TC

BOT™ Branded Collateral

Client: BOT™ (Books on Tape)

Project: I was part of a design team assembled from different disciplines to rebrand Books on Tape™. This encompassed a redesign of the logo, website, audiobook packaging, internal communications, marketing and sales collateral, and advertising.

Catalog

Capabilities brochure

Ad series

Living Language Branded Advertising & Sales Collateral

Client: Living Language

Project: Print and online ads, sales collateral, social media, event space, and street marketing for a language learning product comprised of books, apps, and a website.

Capitalizing on the popularity of food trucks in NYC, I worked with the Publicity team to create a game called "Say It Right to Get a Bite" in which participants had to order their food item in either German, Italian, French, or Spanish. While waiting on line they were given mini-language lessons and postcards with the menu items to study. Street teams also demonstrated Living Language products on iPads. Free product and gift certificates to restaurants completed the successful two-day launch of the LL Platinum edition.

Role: Creative direction, art direction, design, and illustrations for the truck wrap and promotional materials

Long lines awaited the food truck in midtown and Union Square during the two-day promotion.

Transform Your Commute Campaign

Client: Penguin Random House Audio

APA (Audio Publishers Association) 2018 Winner, Excellence in Marketing

Project: This NYC/NJ outdoor advertising and digital campaign targeted commuters in some of the busiest public transportation systems in the world. "Transform Your Commute" enticed anxious commuters to mentally escape from their hectic surroundings by listening to audiobooks in one of four genres—adventure, self-help, romance, and comedy.

Audiobook Holiday Campaign

Client: Penguin Random House Audio

Project: Commuters are the largest segment of audiobook listeners (followed by those listening at home according to a recent APA report). These NJT and LIRR outdoor, print, and digital ads promoted audiobooks to travelers and commuters during the holiday season.

Summer Blockbuster Audiobook Ads

Client: Penguin Random House Audio

Project: Advertising in the Wall Street Journal promoting hands-free “reading” and summer blockbuster titles.

Press Play Ads

Client: Penguin Random House Audio

Project: Digital and print ads

Audiobooks & Multi-tasking

Client: Random House Audio

Project: It has been reported that many audbiobook listeners multi-task while listening. These icons largely represent some of those activities, or suggested ones, and were used in a print and digital campaign including marketing collateral.

Audiobooks and Gardening Promotion

Client: Penguin Random House Audio

Project: Booklet promoting listening to audiobooks while gardening. This was part of a larger campaign of "Listening while you....travel, exercise, knit, cook" and was given to attendees at a gardening trade show.

Heard Any Good Book Lately Campaign

Client: Random House Audio

Project: OOH, print and digital advertising. This 2010 campaign was the forerunner for similar campaigns in the audiobook industry at large. It was the first to put forth the concept of portraying the listeners’ imaginations using a continuous line drawing.

Discover Audiobooks Microsite & Ads

Client: Random House Audio

Project: A digital campaign targeting consumers who are continually looking to streamline their lives through smart tools and multi-tasking.

Online ads

Twisted Hearts Website

Project: Website for General Assembly FEWD

Skills: Visual design, copywriting, and basic coding (HTML, jquery)

The goal of this project was to further explore basic coding including simple jquery inclusion.

Concept: Given the task of creating an online dating website, I decided to promote books in a humorous way by using characters from dark works such as Girl with the Dragon Tattoo as users looking to find their "dark hearts' match".

Recipe Swap: UXD & Visual Design

Project: App for General Assembly UXD

Skills: UX Research, Wireframes, UI Design, Prototyping, Visual Design, User Testing

The concept for this app started with a desire to preserve family recipes and a need to make the process of sharing and storing that information more efficient.

Conducted qualitative interviews and surveys with people of varying culinary ability

Synthesized interview results into categories that would later define the main functions of the app

Summary of the main objectives of the app

Detailed personas defining the main users

Analysis of competing apps, specifically the features that were relevant to the needs of users, as well as other practical functions that might serve secondary objectives. Social media apps were also examined separately for messaging functionality and user-curated collections and feeds.

