After completing branding and product design, the White & Brooks founder and I launched right into developing his digital presence. Complete with social media channels, a custom-built website, and even his own subscription service.
We took careful consideration into the user's experince, and made sure to interject the brand's voice in the most unexpected of places.
White & Brooks is a new line of mens grooming products. Specializing in alcohol-free formulas and the "traditional" shaving experience, this is a must-watch brand.
I was approached by the founder to help him create his brand from the ground up. I was able to guide him from initial brand-naming exercises, to brand positioning and values, to copywriting and brand voice, through to a full branding suite. Brand style guide coming soon!
After the branding was completed, I began the packaging process for the company's first product. From sketches, to prototypes to final production, we were able to come up with a design the client loved that embodied his brand. I created a system that can now be applied to future products, containers and materials.
30 Years of Wow Contest
Travel is full of “Wow” moments. Remember the ﬁrst time you tasted real Texas BBQ? Or that one time you got up at 4AM to watch the sunrise over the Grand Canyon? These unforgettable experiences inspire us, challenge us, and make us feel truly alive. And the photos we take are our way of sharing these experiences with the world. Because, hey, pics or it didn't happen, right?
For 30 years, the Citi/AAdvantage card has inspired millions of“Wow” travel moments by igniting a love for travel, discovery, and exploration. So what better way to celebrate our rich partnership with American Airlines than with an Instagram photo contest that asks travelers to submit their favorite “Wow” travel moment from the last 30 years??
Winners got an opportunity to go on the trip of a lifetime with American Airlines so they could experience the “Wow” of travel all over again.
The rules were simple: share a photo/video on Instagram of your “wow” moment and tag @Citibank, #TravelOn, and #contest. Top submissions were showcased on an inspiration-hub microsite where users could explore other entries, learn more about the contest, and check out the Citi® / AAdvantage® cards. Three Grand Prize winners were chosen to win 300,000 airline miles and $3K to help get them to their next “wow” moment. And to really help celebrate the 30th anniversary, we also selected 30 Honorable Mentions.
The Photo Beautifier was a brand activation for Citibank at the 2017 Taste of the Nation: a bustling smorgasbord, filled with local flavors that takes place in five cities across the US. Every year, Citi and No Kid Hungry come together to throw America’s tastiest party and all the proceeds are donated to help put nutritious meals in front of hungry kids from coast to coast.
And every year attendees take tons of food photos at the event. But we all know what can happen when the average Instagrammers are left to their own devices. So this year our team at Publicis decided to help attendees take awesome food photos while increasing donations to No Kid Hungry.
Enter: The Photo Beautifier. Five unique, sculptural light-boxes that take food photos like you’ve never seen before.
These shiny objects gave guests a fun new way to post gorgeous food pics. All you had to do was slide a plate into the box, snap a pic, and post using #Citigiving and #NoKidHungry. For every picture posted, Citi donated enough money to provide 75 meals to hungry kids. We then collected the content posted from the venue and displayed them in our gallery to inspire more people snap and share.
With this activation, we generated over 200% more meals to No Kid Hungry than we did the previous year.
Shortly into my time at Publicis, I noticed our team was seriously lacking in the "company culture" department. Not soon after, the Welcome Kit project was born. In an effort to improve our on-boarding process while also treating our existing employees to a little swag-love, we began the process of branding our team.
Defining a culture in a team of 300+ people is never easy. With so many people, with different backgrounds, perspectives and lifestyles, how do you find common ground? Despite our many differences we had a few things in common: we don't have designated desks, we're constantly on the move, and we hate cheesy corporate gifts. Thus began the basis for the Publicis One Team brand.
Taking cues from our office design, we began looking at colors and textures to give our team a look and feel. Then we addressed pain point #1: No designated seats. Not having a designated seat, or worse, an office creates a few issues: no one leaves you alone. Constant interruption reduces productivity, and raises blood pressure, so we sought out a way to quietly let our teammates know we were busy. By using double-sided notebooks as signals, we can quietly let other know if we're too busy to chat, or just trying to look busy. The notebooks themselves blend into our tables, so as to not feel obtrusive. The "i'm busy" side is always loud and bold, whereas the "not busy" side is subtle and blends into it's surroundings.
