SPACE PLANNING
3D ARCHITECTURAL DESIGN
INDUSTRIAL DESIGN

The main charge was creating a consistent look and feel in how Apple presents its products across all our third-party telecom carriers and the many varied retail partners globally.

The project started by consulting, negotiating, and distributing major three-dimensional display systems in which Apple presented live demo products in front of consumers in any retail environment. Whether it be a Verizon Store in the United States, your local BestBuy at a shopping center or a China Telecom presence, these display spaces were planned, constructed, and installed wherever Apple has a presence outside the mainline Apple Retail Stores.

PRODUCT IDENTITY
BRAND GUIDELINES

Devised an identity within the luxury, fractional aviation market that was authentic, sensible, and provoked a sense of status among jet-setting customers who are repelled by the inconveniences and hassles of everyday commercial air travel.

Worked with the company’s top leadership to articulate a brand story and develop a design sensibility that was authentic, distinct, and could serve as the basis for all future communications. And distilled the strategy down to a single phrase that serves as both a daily challenge to XOJET employees and an open invitation to customers.

PRODUCT IDENTITY
LOGO DESIGN

Identity for Revl, a website where people can find suitable jobs. The site uses aspects of social media, which helps people to present themselves perfectly. The visual identity reflects a professional and modern image with the abilities of a social network.

ART DIRECTION

First forays into a art direction for a campaign derived from visual AI functions. With the “Enjoy our summer.” campaign via The Leo Burnett Company, I utilized Midjourney AI prompts to create the summer metaphors for favorite McDonalds menu offering selections.

PHOTOGRAPHIC ART DIRECTION
WEBSITE DESIGN
UX DESIGN

With the global plight of honey bee survival due to climate change, Häagen-Dazs ice cream enlisted Goodby, Silverstein & Partners to create a new sense of awareness to consumers on how important honey bees are to the clean, pure ingredients of the premium brand.

I extended and inspired a look to promote the initiative, staying close to the minimal, simplified sometimes singular ingredients photographic visual vocabulary I developed with the Häagen-Dazs creative team.

IDENTITY SYSTEMS DESIGN

Once senior management decided on an option to go forward with, care was taken to prescribe guidelines or rules to apply the new Innovaccer brand design system.

The following design plates show examples of how to apply the new Innovaccer brand design identity system.

ART DIRECTION
PHOTOGRAPHIC ART DIRECTION

A regional advertising campaign aimed to create general awareness of Salesforce within the midwest. The elements of the campaign were comprehensive including broadcast and press advertising, digital advertising, and extensive out-of-home impressions. Ultimately the effort pointed toward a website with specific, segmented demand-generation opportunities to create leads and fill sales pipeline.

Photography by Sandro 

This presentation is a study on mobile UX for a cryptocurrency exchange platform. The exercise covers user strategy, information architectures, and interaction flows, and also illustrates a light branding concept as well.

PRODUCT IDENTITY
INDUSTRY DISRUPTION

Over the recent few years, the shared economy concept has invaded various industries that have comfortably rested on their laurels in the past. Start-ups like Uber and Airbnb have quickly and effectively shaken up the transportation and hospitality industries respectively with their innovative ideas and consumer prioritization. One such start-up that seeks to make an impact in the aviation industry is Poppi.

With a mission statement to improve air travel as a whole, the concept airline has taken up a massive facelifting project to make the industry more user-oriented. By offering passengers the kind of convenience never seen before in aviation, Poppi strives to successfully combine cutting-edge technology and user-friendliness for a seamless flying experience.

Yet-to-be-launched Poppi currently functions with the intention of providing real solutions to many of the airline industry’s conservative practices that would benefit both passengers and service providers.

Some of the start-up’s radical yet logical products include a baggage system that sends luggage directly to a hotel, special promotions for middle-seat fliers, custom bag designs that click into place on the aircraft, and real-time apps that reduce time-wasting at the gate.

