My Role: Art Director and Lead Designer
Client: SAP

SAP’s vision is simple and inspiring: they help the world run better and improve people’s lives. Their well-curated thought leadership content, targeted at C-level executives, is just as insightful—but they wanted to elevate it further with powerful branding and an outstanding digital experience.

I worked with SAP to create Digitalist, a quarterly magazine, to have a user-friendly interface in which their engaging content could live.

As the Art Director and the lead visual designer on this project, I crafted the Digitalist brand to be modern and provocative, just like the stories found inside. My design work was straightforward enough for easy scalability, making the experience across mobile app to website feel frictionless. Since the beginning of the project, I wireframed and launched the mobile app and migrated all content onto the website with custom-made landing pages. I continued my partnership with SAP to design and produce every issue of the magazine from its inception in 2015 until 2018.

As a result of this project, the magazine app gained SAP 30% more online readers which lead to more customer generation, an international following, and sparked the production of a regional print version of the magazine in India.

My Role: Art Director and Lead Designer
Client: SAP

SAP is now competing with companies across industries in thought leadership. They’re taking decisive steps to re-establish themselves as a modern thought leader, starting with in-house content like their Digital Transformation report.

I completed this project as the Art Director and the Lead Designer, and led a team of 5 designers. We designed multiple visual solutions to present and publicize SAP’s content: a whitepaper displaying facts & figures in a precise, clean format, an interactive microsite hosting animations that illustrate the business benefits of machine learning, and animated GIFs promoting the report on social media.

I established the core visual direction of the campaign, as well as designed both the user experience and visual treatment of the microsite. I also designed the white paper report, internal sales presentation deck, as well as directed the campaign video and social media content creation.

We helped SAP strengthen their voice in the industry, and ultimately positioned their relevant products—like SAP Leonardo—to become the first software that companies turn to when seeking modern technology.

Visit the microsite here.

My Role: Art Director
Client: Mars Petcare, Kinship

Kinship is a new division in Mars Petcare. The group leverages data, innovation, acquisition, and investment to keep Mars at the cutting edge of the industry, uncovering new areas of opportunity in pet care. They tasked us with evolving their brand from the ground up through a new messaging strategy, visual identity, and website.

When Kinship came to us, they had an unfinished identity from another design agency. We first cleaned up what was already in place. We then fixed kerning, adjusted cap heights, standardized widths, and evolved the logo into what it is today.

As the Art Director on this project, I worked with the brand strategists and a team of 4 designers to complete the brand guidelines and website. I worked extensively with the other designers to develop the right visual direction for the brand identity. I also supervised the creation of the website to ensure we delivered a product that is within our brand guidelines and the tone of voice. During the project, I was the main contact with the developer to execute the build and testing for the site. I designed the email newsletter template, keynote presentation for Cannes Lions Festival, and various other marketing collateral.

Our work was able to launch Kinship into the international stage of the tech start-up industry, as it was featured in events such as Ad Age Next, TechCrunch Disrupt, and Cannes Lions Festival.

My Role: Art Director, Project Lead
Client: Weill Cornell Medicine

Researchers at Weill Cornell Medicine are dedicated to teaching the technique of a specialized tool, called the ShangRing, that’s revolutionizing the male circumcision process. They came to us with only the written manual. Their goal was to bring the app to the developing regions of the world; therefore, the app had to be lightweight and very easy to navigate.

As the Art Director and Project Lead on this project, I worked with the client from the discovery phase to the final delivery of the product. I supervised a designer and a mobile app developer to create the user experience as well as the visual look and feel of the app. I established the core user experience for the app, as well as worked extensively on the prototype and QA phase to make sure the final product was flawless.

Our design was guided by empathy for the user. We distilled the content into categories, organized by the table of contents in the app. We added multiple modules within the app to make it more effective and reliable. Tables helped doctors determine the appropriate ShangRing size and anesthesia dosage for patients. We created interactive “calculators” using the data that showed only one aspect at a time, so users wouldn’t be overwhelmed or confused. Considering the potential low-light environment that doctors would be working in, we also added a night-view mode. The lightweight file size made the app quick to download and easy to store.

The app was downloaded throughout different regions of the world, and was featured at the Bill & Melinda Gates Foundation event.

My Role: Visual Designer
Client: L’oréal Paris

Reason to redesign: The previous generation was a Flash site desktop with an html mobile site, as well as lots of mobile apps and micro sites. With different brands and categories of L’oréal Paris, all the different websites became overwhelming and disorganized for user and brand owners to keep updated on the newest products.

Solution: Upgrade to a premium responsive platform with recognizable unified branding. Each micro site can now also live under the platform as brand pages, which keeps the site very organized and easy to digest. Besides basic site content, we added in new sections that include: “My Beauty Central”, “Beauty Library”, and “Consultations”. 

My Individual Contribution
Visually:
• visual language exploration with typography and content creation
• define icon system for the user interface
• lead the visual design on “My Beauty Central”, “Beauty Library”, “Store Locator”, and “Corporate Page”
• greatly contributed to designing the PDP, homepage, and consultation page

Concept development: Brainstormed with UX designer and copy writers on functional tools such as quiz modules, beauty tips, and beauty matchmaker. Worked closely with UX designer to develop user journey for “My Beauty Picks”, “Beauty Library”, and “Store Locator”.

Client presentation: present in person and on conference call.

My Role: Visual Designer
Client: L’oréal Paris

In the fast and ever-evolving world of social platforms, brands and products need to keep up the trend with the most inspiring and relevant content for the subscribers.

For this project, L’oréal wanted a fresh and exciting social platform to establish their expertise on cosmetic products and attract new followers.

To achieve this aim, we created a new visual language based on existing brand assets, that featured the history of L’oréal. We also created fresh and intriguing templates that emphasized storytelling, which could be used for special events and promotions.

My Role: Visual Designer
Client: L'Oréal Paris

A digital campaign for L'Oréal Paris' Colour Riche Nail color.

My Role: Visual Designer
Client: Samsung

Key Insight
A visual experience and content direction for samsung.com (reaching every global local market ranging from the UK to Russian to China).

Users 
All samsung.com users

Project Goal
For the redesigned Samsung global site to be responsive and give a personalized commerce experience.

My Individual Contribution
In an extremely agile process, our team worked quickly and closely to produce 12 individual work streams. I led the work streams for PDP and Store Locator, and worked side-by-side with the UX and developer teams. I also managed a team of designers to create the style guide for all 12 work streams. While managing the team, I was also designing the Global Navigation, Category page, Search function, and other aspects of the website.

My Role: Visual Designer
Client: Patch

For patch.com's online fundraising and local resource sharing site.