Not many people know who Magnolia is or how they're related to Best Buy. Although they carry top-of-the-line audio and video products, their core business is the whole home transformation. My idea was to use scrolling to trigger a frame-by-frame background video that walks through this transformation in reverse. The visitor experiences a walk through of a selected home story – from the finished home back to the consultation where it all started – and would be able to interact with certain points in the story. Through this process, they would learn about everything that Magnolia has to offer. The online shopping experience was redesigned as well, although it is secondary to their design and installation services.
A website redesign based on an adaptive tile structure. Visitors would see a holistic view of the company or filter the tiles to only show a specific aspect that they're interested in. People, work, social, case studies and etc. The design objective was to convey our people-first ideology. By showcasing our people alongside with our work, we give insight to our diverse culture and the thought leadership that inspires what we do. The feed would be constantly updated with new content to deliver a dynamic experience. Photos of our employees could be pulled in from the Facebook and Instagram (with their consent) to reveal a deeper layer of our individuality.
T-Mobile presented Publicis Hawkeye with an opportunity to win their consumer work. They specifically asked us to focus our pitch towards their family plan, as that would be their first new marketing wave. My main focus was to think through the digital tactics and how we would execute these concepts on different technology platforms.
Initially, they had asked us to message to the traditional family household (parents with two kids). However, after reviewing the market research, our team learned that most families nowadays no longer fall into this category. Furthermore, there was trend towards a younger and more diverse household. That gave me the idea of rebranding the traditional family as the "Tradigital" family.
The Tradigital family is young, tech-savvy and they know how to utilize technology to strengthen their familial bond. Our concepts would all ladder up to this idea and appeal to their desire to stay connected and spend more time together.
T-Mobile loved our pitch and the gave us their consumer business without asking for a second round!
Paradigm Behavior / 2016
Paradigm Behavior specializes in child behavioral therapy for parents with special needs children. They were looking to develop a brand image that was approachable and would appeal to millennial moms. Although the subject matter may be difficult, we believed that a playful and softer design style would be encouraging for parents who are seeking assistance.
Publicis Hawkeye / 2016
Magnolia came to us to redesign their proposal tool. It was outdated and needed to be rebuilt from scratch. The Design Package Proposal is a web application that would be used everyday by sales representatives. The requirement was that it had to contain all of the original content and functionality but with improved organization, be easily scannable and intuitive. The application is client facing so it also had to reflect the premium feel of the brand. This was the first of several applications that would be redesigned so it had to establish clear standards for the other applications to follow.
I started the design with the dashboard since it was the gateway to all of the application's functionality. I wanted to minimize the use of the menu and make it more tappable since the tablet was the main device. I also wanted to allow the user to choose between card view and list view. Based on user testings, some users preferred one over the other and we didn't want to alienate either group.
The left column was made for fast filtering and to be easily reachable with the left hand. The UX team determined all the necessary sort filters and search parameters. I also decided to stack the form labels to be more scannable with adequate spacing to accommodate finger taps. I also broke the form into shorter digestible parts that would auto expand or be collapsed.
You can view the pdf version of the online style guide here:
Magnolia Digital Magazine website. Concept and design.
The goal was to turn Magnolia's bi-annual magazine into a digital experience. This simple and intuitive platform was built with future upgrades in mind. Each article will have it's own customizable layout and interactive treatments that correlates with the topic of the article. The design is optimized for legibility on desktop and mobile devices.
This is Loloi's first consumer-level print campaign. Running in popular magazines like Domino, Rue and House Beautiful, Loloi's aim was to build brand awareness and take a public stance as the most original rug company. My concept was to showcase Loloi's rugs in the homes of authentic creative and entrepreneurial women. Pairing Loloi's design philosophy with the unique lifestyle of these real inspiring women reinforces the value of being an original—the difference between a trendsetter and a trend follower.
For the 2014 catalog, I decided to change the orientation to landscape to allow for better presentation of our photography. Loloi had more rugs than ever before, plus an all-new pillows section. I had to pay extra care when coming out with the layout as to not exponentially increase the number of pages. The end product is a catalog with more alternate photos and products while gaining less than 100 pages. I also provided art direction on photography—details sell products is very true in this case. My team was also more organized and efficient, accomplishing more with a shorter deadline.
GD USA American Inhouse Design Award 2014
Loloi Environmental Designs / 2014
Custom fabrications and graphics. Detailed mock-ups and overseeing production.
Outdoor Lifestyle Photography
Loloi / 2013
Design and layout of booklet. Collaborative styling and photography.
This project was a great experience and personally one of my favorite photo shoots. We had concepted, styled and planned all these photos to be executed over a 3-day photo shoot. With a budget of only $1000 plus existing furniture on location (which was a team member's farm), we were able to achieve some great scenes for this series of indoor and outdoor rugs. Late nights and tree climbing included.
Outward Bound Campaign
Texas State University / 2009
Ad Concept and Execution.
I'm particularly proud of this campaign because I believe the concept is strong. The thought I had that led to this concept was, "Why do we restrict ourselves to a single webpage in order to define who we are?" In our adolescence, we're always trying to define what makes us unique. Outward Bound is a great way for young adults to learn life skills, build character and leadership. I believe this stark comparison on what Outward Bound can offer you instead of sitting on a couch might be inspirational to the thrill seeker in all of us.