Lucidworks is changing the focus of its annual conference, and decided to change the brand from Revolution to Activate as a way to start fresh. I created a modern, forward-thinking brand that could support the big thinking you expect to find at a tech industry event.
Lucidworks needed a new design system for thought leadership content. The white papers needed to look smart and draw readers in. Because the titles of the pieces would not always support literal imagery, a library of abstract data visualizations was created that could support the growing range of topics.
New Relic's partnership with Major League Baseball meant multiple video placements, site takeovers and field marketing events. I worked with our copywriter to create a storyline that could work across enough video spots that the creative would stay fresh through the season. I led or was inolved in every step of the process including brainstorming, writing, sketching storyboards, editing, casting, prop design, set dressing and providing direction on the day of the shoot.
Lucidworks was ready to build their first custom 20x20 booth. I wanted to make sure it reflected the new sophisticated branding we developed while being flexible for the future. I drew the initial floor plan to accommodate multiple demo stations and a semi-private meeting area. Then the Events Director and I worked with a vendor on fabrication. A mix of hard and soft surfaces made re-skinning the booth for different shows a breeze. Parts of it could also be used for 20x10 and 10x10 versions of the booth.
Identity design has been a strength throughout my career.
We wanted to put some provocative messages into Silicon Valley and beyond but "Life's too short for s*!#$ software" wasn't cutting it. I suggested replacing the cuss with an emoji and to test it with a few other messages. Our "pooji" went viral! When we put more up in other cities, the positive press and tweets kept coming in. Once requests for shirts started pouring in, we knew we had a message that was resonating with our audience that we could blow out to trade shows and online placements.
As Creative Director at Lucidworks, I was tasked with both refreshing the look of the brand and documenting the brand officially. After doing some exploration through mood boards, we picked a direction that all further work would map back to. The brand would revolve around the interconnectedness of data and the spark of finding the right data at the right time. After testing a new palette and design elements across diverse projects, I authored and designed the brand guidelines so that our partners could help maintain this new, sophisticated look for the brand.
Designed the branding system for the largest conference dedicated to Apache Lucene/Solr, hosted by Lucidworks. Directed the execution of that system, working with a number of vendors and stakeholders.
Branding and print design for Nike’s grassroots 5 Days 2 Friday program launched nationally at the high school level.
Authored, designed and maintained the Brand Guidelines for New Relic. This document was vital as the company grew and more partners were involved in creating marketing materials.
Concepted and executed 20 x 20 booth design for Velocity that could be repurposed for future events.
Created storyboards and production graphics for Rovi Advertising's Sizzle Reel. The video won a 2013 Gold Award of Excellence at the Annual Communicator awards and a 2013 Bronze Award at the Telly Awards.
View the video at: http://youtu.be/ShU_Kc2UKdY
Integrated campaign for Rovi Advertising including print ads that ran in Advertising Age Magazine, animated banner ads, emails and rotating landing page.
Results: The campaign for Rovi Advertising enjoyed .20% CTR for its run of site ads on Advertising Age and lifted visits to the website 71% over the same time period of the prior year.
Designed and produced quarterly newsletter for Rovi Corporation highlighting strategic data on the consumption of digital entertainment. Distributed via print, mobile apps and downloadable PDFs.
The Barcelona office picked an action hero theme for their conference rooms. After meeting with them to discuss their needs, I created mood boards showing graphic treatments and sourced props to make the theme come to life. The result brought some much-needed color to their space.
Developed the 2014 Easter look and feel for the ecommerce brand, ProFlowers.
New Relic sponsored the premiere party at Velocity in 2015. The event at Levi's Stadium was a huge hit with conference attendees.
One of my responsibilities at New Relic was capturing the corporate culture through photography for use on the website, product login screens, for PR and for recruiting.
Designed logo, stationary and guidelines to rebrand Limelight Networks. Logo design won an AGDA Award in 2008.
Developed identity, color palette, signage system, promotional items, microsite and brand guidelines for this sub brand of Petco.
Contributed page designs to the Limelight Networks website and provided production support to keep the site fresh. The site won an ADGA award in 2008.
Designed interface for customer rewards microsite for Cabo Wabo Tequila. Also shown is a trade publication ad I designed to position Cabo Wabo as a cooler top shelf option. This is definitely not your father's tequila.
Developed the overall look and feel for eBay Live! in 2005. Created a style guide for other parties to execute from and produced a number of collateral pieces.
Art director for Rovi Advertising's collateral system. Each piece presented compelling data in an unexpected info-graphic approach.
I Designed a series of technical illustrations for Limelight Networks to help explain their product offereing.
Designed the corporate PowerPoint template for ID Analytics and provided a system of illustrations and icons. The PowerPoint template was so well-received that they asked me to develop collateral templates and emails with similar design traits.
Designed for two eras of the Jim Beam global website.
Designed signage for SunCom Wireless stores.
Art directed the branding and design of Limelight Networks' Digital Media Innovation Forum. Created everything for the event including logo, microsite, emails, promotional items, signage, conference guide and design elements throughout the exhibit space.
A year after rebranding Limelight Networks, it was time to take the sophistication level up another notch. This full-spread ad inspired the creative direction for the rest of that year.