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HAWAIIAN AIRLINES 2.0


SITE RE-DESIGN / DIGITAL ASSESTS
Role: Art Director / Designer Client: Hawaiian Airlines

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HAWAIIAN AIRLINES 2.0


SITE RE-DESIGN / DIGITAL ASSESTS
Role: Art Director / Designer Client: Hawaiian Airlines

A WAVE OF INSPIRATION

THE OPPORTUNITY

Hawaiian Airlines recently embarked on a rebranding effort, which was set into motion with the launch of a brand new fleet of jet airliners, as well as an upgraded, interactive inflight experience. The reduction of service to Hawaii by many US carriers coupled with the closing of Aloha Airlines has put Hawaiian Airlines in a good position to grow, and reposition themselves as the premier choice in their market.

Having previously worked with Hawaiian Airlines credit card program, I tasked myself to redesign (specifically) their desktop site — beginning with their booking purchase path, respectively.

THE SOLUTION

I approached this project from a user-centered prospective. I researched competitor sites, and analyzed their strengths and weaknesses. The main goal: to deliver a superior product and improved interaction.

On an emotional level, the new look and feel is intended to celebrate the brand colors, and position HA in a way that reflects their warm and inviting spirit, as well as their continued commitment to hospitality. From a practical/utilitarian prospective, the new site utilizes a clean, modern and responsive design, which intends to solve a number of challenges.

Streamlining the process of selecting a destination, choosing a date, searching for a flight and purchasing a ticket are now easier than ever. The key function that achieves this is keeping the process from start to finish on one page. The use of deep-linking (which makes navigation super quick and intuitive) guides the user from point A-Z and makes customizing/editing trips a cinch. Another differentiator: there is no distracting or irrelevant information on the homepage or in the menu (which is accessible at anytime). These simple changes truly offer a smoother user experience to meet the goal of driving sales — and ultimately, developing brand loyalty.

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ROYAL OPERA HOUSE


SITE RE-DESIGN / DIGITAL ASSESTS
Role: Art Director / Designer Client: Royal Opera House

ROYAL OPERA HOUSE


SITE RE-DESIGN / DIGITAL ASSESTS
Role: Art Director / Designer Client: Royal Opera House

STAGE-RIGHT

THE OPPORTUNITY

Located in Covent Garden, Central London since 1732, The Royal Opera House is a well-established and highly respected institution within its community. Having earned an impeccable reputation, it's hard to imagine that their digital presence would ever fall short. Their current site has (unfortunately) not captured the commerce it had set out for. An exceptional opportunity presented itself: in order to more forward, I had to dig a little deeper.

THE SOLUTION

Leveraging best practice, current web standards, and analytics reports, I proposed a responsive site conversion. Additionally, I proposed an improved user experience, which their existing site’s interface did not offer. The core goal was to more effectively target their audience, which would drive more traffic, and thus create more sales and revenue. Ultimately, the key was to garner the same reputation online that Royal Opera patrons have come to expect when they engage with the “brick and mortar” experience they’ve come to love for centuries.

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WILLIAMS-SONOMA


SITE RE-DESIGN / MODALS
Role: Art Director / Designer Client: Williams-Sonoma

WILLIAMS-SONOMA


SITE RE-DESIGN / MODALS
Role: Art Director / Designer Client: Williams-Sonoma

inspiring cooks everywhere

THE PROJECT

Leveraging Williams-Sonoma's current website and brand elements, I lead the responsive site redesign for the new Williams-Sonoma.com, to optimize the customer experience when viewing content across all devices.

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SONY


INFOGRAPHIC
Role: Art Director / Designer Client: Sony

SONY


INFOGRAPHIC
Role: Art Director / Designer Client: Sony

the growth of the u.s. Hispanic entertainment market

THE PROJECT

Infographic designed from raw data to highlight the value of the Latino entertainment market in the US. Statistics/content included: Population growth, box office shares, and the demand for more Spanish-language content via digital channels.

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NIKE-NFL


BILLBOARD / STANDARD BANNERS 
Role: Art Director / Designer Client: Nike/NFL

NIKE-NFL


BILLBOARD / STANDARD BANNERS 
Role: Art Director / Designer Client: Nike/NFL

NIKE-NFL KICK OF

THE OPPORTUNITY

Nike tasked us with a unique challenge: to reclaim what was rightfully theirs in the market (well, in a sense). Being the official maker of NFL jerseys, you’d think super fans all over the world would associate Nike and Nike.com with all things “jersey” and see them as the go-to place for their gear — but that has proven to not be the case. When it comes to official, authentic Nike jerseys and sales traffic, NFLShop.com rules the game, yards ahead of Nike.com. We set out to change that.

THE SOLUTION

Although the idea of authenticity was a major selling point, we knew we could push it even further. Through research, we soon realized that NFL fans are far from spectators; they truly believe they are part of the game, and influence the outcome through their extraordinary fandom. Concepting lead us to a fresh approach: let’s get closer to the game. We followed this line of thinking right down to its literal significance, which is why geographically targeted ads were perfect to get that connection point.

Click here to play

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QUAKER / JAWBONE ENGAGEMENT


LANDING PAGE - MOBILE + DESKTOP
Role: Art Director / Designer Client: Quaker / Jawbone

QUAKER / JAWBONE ENGAGEMENT


LANDING PAGE - MOBILE + DESKTOP
Role: Art Director / Designer Client: Quaker / Jawbone

POWERING YOU TO DO MORE OF WHAT MATTERS

THE OPPORTUNITY

Quaker, a well-established and iconic brand has lost some relevancy in the market in recent years. The brand is often perceived as old-fashioned: your parents’ brand, or the oatmeal and hot cereal you grew up eating. As a result, Quaker embarked on a global repositioning effort to establish itself as an international, aspirational brand purpose — Powering you to do more of what matters.

THE SOLUTION

As part of the repositioning of the brand, Quaker is pursuing new partnerships to help gauge the most effective ways to drive relevance among millennial consumers. The partnership with Jawbone Up is one of these initiatives.

During the two-week engagement, consumers will receive an opt-in message from Quaker via Jawbone.com and Jawbone UP app fitness app. This allows users of the app to take part they'll upload a photo of their oatmeal breakfast in order to donate a breakfast to a child in need via Feeding America. Consumers will also receive frequent “insight cards” and affirmations to reach goals via todayiwill.com to reinforce their responsiveness with the campaign.

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QUAKER STEEL CUT


STANDARD BANNERS
Role: Art Director / Designer Client: Quaker

QUAKER STEEL CUT


STANDARD BANNERS
Role: Art Director / Designer Client: Quaker

it's all about the texture

THE OPPORTUNITY / SOLUTION

60% of consumers are unaware of steel cut oatmeal and its benefits, making it an excellent opportunity to attract consumers and align them with what makes the steel cut variety different from traditional oatmeal (hint: texture, nutty flavor). Positioning Quaker Quick Cook Steel Cut as tasty and premium breakfast option — minus the premium price-point — makes choosing breakfast easy, even for the fussiest taste buds.

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QUAKER REAL MEDLEYS


STANDARD BANNERS
Role: Art Director / Designer Client: Quaker

QUAKER REAL MEDLEYS


STANDARD BANNERS
Role: Art Director / Designer Client: Quaker

Colorfully, delicious

THE BRIEF

Real Medleys specifically targets consumers looking for a nutritious breakfast option for themselves and their families — certainly now that both adult and childhood wellness is on the radar for today’s parents. These colorful medleys are packed with real fruit, real nuts, and even super-grains, including quinoa.

Click here to play