the option to order food online.
Working in an agile development cycle, the work included stakeholder interviews, user-research, analytics, digital strategy, wireframes, prototypes and high-fidelity designs to create a fully-integrated, online-ordering system. The site allows User to choose and customize their Ihop-n-Go order, select delivery or pickup, determine which store was closest to their location and pay online or at the store.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
LINKS:
Website
CREATIVE LEAD
I directed a photoshoot to refresh the IHOP menu images across the print and digital properties. The team shot over 120 menu images in one month. No small feat.
STRATEGY, UX, CREATIVE DIRECTION
Expo.tv wanted to rebrand themselves for a new audience. They wanted to attract new brands, and streamline their current user base into only their most engaged content aggregators.
Enter gen.video.
This rebranding began with a logo and icon. The icon represents the overall conversation that gen.video represents. But, made up within that conversation are all of the users and their engagements with brands. The font is playful and the colors are warm and friendly, representing the conversation between their users and Brands.
The rebranding also came with an updated website. Which would take the user and brands through what it means to be a part of the gen.video community and how gen.video can help a brand with authentic communication through honest product reviews.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
LINKS:
Website
CREATIVE LEAD
IHOP launched a new product called Stuffed French Toast. The ask was to drive traffic into the restaurant using price point and create appetite appeal around the uniqueness of the offering and their ingredients.
SFT was also supported across digital and social beginning with a homepage and Landing Page redesign, that used the idea of unwraping the unexpected for the Holiday Season.
For the second year in a row, we created a holiday ugly sweater that was given out over social media.
Custom Snapchat Filters that promoted the LTO and IHOP's core equity offerings could only be activated in an IHOP. Instagram Snap Ads were also created in support, as were gifs on Twitter.
Rich Media banner ads that ran on CBS Sports and other high profile sites and apps such as Waze were created and emails were designed to promote the LTO.
CREATIVE LEAD
The Army is running into the same problem that most parents and others are trying to figure out: how do you reach Millenials who are more interested in looking at their phone than going outside and being active?
The answer is C.O.R.E. OPS.
The pitch work entailed creating a website that would allow users to download exercise tracks. These auditory adventures encourage users to get up, get moving and start exercising. The website works in tandem with the tracks, and shows the proper way to exercise for each "mission," along with way to unlock levels and badges based on what the user accomplishes.
LINKS:
Website
CREATIVE LEAD
IHOP launches a new product called Latte Lover's Pancakes. The ask was to drive traffic into the restaurant using price point and create appetite appeal around the uniqueness of the offering and their ingredients.
Latte Lovers was also supported across digital and social beginning with a homepage and Landing Page redesign.
Custom Snapchat Filters that promoted the LTO and IHOP's core equities could only be activated in an IHOP. Instagram Snap Ads were also created in support of Latte Lover's, as were gifs on Twitter.
Rich Media banner ads that ran on CBS Sports and other high profile sites and apps such as Waze were created and emails were designed to promote the LTO.
STRATEGY, UX, CREATIVE DIRECTION
RFL Electronics had transformed their approach to product engineering, offering a set of solutions that could evolve along with technological advances in communications and data transmission.
To convey this new message, RFL Electronics started rebranding first with developing a new brand identity, tag line, product labels, and key messaging that reflect the “new RFL.”
The brand was the launched at RFL’s most important trade show. In addition to developing their new booth design, the website was redesigned, and a print ad campaign and sales collateral were developed to support the launch.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
LINKS:
Website
UX, ART DIRECTION
As the AD for Ben & Jerry's digital, I worked on website, rich media ads (games), Social Media, email blasts and many unused concepts.
CREATIVE LEAD
IHOP's product launch of Fresh Market. The ask was to drive traffic into the restaurant using price point, a first for IHOP, and create appetite appeal around the uniqueness of the offering and their ingredients.
Fresh Market was also supported across digital and social beginning with a homepage and Landing Page redesign.