BRAND IDENTITY
PACKAGING DESIGN

Launch identity and package designs for Fred, a line of whimsical products that are well-designed, put a smile on your face, and don't cost a fortune. Stuff that's easy to buy, fun to own, and says, "My home is my castle — I will not fill it with junk." 

The products are a functional take on visual puns as the straightforward packaging lends a stage where one can experience the humorous meaning of the product and understand it without even opening the box.

EVENT ENVIRONMENTAL DESIGN

Activation for a national healthcare convention event space design. Planned the architectural space configuration, attendee sightline accessibility, demo booth space strategy, and multi-media display accommodation for Innovaccer, a healthcare cloud SaaS company.

CAMPAIGN SYSTEMS DESIGN
ART DIRECTION

If you had to explain to your mom what Salesforce does, could you? We couldn’t either. This was the first ever, yes ever, in 20 years ever, brand campaign creating awareness globally of what we do and the breadth of products and industries we have solutions for. I led the cross functional team creating this beautiful campaign from start to finish. The campaign has shown up globally with tons of press and has internally become a rallying cry for all 60,000 proud global employees.

Not only was this a new campaign, it brought with it a new brand, new 3d characters, new typography, new voice. This was a coming out party for Salesforce, having finally made a campaign that met the awesome power of Salesforce. Style guides galore.

UX / UI DESIGN
DIGITAL DEVELOPMENT

Monocle wanted to create a portal through mobile that would enable listeners to enjoy Monocle 24 directly from their mobile phone. Web analytics revealed that iOS was the main mobile OS visiting Monocle’s website and downloading its weekly podcast. It was therefore decided to create an iOS only app.

Monocle wanted users to be able to listen to Monocle 24 through the app, in addition to creating playlists through a built-in TimeShift browser, sponsored by Rolex.

In addition to the radio content, the Monocle app was designed to offer a mobile version of Monocle’s 25/25 destination guides and a weather button on the home screen.

Given Monocle’s global audience, it was important that the app worked around the world, with local features. To do this, the app was designed to offer content that would appear across various time zones at the right time of day.

GRAPHIC DESIGN
PRODUCT IDENTITY

Visual design language for Oracle Mobile. The system celebrates the perfection of the curvilinear letterform of the ‘O’ within the Oracle logotype.

Consisting of symbolic and abstract patterns connoting data sets, connectivity, and order, the identity thrusts digital mobile efforts at the technology giant into a hyper-modern and simplified look and feel.

PHOTOGRAPHIC ART DIRECTION
PRODUCT IDENTITY
PACKAGING DESIGN
DESIGN CONSULTATION

Identity and photographic art direction for an innovative direct-to-consumer men’s furnishings product and company.

Yes, it’s men’s underwear.

Launched in 2013, Mack Weldon has revolutionized men’s basics through super-charged technologically advanced fabrics and groundbreaking apparel construction unparalleled in the men’s wear world.

Check out the behind-the-scenes launch photography video.

Designed the product identity, retail packaging, infographics, and online ads and began launch of a new sub-line, called “Silver” further stretching Mack Weldon innovations. The odor-free components of metallic infusion woven into fabric will keep this apparel company ahead of the curve.

Photography by Cris Craymer 

USER INTERFACE DESIGN
INFORMATION ARCHITECTURE
MOBILE WEB DESIGN

Mobile app design for Swiss International Airlines features the square “cube” logo element as the main core navigation device, from which a traveler may check flight status, refer to the timetable, book travel, and check-in for their flight.

Additionally a navigation bar at the bottom points to other information such as a route network that you may search by map, country or city; baggage reference; lounge locations; and on board information where travelers may learn about the entertainment, food, beverages, as well as general information about the cabin.

Try it from iTunes

GRAPHIC SYSTEMS DESIGN

Goodby, Silverstein & Partners was the brand advertising agency of record during CEO, Carly Fiorina’s transformational reign at HP. The goal was to consumerize HP in a bigger bolder way. The design system I authored, called One Voice, was selected, and for two years I implemented the system across the globe with brand strategy SYPartners. The system encompassed all aspects of the HP brand from foundational business strategy, collateral materials, packaging, web, and HP products.