Defining the main three user flows

Diagram of user flow no. 1 (viewing a recipe in your feed; adding it to your recipe book; and editing it). The corresponding wireframes with highlighted actions are below.

Prototype. 1. Main screen with user's feed composed of recipes posted to the app by friends. 2. View of user's recipe book with recipes from feed or user's own recipes. Filtering feature shown. 3. View of recipe in editing mode. All text and images can be edited.

User testing revealed that users preferred to also keep the original recipe which resulted in a toggle to either view the original recipe or the edited one in a later iteration of the prototype. User testing also resulted in a redesign of the icon used to drag and re-order the ingredients in the list. This resulted in a clearer understanding of its function.

4. Screen showing the ability to add photos without recipes. Recipes may be added later. 5. Screens showing the messaging feature. Having this contained within the app eliminates cooking instructions being lost in external texts, emails, and other generalized social media apps. 6. Grocery list feature, adding to the time-saving measures needed by our users.

The Princeton Review Presentation Deck

Client: The Princeton Review

Project: Design and illustrations for a presentation deck

Audiobook Industry Buzz Infographic

Client: Penguin Random House Audio

Project: Infographics for presentation deck

Where Do American Travelers Want to Go? Infographics

Client: Fodor's Travel

Project: Infographics for sales presentation and blog post

After initial drafts which relied heavily on illustrations and non-traditional designs to present the data, the client and I decided to make the information as readily comprehensible as possible which better suited the quick reading pace of viewers. I focused on legible typography, and I used simple but effective graphics at a bare minimum to illustrate the data and provide visual breaks.

Stay Connected with Fodor’s Print Ad

Client: Fodor's Travel

Project: Program ad for Fodor's annual 100 Hotels Award Ceremony.

What’s in Your Carry-On Campaign

Client: Fodor's Travel

Project: Airport advertising and digital ad campaign promoting Fodor's guidebooks as an essential item to bring on your flight. While actual airport scans are not entirely one color, these were made monochromatic in shades of Fodor's blue against a dark backdrop. This greatly increased the contrast between the guidebook and the other contents of the suitcase. Shown next to a traveler's checklist, this stylized treatment made the ads immediately eye-catching, clear, and understandable even to harried travelers rushing by.

What's in Your Carry-On Subway Ads

Client: Fodor's Travel

Project: Continuing with the "What's in Your Carry-On?" ad campaign, a full-color version was created for subway car ad takeovers in NYC. Fodor's has a reputation for catering to an older and more affluent demographic. This carefree and energetic ad series centered around Marketing's goal to appeal to a broader consumer base including younger generations and a wider socioeconomic class.

Cocktails Website

Project: Website for General Assembly FEWD

Skills: Visual design, illustrations, and partial coding for presentation

Concept: A website offering a brief history of drinks by decade of origin. It also serves as a recipe resource with the ability to create custom cocktail menus and automated ingredient lists. This would also be available as an app.

1920s page

Page showing all drinks with the ability to be sorted by liquor. Mouse-over reveals a quick view of the ingredients. Hitting the plus icon beneath a drink adds it to a custom menu or grouping for later reference. An ingredient list can be generated from the custom menu pages.

I created minimalist illustrations for a more contemporary feel and optimal scalability.

STEAM Logo Design

Client: BOT™ Listening Library

Project: Original logo I designed for print ads and sell sheets promoting YA (Young Adult) audiobooks in the disciplines of S.T.E.A.M. Each letter respectively symbolizes science, technology, engineering, art, and math. Each letter was also used alone to categorize the audiobooks.

Audie Awards® Program

Client: APA (Audio Publishers Association)

Project: As part of a committee of publishing professionals, I worked with Marketing and Publicity to create the graphics and program booklet for the APA's annual audiobook awards gala.

It was to be held at the New-York Historical Society that year which inspired me to draw from motifs in the decorative arts and to depart from the ubiquitous audiobook-themed graphics of past Audies galas. This resulted in a refreshed look that celebrated the pomp of the event and mirrored the stateliness of the venue.