Next we had to tackle pain poing #2: constantly being on the move. Since we don't have designated desks, we were each granted a locker to store our things in each night, however transporting our belongings back and forth to desks (and to meetings) is a bit of a juggling act. So we gave everyone a custom Baggu bag. The bags also feature double-sided signals, so if you're in a rush you can flip your "busy" signal out, and politely ignore on-coming interruptions.
None of the items in our welcome kit feature the One Team logo. We wanted to create a bit of buzz by giving people things they'd actually want to have and use outside of the office. This creates a bit of a recruitment tool outside of the office ("hey, where'd you get that awesome bag?")
In addition to bags and noteooks, we also provided employees with a water bottle and a reusable spork to help with our recycling efforts, microfiber cloths and sanitizer wipes to help keep their space clean, and a usb stick to quickly trade documents on-the-go.
Double-sided notebooks as "signals"
Double-sided tote bags as "signals"
Publicis HQ (design inspiration)
New employee "fun-facts" on elevator screens
Tom’s Guide is a leading tech and gadget recommendation website that came to the team at Your Majesty looking to do a complete brand a website rehaul. By working in short, iterative cycles and continually testing our prototypes with real users, we designed the new Tom’s Guide with the same empathy for its audience that defines its journalism.
Through a series of collaborative workshops with the Tom’s Guide team, our team at Your Majesty created preliminary personas from a mix of audience metrics and customer survey data. These personas painted a picture of a diverse readership and were a key component throughout the entire re-branding and re-structuring process.
Over the course of six months, we created multiple living prototypes for both user experience and design, and tested them bi-weekly with users. Backed by user-driven data, we were able to produce an end result that not only met the client’s needs, but keeps the user in mind, every step of the way.
Citi: Every Step of the Way
Citi, a Team USA Olympic partner, committed $500,000 through their Every Step of the Way® program in support of U.S. Olympic and Paralympic athletes and their selected causes in 2014. Our team at Your Majesty Co. was asked to build a second-phase campaign experience that allowed fans to dig deeper into each athletes' journey to the Games, while allocating donations to each athletes' featured charity.
We created a rapidly-activated prototype that demonstrated our creative and technical vision, then elaborated on this concept over a short product development cycle. The final product resulted in a connected experience that told the athletes' stories using scrollable video sequences and user-responsive animations.
Site Walk Through
Citigold: Stay Gold
Citigold is Citibank's premiere banking and investing product. In 2016, my team at Publicis NY was asked to create a content hub for Citi's to accompany the latest ad campain for Citigold. All digital and print traffic leads to this site where customers can get an overview of product offerings, and browse financially driven content.
Purch is a digital content and services company that decided to undergo a complete rebrand in early 2014. They seized this opportunity to create a new website as part of this evolution.
Our team at Your Majesty Co. began with a comprehensive rebranding of their logotype, brand messaging, style guides and associated collateral.
On a parallel track, we initiated an in depth strategic content re-positioning and platform design. The final product included a customized Wordpress CMS to allow for seamless content management and content organization, including a detailed 'how to' handbook to support the Purch family of content editors and authors.
Axe & Flannel
Axe & Flannel is a fictional men’s grooming and lifestyle brand inspired by the current trend of lumberjack culture in fashion. With more brand personality than Paul Bunyan himself, Axe & Flannel is a brand for the modern man.
Each product has been carefully crafted to coincide with the slightly sarcastic brand image; everything from selecting the perfect plaid pattern, to the hidden messages on each product. The user is rewarded each time they purchase and open a new container of their favorite product with a small, witty remark under the lid, on the bottom of a box, or even tucked inside a box panel.
Hot Popsicle Illustrations
The Hot Popsicle project gained a lot of momentum once we transitioned into the illustrations phase. Myself and fellow designer, Rachel Clarke, created popsicle illustration after popsicle illustration until the deadline hit. This is a small sampling of the work created.
I was approached by Nike iD during my stay at Your Majesty Co to come up with a badge system for a new feature for their website. The following are concept badges for that project.