UX / VISUAL DESIGN
Early stage concepts for a new app IA and streamlined dashboard for the WW mobile app.
April 2020
UX/UI
Redesign concept for Wellness Wins, the rewards program for WW.
December 2019
UX/UI
This project was created as part of WW’s 2019 Hackthon. The idea came from the fact that only 40% of members tracked activity on the app. The WW Activity Challenge was intended to drive engagement with activity tracking by incentivizing users with prompts to track, global leaderboards and enticing prizes such as the chance to take a yoga class led by Kate Hudson.
May 2019
UX / VISUAL DESIGN
Early stage concept for a carousel as part of the WW reimagined guest experience.
March 2020
VISUAL DESIGN / UX/UI DESIGN / DESIGN SYSTEM CREATION
The Compass Platform is an internal tool developed for digital strategists to streamline and standardize process using best practices and methodology. The Platform includes 4 modules Ecosystem, Trends, Benchmark and Roadmap. My goal was to create a clean and intuitive visual design system, along with a style guide and component library for scalability. The Platform is used at Centric Digital by strategists for all client engagements including Victoria’s Secret, J.D. Power, Bissell and Kaiser Permanente.
April 2016
UX/UI
July 2019
VISUAL DESIGN / UX/UI DESIGN
A concept for a gamified sales tracking application for AIG, a major insurance company. The wireframes and initial designs came out of a series of on-site brainstorming sessions with the client. During these collaborative meetings, individuals and teams worked together to come up with ideas and rapidly prototype solutions.
The end result was an app concept that would allow agents to track their sales progress, performance and competitive standing on the team and managers to measure employee performance against goal in real time. Below are a few high-fidelity wireframes for key screens within the experience.
May 2017
UX DESIGN / ART DIRECTION / RESPONSIVE WEB DESIGN
Intel partnered with Wargaming to promote the release of their popular game World of Tanks on tablet. By highlighting the gaming experience specifically on devices powered by Intel, both brands could leverage their existing audiences to cross promote their products. Intel has a huge fan base of elite gamers who through their channels learned about the game while WoT fans were encouraged to enjoy the new experience on Intel tablets. Winners of the sweepstakes not only won an Intel-powered tablet and in game prizing/currency, but one lucky winner got the chance to spend the day driving a real military tank.
October 2014
ART DIRECTION / UX DESIGN / RESPONSIVE WEB DESIGN
Harmonix wanted to promote the release of their new title Rock Band 4 by engaging the games core fan base and activating new ones. The solution was the Rock Band Roadcrew sweepstakes, designed incentive participants by creating experiences and content to share with friends and family. By completing activities, fans earned earn digital points which could be redeemed for real life prizes. The campaign utilized assets, colors, type, iconography and key art from the RockBand brand in a fresh, fun new way.
August 2015
LOGO DESIGN / BRANDING
Requez Bridge Loans engaged me to create a visual brand identity for their new finance company. The goal was to create a logo that was simple but strong, conveyed the sense of a well established company people could trust. The family name Requez (meaning wealth in Spanish) was used as inspiration for the logo icon, which is meant to emulate the clean lines of a suspension bridge as well as the crests of a royal crown. I paired the icon with a type treatment that is sturdy and strong like the base of a bridge, yet simple and clean.
The client was extremely happy with the final design. I used the new logo to create and marketing materials including business cards and one pagers which helped the company to garner dozens of leads and new business.
December 2016
UX/UI
As part of Intel’s ongoing support of the world-wide student developer community and advancement of science, Intel partnered with CERN openlab to sponsor the Intel® Modern Code Developer Challenge. The goal was to give budding developers the opportunity to use modern programming methods to improve code that helps move science forward.
For the campaign, I created a responsive marketing website as well as banner ads and digital/print flyers distributed to universities around the world. The competition exceeded expectations, garnering participation by 130 universities in 19 countries totaling more than 2,000 students.
March 2015
LOGO DESIGN / BRANDING
Work in progress logo concept for an organic clay facial bar in Miami.
March 2018
Pitch art concepts and work in progress ideas.
