Design

Challenge: Lead and reimagine design of web app, search, product page design, shopping & checkout experiences.

Direct contributions: Information architecture; ideation; user maps; UID + interaction design; navigation; checkout & success flows; states & micro-interactions; brand design; art direction; design systems & artifacts; product page design; copy editing; static mockups and hi-fidelity prototypes; remote collaboration in tight-knit agile team environment.

Challenge: Lead, conceptualize and design new online account application form as a 'stepper' widget experience.

Direct contributions: Information architecture; ideation; user maps; UID + interaction design; user flows; states & micro-interactions; brand design; art direction; design systems & artifacts; widget design; copy editing; static mockups and hi-fidelity prototypes; remote presentation to stakeholders.

Challenge: Lead, design and establish style of landing page & toast, onboarding, account creation & Sign In features, and My Account page experiences.

Direct contributions: Information architecture; ideation; user maps; UID + interaction design; navigation; onboarding flows; toasts; states & micro-interactions; brand design; art direction; design systems & artifacts; copy editing; static mockups and hi-fidelity prototypes; remote collaboration in tight-knit agile team environment.

Challenge: Propose and create new responsive cart/checkout experience and refinement of UID.

Direct contributions: Information architecture; ideation; UID + interaction design; task flow; states & micro-interactions; art direction; contribute to systems & artifacts; widget design; copy editing; static mockups and hi-fidelity prototypes; remote presentation to stakeholders.

Challenge: Revamp and simplify mobile & web app UID to expedite and optimize completion of user journey.

Direct contributions: Ideation; task flows; visual design; component-based assets and feature artifacts (breadcrumbs; tabbed payment method components); responsive screens; typography; color palette; states & micro-interactions; static mockups and clickable prototypes; copy editing; lead critiques and presentations.

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Challenge: Reimagine design of hi-impact surface to accelerate user onboarding and shopping experience.

Direct contributions: Information architecture; task flows & logic; visual design; component-based assetss (swipeable product cards; slider; tables & accordions; back-to-top button); color palette; states & micro-interactions; static mockups and clickable prototypes; copy editing; global systems design refinements.

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Challenge: Design CPG packaging lineup and kickoff campaign at grocers, cost clubs, and online; leverage franchise identity, systems, and customer loyalty to successfully extend brand into retail channel; create new visual cues, artifacts and aesthetics which differentiate brand in a very competitive category.

Direct contributions: End-to-end campaign concept and package design for lineup of 48+ SKUs sold nationwide at over 1,200 retail locations by major grocers; photo art direction and visual design (CPG package design, POS displays, promotions, social identity, typography, extension of brand palette, image assets and visual artifacts), lead presentations & liaise between licensee and brand.

Challenge: Design CPG packaging lineup and kickoff campaign at grocers, cost clubs, and online; leverage franchise identity, systems, and customer loyalty to successfully extend brand into retail channel; create new visual cues, artifacts and aesthetics which differentiate brand as a premium at-home experience.

Direct contributions: End-to-end campaign concept and package design for lineup of SKUs sold nationwide at over 1,200 retail locations by major grocers; art direction and visual design (CPG package design, promotions, typography, image assets and visual artifacts), lead presentations & liaise between licensee and brand.

Challenge: Design CPG packaging lineup and kickoff campaign at grocers, cost clubs, and online; leverage franchise identity, systems, and customer loyalty to successfully extend brand into retail channel; sub-brand naming and identity; create new visual cues, artifacts and aesthetics which differentiate brand in premium category.

Direct contributions: End-to-end campaign concept and package design for lineup of 24+ SKUs sold nationwide at over 1,200 retail locations by major grocers; photo art direction and visual design (CPG package design, POS displays, promotions, social identity, typography, image assets and visual artifacts), lead presentations & liaise between licensee and brand.

Challenge: Establish look-and-feel of Bosch Power Tools for Professionals marketing collateral, in alignment with Bosch master brand, for use by sales teams and available at retail nationwide; create design system targeting U.S. professional trades and DIY markets, reinforcing brand quality and product utility, with flexibility to accomodate extensive product lineup and variety of detailed product specifications.

Direct contributions: Flagship design of B2B and B2C print templates and targeted one-offs for various marketing collateral series and new product promotions (brochures, catalogs, POS displays, sellsheets, B2B exhibits), from concept to final execution, produced and available nationwide at well-known big box hard goods stores.

Challenge: Design B2B longform capabilities brochure for multinational financial consulting firm; leverage established brand design systems to communicate firm insights and analytics services related to commercial risk-management post recent and historically significant events in NYC; convey range of capabilities with substantive brand voice and high-level aesthetics.

Direct contributions: Cover art and perfect-bound brochure design (concept to execution: design, layout, illustration, typography, charts, design artifacts, keyline art, paper stock and finishing specs) and liaison with internal brand standards and design governance team.

Challenge: Revitalize brand identity and marketing collateral for an iconic NYC hotel; redesign B2C marketing materials & primary commercial sales vehicle, the Meetings brochure, to coincide launch with efforts to attract (and ultimately secure) event contract as host to the Rock & Roll Hall of Fame Induction Ceremony 2000; leverage interior architectural details, decor, historic and newly commissioned interior photography to evoke luxury and high-level aesthetics across complete range of B2C print marketing collateral.

Direct contributions: Visual design of 200+ pieces (concept to execution: brand identity system and stationery; B2B collateral; B2C in-room guest services print materials and takeaways; signage; events podium design; global brand color palette, typography, visual artifacts); liaise with location photographer; regularly present to and receive key approvals from stakeholders and Executive management.

Recognition:  HSMAI Gold Award 2001 | Marketing Design (The Waldorf Astoria NY — Meetings Brochure); The Big Book of Corp ID 2000 | Brand Identity (The Waldorf Astoria & The Waldor Towers — Corporate & In-room Stationery Design).