Rodan+Fields is a brand whose customers are known for their loyalty. While this makes for steady purchases, this also creates a different sort of marketing challenge: to keep current customers happy without alienating them, while building loyalty in new demographics at the same time.
To balance these needs, email segmentation is key. While all customers get monthly emails and new product announcements, catering email campaigns to lapsed or single-purchase customers with A/B testing to check efficacy was the surest way to engage this demographic.
Tazo is an internationally acclaimed brand, well-known for their in-store filter bags and pre-brewed products. When Tazo began their campaign to promote their new, easy-to-use Tazo Iced Tea Concentrates, our challenge was to promote the product as new, innovative and delicious, without insinuating that their iced tea pitcher bags were inferior.
Tazo’s aesthetic is simple and clean, highlighting their ingredients. When we started designing the landing pages for the site, we needed to continue with the pristine look and feel, letting the beautiful shades of the tea stand out.
The site is simultaneously colorful, but sophisticated. The ingredient photography is highlighted by the background that is primarily white with accents of blue. The look and feel is reminiscent of a cool drink on a summer day.
To see more integrations of the Tazo Iced Tea Campaign, stop over at the #NewWayToTea, and Iced Tea Recipes sections.
Check out the full experience at tazo.com
In my capacity as the lead creative director, I guided the revitalization of Fred Segal Home's digital presence, culminating in a sophisticated e-commerce platform on Shopify. This project was an intricate tapestry of individual creativity and collaborative teamwork. My responsibilities extended beyond crafting the site's creative vision and hands-on UX/UI design and branding; I also designed email marketing campaigns and newsletters, ensuring a cohesive brand experience across all digital touchpoints.
The ambitious goal to transition from concept to launch in just two months was met through a blend of my direct design contributions and effective collaboration with a dedicated team. This included orchestrating an on-site photoshoot in Los Angeles to capture imagery that perfectly complemented our new brand aesthetic.
Launched on February 9th, 2024 the website and accompanying digital marketing materials stand as a testament to the harmonious combination of personal initiative and team synergy. The project not only showcases my ability to lead and execute a comprehensive creative vision but also underscores the collaborative spirit required to bring such an endeavor to successful fruition. This approach has solidified the project as a shared accomplishment while emphasizing my pivotal role in its achievement.
Visit www.fredsegalhome.com
Spyder was looking for a responsive user experience that would ramp up its e-commerce platform and enable more online sales and in turn increase overall profits.
Through interactive features on product pages, we were able to elevate the user shopping experience and highlight the added product value by exploring the extensive technology and R&D behind every piece of Spyder product—as well as remedy any concern for product fit through visual sizing tools. To further customer engagement, we wove the entire experience together with modular email campaigns that were as visually stimulating and thrilling as the brand itself.
Kellogg's partnered with Universal Studios to promote their movie Despicable Me 3 by creating a promotional campaign that included on-pack offers such as movie tickets and DM3 create-a-plate inserts.
For this promotion, we created a:15 sec Ad, website, OLM's newsletters, social media Ads, pack designs and in-store tools.
Boutique. Premium. Pure. Not your typical diaper website keywords, but these were the benchmarks we set out to hit when it came to this new product launch for Pampers. With such competition as Honest, we knew that we couldn’t hold our punches in our design.
When we were tasked to develop an experience for the Pampers Pure brand store on Amazon, we went to bat for our client against Amazon’s restrictive guidelines, resolving to create a fully customized experience. We also sought to focus our visual presentation on a few main ingredients for this new product: the 0% of everything you do not want in your child’s diaper, the 100% Pampers Protection guarantee, and the eye-catching prints to rival that of Pampers’ competitors.
The 0% became our draw, bringing attention to the lack of chlorine bleaching, perfume, parabens and latex in this new product line. We strategically created breathing space to help set this apart from other Amazon brand pages. We also added the user shopability aspect in the videos by using the Amazon X-ray technology.
Pop-Tarts had a problem. While the brand had traditionally been marketed more towards parents of young children, changes in current trends dramatically influenced the demographic to something a little bit older, and a lot more technologically savvy: teens.
With the heavy responsibility to start marketing to a demographic that had been raised with gaming systems and smartphones, our tactic became clear- to go where the teens are already investing their time. MMORPG’s became the clear place to start.
After reaching out to different companies, a cross-promotional campaign with Bungie & Activision’s soon to be released Destiny 2 came to life. With a purchase of specially marked packs, users would be able to redeem a 4-hour, 25% increase in XP.
The overwhelming response from customers to this promotion broke the internet. Or at least the Destiny 2 servers. Best of all, Pop-Tart sales increased, and the campaign won three awards, one Silver Effie award in 2019 and two Reggie Awards in 2017, one Gold and one Bronze.
