I designed the racing advertising campaigns (2012-2015) which included the inaugural Formula 1 event at Circuit of The Americas, the first purpose-built racing, $400 million world-class sports and entertainment complex, concert and entertainment facility in North America. More than 265,000 fans from 70 countries attended, and over 15 million people around the globe watched on T.V. In addition I also art directed the following events:
X-Games Formula 1® V8 Supercars Intercontinental Le Mans MotoGP Grand-Am Road Racing U.S. Vintage Racing National Championship
Winner of the coveted Sports Event of the Year award at the 2013 Sports Business Journal/Daily Business Awards
This company has since rebranded from Algebraix (ALX) to Permission.io since I have completed work for them but am leaving the original context to showcase my work:
Algebraix is a data management system developer and the creator of the ALX mobile data vault, a tokenized data distribution platform that rewards users for the permissioned use of their personal information and online behavior data. Our mission was to drive the mass adoption of Bitcoin and that by earning bitcoin (rather than buying it) is the easiest way for millions of people to join the crypto economy.
The last photo shows a sample of 'personas' I build. My main initial goal was to try to discover what a primary, or typical user might be for a cryptocurrency app, and the reasons why they might want to use it. I started by downloading other similar apps and combed through their app reviews for quality user feedback and began to group similar data together.
I joined several crypto communities on slack to understand the users and the industry in general, and I got some very useful insights into users pain points and what people are looking for. I began creating personas and user stories. I used these to begin to understand users goals and motivations in context, and gain insight so I could translate these into key points I wanted to address in the app. I also discovered potential new features that I might want to further explore, and potential opportunities for engagement.
As the Director of Marketing, my responsibility was to take product concepts to production in collaboration with our CEO and engineering team. I’ve helped ship multiple iterations of our website, mobile app, web app, marketing, presentation material, and even industrial design and packaging. As a fast growing startup, we move very quickly, and an important part my job is to ensure that we maintain a consistent identity and experience across all our products.
At IBM, I work on a team called the America's Deal Squad [ADS]. The ADS is a multi-disciplinary team specifically designed to work with IBM Account teams to simplify and close deals to speed results using the Revenue Storm sales methodology. I work within the IBM sales engagement community to facilitate, design and deliver original messages, branding and information structures that add pivotal value during client engagements.
My role is a multi-layered one and requires an understanding of the elements needed to win in complex engagements and then generate successful, dynamic responses to complex information challenges. I listen and quickly and effectively grasp complex IBM technical solutions and offer advice on content strategies that best shape these solutions into effective deliverables, ranging from printed collateral, to online and multimedia. I also mentor and coach other designers in the team, supervising across projects, providing guidance and knowledge sharing across the design discipline.
I have worked at Dell twice in my career. The first opportunity, I was part of a freelance design team of four, way before Dell Blue came into being in 2013 after they established the company’s first real brand identity guidelines. This set of visual rules touched on things like typeface (an all-business customization of Museo Sans), color palette (a non-Pantone placid blue, highlighted by white and grey), how to approach the logo (never crop the wordmark!), and the best way to use photography.
It’s the job of my small team, which worked out of the company’s Round Rock campus near Austin, to implement these guidelines in its visual storytelling. I handled almost all of the company’s creative and marketing with the exception of one-off projects and broadcast advertisements (they farm those out to partner agencies). I was responsible for everything from packaging to website interfaces, to print advertisements, and beyond.
The second opportunity came towards the end of 2017 in the role of Executive Communications Senior Consultant which involved me leading the overall Executive Communications for the President of Dell EMC. In addition, I owned development of priority narratives/messaging to ensure effective internal/external storytelling and contributed to a world-class communications function.
Ah, the joy and frustration of being in-house comes down to the fact that all of the work is essentially for one client. That’s the tradeoff for coming in-house, you have relatively narrow guardrails in terms of how you can create for one brand. Though, it’s not quite as homogeneous as it might appear.
