This project was the development and introduction of a centralized atomic design system for a globally used tax application. The goal was to ensure consistency during maintenance and new development, while allowing for rapid prototyping. In addition to visual examples and usage guidelines, the design system also offers design tokens and components (coded in basic HTML/CSS, React, and Angular.) It is currently in use globally by designers and developers. This system was designed using Sketch, Adobe XD, and Figma. The artifacts and components can be used by designers and developers alike. I was part of the internationally distributed project team in Asia, North America, South America, and Europe.
Neumapp is an application built for neurologists to remotely monitor and oversee patient status during neurosurgery. It is currently in use by ~50 telemedicine neurologists as well as scheduling staff and business analysts across the US. My responsibilities for this project were UX research (including user interviews and personas,) concept, front-end development, prototyping, design pitch, and logo design. The name calls to mind a mix of neurology, mapping, and application. The symbol mark combines eye and synapse. I was tasked to transform an Excel-based scheduling spreadsheet into an online scheduling system, which I scaled to include the full cycle from scheduling assignments to physician credentialing, billing, and reporting/analytics. The goals were to reduce human error by increasing ease of use. Neumapp gives an overview of case load per physician and allows for rapid resource allocation. The application was built in React, HTML5, and CSS 3. The deliverables were logo and UI design, data visualization, secure document management (including version history,) and workflow automation.
Researchers from Vanderbilt University Medical Center, the University of Miami and Meharry Medical College launched the Vanderbilt-Miami-Meharry Center of Excellence in Precision Medicine and Population Health. I was tasked to create a Design System as the foundation for the brand so that all communication vehicles could follow the established brand to create a holistic experience. Branding is the perceived emotional corporate character in its entirety. This branding symbolizes diversity, connectivity, humanity and science through its organic shapes, color gradients and asymmetry. The logo is the symbol that universally identifies individual brand pieces. Consistency is essential for effective brand recognition and user acceptance. This logo was recognized with a Graphic Design USA Logo Award in 2017.
The task was to improve a partially existing design and user-flow of an iOS application. WalletFi allows users to proactively manage recurring payments. My assignment included all stages of the SDLC including discovery phase, wireframes, prototype and testing. The UI design included research of lifestyle photography, icon design and crafting of a color scheme that harmonizes with existing colors. The UX of a financial application has to carefully strike a balance between easy-to-use and trustworthy/serious. Besides the visual elements, I also worked on gestures that are distinct to mobile apps.
Clinical and Translational Science Award (CTSA) program is Drupal website powered by Vanderbilt University that allows scientist across the US to collaborate and also share information with the public. The light color scheme of the website allows for the content to stand in the foreground. The modern look and feel is reflective of the foreward thinking nature of science. This project's UI design included custom iconography, button design and logo development.
EAHCS uses this multi-step questionnaire application for initial patient evaluation and as a first user setup. My assignment was to design a customizable UI that could be used as a white-label solution for EAHCS clients. The color scheme and typography allow for easy data entry and therefore increase data accuracy. I developed an Atomic Design System and a prototype with several initial screens. This allowed other team members to build out the entire application.
The new design showcases the products in a bold way. Content is arrange in a user-friendly layout and design elements and typography treatment support this user-friendly approach. The pages are separated in vertical spaces. This eliminates the fold and gives the user relevant content even after scrolling. The site was build on a Demandware platform. The custom icons and newly developed design patterns are all part of a new UI that enhances the overall user-experience on the website.
The warm color scheme of the web design is reflective of the friendly character of the business. Large photography and bold typography lead the visitors of the website to areas of interest. The grid layout of the web design allows for the information to be presented in a clear and easy to read way. This website was recognized with a Graphic Design USA Web Award in 2011.
The objective of this project was to create an initial screen design and a collection of design artifacts. These artifacts will be used to create additional screens and interface modules. The application gives project managers detailed insight into resource allocation, supply-chain management, time lines and project statuses. The goal is to deliver a holistic and data-driven view to allow for better decision making.
This rebranding included designing ads and campaigns, directing photoshoots, defining a brand voice and creating the concept and design of a new website as well as small sites for individual venues. The objective was to create one holistic user-experience. For the recruitment ad for the Food & Beverage department I crafted the headline "Sharp. Are You? Let's Talk." as well as the overall ad concept. The "Think Outside The Grid" campaign was created to communicate that Gaylord offers more than can fit on a spreadsheet.
For this project, I was design lead for an international team creating an informational brochure on entrepreneurship in the tourism/hospitality industry. My tasks included layout and design, data visualization, photography research, project supervision, and bilingual project consulting. The format is a 20-page saddle-stitched brochure. The first batch was offset printed, but was also requested to be able to be digital/printed onsite. The deliverables included a print version as well as a downloadable online version with interactive links.