Stryker is a worldwide manufacturer of medical devices and medical equipment. When they approached us to redesign their site, we were faced with several challenges. First, we needed to encourage them to focus on a site that is responsive and easily customizable using a Content Management System in order to adapt for Europe, Canada, Australia and other countries and languages. Secondly, we were tasked with keeping the glamorous, clean look they aspired to. Lastly, we wanted to showcase their equipment in a way that was concise, but showed the breadth of their products.
We were able to deliver on the responsive site that could be customized to their needs without a lengthy build-out. We gave them flexibility to modify product features through a system that was easy to use.
We tackled the look by making the products the ‘hero’, with clean shapes, white backdrops, and simple typography. By taking this approach, the products are showcased in a way that is clear, and shows their variety and quality as well.
Check out the site at patientcare.stryker.com and patienthandling.stryker.com/en
When we began creating social media content for Shop Your Way, our challenge was establishing weekly patterns while maintaining our look and feel. Because there was no specific campaign, but rather a monthly calendar of posts, we decided to establish weekly standards for content.
For example, on Mondays we included a Monday Motivational, where images accompanied text to inspire viewers. Tuesdays became Shoedays, where we included images of shoes available on ShopYourWay.com .We also focused on key dates whenever brand applicable, such as the cinemagraph we created for Earth Day.
We also focused on keeping all photography modern, using candid, energetic, in the moment photography, rather than the more traditionally staged stock photos.
Check out the Shop Your Way Facebook page.
When it comes to Krave Cereal, there’s no better way to describe the flavor than a loquacious ‘Yum Yum.’ This seemingly innocuous phrase became the words of choice for the voracious chocovores that greedily gobble down the chocolate in all Krave media, from TV spots to animated GIFs.
Approaching the social campaign for Krave cereal, we wanted to keep the same personified chocolate pieces at the forefront. Their aggressive, yet childish antics towards the chocolate pieces became the basis of several videos and animated GIFs. Aimed towards a teenage audience, these 3D rendered videos gained traction on Facebook and Twitter.
Crystal Cruises is a cruise organization with 25 years background creating luxury experiences in travel. For their All Inclusive is All Exclusive campaign, we focused on creating banner ads that were visually mouth-watering, with luxury photography that doesn't just stay stationary, but animates the viewer into a breathtaking experience.
For each ad, we created a separate ad that highlighted the beauty and intrigue of each destination, becoming an immersive experience. Viewers take part in a romantic getaway in the hills of New Zealand, and become captivated by the rolling vineyards of Sonoma.
#NewWaytoTea was the social integration of the Iced Tea Concentrates campaign. The focus for social media was to generate conversation around how each user enjoys the tea concentrates. The goal was to create interest in order to increase social media visibility.
We initiated the conversation by asking our audience about their favorite place to cool down with Tazo. From the comments, we choose one to create a related cinemagraph, and provided them with a coupon. We continued the conversation with new questions and resulting cinemagraphs every other week.
To see more integrations of the Tazo Iced Tea Campaign, stop over at the Tazo Site Design and Iced Tea Recipes sections.
Check out the experience at facebook.com/tazo
Like many other companies in recent past, Kellogg's has started a new business initiative as a venture capital fund. The primary goal of this fund is to find innovations that can eventually lead to top-line growth for Kellogg's.
We partnered with the emerging Kellogg’s team in an effort to deliver a unique and evolving digital experience enabling new startup firms the information and tools necessary to submit ideas with growth potential for venture capital funds.
Our task was to introduce Kellogg's Venture Capital, by creating its brand identity, drive ideas targeting audience engagement and support the business objective with fresh and compelling creative, copy and content.
The site can be viewed at www.1894capital.com
The Stryker Customer Portal App, otherwise known as the Pressure Ulcer Prevalence Audit (PUPA), is a web app survey developed for hospitals to provide opportunities for change in clinical practice.
Rather than a 3-day process, the PUPA web app easily and effectively audits information with one touch, to better comply with current prevention and treatment protocols.
The app was designed to be as simple and easy to use as possible to prevent user error, as well as stay on-brand in its look and feel.
To view PUPA, check out the info at patientcare.stryker.com/en/pressure-ulcer-prevalence-audit
Sometimes in order to change the conversation, a brand needs to first accept that they haven’t been the loudest voice.
When the Pampers brand decided to tackle the industry giant Huggies on their own turf, they knew they had to be daring. So when they challenged the well known Pull-Ups tagline, ‘I’m a big kid now,’ it came down to changing strategies.
