As a key designer for the global marketing team, I collaborate directly with the Chief Marketing Officer and VP of Marketing to carry out technology initiatives and to best represent IGEL’s next generation edge OS for cloud workspaces within the end-user computing (EUC) community. My immediate task is to implement the IGEL brand identity across different platforms and execute new marketing strategies as they continue to establish a presence in the US market. The rebranding project consisted of the IGEL logo identity refresh, website overhaul. In addition, I support the EMEA marketing team with numerous marketing campaigns.

I also mentor and manage Marketing interns, providing them with practical skills and design assistance, and present them growth opportunities within the team as they explore next steps in their career.

My design tasks include:
• Designing marketing collaterals such as logos, infographics, whitepapers, data sheets, case studies, newsletters,
• Develop and design marketing content for social channels, highlighting relevant topics and keeping track of customer engagement and activities
• Produce event signage materials such as informational displays, standalone banners, way finding signs,
digital signage, posters, and swag graphics
• Creating marketing emails for events, product/ service announcements, and various campaigns
• Maintaining web content through WordPress
• Designing assets and maintaining mobile app which keeps track of company events throughout the year
• Creating presentations for sales and corporate use
• Supporting all departments with visual concepts and applications
• Managing projects and communication with external agencies, vendors, and partner affiliates

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About IGEL
IGEL, delivers powerful unified endpoint management (UEM) software that is revolutionary in its simplicity and purpose-built for the enterprise. The company’s world-leading products, including the IGEL Universal Management Suite™, IGEL OS-powered thin and zero clients, and all-in-one thin client solutions, deliver a smart and secure endpoint management experience that shifts granular control of thin and zero client devices from the end user to IT. This enables enterprises to remotely control all thin client devices from a single dashboard interface. IGEL has offices worldwide and is represented by partners in over 50 countries. It was recently chosen as Microsoft’s key ecosystem partner for Windows Virtual Desktop delivery, a historical event for both companies.

Xfinity Games, a game streaming service created under the direction of Rich Hilleman, Electronic Arts’ Chief Creative Officer, gives users immediate access to a wide variety of games from their Xfinity Set Top Box to their mobile or tablet devices. Players control the games with unique, gesture-based controllers, built specifically for each title. Running on most mobile or tablet devices with a browser, Xfinity Games offer a fun, family-friendly experience with no downloads, no installs, low latency, and no unique hardware requirements.

My responsibilities were to create controller assets for EA’s famous titles such as Madden 16, FIFA 16, NHL 16, Monopoly, PopCap, and indie games. Each game presented its own challenges, as each had its own style guide. I had to ensure parity between console and STB by adhering closely to each individual game’s visual standards. I experimented with gestural-based actions for different users to cater to various audiences. I also considered multiple icons and typographies to promote easy user engagement. 

For the web-based games catalog, I ensured that each game was clearly and accurately described. I included in-game assets such as screenshots and gameplay videos to encourage robust user engagement. I also collaborated with other designers, producers and engineers to create a meaningful and delightful overall experience for Xfinity Games subscribers.  

Examples:
To see some sketches or high level wireframes, click on the links:
• Xfinity Games Catalog - Created iconography for the Channels carousel. Maintained internal pages to improve user flow. 
• Madden 16 - In addition to the coach glass mode, we created another version to encourage players to interact with the team. I created in-game assets as well as the controller using Madden's style guide.
• FIFA 16 - I designed the game controller using FIFA's style guide.
• NHL 16 - I created Match of the Week logo which features new teams selected weekly; also created in-game assets to indicate required action on the controller.
• Monopoly -  worked on the existing controller UI to improve functionality for players to easily build houses/hotels on their existing properties.
• M.U.L.E - I designed controller using original artwork.

