uPumpItUp.com (Crystal Light)

uPumpItUp.com is an online community for women who are interested in finding new and interesting ways to enhance their overall wellness. The core of the site a great collection of challenges for users to join based on four wellness "pillar"s. These pillars are in turn hosted by experts or celebrities in different fields (the most well known being Mandy Moore) help guide usersÕ participation and progress though videos, photos and blogs. The challenges also all have a messaging area on which participants can share information and thoughts about the challenge Š a key reason uPumpItUp.com is at the center of Crystal LightÕs overall marketing program for 2008.

As the Senior Art Director on the project, I lead the design from concepting through execution of the final website. I worked with our research team to gain an understanding of our SVC and how that translated into not only look and feel but also functionality of key components of the final site. I also lead the client presentation of three potential concepts that were informed from these key learnings.

From there I lead the site design, working hand in hand with UX, developers and designers to create what you see today. Along with the site I also lead the design of associated media and a desktop widget that allowed users to access the site without a web browser. Finally I helped art direct the overall look of numerous videos that were shot for the site as well as create a interface system that worked are several parts of the site.

Note: The original mood board and final design differ dramatically in their feel. While we successfully sold through the original concept to the client, a couple key additions to the client team changed brought some new thinking to the project and in turn changes the attitude of the site slightly.

uPumpItUp.com

Ambrielle.com (JCPenney)

JCPenney's plan was to enter the market of high-end lingerie and go head to head with the venerable Victoria's Secret. However JCPenney's plan was to create a brand that exuded "sensual" rather than the "sexy" of Victoria's Secret. As Senior Art Director on the project, I was tasked with understanding the brand and creating a look, feel and sense of motion that conveyed sensual sophistication to woman.

As fate would have it, the initial mood-board that I created was the one that they fell in love with and eventually became the site you see to the left. After a successful brand launch that saw much of the product sold-out nation-wide, Ambrielle was named as one of the main reason's for JCPenney's sales increases and stock price surge throughout 2007.

Ambrielle.com (product photos have been changed since launch)

*Winner of W3 Silver Award.
*Winner of Web Marketing Association WebAward for the Fashion Standard of Excellence.
*Winner of Web Marketing Association WebAward for the Retail Standard of Excellence.
*Winner of Web Marketing Association WebAward for the Shopping Standard of Excellence.

Asacol.com (Procter & Gamble)

Asacol is America's #1 drug for Ulcerative Colitis. However P&G needed a site refresh as a new drug was coming to market.

I was tasked with creating a design langauge tat spoke to UC patients in a hopeful yet honest voice. Before the redesign launched the average time a visitor spent on Asacol.com was under one minute. That time jumped to over five minutes after the redesign launched.

Asacol.com

CMS 2.0 (Software UI Design)

Channel Velocity's business is based on a piece of software that allows product management across multiple channels. The challenge was to create an interface that would transform the application's complex functionality into something anyone could easily learn. To start with I identified a set of icons and a general color palette that the app would follow. From there I worked with developers to understand full functionality and the normal workflow one would experience. The result has been a huge step forward efficiency and productivity for new users.

Channelvelocity.com

Channel Velocity's offers channel management solutions to improve inventory yield. They do this primarily by marketing and selling "B stock" goods from large companies through channels such as eBay.

The challenge with the Channelvelocity.com website was to make a potentially complex message, simple and straight forward . To do this I chose imagery, colors and succinct text that makes the site more inviting and accessible to potential clients.

Since the company was a start-up, the Channelvelocity.com website was also my first opportunity to put in place many of the design standards that I had created for the company. From colors, to typography, to imagery, the site paved the way for the brand and for future print collateral. For the first time a salesperson could point to the site as both a sales tool and as an extension of the brand. It helped legitimize the business and yielded an impressive increase in customer inquiries.

eBay Storefront Identity

Among the many responsibilities I had while at Channel Velocity was to offer clients are integrated ebay Storefronts that extend the core brand. To do this I needed to emerse myself in the brand and it's design language. The result were ebay storefronts and subsequent auctions that not only worked within each companies current brand but reassured potential customers that this was indeed an officially sanctioned auction.

High Sierra Website

High Sierra is the maker of a wide range of travel and outdoor gear. The company has multiple brands and thus multiple messages to send to consumers. Unfortunately it's current website had gotten quite stale not only in brand message but also in design.

I wanted to create something that was modular in design and could be updated seasonally. I also wanted the site to stand in a middle ground between the companies many brands.

80% of the site's traffic is from people within the industry while only around 20% octual consumers. Because of that we were able to design a site that was fairly heavy in terms of graphics and promotional message meant for the industry. Yet we wanted the site to be easily navigable by both industry veterans and consumers.

Note: The site is no longer live due to a new branding initiative by High Sierre Sport Company

I.R. Bobcat dealer portal (BobcatNet)

This site's design relied heavily on dealer feedback and a strict need for simplicty in the UI. After creating several moood-boards of possible directions I came up with this design language.

This design reflected the brand's core attributes: the industrial strength and design that is so iconic in Bobcat products. There are no lines that wisp away on gentle curves or inconsequential ornamentation. The look is strong and succinct with nothing to get in the way of functionality.

Hasco's Growing Family sales website

This company partners with hospitals to put newborns' first pictures on the web for family and friends to see. They also introduce e-commerce into the equation by linking the individual hospital's gift shop with each website, thus allowing one to purchase gifts to be sent to the room directly from the hospital.

This was a sales piece developed to be given to hospitals around the country to help them understand what growingfamily.com could do for them.

The design had to be very minimal and not take away from the real star of the show which was the actual growing family pages represented in jpegs in the middle of the screen.

Likewise, the UI had to be intuitive as these presentations would often not be accompanied by a sales representative.

Note: the header was designed with the notion that the large tab at the top was to eventually be joined by three smaller tabs in the next iteration.

Avaya's CEO Dashboard (Executive Portal)

Avaya (a spin-off of Lucent Technologies) came to Scient for help creating their electronic presence.

One of the proposals was an intranet and specifically a CEO and leadership "dashboard". In this dashboard "C" level employees could see the inner workings of the company quickly and efficiently.

This was a mock-up done in a day and a half with very little client information.