Look Book
Scroll on for a peek into my diverse portfolio of innovative design and creative work in Brand Design, Creative Direction, UX and Product Design.
A closer look at work in creative & branding, product design, and UX research.
#1. Creative & Branding
It takes only 1/10th of a second to form a first impression. Evaluating Brands is much like evaluating people: the judgments are as emotional as they are fast, delicate as they are definitive.
Queen City Country & Western is a Denver-based music cooperative. The visual identity for this brand needed to both reflect and challenge the genre’s traditions and translate into a variety of digital channels and physical merchandising, on the picking hand, it needed to convey the historical authenticity associated with this genre of music, on the strumming hand it had to connote modern and progressive sensibilities.
Capabilities
Graphic Design
Typography
Logo Development
Branding
#2. Product Design
Storytelling has always been central to the human experience. In my career I have been able to use my storytelling and creative abilities to uncover and convey human needs, and envision human-centric design solutions to explore the art of the possible. Narrative product visions like this are powerful catalysts providing inspiration, alignment, and approval from stakeholders at every level from investors to interns.
The following product vision was delivered as a reply to a strategic and technical challenge from a world leader in animal health, who wanted to reimagine their B2B and B2C customer experience. It illustrates the development ‘Golden Thread’: a user journey visualized and mapped to technical solutions and user value in terms of problem solving: the “reason for being” in a product sense.
Capabilities
Primary research
Customer Experience Design
Visual Storytelling
Business Requirement Analysis
Technical Requirement Analysis
Design Thinking
#3. UX Research
Persona development and Experience Mapping are a key aspects of foundational, generative research. These early efforts test intuition, reduce investment risk and almost always deliver unexpected business value beyond the project they are meant to inform. The following examples are part of a UX research study completed as part of a digital transformation and e-commerce design for a multi-national manufacturing firm.
The following artifacts are highlight a Customer Service Representative persona and experience map. This role in a customer-centric company often hold key insights to both external customer needs and the internal users and systems that are responsible for the success of the customer experience.
Capabilities
Primary research
In-depth interview (IDI)
Persona Development
Relationship mapping
Organizational/Systems Audit
Experience Mapping
Looking for more?
The examples in this Look Book compliment a collection of Case Studies, that provide more strategic context and business results.