DIGITAL RELATIONSHIP MARKETING

I served as co-director of a Direct / Relationship Marketing division within the Apple Marketing Communications / Graphic Design Group. Within the seasonal “pod” of that division we produced emails that drove the major sales cycles of the calendar year such as: Valentines, Mothers Day, Dads and Grads, Back-to-School, Black Friday, and the Christmas holiday season.

All Apple emails contain active dynamic links either to apple.com or the Apple Online Store with high volume click-through rates. 

A comprehensive multi-level iconography project that encompassed conceptual sprints; customer, partner and employee interviews; several refinement processes; an executive vetting period; and several animation consultation and executions.

The solution called “combined” depicts the “overlayed and abstract” nature of the forms as they rely on shape nuances within the Salesforce respective cloud products.

The iconography project encompassed every icon in the Salesforce visual realm. The marketing, mobile, and product icons were redeveloped and tested in several visual animation scenarios within the many use cases within all Salesforce visual icon graphic applications.

The official “rollout” and launch of these icons will be underway after the 2018 Dreamforce annual event.

STORYTELLING
PHOTOGRAPHIC ART DIRECTION
VIDEO PRODUCTION
EDITING DIRECTION

Art direction for a video depicting how iPad, over the past three years, has helped people transform business, education, entertainment, health, and many other fields. As part of an extraordinary team I helped to direct photo and video crews as they documented those changes. During three weeks in September and October of 2013, we traveled the world to see how people are using iPad.

PHOTOGRAPHIC ART DIRECTION
MOTION GRAPHICS
BROADCAST EDITORIAL DESIGN

Created cinematic energy that puts fans in the driver’s seat for every adrenaline-fueled moment of the high-speed competition. With the start of the 2017 "next" campaign, which demonstrated the brand had “established a foothold after spinning for two decades” according to the New York Times, Creative Director Michael Manning looked to “amplify a fan’s experience of racing, the thrill, and chaos of moving at high speed”.


Photography by Bo Hylen
Music and sound design by EMW Music Group

PRODUCT IDENTITY

Launch branding for Harmon Multimedia’s new sound systems. The introductory materials deliver a consistent visual harmony and message through posters, packaging, internet websites, advertising and trade show displays.

The internet sitelet displays the features of the iSub and SoundSticks audio systems with premium sound effects, a special 360-degree view of the speaker ensemble, product specifications and where-to-buy availability.

Photography by Mark Laita 

DESIGN CONSULTATION
DESIGN DIRECTION

A company’s corporate typeface is a primary visual element. At Salesforce it is one of our major brand pillars along with color palette, photography style, iconography, and tone of voice, SalesforceSans was collaboration of my team and individuals from Monotype and Tolleson Design in San Francisco.

It was created with a “digital first” visual efficiency; large counter spaces (the void in a letter “O”, or “a”, or ”e”), a high contemporary x-height for modernity, and weights that work effectively in both desktop and mobile within digital applications.

Resdesign and refresh for Monocle’s 1.5 global online destination. My role was to reskin the new UI with a new look and provide direction on typography, color and the separation of the many different types of content and modules of the world “micronews” and lifestyle site.

The strategy for the website is to provide a video and rich media layer offering related material to the magazine’s printed content — avoiding simple repurposing of articles. Online video formats include Q&As, reportage, and special editions that provide engaging added value content encouraging viewers to forward on and link to directly to other content-rich experiences.

Additional new modules include Monocle 24 a round-the-clock live and archived streaming radio / audio broadcasts which add an up-to-date news relevance to the overall Monocle offering.  

monocle.com 

EVENT GRAPHICS

2007 Worldwide Developers Conference at Moscone West in San Francisco utilized the recurring theme of space to depict the infinite possibilities for the tech developer audience to continue work on the creation of apps for the Apple ecosystem.

GRAPHIC DESIGN
ART DIRECTION

Out-of-home campaign for British Airways involving the quirky, impish every-bit-British twist on the alternative meaning of certain words in English context. The tagline, Go With Those Who Know, challenges travelers to come and experience what is second nature to the British.