I was a contractor on a tight-knit team backed by the support of a global agency. As an Interactive Designer (Contract), I created simple, powerful answers to our clients’ business challenges. I was vital member assisting on both client and internal projects. I worked closely with an Art Director, Copywriter, User Experience Designer, Animator and other members of the team, as the Interactive Designer designs for a variety of platforms from concept through completion. Lastly, I managed and prioritized within timelines for project milestones and took personal responsibility for on-time deliverables and expertly crafted design that adhered to client equity and standards.
Beginning in 2014, I led the design campaign bid for Austin to be the official home of the Global X Games. There was a list of more than 20 applicants which was whittled to four finalists, each hoping to replace 11-year host city Los Angeles and stage the games from 2014 to 2016. Runners-up included Chicago, Detroit, and Charlotte, North Carolina. “Ultimately, the combination of resources, support and fit brought us them to Austin and I couldn’t be happier to bring this event to life.
I handled design direction, for both merch and promotional materials. My job was to bring fans an enhanced sport, music, gaming and festival campaign. The multi-year's event featured Grammy-nominated hip hop superstar, Nicki Minaj, and Metallica as one of the headliners performing on the new Super Stage. This particular X-Games was also special because it featured the new disciplines of Moto X Quarterpipe and Skateboard and BMX Big Air Doubles. X Games kicked off with Moto X Step Up in front of the capitol building in downtown Austin.
I was contracted as lead visual designer during LiveOps Clouds' rebrand. The corporate rebrand comes as Serenova completes a nearly year-long separation from its former parent company, LiveOps Inc., to focus exclusively on delivering software that connects data, people, and brands for more meaningful interactions, insights, and outcomes.
I was responsible for designing and delivering a stellar experience and interactions for complex problems around virtualization and cloud management at large scale.
TD Ameritrade Institutional is a leading brokerage and custody services platform for Registered Investment Advisors (RIAs)—today’s fastest growing financial advising model. It provides advanced technology and 1:1 personal support for investment advisors focused on growing their business in the independent RIA model.
TD Ameritrade turned to Bulldog, which turned to me, to build a new kind of program into its marketing efforts—focused on starting real, action-oriented conversations with both of its prospect audiences. The two-pronged campaign is centered on customer storytelling, showcasing the real experiences of successful advisors and their best advice for success. Anchored by a series of personal video profiles that provide an authentic, open and human tone that’s new to the financial advising space, the series is broken into chapters that address specific pain points. The campaign hub also features tools and resources to build advisor confidence and inspire action.
See both sides of the campaign:
Breakaway Brokers (BABs): As current employees of big financial institutions, BABs face a difficult uphill battle to work in the independent RIA model. They need guidance and support to overcome the legal challenges, client retention worries and startup costs of going independent.
Existing RIAs: As independent business owners, RIAs build their firms on their own terms. But they also face the challenges of business ownership—time, resources, technology and customer service. They need the right custodial partner and a network of peer support to experience next-level success.
In addition to this project highlight, during my time here, I established art direction and design for a variety of digital and interactive marketing deliverables, including emails, landing pages, websites, banner ads, social media, webinars, case studies, infographics and videos. In addition, I attended and participated in defining kickoff meetings and creative brainstorm sessions while providing rationale to clients and internal stakeholders around design approach.
Zenoss is the global leader in hybrid IT monitoring and analytics software. They monitor 1.2 million devices and 17 billion data points a day and more than 60 million data points every 5 minutes. My job was to provide unified monitoring and IT analytics solutions to Global 1,000 enterprises and service providers. In addition, I was responsible for all aspects of go-to-market-strategy, demand gen, & branding.
Lastly, I art directed and designed all assets for GalaxZ 15, the inaugural Zenoss User Conference, which celebrates Zenoss users, giving them access to more tools, content, connections, and technical education – all packed into a 3-day, super-concentrated, high-energy event at the W Hotel in Austin, TX. Special guests included keynote speakers Dr. Michio Kaku, Theoretical Physicist, and New York Times Best-selling Author with over 2 million Facebook fans. He is one of the world’s most widely recognized figures in the field of science.