Versatile Art Director/Designer who takes charge of all facets of a project from concept to delivery, interacts with clients and vendors, and does it all on target, on time and on budget. My process is to:
I would welcome the opportunity to collaborate with you!
Rebranding Visual systems Art Director, Designer
I was contracted by the VP of Creative & Communications to design and produce rebranding of visual systems of four departments at Prudential Investments:
• Day One Funds (2018) • UCITS (2016) • Mutual Funds (2012) • Wealth Management Solutions (2011)
I came up with the concepts, photography research and selection, new or updated color palettes, layout, templates and brand style guides. As part of my research, I prepared organizational charts of existing marketing collateral.
The rebranding included interim websites, capabilities brochures, pitchbooks and presentations, factsheets, white papers, sales guides, infographics, shareholders communications and bio sheets. I also developed photo libraries.
In each case, the rebranding introduced a new visual system for the department that was unique yet worked as part of the overall Prudential corporate brand.
Branding, Identity UX, UI, Visual & Web Designer Art Director, Designer Facebook & LinkedIn Page Manager Content Manager
COHME provides high-quality home care to clients in New York’s five boroughs. It is a non-profit agency that provides extra support to its home health aides so that they, in turn, will provide superior care to clients. Based on user research, I developed the concept and execution of a new visual brand that projects high quality and positive energy, including: logo, web site, ad campaign, intake folder, capabilities brochure, stationery, fair booth, banner stand, table throw and swag.
Objective:Develop new branding that showcases how COHME’s unique model of home care provides clients with care of the highest standard and enriches their lives.
Process: I designed a logo that suggests 24-hour care and customized matching of aides and clients by overlapping hands with a “day-color” and “night-color.” The website and print collateral extend the upbeat look and feel.
Upshot:Employees and Board members were energized to work even harder by the bright and hopeful graphics. Clients’ and new home health aides’ interest showed an uptick.
(top down) • Logo • Folder • Color Palette • Web Site • Capabilities Brochure • Office Signage • Environment
New client s and prospects folder
Cohme brand palette
Recruiting fair environment
Technology / Sustainability
Branding, Identity Print collateral Environment Art Director, Designer
I led branding efforts for this innovative company that designs and produces award-winning cooling technology that dramatically reduces energy and water consumption by data centers.
Objective:Promote the company’s products at a time when only one datacenter (Telus of Canada) deloyed them in the real world.
Process:For theDataCenter Dynamics (DCD) tradeshow in Singapore, I had three months to create, design, produce and supervise various vendors for: The Inertech booth, table, bannerstand, 30-slide animated movie loop, PowerPoint presentation, 12-page capabilities brochure and USB give-away preloaded with a PDF of the brochure.
Using the hexagon motif of the logo and developing a cool color palette that reflected Inertech’s cooling technology, I developed infographics that gave simplified expression to the complex concepts behind Inertech’s products, and highlighted their value in bold and beautiful visuals.
Upshot:The marketing materials helped explain the technology and lend legitimacy to a company who’s products existed mostly in the lab at that point.
(top down) • Factsheet, Infographic • Environment • Color Palette • Interactive PDF • Brochure • Powerpoint
Case study; Infographic
Trade show environment
Inertech brand palette
BACHARACH LEADERSHIP GROUP
Consulting / Training
Business Branding, Identity Development Interactive Experience UX, UI, Visual & Web Designer Art Director, Designer Content Editing
The Bacharach Leadership Group (BLG) collaborates with Fortune 500 and technology companies, non-profits and academic institutions to provide pragmatic leadership training to employees at all levels of the organization.
I developed a branding and visual system that reflects the dynamic and forward-moving nature of the BLG training.
The visual identity, applied across brochures, workbooks, presentations, white papers, conference materials and the BLG website, helped to establish BLG as a go-to training consultancy for organizations such as Cisco, Sungard, Warner Music, Cornell University and others.
(top down) • Brochure • Folder/Sales Kit • Interactive PDF • Workbook • Web Site • Stationery • Brochure
Sales folder and inserts
DIGITAL (Sketch, Social)
Digital / Social
Concepts Interactive Experience Art Director, Visual Designer
App case study: Met & Me (work-in-progress) For this app idea, I: 1. Conducted user interviews, 2. Compiled personas and scenarios, 3. Put together a synthesis of 1. + 2., 4. Plotted user journey & empathy maps, 5. Built Sketch lo-fi wireframes, 6. Designed some of the UI and visuals, and 7. Conducted usability testing.
Social Media Graphics
Objective: Use social media to increase audience awareness of and engagement with various organizations and their mission.
Process:I curated and created images, and designed these one-of-a-kind social media visuals using Adobe Illustrator and Photoshop.
Upshot:The beautiful, meaningful posts were liked and shared extensively on Facebook and Pinterest.
(top down) App case study: • User Interviews’ Synthesis • User Journey Map • Sketch Wireframes • UI/Visual design-in-progress
Social Media Graphics: • Quotes
User interviews’ synthesis
User journey map
Social media posts graphics
UBS FINANCIAL SERVICES
Rebranding Visual systems Art Director, Senior Designer
As part of marketing efforts to wealth management clients, I led the concept development and design for numerous projects to support field offices and individual (retail) and institutional client relationships.
