Problem: Update brand presentation and shopping experience for a leading poetry publisher - Copper Canyon Press.
Solution: Create a visual matrix for content that inspires the exploration of poetry. Maintain contemplative mood, combine contemporary styling and navigation. Apply best practices for online book browsing and buying. Role: UI, Graphic design.
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Problem: A creative services site that is visually arresting and offers a powerful value proposition. Solution: Combine the bold "outlaw" brand persona with a very simple information hierarchy. Focus on a reductive design approach that quickly leads the customer to the unique services and relevant portfolio. Role: Brand consultant, UI, Graphic design.
(2 of 7)
Problem: Update brand identity and web presentation to communicate category leadership. Rethink navigation system. Solution: Separate consultancy offerings into different areas of page, and navigation styles. Balance the use of inspiring words and photos with result-focused content. Add a "personality" video. Role: Brand consultant, UI, Graphic design.
(3 of 7)
Problem: Redesign existing site for Wordpress, while showcasing new brand offerings. Solution: Communicate rational and emotional benefits through rich color palettes and organic textures. Utilize a 3-column format to highlight products and multimedia, and simplify browsing experience. Role: Brand consultant, UI, Graphic design.
(4 of 7)
Problem: Online brand education tool for Thermarests’ national retail accounts. Solution: Weave brand attributes into an engaging historical narrative, to entice national retail staff into the role of Thermarest brand ambassadors. Role: Design Manager for Cascade Designs working with in-house Graphic Designer and 3Point5.
(5 of 7)
Problem: Interactive in-store kiosk for GI Joes - used for self-serve selling of Thermarest products. Solution: Storyboard a concise step-by-step selling sequence. Create all visual assets required for digitization. Role: Design Manager for Cascade Designs working with outside Interactive Consultant and in-house Graphic Designer.
(6 of 7)
Problem: Re-design Cascade Designs global corporate websites. Communicate Cascade Designs premium market position with a refreshed web presence. Solution: Employ web design best practices and collaborate across multi-disciplinary teams. Role: Creative Services Manager for Cascade Designs working with in-house Web Development team.
(7 of 7)