As can be seen in the video we developed for the Pampers Amazon brand page, Pampers pulled the conversation away from the training moment to the end goal. Focusing on the ultimate achievement for the child- wearing underwear- was a bold move. They began challenging children to move past the very product Pampers is selling, in a move that may seem counterintuitive, but has changed the conversation altogether.
When it came to the Pampers Amazon brand page, we focused on keeping the hectic schedule of parents in mind. We made the product lineup easy to navigate to help customers find what they need quickly, while keeping within Amazon’s restrictions.
Kellogg's partnered with Crayola to showcase their participating cereal and snack brands, just for Kroger, in a back-to-school promotional campaign on social media.
The idea was to create fun videos using school supplies (Crayola branded) with Kellogg's participating cereals and snacks. We focused on breakfast, lunch, and snack times.
When Frosted Flakes undertook the uphill task of refreshing their brand image, they wanted a site to match. Rather than relying on their sports-centric foundations, the Frosted Flakes brand team decided to reinvent Tony as a mentor and friend to kids, helping teach them the value of adventure by actively becoming part of the picture.
With such an adjustment from previous advertising, we tackled the change from teammate to a family member by highlighting the evolution of Tony’s signature saying front and center. The time old ‘They’re GR-R-REAT!’ evolved into ‘Let your GR-R-REAT out!’ overlaying a snapshot of Tony experiencing a rollercoaster freefall along with the family. This theme is mirrored in the rest of the site and videos, with Tony becoming part of the conversation of what it means to be ‘Great.’
Check out the full experience at FrostedFlakes.com
Shop Your Way is a subsidiary of Sears that allows users to earn points and find deals in a variety of shopping areas. For the Holiday and Winter seasons, we were challenged with revising landing pages and site content to reflect the current campaign.
For the Holiday campaign, we came up with the idea of Dr. Peter Calhoun, ambassador of Holiday Merriment. He would provide tips and promote Shop Your Way using dry humor related to the holiday season. We created videos every other week, and revamped the homepage to reflect the campaign.
For the Winter campaign, we focused on the ‘year of you’- what type of year you wanted to have. For example, the ‘year of the softer you’ or the ‘year of the culinary you.’ We provided advice and linked to different products that would reflect that sensibility.
Logo design and style guide for Kellogg's Venture Capital initiative "Eighteen94 Capital".
Check out the full experience at www.1894capital.com
To create more awareness of Kellogg's Frosted Flakes brand, we developed a series of beautifully designed online evergreen ad campaigns for the year 2016. These units drove a high volume of interaction and click-thru rate by standing out and attracting attention on sites like Cartoon Network and Nickelodeon.
For the past 10 years, Tazo has collaborated with Mercy Corp to facilitate economic growth and stability in the communities and produce their ingredient as part of their CSR (Corporate Social Responsibility) efforts. They did so under the radar, but felt that it was time to dedicate part of their online experience to their work.
In their non-profit projects, they focus on three things: healthier communities, youth empowerment, and economic opportunities. When approaching the site, they wanted to increase awareness on those goals, and include personal stories of how lives were improved with Tazo and Mercy Corp.
Check out the page at tazo.com/responsibility
United Way is a national non-profit made up of regional organizations that help raise funding for community projects. They asked us to approach their yearly campaign with a different sensibility, by creating something memorable and out of the box. We wanted to keep their continued aesthetics, but provide them with a campaign that would make people stop and think. We also needed to highlight how one non-profit is able to affect many different areas by supporting a variety of projects in different arenas, including income, education and health.
Focusing on their dialogue of ‘changing the story,’ we created a campaign focused on how United Way changes people’s lives for the better.
We visually represented the before and after in the cover of the annual report and posters by splitting the photography down the middle, showing the before and after of United Way services. For example, for education we showed an elementary school age boy unable to read on the left side, and finding a love for reading on the right.
We were also challenged to find a way to show the statistics for the changes United Way implemented through info-graphics. We tackled this challenge by creating a visually interesting chart that catalogued the issues united Way identified, how it affected change, and how people can become involved through giving,advocating and volunteering.
As another activation of the Iced Tea Concentrates campaign, we created a “recipe book” that could be used on the Tazo website and social spaces, highlighting the different ways the concentrates could be used to create new, exotic flavors.
We directed the photography for each shot, making sure it stayed on-brand. We approached it wanting each piece to be crisp and mouth-watering, letting the natural colors of the drinks entice viewers to click for more. These shots were posted on Pinterest in a dedicated Iced Tea Recipes section.
To see more integrations of the Tazo Iced Tea Campaign, stop over at the Tazo Site Design and #NewWaytoTea sections.