PRINT AND INTERACTIVE ART DIRECTION

Campaign for HP Retail Publishing Solution allowing corporate buyers a chance to connect with a representative to explain how HP’s print responsibly solution can help them save money, time, and energy.

ART DIRECTION
PHOTOGRAPHIC ART DIRECTION
MOTION GRAPHICS
CAMPAIGN IDENTITY

Advertising campaign that reignites Jaguar as an international luxury brand. Presenting the creative idea of “Gorgeous” across all touch points breaks the codes of the automotive category with executions by fashion photographer Michel Comte. His platimun-bathed solarized images, accompanied by a “modern baroque” graphic palette with its script “g” letterform, and line patterns inspired by financial “Guilloche” safety certificate motifs, create a visual style that were a far cry from the category wallpaper of cars being shown going fast around corners.

With ornery attitude headlines like, “Gorgeous gets away with it,” “Gorgeous was born that way,” and “Gorgeous gets in everywhere,” the campaign creates a world of sumptuous, conspicuous, but desired, mischief.

The feeling is most notable with the opening video spot for Jaguar’s XK model, where stop frame, split screen and and graphic overlays of typography in motion and flourishes of line patters reminiscent of safety patterns on financial documents combine with Michel Comte’s seductive shots of cars and people. The music from the song, "I Turn My Camera On" by the garage rock group, Spoon, sports mock falsetto vocals against a regimented percussion sonic and brings into focus the on time and off time coupling of the many visual cuts within the video.

Evidence of the campaign success is seen in the pre sale numbers for Jaguar’s product launch; by January 2006, almost half of the all new XKs were pre sold globally.

Photography by Michel Comte 

PHOTOGRAPHIC ART DIRECTION

2009 product campaign for Nixon Watches features the energy and the unpredictable element of chance of high-velocity, freeze motion photography. The visual technique captures the alternative verve of the Nixon brand as well as the innate durability of the products.

Photography by Vincent Skoglund 

EVENT GRAPHICS
MOTION GRAPHICS

It was the first time, in late-summer 2013, that Apple was announcing the launch not just one iPhone model, but two. To capture better control of the information at this press-only event, the company decided to unveil the new iPhones at Apple headquarters in Cupertino.

PRODUCT IDENTITY
PHOTOGRAPHIC ART DIRECTION

Identity and branding for LaCie’s ongoing industrial / product design partnerships; this time with Phillippe Stark. The resulting collaboration resulted in a product, called “Slice” an external hard drive unit. Its basic form elements — an organic “bubble” mass carved by several “grill” oriented rectilinear blades, provides a natural computer generated photographic expression that visually “dissects” the products by “deconstructing” the contrasting forms.

Consulted with LaCie’s industrial designers on the placement and functionality of the “plus sign” symbol, which became an ongoing identity element for the LaCie / Stark partnership in the future.

Photography by Mark Laita 

EVENT GRAPHIC VISUAL DESIGN
WEB DESIGN
MOTION GRAPHICS
THREE-DIMENSIONAL STAGE SET DESIGN

Each year, we have the distinct pleasure of orchestrating the Salesforce Design Leadership Conference. The 2017 event was a stone-cold funky affair with a decidedly retro theme.

We got our funk on with subjects that ranged from car and supersonic aircraft design to virtual reality, Detroit-made products, and film editing. Speakers included the legendary car designer, J Mays, technologists, Ashley Crowder and Ewan Johnson, supersonic aircraft engineer, Josh Krall, Daniel Caudill and Sky Yaeger from Detroit’s Shinola, Academy Award-winning editor, Lisa Frutchman, and rounding out the day was producer/humanitarian, Mick Ebeling.

The day grooved to a 1970’s funk soundtrack followed by modern day covers of that funk, films that were an homage to Saul Bass, and type design that took you back to an era of early nineteen-seventies graphic design.