Tokyo Tech Talk is a Tokyo-based podcast about trends, gadgets, and developments in the tech world. The branding and look/feel is a nod to traditional Tokyo colors, and Japanese- and Swiss-style simplicity. The simple shapes of the logo remain identifiable even in small format. The bold yet warm color scheme allows for impactful statements in design. The use of the gingko leaf symbolizes the associated memory and cognition benefits, as well as tying back to the location of the podcast. Deliverables included logo (symbol and word marks,) color scheme, logo versions for both white and other backgrounds, and background pattern design.
This custom bottle label was designed for a limited edition private selection of a Single Malt Scotch, the object of which was to be a ten-year-long planned tribute in honor of the client’s daughter’s Bat Mitzvah. The blue and white duotone logo reflects traditional colors of the Jewish faith, the deep blue of which plays against the amber of the whisky. The dynamic circle was hand-drawn to represent the ideals of life, family, friends, and tradition. It is also reflective of the single barrel origin of this limited, cast-strength Scotch. The sans-serif typeface is modern, yet classic. Certain elements commonly used in Scotch label design treatments- such as brown/red color schemes and textures of parchment or wood- were avoided to emphasize the unique nature of the product. I collaborated on this project with my US client and the manufacturer in Scotland.
12th & Pine Beverage Company located in the Nashville neighborhood the Gulch. The store offers wines, spirits and craft beers. The vintage logo design and warm brand colors create an inviting and personal look and feel. Using the logo as a stamp on marketing and merchandise collateral underlines the personal touch.
Whiscare's prodcut line completes skin care for today's man. The initial task was to create a unique brand name, logo design and all packaging. The design was recognized with a Graphic Design USA Package Design Award in 2015.
We utilized traditional and online marketing tools to engage the target audience. The idea was to create more than a simple press release and to use "Gaylord Hotels Kicks Butts" as a branding slogan. The overall voice was as simple and direct as the visuals. Clean design for clean air. The idea of an online auction created very positive media and clients responded with excitement. The proceeds of this auction were donated to the American Lung Association. This piece won an ADDY Award in 2008.
In order to reflect the entire show the design of the posters could not be a pieces of art themselves or mirror a particular artistic style. Next to the art direction and graphic design I also had the great opportunity to name the shows. The reader's attention is drawn to the posters trough an unusual typography treatment for the title. The Abstrakta poster won AIGA Case Award in 2009, Silver ADDY Award in 2010 and was recognized at the Tenn Show in 2010.
Gaylord Hotels' sales team establishes an annual motto each year. In 2008 I was on the planning committee and created the new motto 'The Deep Dive'. The idea was to focus on the essentials of the brand. The idea was to communicate single cornerstone messages to the sales team and to give a monthly reminder. Each month's message was carefully planned and conceptualized. This calendar won an ADDY Award in 2009.
Core10 is a software development startup in the fintech space. As is often the case with startups, it is difficult to manifest the common culture. I was part of the team that lead this effort. In my role as design director I not only created all posters but also introduced the Outer Space theme to the team. Starting a new company has many parallels to space exploration. You work in the unknown, face obstacles as a team, and must adapt to ever-changing situations. The posters are meant to be displayed in one row so that the subtle graphic connections (color spectrum, connecting patterns) are revealed to the viewer. This poster series won a Graphic Design USA Poster Design Award 2017
RED Spirits & Wine is a local retail store in Nashville, TN. The store's atmosphere is European-contemporary yet inviting and personal. The expected rich textures associated with wine (cork, cellars, wood) are not part of the brand identity. These ads promote onsite and offsite events. The first ad targeted an audience with a strong interest in music. The headline plays off the type of event. The other two ads' secondary objective is to strengthen brand recognition.
GroupConnect is a networking program by the American Bus Association and the Ontario Motor Coach Association targeting tour bus operators and destinations. My assignment was to create a corporate identity based on an existing website and logo. I created the new tag line "Moving Group Travel into the Fast Lane" as well as an advertising campaign reflecting this slogan. The ad campaign is now in it's second year of use. The race car theme was well received and later also applied to the new convention booth, email marketing and other advertisement.
Journal Communications is a media firm with a strong print background. The logo, for example, resembles the flipping pages of a magazine. This was my inspiration. I incorporated paper foldings, perforation and layered sheet into the web design and UI. The Origami style and elegant color scheme creates a professional yet organic and authentic look and feel. The video was embedded into a "tear away" area to symbolize our intention that the message be something the user take with them. The news 'feeds' through cuts in the paper and can rotate or update, like old news tickers. This website was recognized with a Graphic Design USA Web Award in 2010.
The poster series points out some of the services offered by the tour operators. The cohesive look and feel connects the individual posters to each other and the brand website.