We created an integrated marketing campaign for Krave Canada that explored some of the most popular teen thrills in very a fun way. We compared these bigger thrills with the thrill teens get from eating Krave to deliver on the “chocolatey excitement” that this cereal has to offer.
For Experiential, we engaged teens to tell us which thrill they want us to deconstruct next. The selected teen got to participate in the thrill that Krave Cereal had to offer and we captured their experience.
For Digital, we engaged a YouTube influencer to connect with the teens, which helped drive awareness, scale, and relevancy. We released the videos weekly and as a result, Krave Thrills became a huge success.
For Social, we created hype about the experience that Krave Thrills offered by showing highlights/clips. We also invited discussions on which thrill we should look at next by engaging users on social media platforms.
Cottonelle had long used the golden Labrador puppy as their spokesperson--so when they re-launched their packaging without it, they need a site that catered to their new, modern aesthetic. Our challenge became initiating the conversation on something new to them: responsive websites.
When the Cottonelle site launched in 2013, it became the first Kimberly Clark site to be designed responsively. Not only was it a true responsive site, but it integrated their social content from all of their respective platforms, such as Instagram, tumblr, Twitter, Facebook, Youtube, and even Pinterest.
It also launched the new brand spokesperson for Cottonelle. Cherry, who hailed from across the pond, became the tongue-in-cheek brand ambassador. This entailed creating a site that could easily incorporate her content without a significant re-design.
Check out the full experience at Cottonelle.com
Ford wanted to create an interactive brand experience studio for their customers. It was not a store or a dealer— the vision was to design a place for participation and creativity where people have fun while engaging in a conversation about the future of transportation.
Ford Hubs’ objective was to shift consumer perspective from Ford as a car company to a visionary technology company and holistic mobility company.
While working on Ford Hub, our challenge was how to keep our visitors engaged so they have a great brand experience without overwhelming them.
The Know Your Numbers campaign was designed to help open up a dialogue in the workplace that reinforces the importance of wise health and lifestyle choices.
For this campaign we created a website, print ads and ran standard and rich online media.
The Customer Relationship Marketing (CRM) efforts of Kimberly Clark focused on four main brands: Kleenex, Viva, Scott, and Cottonelle. We wanted to create a system that allowed us to cross-promote content between brands, while keeping the branding for each segment intact.
We came up with a way to use responsively designed module content that can be used between different brand emails. For each send, we would utilize content from their respective social medial channels, and interconnect them through the module layout. The result was a system that was branded, but flexible.
Every campaign has a media buy for Online Advertisements (OLA), the purpose of which is to create awareness of the product and increase click-through for the website. Throughout the years, I’ve designed and built many different OLA. These are just a few highlights.
The Rice Krispies unit was created entirely in Adobe Flash, and includes a clickable interactive element to increase visibility. On rollover, users are encouraged to ‘find the Rice Krispies treat bar’ as a lower calorie alternative to some other snacks. It was not only a fun way to increase awareness of the product, but educated the user about the amount of calories in each treat.
The Share Your Breakfast OLA was part of a yearly campaign focused on increasing awareness of Kellogg’s Corporate Social Responsibility (CSR) efforts to share 1 million breakfasts across the country. The call to action calls for viewers to ‘Share Your Breakfast Now’, and clicks through to the site.
The final OLA shown is for the Clean Care product line, introducing the ‘Clean Care Routine’, which includes the Clean Care toilet paper and Fresh Care Flushable Cleansing Cloths. The unit is simple, using the brand blues to accent the packaging and encouraging viewers to click to view more.
When we began concepting for The Great Debate, a campaign centered on whether users should roll over or under, we came up with the idea of asking those who work closely with toilet paper, such as a cleaning lady, to weigh it via video. We then allowed users to vote online in the debate, with additional activations on Facebook and Twitter.
The Cottonelle Roll Poll attracted 2.2 million downloads and 3,800 daily social-media interactions, a huge success for a traditionally low-involvement category. By keeping it fun and tongue-in-cheek, we were able to create a buzz that later became an award-winning campaign.
Huggies Little Movers was a well-received interactive experience focused on what babies are really saying.
On the site, users were able to browse through the humorous things the babies were divulging. On Facebook and online ads, users were able to finish the dialogue. The best content was pulled into the site for other users to see.
Froot Loops has always posed a bit of a challenge, as it's geared towards an age group that can't be marketed to in the traditional ways. Rather than focusing on the food, when we approached Froot Loops, we focus on the experience.
The Flash site that we designed, maintained and updated for many years was filled with games, online and offline activities, and comics. It's goal was to be interactive and fun, and keep kids coming back for new experiences.
We created a Passport and Stamp system to encourage the kids to continue playing new games as they came out. Each new campaign included new interactive elements that they would then get more stamps for.