Enjoyed by gamers for sixteen years, The Sims is a life simulation video game series which features open-ended simulation of the daily goings-on of its quirky, engaging characters, the Sims. It is one of the most successful and longest-running franchises at Electronic Arts (EA). I was tasked to revamp the Sims brand and generate pre-launch interest in The Sims 4, the newest and most exciting addition to the franchise. This involved partnering with the Maxis Marketing and web development team to design, test and optimize the thesims.com website. I was the online Visual Design Lead throughout the go-to-market cycle and helped map multiple site iterations to a comprehensive digital marketing campaign.

Examples shown:

Website

• Brand Development: The critical challenge I faced was to create a new destination to combine The Sims 3 and The Sims 4 products into one common space that would delight loyal fans while attracting new players. The task involved overseeing the new brand identity, creating new fonts, localizing logo variations & other visual assets, and making sure that all components conformed to web standards. I collaborated with an external agency to carry out a consistent look-and-feel across all channels, and thus thesims.com was born: a fully responsive site optimized for both desktop and mobile that captured the brand identity for The Sims overall franchise and each individual iteration.

• e-commerce: The Sims 4 website was hard-hitting from the start, as it was the first EA studio to feature an e-commerce presence. It allowed for more organic search and eliminated protracted clicks, which created a friendly, on-brand and easy-to-use experience for players and a smooth path to purchase that drove increased revenue. Standardizing the games catalog was also key, as for the first time all The Sims games were easily presented at a glance. Each product had its own product detail page which displayed unique, curated content such as in-game screenshots and gameplay videos. Additionally, customized hero images were included to highlight promotional content.

While introducing the shopping cart on the site was unique for its time, it soon proved to be very successful. The e-commerce presence made shopping much easier and also allowed us to gather player shopping behavioral data to optimize targeting for our audience and enabling curated player-specific messaging. 

The Academy

The Academy campaign was a digital curriculum within thesims.com that uses “edutainment” to showcase how the new, smarter Sims lead the user to more fun, quirky stories. To meet the goal of creating heightened user engagement and increase the potential for shared content, I collaborated with an external partner to design an interactive campaign called What Kind of Sim are You? for both desktop and mobile platforms. Asking entertaining questions which highlighted the new Sims allowed gamers to learn more about the features of The Sims 4. Answers could then are shared via Facebook posts, strengthening the reach and amplifying the sense of community. 

The Academy was carefully and successfully positioned to drive pre-orders of The Sims 4. It also won an award for Best Digital Marketing Campaign at the 2015 Game Marketing Awards.

The Sims 4 Rewards

The Sims 4 Rewards campaign was a loyalty program designed to encourage gamers to engage with The Sims 3 suite of products leading up to the launch of The Sims 4. Purchase data showed that the more players are engaged with the past iterations of a franchise, the more likely they are to convert to the new iteration. Through these learnings, we developed a virtual “thank-you” for playing The Sims 3 by rewarding the user with in-game digital content in The Sims 4 based on ownership of The Sims 3 expansion packs. The main incentives were colorful plumbob trophies for their home in The Sims 4 upon completing their suite of The Sims 3 expansions. The campaign helped in promoting a seamless transition from The Sims 3 to The Sims 4 among users, and heightened their curiosity and excitement over The Sims’ next adventure.

The Sims 4 Gallery

The Gallery is a companion app to The Sims 4 which facilitates the sharing of user-generated content and encourages community interaction. I assisted in the development of online and mobile companion versions of the in-game community gallery.

The latest SimCity website redesign went live in March 2013. The site was optimized to introduce the launch of the base game and showcase its new and improved features, which included a new multiplayer mode, enhanced depth of simulation, true multi-city scale, and city specialization. The Online Marketing team also introduced e-commerce on the site, so I designed a shopping section which featured promotional content and game highlights. 

The Community section was an integral part of the site. My task was to showcase beautifully rendered key art across social media channels such as Facebook, Twitter, and YouTube. There were weekly challenges which encouraged fans to upload unique content, and allowed game developers not only to interact but also share engaging game mechanics. I also designed an infographic to showcase new city sets and city specialization, and collaborated with the Marketing team, the studio art director and game UI designers to create a dynamic, visually exciting site.