Custom Snapchat Filters that promoted the LTO and IHOP's core equities could only be activated in an IHOP. Instagram Snap Ads and Stickers were also created in support of Fresh Market, as were gifs on Twitter.
Rich Media banner ads that ran on CBS Sports and other high profile sites and apps such as Waze were created and emails were designed to promote the LTO.
STRATEGY, UX, CREATIVE DIRECTION
EXPO TV wanted to update their look and feel to attract a wider userbase of engaged, "always on" influencers.
This began with a logo redesign. To create a new icon for EXPOT TV, I merged the Camera Eye and idea of authentic user-to-brand conversation to create two concepts. Both icons position EXPO as the center of Social (the dialogue between consumer, ExpoTV and brands), User-Interaction and Consumer-Generated Reviews/Conversations.
The second step was an overhall of the EXPOTV site. With an expanded palate of friendly colors that would appeal to both consumers and brands, and a new authoritative font selection, EXPOTV was positioned as the company both brands and users would come to to facilitate reviews and communication.
Lastly, social media, print materials and PPT were created to extend the new branding.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
CREATIVE LEAD
IHOP's limited time offer Paradise Pancakes. The ask was to drive traffic into the restaurant and create appetite appeal around the uniqueness of the offering and their ingredients.
A first-in-category Facebook Live event was created where we brought these pancakes to the beach, and filmed them for an hour and a half, three times throughout the day to support the idea of breakfast all day. The Facebook live event ended up winning a Marcom Gold Award.
Paradise Pancakes was also supported across digital and social beginning with the creation of a homepage module, and messaging that changed from 5-8PM each night into "Paradise Hour." Because it's always 5 O'Clock somewhere. A Breakfastarian page that reinforced the idea of Paradise and Breakfast all Day was also created.
An additional page was created to provide more information about the offerings. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO. Custom Snapchat Filters that promoted the LTO and IHOP's core equities could only be activated in an IHOP, gifs on Twitter were produced and we also supported the offering with Apps like Waze.
CREATIVE LEAD
We were asked to support IHOP's new campaign "Eat up every moment," which replaced "Come together over breakfast at IHOP." The client asked to us to help push the moments both big and small that happen in-restaurant.
An Instagram-only contest was conceived, where users submitted their photo, along with a description about sharing a moment at IHOP and using the new #IHOPmoment. A supporting website was designed to facilitate the contest digitally, along with emails that were sent out to IHOPs users. Users on social were also encouraged to come back and vote for their favorite contestant daily.
In addition to the contest, a 360 video was filmed using talent from the commercials that lived on the digital site, Facebook and YouTube.
A moments generator was also created to pair the every day moments with food items on the IHOP menu. IHOP.com menu pages were also updated to add the idea of pairing each menu food with the perfect moment.
CREATIVE LEAD
IHOP's Scary Face Pancakes. A yearly October event where kid's 12 and under are invited to come in and decorate their own pancake. The ask was to drive traffic into the restaurant and create awareness around the event.
This was supported across digital and social with the creation of a homepage module, and messaging was updated to drive urgency throughout the month. An additional page was created to provide more information about the event, a link to find your nearest IHOP, a video that was also promoted on Facebook, and downloadables of pumpkin cutouts and a coloring book. Rich Media banner ads and emails were also created around the event. Custom Snapchat Filters were also created that could only be activated in an IHOP, along with gifs on Twitter and support for Apps like Waze.
STRATEGY, UX, ART DIRECTION
Rebranding the Empire State Building website. The goal of the site was first to become the central hub where customers from all over the world would be able to purchase tickets for the observatory. Secondly, it would be an information and tourist package, and third the site would have the ability to link to a tenant site for new business.
Displayed are several iterations of the site design. A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
UX, ART DIRECTION
eBay wanted to change the conversation around the brand and shift their position from an auction site to a shopping destination.
Taking eBay's existing online Daily Deal initiative, which offers items at a reduced cost for a limited time, into an offline game show inspired by the gameshow "Let's Make a Deal."
