I was the Creative Director and Lead Designer for the redesign and migration of the General Motors Fleet website to a new, fully-responsive platform.
Throughout the project, I developed wireframes, flows, a design system, as well as page layouts. I worked hand in hand with strategy and dev to help inform my decisions in regards to accessibility, SEO, optimization and business needs. I managed two teams of senior designers and copywriters and was responsible for presenting the work to clients, stakeholders and legal teams.
Other responsibilities included working with our account and project managers to develop timelines and address client and external team needs and requests.
VIEW LIVE SITE: General Motors Fleet
I was the Lead UI/UX Designer for the redesign and migration of Buick.com to a fully responsive platform. Contributions included: working with a UX architect and IT partner to design and develop a digital design system, wireframing, prototyping, page layout, user testing, client presentations, collaboration with authors and development handoff.
Going PRO in Michigan is a public awareness campaign designed to elevate the perception of Professional Trades and to showcase opportunities in a variety of rewarding career paths. The client tasked us with creating an educational site that would be appealing to the Gen Z population. I was the Senior UI/UX for this project, contributions included: benchmarking, research, ideation workshops, wireframes, prototypes, user testing, collaboration with IT partners and page layouts.
Baskin-Robbins tasked us with developing a look for their new popcorn line. I had so much fun that I went a step further and developed a brand system and even illustrated all 31 of their flavors.
Jared wanted a new campaign to launch at the holiday season. Our view was that the stories behind jewelry purchases are much more meaningful than the jewelry itself and Jared is the best jeweler to help you tell yours. We also decided to freshen the look of the brand and presented something more clean and modern, taking cues from the beauty and fashion industry.
Vespa wanted some cool, interactive posters. Heck yes! I came up with the idea to illustrate the most Vespa-friendly cities in the shape of the mopeds. Anyone passing by the poster would be prompted to use their phone to interact with it. This would launch an experience that set you up to not only test ride a Vespa for a day, but also provided a curated tour of the city suited just for the vehicles.
Harley-Davidson approached us to expand on their existing Stereotypical Harley campaign with three asks. Leverage hands-on motorsports to spark a new passion for a new generation. Reframe the perception of H-D to be relevant to young adults. Inspire younger adults to engage with the brand.
Art Director for the shoot of the All-New 2018 Buick Enclave.
Various print projects created for our OnStar clients.
Our State of Michigan client asked us to develop a campaign for out-of-state college students that positions Michigan as the state where STEAM talent will discover endless opportunities. Myself and my writing partner took the approach of presenting bold, straightforward facts as well as a tongue-in-cheek challenge.
Art directed a shoot in conjunction with a partner agency for the 2017 Buick catalog and web assets.
This was a fun freelance project for a startup company. Their product was a golf glove that contained a hidden cleaning element for your golf ball.
Booth design for a Michigan-based tech accessory business.
