Expertise is a seed-funded startup building a platform to help people hire local professionals. I was one of the first hires and responsible for brand strategy, user experience design, visual design, and front‑end development.
The primary goal of the brand positioning throughout the text and the images is for Expertise to come across as a trustworthy, established authority. With this in mind, I worked to define and champion our core company values: Connection, Integrity, Clarity, and Context.
Everything was designed from the ground up with scale in mind. I built and managed team of 35 freelance writers and designers, who following my processes and adhering to my style guides generated imagery and descriptions for >50,000 businesses across >2500 curated, high‑quality business directories.
This is an album cover for a retrospective compilation of tracks from Pitbull's early albums.
I began the design process by interviewing people at the label more familiar with his body of work, and discovered that he is known for a signature expression – a knowing smirk with slightly pursed lips. I was given access to an archive of past photoshoots and noticed the expression over and over again. I was inspired to make a parody of Andy Warhol's "Marilyn Monroe's Lips", and the same photo that I used for this ended up becoming the cover.
The silver coloring and metallic ink was used to emphasise the classic, cinematic, "larger than life" quality of Pitbull and his career. The typography was custom made and inspired by his early album covers and club flyers.
After I participated in the production of the award‑winning interactive documentary "Welcome to Pine Point" I noticed that there might be a reusable format: a series of digital spreads set to music and meant to be read in sequence. This is an interactive music video and proof of concept project.
In cinema, motion and sound have proven time and time again to combine in unexpected and powerful ways. This approach combines some of that power with the benefits of giving the viewer the option to remain on a spread to contemplate or to quickly skip ahead at the pace they desire, which lends itself to a certain kinesthetic immersion. The use of text frees up the visuals and the audio to be less literal and to form their own parallel lines of thought.
Code created for this project was also used in the project "Living Los Sures: 89 Steps". "Wall Cloud" received some attention at The Orchard and I was asked to spec out what it would cost to create these projects for album releases at scale.
In my role at The Orchard I identified ways to unify the organization's design language while working with the existing legacy systems.
The Orchard has it's roots in startup culture, so the design focus had always been on agility and features, at the expense of a heavy load of technical and design debt. I reverse engineered a consistent, flexible, modular design system and worked with a team of designers to implement it throughout a large legacy software system and multiple sub‑branded properties.
Air Mediaworks is a funding source for local public TV and Radio Stations to make interactive stories. I created a site to showcase the year's funded projects and lead in the potential visitors.
The overall idea of the map comes from one of their bold claims: the idea that when these projects all come together they can represent the American experience. I carved block prints of different sections of the US map, which then move independently on the site.