The offline game was supported digitally through a microsite, rich media ads, emails and partnering with influential bloggers to promote the event. In addition, animated Time Square billboards were created in partnership with Reuters to run "Daily Deal "games, where users would text their answers to a phone number and the winners would be selected randomly.
During the first week of the promotion, eBay saw a 260 percent increase in first time buyers and a 136 percent increase in first-time Daily Deal purchasers.
CREATIVE LEAD
It's the most wonderful time of the year. And this year, IHOP created Holiday Celebrations, pushing three different pancakes and a turkey dinner. The client asked to drive traffic into the restaurant, and create appetite appeal around the uniqueness of the ingredients, the season and the offerings.
This was supported across digital and social beginning with the creation of a homepage module and an additional information page to provide more information about the food, ad highlight secondary messaging such as Gift Cards. A third page supporting Breakfastarians was also created. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO.
A Facebook live event was filmed in an IHOP restaurant, and a digital video was created and promoted on Facebook and YouTube. Custom Snapchat Filters that could only be activated in an IHOP were designed, along with 24 gifs on Twitter that ran one per hour to support Black Friday (#BreakfastFriday) and partnering with Apps like Waze.
UX, CREATIVE DIRECTION
More women die of cardiovascular disease than the next three most common causes of death combined, including all forms of cancer.
For three years I was the Art Director at Edelman for The American Heart Association, helping develop the Go Red for Women, Choose to Move and Start programs.
Go Red for Women created a national health movement that celebrates the energy, passion and power women have to band together and wipe out heart disease. Women’s real stories have remained at the center of the campaign, providing inspiration for content over the years, including NBC documentaries and an online short film that motivates women to take heart healthy actions.
Since launch, the campaign helped raise awareness levels from 34 percent to 54 percent of women who know that heart disease is their No. 1 killer. More than 1.4 million women have signed up for the cause, committing to better heart health. And hundreds of millions of dollars have been raised to fund heart disease research with the aim to save lives.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
CREATIVE LEAD
For IHOP's limited time offer Double Dipped French toast, the client asked to drive traffic into the restaurant, and create appetite appeal around the uniqueness of the ingredients and the offering.
This was supported across digital and social beginning with the creation of a homepage module and an additional information page to provide more information about the food, ad highlight secondary messaging such as Kids' Eat Free. A third page supporting Breakfastarians was also created. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO.
A digital video was created and promoted on Facebook and YouTube, along with a custom Snapchat Filter series that could only be activated in an IHOP, gifs on Twitter and support with Apps like Waze.
CREATIVE LEAD
IHOP's limited time offer Double Dipped French toast. The ask was to drive traffic into the restaurant, that you could get these any time of the day (or night), and create appetite appeal around the uniqueness of the offering.
This was supported across digital and social beginning with the creation of a homepage module, and messaging that was updated throughout the day to drive urgency. Depending on when you went to the site, the setting behind the food would change to dawn, day, dusk and night, with accompanying items in the background pertaining to activities the IHOP customer does during that time of day. For example midday had a backpack with school books, and night had movie tickets. An additional page was created to provide more information about the food. A third page supporting Breakfastarians was also created. Rich Media banner ads that ran on CBS Sports and other high profile sites were created and emails were designed to promote the LTO.
A digital video was created and promoted on Facebook and YouTube, along with a custom Snapchat Filter series that could only be activated in an IHOP, gifs on Twitter and support with Apps like Waze.
ART DIRECTION
Bausch + Lomb had hundreds of different microsites for each of their individual products. This started to become an issue. Instead of keeping track through a PPT file, how could the company monitor and update all of their sites, and organize them into one central hub for easy searching for internal use?
New Business work to pitch a Bausch + Lomb central repository.
STRATEGY, UX, ART DIRECTION
I was tasked with creating a website and a gaming platform for PTGL. The site was supposed to create signs ups, promote the brand, teach users what PTGL was, and be a hub full of news and forums for Users.
Think of PTGL as fantasy golf, where actual teams of golfers would go out and play based on user-generated matchups.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.
