Role: Concept, UX, UI

Royall Advertising needed an updated website. The phrase "the cobbler's children have no shoes" rang especially true as the agency never had time to work on their own internal marketing until recently. Historically they had been focused on advertising, but in recent years, the focus was narrowed and the types of projects the agency took on allowed them to evolve more into the digital creative space. A new website with a younger, lighter, warmer feel was going to help reflect this. The old site was cold and tried to appeal to too many industries, which resulted in appealing to no one. 

There was no focus on the human aspect of the agency and that was something I wanted to bring forward with the redesign. The Royall team is a small, tight team and potential clients want to know that they're working with humans who care. With better case studies, more strategically used inbound marketing techniques, and an overhauled interface, the new site is going to help guide the team into a new chapter.

The company was sold and renamed, but they kept my design! See it here: liquidreach

Role: Branding, UI, Front End Development, Copywriting

Growth Tools is a software company that releases free tools for small businesses. They already had individual sites for their tools, but needed a home base for access to all of their software in one place. I was tasked with creating a brand and designing a landing page based on an existing structure they've used for their other software landing pages. I was then asked to develop the page.

See it here: GrowthTools

Role: UX, UI

Buca approached us with the desire to improve their mobile experience, specifically in their menu section. Their existing menu was cumbersome and felt like an afterthought. Additionally, they wanted to add some new features such as calorie counts and size based prices. 

I redesigned the entire user flow and the ui of the mobile menu.

Role: Concept, Brand + Identity, Packaging Design, UI

The Blind Tiger brand was an exploration of vintage inspired design. I wanted the brand to feel current but with an easily identified throwback to the prohibition times. Blind Tiger was another name for a speak easy and by using a name with as much historical context, it was important to preserve the connection. 

Role: Concept, Brand + Identity, Vehicle Wrap, UI

This project was an exercise in a complete company rebrand. 

I was inspired by their motto “Beyond Oceans” for the new look and feel of a more modern brand. I kept their original blue color, but added a few complements. I chose to make a new mark for the brand out of an abstract cube. I felt that this represented the cargo shipping aspect of their work, and throughout the brand, the cube becomes a stackable, versatile shape which represents their logistics. 

Role: Concept, Brand + Identity, Packaging Design, UI

Hog Heaven Smokehouse was branded with a fun, memorable character partnered with a robust typeface. The idea was the create a laid back, yet professional look for the brand. BBQ is dirty and gritty, but the intention was was to preserve the traditional rustic aspect of the genre while staying away from southern kitsch.

Role: UI design

This was a simple ui project that came with an existing information architecture. I wanted hierarchy and colors to be clear and simple because this is a web app that shows a lot of similar looking information and can easily fatigue the eyes. I wanted the ui to convey that they are professional, but approachable. 

Role: Branding, UX, UI

Greenback is a discount program that charities and non profit groups can sell as a fundraiser. The program consists of a mobile app and web app that allow a user to search for and discover discounts and coupons in their area.

As the product designer, I was tasked with branding the program, finishing the iOS app, creating the entire web app experience and registration process as well as the main marketing website and associated micro sites that the charities could use to promote their fundraising efforts. 

For the brand, it was important to make sure that the color palette was accessible to both genders. Shopping and discount apps tend to market more toward a female demographic, but the goal of greenback was to make sure anyone could feel comfortable picking it up and using it without hesitation. The teal color is a nod to the “green” part of the name without being too literal. I aimed for a modern, sleek, but friendly approach to the tone of the brand. 

Role: Branding, UI

This was a concept for a trip budgeting app. Users can search existing curated trips or create their own. 

The idea was to have a mostly monochromatic color scheme with only subtle imagery. The emphasis is on the data that the user is inputing into the app. The bold colors of the user input contrast with the darkness of the rest of the color palette. 

Role: Concept, UI, Art Direction

Florida Hospital's Global Robotics Institute had not touched their website since 2012, and as a global leader in experimental robotic-assisted surgery, it was necessary to overhaul their existing UI to reflect the more innovative surgeries and research they perform.

This project had been going on for a year before I rejoined the team as Royall’s art director and had unfortunately reached a stalemate. I joined the team with fresh eyes and ideas and evaluated the design direction, had a call with the client and revamped the direction in a matter of days, presenting it to their internal marketing team. They were thrilled with the new direction and from that point, we managed to get the project back on track and we continued with renewed enthusiasm from both sides. 

Some of the challenges we faced designing for a hospital were that a lot of standards were already in place. They wanted to appear “cutting edge” without alienating the older demographic which comprised the majority of their users. Legibility, ease of use, and accessibility were at the forefront of their priorities. The challenge was to organize the site (200+ pages) in a way that anyone could easily use. A typical user of this type of website is someone searching for hope and so it was important to instill a sense of credibility without being cold. The site needed to be comforting and friendly. Bright colors, smiling faces, and a hopeful tone helped bring this to fruition. 

All prospective patients should be able to find adequate information easily, view testimonials, and read about their doctor. Ultimately, it was necessary that every potential patient be able to request information or schedule their first appointment effortlessly. We streamlined this process by making sure that there were clear CTAs on every page in the same spot so the user, after seeing a couple of pages, would be able to "learn" the layout of the site very quickly. Clicking on either CTA would provide the user with the appropraite simple form to submit. 

The results of the user testing proved that the project goals were exceeded and all parties involved were more than satisfied.