And to put a cherry on top, call it serendipity, and just by coincidence, our theme meshed perfectly with the de Young’s exhibit: The Summer of Love.

design redux 17

Additional credits go to:
John Zissimos, Chief Creative Officer
Mike Mazza, Lead Designer
Shirleen Lavalais, Art Director
Taylor Hilficker, Brand Manager
Marc Hochman, Senior Producer

INTERACTION DESIGN

The Saturn SKYdome interactive exhibit helped people experience the Saturn SKY roadster before it was built and let people feel what it’s like to put the top down. At the event, interactive touch-screens and never-seen-before projection technology allowed visitors to see the inner workings of a car mapped on its exterior, and in an immersive way, understand the engineering behind it. 

Check it out here. Click on the video. 

PRODUCT IDENTITY
USER INTERFACE DESIGN

The 2008 product revitalization of Apple TV introduced a new graphic identity poised to withstand product updates in the future.

Content is organized in three groups: movies, TV shows and music, and presented in the initial menu along with both a Configure and Settings option for navigating iTunes and AirPlay connectivity and forthcoming software updates.

UPROMISE

Logotype for a college savings program with membership linked to 529 education investment accounts.

NETFLIX

Logotype for an online video entertainment streaming and rental company.

SIMPLEHUMAN

Logotype for a company that designs and manufactures utility housewares.

MAINSTAY FUNDS

Identity for a financial mutual fund corporation.

CURRENT TV

Original logotype for an independent “micro-news” broadcast network.

LACORTE

Identity for a women’s luxury tennis accessory fashion line. 

XOJET

Logotype for a consumer private jet charter company.

ZEBORG

Symbol and logo for an online research and resource engine for the accounting and financial services industry. 

iLIFE

2011 Product identity for Apple’s software suite available on all Macs. 

TRAVEL+LEISURE

Identity for one of the travel industry’s most trusted publications. 

AUTOMOTIVE LIVERY DESIGN
EVENT GRAPHICS
TEAM APPAREL DESIGN

At this year’s Indy 500, Salesforce decided to sponsor an Indy-only driver, JR Hildebrand. Our efforts began with the livery and paint scheme design on a never-before seen aero kit body and chassis design by Italian-based Dallara Automobil; most notable for its near-monopoly on the aero body and chassis architecture for the Formula One series in Europe since 1993.

This year our paint scheme took on a “retro”, “flowing-line”, and “natural” look and feel and the driver, JR Hildebrand, personally curated the typography for the number “66” prominently displayed with the Salesforce masterbrand logo. The sum of these elements were carefully articulated on the curves of the rather seductive IndyCar body and chassis design.

Further visual expressions of the pit crew vehicles and Gasoline Alley team garage graphics were supported by the current look and feel of various Salesforce marketing graphics, and culminated in the apparel design for the driver’s fire suit and pit crew suits for race day.

USER INTERFACE ARCHITECTURE
INFORMATION ARCHITECTURE
MOBILE WEB DESIGN

The North Face mobile application for skiers and boarders with everything one needs for a trip to the mountain. Skiers and boarders can access detailed snow conditions, including 24, 48, and 72-hour snowfall totals, favorite resorts and top 10 resorts globally. It enables skiers and boarders to spread the word with a resort-specific Twitter feed that allows you to post tweets directly from the app. Access links to avalanche forecasts for favorite zones. The locale function helps get you there, and, when on the mountain, the trail map feature allows skiers and  boarders to check out the lay of the land. Even link to the resort site, get detailed forecasts from Weather Underground or find The North Face store near you.

Try it from iTunes 

MOTION GRAPHICS
VIDEO PRODUCTION
EDITING DIRECTION
GRAPHIC DESIGN
THREE DIMENSIONAL STAGE SET DESIGN

Since digital experiences are such a large part of our modern lives, we decided to incorporate within the design conference’s visual identity the animation movement of “looped gifs”. Both the upper “D” and lowercase “d” letterforms symbolize disruption and design within the motion graphics realms such as the conference website and environmental design.

