REBRANDING THE HUMANITIES SCHOOL
Redesign, rebrand and rework of the Matteo Ricci College, the Humanities School for Seattle University. Working with Mother of Pearl, we conducted interviews with faculty and students to determine the best brand positioning for the college. Upon presenting a re-invisioned brand strategy, we then worked with the the College Dean and SU’s Marketing Department to execute a new website and brochure collateral.
The final deliverables included:
- User Personas
- Heuristics Analysis
- Sitemap & Wireframes
- Photo Library
- Website Designs
- Brochure Designs
As Creative Director at Ramp Group, I was tasked to lead a complete re-architecture and redesign of the Employment Security Department‘s employment and economic information website which is set to go live in a few months. The site contains thousands of publications, reports and presentations which required a complete overhaul. The case study below describes how we accomplished this task by focusing on a persona-based, task oriented navigation structure. Usability testing showed a two-fold improvement on success rates and time to complete tasks. The ESD redesign also had won Best Government Site by eRepublic in 2012.
Deliverables I was directly involved in building included user research, content strategy, site mapping, wireframing, usability testing, interface design and heuristic analysis.
THE SECRET SOURCE
I led this in-house design team to extend their capabilities and reach with a brand strategy devised to emote creativity. The “secret agent” motif reflected the light-hearted, casual ethos of the agency. This brand stance allowed them to extend their reach past the in-house model and into the competitive agency world with a fresh look and feel.
As Creative Director for Virgin’s Travel Group from 2002 to 2004 in the UK, I was tasked to lead a team of web developers, writers and designers. Virgin Travelstore’s core audience is loyal to the Virgin brand and expects Virgin’s core values to be represented. All aspects of Virgin Travelstore were overhauled to emphasize value, ease-of-use, and edginess. Virgin Travelstore tripled its monthly sales by increasing the opportunities for cross-selling and reducing the steps required to purchase.
Many advanced features were built into the various interfaces of Virgin Travelstore’s sections. All functionality, production, design, and production decisions were based on business needs. The Flights section functionality and layout were designed to streamline the searching and selecting process. The Holidays section was designed to provide resort information to support the user’s sale decision.
Virgin Travelstore’s sales increased three-fold and went from 10th in the UK to 5th top online travel site.
COROLLA SOCIAL DRIVER CAMPAIGN
FUN AND PLAYFUL
In support of Toyota Corolla’s Social Driver Campaign, I led an effort for a co-branding project contracted by All Recipes to create a kicky party planner and sweepstakes mini-website. As Creative Director for Perfect Pixels, we provided information architecture, design, illustration, and development for the initial launch and 3 subsequent site refreshes.
We successfully tied Toyota Corolla’s print ad campaign with the online experience and gave their representing agency an excellent resell opportunity with the Flash party-planner application. The robust experience included many online-community functionalities such as: blogging, sharing to mobile phone, automated sweepstakes entries, photo-sharing, and user-generated content.
TOWNSHIP 110 BRANDING
Township110 offers exurban retirement/second home living in rural areas throughout the United States. Perfect Pixels worked closely with the company’s executive team to create a logo and tagline that reflected Township110’s integrity and environmental policies.
The tagline speaks to the outdoor enthusiast on a visceral level. The intention as to create a tagline that’s tone could apply to various demographics.
This site needed to speak to the target audience and showcase multiple land developments while furthering the brand. Perfect Pixels chose to incorporate Flash animation elements to immediately introduce the user to the beauty of the homesites with an image rotator and a flipbook. This site gives the user an overview of Township110’s land offerings and gives them the option to research further by going to the specific development itself, or to a featured homesite.
BRAND SIGNIFICANCE GET FRESH
Corbis entered into the Web 2.0 space with its SnapVillage brand. Working in conjunction with another agency, PPMG created the distinctive mark that speaks directly to the core audience, photography enthusiasts. The logotype and colors were selected to provide the punch that Corbis was looking for in the brand. We used warm colors and high contrast along with a sophisticated use of white space to fulfill the brand ethos – freshness and pop.
We also consulted and provided strategic direction for interface design, user flow and information architecture.
As Creative Director for Perfect Pixels and Ramp Group, I led the effort in creating design, branding and information architecture services for several of Microsoft’s brands including Windows Vista, Technet, MSN Spaces, Windows Mobile, Customer Experience Group, MS Learning and Azure.
Hired as a design lead, I have led teams to provide innovative and out-of-box thinking for internal groups to help their various initiatives. Our approach is to work collaboratively and in-house as often as possible to make sure that we are as close as possible to providing on-target deliveries. Projects regularly required an iterative process of wireframe reviews to allow for multiple Agile sprints while coordinating with Microsoft’s internal team leads.
Services included information architecture, user research and usability studies, clickable prototype production, creative direction, interactive strategy, responsive design solutions, UX Design and wireframes.
View Sample Wireframe: CPE sitemap + wireframe v2.07
BRAND DEFINITION VISUAL VIBRANCY
Getty Images launched a new brand and needed email marketing communications to be branded in the new style.
At the time, there was no style guide in place yet and only a rough direction to work from. Perfect Pixels created a punchy, vibrant series of email designs that evoked the new brand system.
BRAND SIGNIFICANCE BUILT FOR SPEED
Flutter.com’s move to support a Chinese version required working with a series of focus groups and translators to effectively communicate the concept of person-to-person betting to a foreign audience.
The new design dramatically increased market share from 8% to over 30% in less than three months. The original version was a tedious interface, requiring the user to step through six separate pages to complete a bet. The new interface limited the steps to three on a single screen. Another key change was to provide a separate view for novice and experienced users.