This was a freelance project for LeapFrog. A new product launch prompted a need to design a microsite for the Leapster Explorer and showcase its cool features through animation and videos. I designed the user interface containing links to trailers, sweepstakes, and the Explorer library. The library was designed to filter the content (games, e-books, videos, etc.), customized to every parent’s needs. After numerous iterations, a video wall was added at the top in order to showcase trailers of the latest games and videos. Another microsite exploration I designed was for Learning Toys, products designed for toddlers. This included all the popular Scout toys, Learn & Groove as well as Fridge Phonics.

Another project I had to tackle was to create new marketing and promotional email templates. At that time, LeapFrog was in the process of overhauling its website. They wanted to implement the new look and feel across all channels.

Lastly, I designed an online brand style guide. I compiled all the specs for the website, email and brand elements.

As the Lucas companies were preparing to move to their new home at the Letterman Digital Art Center in Presidio back in 2004, I was part of a team that created new corporate identities for 12 Lucasfilm companies. In response to George Lucas’s request for a more cohesive, uniform branding system, our team took on the challenge to modernize existing brands, such as ILM, LucasArts and Skywalker Sound, as well as create new ones for more recently added entities.

George’s vision was to have these companies share a commonality by infusing the iconic Lucasfilm arch into each brand. Our team ensured that every brand had its own unique personality but still shared that one common visual element. To differentiate them, we also modernized existing “glyphs” to create visual harmony across the board. The result was a family of brands which collectively represented a spectrum of entertainment. The team carried out this branding system digitally across the company’s various websites and portals as well as through print collateral and business systems. In addition, I designed the Lucasfilm style guide which is still being used by the Lucas companies today.

In collaboration with Visual Effects Supervisors (John Knoll and Denis Muren) and the ILM Publicist, I produced Academy Awards promotional materials for Harry Potter and the Prisoner from Akzaban, Harry Potter and The Goblet of Fire, Lemony Snickett, and A Series of Unfortunate Events. These sheets, which depicted before and after visual effects snippets from these movies, were sent to Academy members to showcase ILM’s visual effects magic. Members reviewed the sheets prior to casting their votes for the Best Visual Effects award recipient.

It was an incredible honor and wonderful learning experience to have worked alongside notable giants in the visual effects arena. Dennis Muren, the artist behind the famous 1982 movie moment of E.T.’s flying bicycle, and John Knoll, one of the original creators of Photoshop, are both superstars in the visual effects industry. I consider myself extremely fortunate to have had this opportunity. 

Another fun print project was designing the Lucasfilm yearbook. With the goal of creating a style and format reminiscent of a high school yearbook, I teamed with a company photographer to choose memorable images which best showcased each division and conveyed their day-to-day activities. 

I was approached to design a recruiting website for Lucasfilm Recruiting, the Human Resources division of Lucasfilm, Ltd. This was a tool used to recruit undergraduates, or anyone else interested in launching a career in the entertainment industry. The site also served as an educational resource where interested individuals could learn more about the history of Lucasfilm and its many ancillary companies.

In addition to this task, I was asked to create several branded collateral including the HR Employee Benefits brochure, newspaper ads, and marketing brochure. I worked closely with recruitment teams within the Lucas companies and collaborated with the internal development team which handled the backend database management.

A division of Gap Inc., Piperlime was an online retailer which offered selected clothing and accessories from multiple designer brands for men, women and children. It was curated to represent the best of new trends and classic styles.

Working closely with the Marketing team’s Creative Director, designers, and copywriters, I designed site content for division pages geared towards women, men, and kids. Each division had its own signature look-and-feel which reflected the corresponding client base. The team explored new typography, seasonal color palettes, and photography to consistently refresh the site and keep it on trend. I was also involved in designing brand elements for private labels exclusive to Piperlime (see my explorations for Pim & Larkin). Additionally, I was involved in seasonal campaigns featuring Project Runway, The Rachel Zoe Report, Refinery29, and PopSugar.

