CREATIVE DIRECTION, BRANDING, BUSINESS DESIGN, STRATEGY, MANAGEMENT
A PHOTOGRAPHY BRAND THAT COULD SEE MORE
Gigapan was a struggling hardware company in the midst of transition. Needing a refresh to the brand, a more relevant messaging platform and creative guidance around marketing, brand and UX development, I was hired to lead the charge of design and creative strategy across every touch point of this creativity-focused company. By diving deeply into the history, intention, consumers and goals of the brand, I created a framework within which the company would be able to pursue its future with clearer vision and a sharper focus.
Having spent considerable effort on their Meet the Moment website, Clif needed a shift in perspective that would engage their outdoor enthusiast consumer more strongly without overhauling the existing campaign. Part of the pitch team at North, I helped lead the creation of a concept that would provide a "virtual sherpa" to guide consumers to momentous places. The concept included an engaging mobile app, an update to the campaign's online experience and a traveling event series inspired by gamification and rewards. Winning the pitch, North went on to realize Clif's website transformation and the event series, significantly increasing consumer engagement.
CREATIVE DIRECTION, BRAND MESSAGING AND EXPERIENCE DESIGN
MAPPING A SIMPLER EXPERIENCE
Ready to relaunch their previously unsuccessful Simplicity credit card, Citi sought to create a better finance experience that would regain trust and appeal. Leading the creative team, I guided the investigation of their target markets, developed a collaborative client work session to rapidly prototype a complete consumer journey, and directed the creation of guidelines that would help Citi design their collateral with intention and communicate on brand. Not only did we provide a concise, thorough roadmap for product launch, we ultimately delivered a way forward for the entire brand to pursue a unique offering in the banking landscape.
CREATIVE DIRECTION, RETAIL EXPERIENCE INSPIRATION AND DESIGN
OPENING WINDOWS TO THE WORLD
Preparing to launch the Windows 8 phone, Microsoft sought inspiration to bring excitement and innovation to the debut. Requiring a spectrum of solutions to present internally, the Microsoft team asked for pop-up retail experiences from the conventional to the unusual, all of which would highlight the integrated capabilities and user-collaborative nature of their digital platform. Working with an environmental designer on a team at Cinco Design, I led the creation of numerous solutions that invited the community to create content and reveal the creativity and connectedness that could be unleashed within the Windows 8 platform.
