In order to ensure a cohesive brand experience across all digital channels, I was asked to create leapfrog.com style guides. These style guides were used domestically and internationally for any site assets, social media, emails or other digital collateral created for leapfrog.com. 

The 2014 holiday style guide was used specifically during the holiday season, but it purposefully shares a lot of similarities with the general brand style guide that I created.

In addition to creating the actual guides, I also created libraries of assets that could be used—design elements, buttons, backgrounds, illustrations, templates.

This was a really fun project to work on. In May 2015, as part of their rebranding, Nutrition Smart wanted some creative and unique business cards that reflected their new aesthetic. I was asked to come up with some ideas. Here's a few of my original concepts that were presented, then the revised concept, then the final version.

Role: concept, copywriting, design

Schoola is a startup in San Francisco, CA that is focused on helping schools across the U.S. raise much-needed funds. This is a selection of emails I designed for them in the fall/winter of 2014. 

Roles: concept, copywriting & editing, image selection, illustration, design, execution

Site assets, emails, landing pages and interstitials for the inventive and incredibly successful Kodak Gallery mobile app. The metrics below give just a glimpse into the success we achieved. App was available on iPhone, iPad and Android platforms.

Roles: concept, layout + design

MOBILE APP METRICS

Appquisition
Over 1 million app downloads

Ratings
4.5 star ratings on iPhone and Android

Rankings
Top 20 free photo app in App Store (iPhone)
Top 200 free app (all categories) in App Store – we’ve been in the top 50 at times too
Top 50 free photo app in Google Play
Top 5 free photo app in Amazon App Store
Context:There are over 600,000 apps and 5,000 free photo apps in the Apple App Store so those rankings are amazing.

Acquisition
25% of new members come from the app

Revenue & Orders from the App
1/3 of print to store orders come from the app
20% of total print orders come from the app
11% of print revenue

Engagement
App users visit the app 28% more often than the site (1.8 visits/visitor vs. 1.4 on the site)

This was a major product launch for LeapFrog in the fall of 2015. It was the first LeapFrog tablet to use an Android platform, and it had a lot of cool features that set it apart from other kids’ learning tablets. I was in charge of concepting for and designing all of the assets for this launch, which consisted of 2 phases: a sweeps phase (aka teaser phase), and the actual launch. The assets included site assets, social media images, emails, web banners, and a landing page which included scroll-triggered video.

Role: concept, design, production

Bald Head Island is a beautiful privately-owned, car-free island off the southeastern coast of North Carolina. I spent three years working with Bald Head Island Limited (the company in charge of the marketing and promotion of the island) on many projects, with the most important being their annual magazine, Haven, a collection of all things Bald Head. We produced the entire magazine from top to bottom, from the cover to the features to the ads. Only companies local to Bald Head Island were featured in the magazine, and when I began working on Haven, many had not been refreshed in several years. The challenge was to stay true to both the Bald Head brand, as well as the company brand, while making the content and imagery relevant and fresh from year to year. This is just a selection of the many Haven ads I designed over the years.

Roles: concept, layout + design, copy writing + editing, photography/image selection

The CRM team at Kodak Gallery took on the huge project in Q3 2011 of overhauling the design of their email trigger series. I was tasked with coming up with a new, fresh look and feel for the email series, and they had to be designed so updates could be made easily to later emails.

The first emails to be redesigned were part of the Welcome Trigger Series, with the purpose of giving new members information about the features of their account. They were sent to a segmented audience: members who opted to receive emails, members who opted-out, and members who joined through a partnership with Toys ‘R Us.

The refreshed design was then used for other trigger series, such as the SBA Trigger, which was sent to new members who signed up through their Kodak camera’s Share Button Application.

Roles: concept, illustration, image selection, design + layout

This is one of my favorite projects that I’ve worked on. I was tasked with coming up with a new concept for the zero conversion emails. These were being sent to customers in LeapFrog’s database who had never engaged with an email before, so this design had to be something that would finally get their attention and entice them to interact. The concept that I came up with ended up being the most successful email LeapFrog had ever sent and was repurposed for other email series (the welcome series, for example), with multiple versions. 

Role: concept, design, layout

This is a series of full-page ads I designed for Pet Supermarket for placement in national magazines.

Roles: concept, design, copywriting, image selection

What is there to say about web banners? You see them everywhere. They’re simple but effective, although it’s not always easy fitting mucho content into a tiny space. I’ve designed millions (or at least dozens) of web banners in my career… this is just a small selection of them. You get the idea.

Roles: concept, layout + design, copywriting, image selection

WAYFARER ON BALD HEAD ISLAND

Design of logo, brochure, ads, packaging, apparel and environmental elements for Wayfarer, a boutique located on Bald Head Island, NC. Ads appeared in 2009 and 2010 issues of Haven magazine.

Roles: concept, art direction, illustration, layout + design, image selection, copy editing

This is an element that was used in landing pages as a way to display several pieces of related information. The functionality was engineered by the developers at LeapFrog based on the wireframe shown. The expanding drawers were implemented on two product landing pages which can be viewed here and here. 

Role: wireframe, concept, design, production