The film opened the 2016 Salesforce Design Leadership Conference held at the de Young Museum in San Francisco. The show included talks by an acclaimed UX product designer, a preeminent architect, a New York Times best-selling novelist, a biodiversity scientist, and an aviation engineer, among others—all speaking to the subject of disruptive design. In the film, each letterform disrupts the next to convey the conference theme: World Interrupted. The remarkable effects of disruptive design.

While this was an event designed for internal exposure within the company, everyone responded well to the visual identity and feedback of surprise and one-of-a-kind was expressed within senior creative and marketing management at Salesforce.

The Salesforce Design Leadership Conference series is meant to expose and inspire the creative, product and marketing teams here at Salesforce and educate them on what good design actually is, and how they can find sensibilites to create thoughtful design.

It’s was such a success, that we are on track to develop the 3rd annual Salesforce Design Leadership Conference in 2017 with hopes of one year devising and engineering an event for general public attendance.

Additional credits go to:
John Zissimos, Chief Creative Officer
Mike Mazza, Lead Designer
Shirleen Lavalais, Art Director
Taylor Hilficker, Brand Manager
Marc Hochman, Senior Producer

EVENT GRAPHICS

Created a visual vocabulary based on a hexagon shape that suggests ice crystals. The form mimics the shape of the perimeter of the official symbol of the 2002 Olympic Winter Games, and is also the basic structural component of Utah’s state symbol, the beehive.

The graphic program comprises a finite set of applications for pattern, color, composite logo treatments and typography which allows flexibility for an infinite number of design solutions. When used in combination the elements establish Visa as a confident, credible and mature sponsor of the 2002 Olympic Winter Games.

IDENTITY

Brand and identity revitalization for one of the golf world’s most revered and prestigious institutions. The symbol within the new logo comprises yet another look at the Lone Cypress Tree perched on a rocky point along the 17-mile Drive— the quintessential Pebble Beach landmark image.

Legendary illustrator Michael Schwab was commissioned to visually rearticulate a recognizable profile of North America’s most famous coastal conifer. Mr. Schwab is an internationally renown visual interpreter whose style is easily regonized by his signature use of large areas of color daringly bisected with bold minimal line. Within this bold silhouette style he achieves dramatic perspectives on graphic images of archetypical organic forms. His work is dramatic in its simplicity and is synonymous with contemporary American illustration.

Illustration by Michael Schwab 

The multi-faceted brand and identity took on a comprehensive system approach that included, identities for three other golf courses, resort wayfinding and signage, and sub-identities for the lodge, spa and restaurant.

PHOTOGRAPHIC ART DIRECTION

Art direction responsibilities for the new 2006 Saturn Sky roadster, a last ditch effort to revive the General Motors ailing alternative car brand.

Photography by Bo Hylen

GRAPHIC DESIGN
INFOGRAPHICS

Press campaign posters for Apple Youth Workshops to promote the creative aspects of multi-media: directing, shooting photography and composing music, using Apple hardware and software in Apple Retail Stores.

PRODUCT DESIGN
SYSTEMS DESIGN

The world’s premier visual technology innovator, RealD designs and licenses cutting-edge technologies that enable a premium viewing experience in the theater, at home, and on personal devices.

The conveyance of light is a defining aspect of the RealD brand and a crucial element of the identity system. The components combine to simultaneously exist as both a literal and abstract representation of the interaction between light and darkness that is experienced in a theater.

GRAPHIC DESIGN
TYPOGRAPHIC DESIGN

Typographic design for the seminal, generation-transforming book, George Orwell’s 1984. The numeral forms utilize a simplified, geometric, ‘brutalist‘ rectilinear design aesthetic.

WEBSITE DESIGN
UX DESIGN

Code-named “Project Everest”, the Apple website redesign in 2010, at the time, the first redesign in over eight years, offered a new main navigation UX configuration combined with a new sub-menu per product page.

The project was awarded the coveted D&AD Black Pencil; the ultimate creative accolade, reserved for ground-breaking work in its field. Only a handful are awarded each year.