View a selection of my work

Responsive

Target Optical

Mobile App

BCBS Customer View

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Branding, DIgital Concept

Tomato Vine

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Digital Concept

Spaced Challenge

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A larger selection of work is available upon request. Projects ranging from creative concepting, motion UI, Design systems, product design, etc.

Visual Design, Branding, UX

Spaced: Reaching for the stars

Excercise in experimental design strategies with an effort to showcase a broader range of skillsets through a use of medium and assets.

Work done for Wattle & Daub | Art Direction | Visual Design

01

Defining the problem

The spaced challenge was a simple problem which came with a simple creative brief. Design a space travel site which allowed you to book travel, learn about specific parts of your upcoming trip, and learn about the locations that you're going to be traveling to. This is a new business and an entirely new idea for the majority of the world. How do you inform the general public about commercial space travel? Get them excited at the prospect of cruising through the stars and landing on planets for an extended stay? It was an interesting question and one that spurred a lot of research into travel and destination companies and how they position their experiences with interested audiences.

02

Focusing the creative lens

It became very clear to me that this was a new and unique opportunity and thus needed a new and unique way to experience the brand. This was a challenge in solving these issues creatively so I found myself moving away from basic travel and airline sites. These aren't simple flights, they're duration would be longer, the luxury higher (out of necessity) and the desinations highly exotic. No this idea of adventure and exploration was much more closely tied to cruises than to airlines. So I began to look at different cruise companies to see how they were selling their experiences and found many of their sites to be lackluster. Most of them were focusing on loyalty programs and deals over the experience. A few specialty cruise lines were creating content at a level I felt was the right way and so I used them for inspiration as I got started. The homepage should tell a story, yes it should allow you to book an adventure but you should be able to build up to that if desired.

Experience was the driver. Adventure and exploration. Those interested in the experience needed to know what their money was for. Not just for fuel, service, food, and labor. It was about an adventure they'd get nowhere else. Seeing things they couldn't see any other way.

This helped lead the site in a very different way. Everything needed to be more visual and tell a more compelling story than other get away options. This wasn't your normal trip across the country, it was more than that.

03

Execution & Craft

Project Timelapse

Time-lapse of me working on the Spaced design challenge. You'll notice that I used photoshop as my desired canvas. I regretted that in some ways because it became very layer heavy and cumbersome but boy...sometimes I can't imagine arriving at similar visual conclusions without it. I use Sketch and Invision Studio predominantly but the ability to manipulate in photoshop is unparalleled.

All of the assets were created by myself from the planetary cutouts to the iconography and logo. All to support a faux space travel company of the future

The timeline around this was quick and dirty. With more time there would've been more opportunity to think through some of the core problems which were sometimes solved out of necessity not ingenuity.

04

What did I learn?

I went out to do something I'd never done before and was maybe not entirely possible or within reason for a company to build. There were plenty of reasons that I decided to downplay certain features and elevated some parts of the brand over others and much of that had to do with that realization that this was a planetary cruise ship not a Southwest flight to Mars. That one point changed what sort of content I wanted to allow into the site, it changed where I felt content should be located as the audiences visiting the site will be arriving at the experience with a whole different set of expectations.

Important lessons learned

Personal projects are for growth and exploration—add in realism later

The purpose of this personal project was to go where no designer had gone before. Ok, maybe not that dramatic but I was pushing myself beyond what I am normally comfortable with. We often live in a word of requirements, it was time for me to break out of those constraints and push my boundaries. I can talk to the realism later, when going through the project.

Research and a single idea can change the course of a project. Find the core at the beginning

The entire direction of the site changed when I realized that the site was not a travel site but a cruise site. It was all about the travel experience and lightly about the destination. If the site was based on travel the ability to search and find a travel day would be much higher on the page. The real purpose of the site is to convince you the experience is worth the money you are about to spend.

Visual storytelling can trump written content—until it doesn't

In general visual story telling is more emotive, reads quicker, and keeps the eye engaged on the content...but it often lacks context. Words can provide necessary content when the visuals are done with their part of the job. An icon may not communicate the exact same thing to everyone but with a simple bit of content you can provide quick context to the icon.

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05

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