To generate more brand awareness, I designed weekly Piperlime emails, interactive billboards, promos, affiliate banners and rich media for popular guest fashion designers, editors, media personalities and celebrities including Rachel Zoe, Rachel Bilson, Byrdie Bell and Olivia Palermo. I was also involved in designing the social media section of the site and refreshing its bi-weekly mobile assets. Occasionally, I designed some print pieces, such as lobby posters and promotional pieces for The Gap, Banana Republic, Old Navy and Athleta, Piperlime’s well-known sister companies.

I had great fun being involved with a fashion site. One aspect of my job that I particularly looked forward to was developing photography concepts for upcoming seasons. To maintain a competitive edge, I performed considerable competitive research and analysis on market trends and studied competitor positioning. I brainstormed using color schemes, props, mood boards and to explore visually or emotionally appealing content. The work contributed to the team’s overall success.

bebe is an L.A. fashion brand that celebrates the confident, sensual woman who isn’t afraid to embrace the very best of what life has to offer. I supported the Online Marketing Team at bebe headquarters by managing a creative team of junior designers, production artists and copywriters with the goal of elevating the bebe brand and strengthening its online presence. We were charged with establishing and developing corporate visual design standards that truly reflected this fashion-forward apparel line.

My initial task was to establish design guidelines and processes to streamline the workflow. Once these were in place, we were able to begin communicating a new, clearly defined corporate identity through newly designed spotlights, seasonal catalogues, emails and newsletters. We applied interactivity and animation in our various campaigns, which included celebrities such as Eva Longoria, Mischa Barton and Rebecca Romijn, to speak to the personality of the brand. I also partnered with Amazon developers not only to optimize the bebe site and its functionality, but to also revamp the shopping cart by introducing new features which enhanced user experience. Last, I ensured that our improvements were aligned with the company’s vision of brand elevation. 

Levis Fall 2010 Lookbook - worked along with the Licensing and Design team with photo styling, signage and printed pieces.

Interior elements explorations for Dockers Mens' Khakis. This included designs for waistband, pockets and utilitarian details. Everything was designed in Adobe Illustrator.

Interior details for khakis and outerwear. The Khaki manifesto was printed on Tyvec material and was sewn on the inside pocket of khakis and outerwear.

Graphic embellishments and internal waistband details on women’s khakis. I collaborated with apparel designers on the women’s team to update their SureFit Innovation (elastic sewn within the waistband). I picked a font that was modern yet feminine, staying close to the brand. They implemented my design on their Metro trouser, one of their newer products.

Dockers Spring 2011 Lookbook. The inspiration came from the surroundings of Marfa, Texas, mixed with modern art. Pops of color like red, blue and yellow had to be integrated within the book. I art directed the photography maintaining a consistent look and feel on each category. I also made the signage for the tables, keeping the same vintage look and feel as the lookbook.

Prior to coming on board as a Senior Interactive Designer at Silverlign Agency, I was first hired as a freelance designer to work on an electronic magazine on the website of fashion designer and lifestyle icon Vera Wang. Utilizing my layout and typography skills, I designed content for her microsite which aimed to reflect the Vera Wang brand of elegance and refinement. Known for her sumptuous approach to fashion – in particular, wedding gowns – and modern, upscale events, my priority was to infuse the same elements of glamour which define her brand into the e-zine’s content.    

When I joined the Silverlign team full time, my task was to optimize Dockers.com, which included designing landing pages for men’s and women’s departments, and microsites for fit guides, khaki styles, gift guides and seasonal lookbooks. For each season, we brainstormed ideas for new and exciting themes. Once we produced a style guide, our team then collaborated with the Dockers’ apparel team to refresh the site with updated color palettes, new font accents, and interactive elements. The seasonal details were then carried out across different campaigns and projects such as emails, social media, sizzle videos, and in-store and online promotions.

Some of my other special projects were designing collateral for The GEM Hotel Chelsea in New York City’s stylish Chelsea section. I aimed to reflect the character and charm of this boutique hotel as well as its prime location in the city.