I lead a brand refresh for Vera's advanced primary care brand to bring it in-line with its parent brand, apree health. This effort included creative direction and working with internal marketing and product design teams to develop the new MyVera app, website, emails, customer mailers, social media, clinics environment design and updated brand & style guide.
The merger of Vera Whole Health (Advanced Primary Care) and Castlight (Health Navigation app) required a new corporate brand > apree health. I lead design exploration and production for the new brand's logo and visual identity with in-house marketing, UX product design team and external resources, as well as lead development and rollout of new templates, assets, style guide, and a company brand portal. Post-launch I oversaw brand consistency on app design branding, web, marketing, social, internal comms and event design.
Illuminate – a yearly, multi-day customer conference hosted by apree health and Castlight Health – positioned the company as a thought-leader. I lead a design exploration to create a unique event identity and lead design production. Event materials included presentations, signage, email, social media, landing pages, and more.
Castlight Health's brand evolution required a major redesign of their website and social media platforms to serve expanded customer audiences with unique content.
Brand enhancements included updating the style guide, photography, color navigation, bringing iconography and illustration style into cohesion across marketing and app by facilitating a workshop with Marketing and Product UX design teams to streamline design systems.
QlikTech, data analytics, needed to evolve into a multi-product company. This required re-naming / re-branding and developing a design strategy that allowed for a suite of new products and services. To ensure a consistent brand experience across a global rollout, we developed a brand portal for assets.
I led an exploration of the new Qlik logo which elevated the refined “Q” icon and included new icons, illustrations and color palette. Interconnecting circles were developed to communicate how Qlik visualizes connections in data. I directed a unique photo shoot to make product imagery feel more modern, approachable, and touchable across print, digital, animation, event and office design.
The Couchbase Connect event traveled to three different cities, including London, NYC and San Jose, CA. Creative direction for design encompassed web microsite, landing pages, email promotions, video bumper animations, stage and set design as well as signage, swag and collateral materials.
Couchbase launched a competitive marketing campaign targeting MongoDB with imagery and data showing they were ready for fierce competition. Integrated campaign included targeted web ads and landing pages designed to convert developers.
Qlik’s “Natural Analytics” campaign aimed to promote their new app built on a touch-based platform with a naturally, intuitive design. I developed the concept of using nature and data graphics to stand out in the market – a departure from imagery commonly used by other BI competitors. The Natural Analytics theme launched across email marketing campaigns, web ads, event design and collateral.
Creative direction for Qlik analytics launch video included a live action video shoot where we integrated data animations to communicate how having discussions while interacting with our analytics app can affect real-time business decisions – anytime, anyplace.
QlikView’s “Business Discovery” campaign helped the company stake a disruptive claim in the marketplace while simultaneously communicating how their patented data analytics software brings “discoveries” to light by highlighting data selections in green. Campaign design templates included email, web ads, collateral, video, and event design. The concept was so successful it was elevated to the company identity and began to appear in office design across the globe.
A quick and easy tour to explain complex information...piece of cake, or should I say pie chart?
The Qlik Sense analytics product tour video illustrated new functionality on a touch-based platform utilizing branded animations of data analytics mixed with live captures of the product.
Poken wanted to bring the “fun” back into social networking with a new device that connects everyone’s social streams to an online community when you touch it. The brand exploration included re-designing the 3D corporate logo to a more modern design optimized to work across print and digital applications. I designed a new style guide for the global brand with more robust guidance and created an extended color palette for each of the Poken characters. The identity project grew to include marketing materials, designs for new product branding, packaging, point of sale, swag and digital applications.
Genentech’s gRide program aimed to convince employees to leave their cars behind and take shared transportation to work. A success at adoption, it was one of the first corporate transportation programs in the Bay area. I lead the creative direction and design for the identity system, logo, color palette, iconography, custom photography and style guide. Rollout included design for campus buses, bus shelters, ads, website, and a welcome kit with a map, brochure, and buttons with various modes of transportation, just for fun.
Who wouldn't love designing for Tom Ford and Ben Sherman? GQ Magazine promotional projects included design for marketing programs and special events hosted by GQ and some of the world's most high-profile fashion designers. I enjoyed the opportunity to create custom illustrations and unique campaign identities while rubbing elbows with fashion icons at the Condé Nast building in the heart of Times Square.
Banana Republic’s “Fashion Your Future” campaign helped employees chart out a career path within the company. The project included a “Commitment Book” that detailed the company's commitment to their employees. Infusing rich imagery from their fashion-forward work environment, the cover was printed on a textured, felt paper to evoke the tactile feeling of suede or leather. The program included a career development work book that managers and direct reports could use to guide conversations together to plan ahead for growth.
Seventeen aimed to get high-fashion advertisers. Marketing and promotional projects included creative direction and design for stationary, mailers, custom photo-shoots for advertorials and designs for digital applications. Seventeen was very fun and always open-minded about sending interesting mailers – as long as they were in-budget of course. From feather boas, candles, and be-dazzled jewels to designing events featuring the latest fashion trends and up-and-coming pop stars. Anything goes.