After interviewing the client I decided to focus on the fact that the event was being held in an historic train. The interactive environment lets users find clues about the event. The entire experience took place within a single compartment. My sketch was the basis for the web design with a nostalgic hand-drawn look. Subtle details such as the fully functional window, background noises and the Parallax Effect created a pleasant user-experience that lead to valuable conversion. This online invitation was accompanied by a print follow-up which had a similar look and feel. The microsite itself was also intended to be a reflection of Gaylord Hotels' creativity. This piece won an ADDY Award in 2007. View site
These two HTML emails are part of a newly designed email system. The designs are adjustable and allow for different themes. By using the same color scheme and typography the emails create a visual connection to the over all brand look and feel. Both emails were recognized with a Graphic Design USA Web Award in 2012.
The minimalist web design keeps strong emphasis on the photography. A monochromatic colour scheme lets the visitor browse the photos without being distracted by a busy website. A intelligent URL structure and relevant image titles are only a few things that support the SEO of the website. A grid-based layout lends the website a structured and organized look and feel. This website was recognized with a Graphic Design USA Web Award in 2011.
The dark web design allows for high contrast to the photography. The wood grain look is on the one hand not to distracting from the content and lends the website on the other hand personality. The web design reminds of a closet or wardrobe which is reflective of the work environment of a stylist. A intelligent URL structure and relevant image titles are only a few things that support the SEO of the website.
This landing page for LeanKit served multiple purposes. It allows users to participate in a contest by submitting a real life snap shot of how they use the LeanKit software. On the other hand it functioned as a test environment for new design directions. The newly implemented flat design elements, and new colors scheme, new header as well as a UX-test for a long page were well received. The build-up throughout the long page keeps the users engaged and animated them to keep scrolling.
These two websites were conceptualized and designed as my role as Web Design Director for Journal Communications. The sites market a specific destination to a certain target audience. What initially were single projects evolved into scalable web products for Chambers of Commerce and Cities. The UI elements were created with the target audience in mind. The goal was to create an environment for a friendly and inviting user-experience.
This Flash-based website for a restaurant and pub in Waterford, Ireland features a photo gallery, a calendar of events and other information. The web design incorporates elements of the pub's architecture which allows the user to imagine the experience of being at the pub.
A website for a restaurant in Nashville, TN. This website gives an overview of the menu and has a calendar featuring upcoming music events. The web design uses the rich texture of the restaurant's interior as an element to communicate the Americana atmosphere of the restaurant in the UX. The projects also included logo design and art direction of a lifestyle photo shoot.
The photographs identify Gaylord Hotels' venues by showing subtle details such as restaurant names in the background or logos on uniforms. The shots are currently being used on websites and in marketing material.
This video creates an emotional reaction and shows details of the community. The message is sutbtle and the product takes a secondary position. By doing this the video feels less commercial and more welcoming which is reflective of its core message. The video was only distributed on youtube and generated over 56,000 hits. This video won an ADDY Award in 2012.
As Art Director I wanted to lend this conceptual shoot an elegant and dynamic look and feel. This series of seven images tells a spy story with an unexpected ending. The turning point is unveiled in shot number six.
The photographs showcase the rooms, amenities and meeting space of the Radisson Hotel at Opryland. The shots are being used on advertising and in marketing material as well as on websites.
The photos show the various Tennessee Pewter products in different scenarios. This showcases the versatility of pewter items which can be used in real life to elevate the ambiance of an event. The 'stage' is juxtaposed against the pewter either in color, contrast or texture. This allows the product to stand out. The light reflecting on the pewter also naturally highlights the single items.
2015 Graphic Design USA Logo Design Award
2015 Graphic Design USA Web Design Award
2015 Graphic Design USA Packaging Award
2014 Magellan Award Gold by Travel Weekly
2013 Graphic Design USA Web Design Award
2013 Graphic Design USA Web Design Award
2012 Silver Addy Award for Art Direction
2012 Graphic Design USA Web Design Award
2012 Graphic Design USA Web Design Award
2012 Graphic Design USA Web Design Award
2012 Graphic Design USA Web Design Award
2011 Graphic Design USA Web Design Award
2011 Graphic Design USA Web Design Award
2010 American Design Award Silver
2010 Silver Addy Award for Poster Design
2010 TennShow Award
2009 AIGA Case Award for Art Direction/Poster Design
2009 Silver Addy Award for Art Direction
2008 Silver Addy Award for Print Direct Mail
2007 Silver Addy Award for Microsite
2007 Silver Addy Award for Online Invitation
2006 Graphic Design USA
2005 Golden Web Design Award
2005 Bestflashdesigns.com Bronze Award
2004 Astralaward Bronze Award
2004 finestzone Golden Web Design Award
2003 pageg.think
2003 Internet Vibes