2011 - Present
ART DIRECTION / UX DESIGN / RESPONSIVE WEB DESIGN
Blizzards hit game PC Hearthstone: Heroes of Warcraft was getting ready to launch on tablet. This promotional sweepstakes campaign was a co-branded effort to increase downloads of Blizzard’s title while promoting adoption of gameplay on Intel-powered devices.
March 2014
BRANDING DESIGN / LOGO DESIGN / RESPONSIVE WEB DESIGN / STYLE GUIDE CREATION / MARKETING MATERIAL DESIGN
During my tenure as Sr. Art Director at The Game Agency I was responsible for developing and maintaining the overall look and feel of the agency’s brand. The brand redesign project included the creation of a new logo, as well as production of all internal/external marketing and communication materials including a website, business cards, marketing one-sheets, presentation deck templates, trade show event collateral, and social media ads.
Since the company tagline is “Powered by play”, I used key symbols from traditional gaming consoles to form the first letters of each word. Because the agency’s services were a mix of traditional advertising and branded gaming, I chose fonts and colors that were both sleek and playful. The end result was a unique and strong visual identity, that indicated to audiences right away what the company was all about.
December 2014
CREATIVE DIRECTION / UX/UI DESIGN / GAME DESIGN
Partnered with EverFi and MassMutual to create FutureSmart, a gamified educational course that helps students learn to make better financial decisions. Through the story-based narrative, students play the mayor of a town as they help local citizens make real-life, personal finance decisions. Interactive exercises challenge students to make choices in real-life scenarios to achieve important goals around saving, education and career planning, and budgeting.
I worked closely with the clients to establish the overall look and feel, created user experience wireframes for the entire 7 module course, and sourced/collaborated with 2D/3D artists to bring the vision to life.
April 2015
UX DESIGN / ART DIRECTION / WEB DESIGN
To be a top player in the 2014 Intel Mobile World Congress Intel gave away a free bundle of premium software to attendees. Their goal was to showcase a series of apps they called "Better Together", because of their ability to be used on both Intel-powered PC's and Android tablets. Owners of both devices could enjoy optimized cross-device experiences and enhanced features at home or on the go. My task was to produce a website where users could learn about the software, how it’s features could be best utilized on cross-device experiences and download titles of their choosing. Because the app bundle was centered around creation - from music to art to photography, my goal was to design an experience that that was fun, interactive and showcased the nature of the software itself. The unique navigation allowed users to seamlessly toggle between mobile and web apps as they would in the real world. Fun illustrations coupled with a parallax effect created playful transitions between titles. Overall, the campaign was a success with an 85% download rate.
January 2014
APP DESIGN / UX / UI / VIDEO DESIGN
As hosts of the 2014 Consumer Electronic Summit (CES), Intel gave away 150 Android tablets and premium software to it’s VIP attendees. Their goal was to highlight the Intel-powered hardware by showcasing amazing software experiences on the device. As a solution, I created a native app store like experience that came pre-installed on the Android tablets which recipients were guided through when first powering on their new device. Additionally, I storyboarded, designed, wrote copy and selected music for a video that was used to sell the concept of software bundles to potential hardware/software partners at the event.
January 2014
ART DIRECTION / UX/UI
For The 2013 Consumer Electronic Summit (CES), Intel gave away a digital software bundle to its VIP attendees. They wanted to create a mobile web experience to go hand in hand with the physical print booklets being distributed. The booklets contained download codes that attendees could redeem for free software as well as information about the Intel-powered Ultrabooks. For the digital component of the project, I created an immersive pop-up book style user experience meant to mirror closely the physical experience of opening flipping through a print booklet. The website allowed users to learn about the hardware/software through written descriptions, images and videos.
October 2013
GAME DESIGN / CONCEPT ART
I developed a game concept designed to teach players how to use any surface as a digital keyboard. The hardware required users to learn a new alphabet using finger gestures starting with individual letters and progressing to full words. The design uses an amusing, playful aesthetic with visuals that mimic actual fingers to connect these newly learned patterns with words.
November 2014