I collaborated with team members to execute work that is exciting, sophisticated and on target with regard to key messaging, schedule and attention to detail, including banners, brochures, posters, kits, logos, postcards, invitations and direct mail campaigns for external and internal clients in the products & services, local marketing and corporate silos.
Upshot: • Wealth Planning at UBS flagship client brochure: FAs ordered 17,000 copies in the first six months of publication. The brochure highlights the 360,° holistic nature of UBS’ wealth planning services. The imagery hints at the possibilities available to those with well-managed wealth. I combined black & white and color photos to create a scrapbook-like feeling and add emotional depth.
• Mastercard-to-Amex direct mail campaign: Spotlighted at a senior management meeting hosted by American Express’ Head of Global Network Services.
• UBS India Service Center: Developed training program and materials for offshore production studio, conducted the training and evaluated employees’ performance.
(top down) • Flagship Brochure • Mood Board & Brochure • Brochure • Direct Mail • Brochure • Brochure • Video Shoot
Mood board; Client-facing brochure
Client-facing direct mail brochures
Employee benefits brochure
Executive interview video shoot
Brand Development Content Editing Interactive Experience Art Director, Designer
The Nimrod Freed/Tami Dance Company performs a remarkable blend of dance, live music and theatre all over the world.
Objective:Create marketing materials that reflect the company’s in-your-face, sensual and vibrant style.
Process: I used bold typography and colors, and alternated photography and color blocks to create pulsating energy and movement.
Upshot:The kiosk, placed at the 2014 DanceX fair in Guangzhou, China, attracted a lot of attention for prospective engagements in China and elsewhere.
Business & Brand Identity Development Art Director, Designer
For each logo project, I follow the same process:
• Discuss positioning and inspirations with stakeholders in the organization • Research and execute a comparative analysis of logos for similar organizations • Assemble mood boards that reflect conceptual directions • Provide 3+ design options • Incorporate feedback and finalize the logo
WDII For WDII (Real estate investments), I created multiple options that allude to large-scale, luxury buildings, from pure icons to logos that relied on typography. The color choices pay homage to the client’s Chinese heritage.
Ambrose Ambrose, a leading provider of HR solutions, needed a logo refresh that would be based on its existing lighthouse motif. I offered visually-abstracted solutions that positioned Ambrose as a leader in that space.
COHME My design concepts highlighted the dedicated and compassionate care provided by COHME’s home health aides. The 24/7 service coverage is expressed as two semicircles chasing one another, and the customized matching between clients and aides, as overlapping hands.
(Left-to-Right) 1. National campaign 2. Fintech 3. Educational non-profit 4-5. Financial services 6. Small satellite organization 7. Community center 8. Movement studio 9. Non-profit conference 10. Legal software 11-12. Financial services 13. Non-profit 14. Indian music festival 15. TV soap opera
Logo designs for a variety of clients
FRIENDS OF YAD SARAH
Health Care, Non-profit
Branding, Identity UX, UI, Visual & Web Designer Art Director, Designer Facebook Page Manager Content Manager
Yad Sarah, a UN-certified NGO, provides free health and home care services to 420,000+ people in Israel every year. For 10 years, I worked closely with the Executive Director of the American fund-raising division to help expand awareness of the organization in the U.S.
Selected highlights include:
• Developed concept, copy and design for an ad campaign that ran in numerous publications over seven years. For this “Story Ad Campaign”, I came up with a tag line structure that acted as brand drivers: “How do [Yad Sarah clients] overcome their health predicament? With the help of Yad Sarah.” Upshot:Many donations were made in direct response to this campaign.
• Created IA/UX/UI, curated, wrote and edited content, and designed the visuals for the Friends of Yad Sarah web site Upshot:A donor sent this message: “My brother lives in Israel and we asked him to recommend an organization. He suggested Friends of Yad Sarah and one other organization. Your website made the decision easy.”
• Page manager on Facebook and Pinterest: Curated content, created post graphics, scheduled posts and managed the community. Upshot:Page "Likes” grew by 30% during that year.
(top down) • Web Site • Event Logo, T-shirts • Color Palette • Story Ad Campaign • Event Posters and postcards • Print (Brochure, Inserts) • Online Shop Images
Interim logo; T-shirt
Ad campaign; postcards
Brochure; Direct mail inserts
Design and produce landing pages, e-mail invites, web banners, infographics, direct mail, white papers, brochures and tradeshow graphics, within TIAA’s bold and vibrant brand guidelines.
(top down) • Powerpoint Presentation • White Paper • Report • Web Banner • Landing Page & E-mail
Landing page; E-mail
LUCY MANDELSTAM MEMOIRS
History / Personal
UX, UI, Visual & Web Designer Content Editing Interactive Experience
The website tells the story of Lucy Mandelstam, a 93-year old Holocaust survivor who maintains a lust for life despite having lived through such darkness. Hers is not only a compelling personal journey, but is also part of a larger story that needs to be told and re-told.
Objective:Create a site that pays tribute to both Ms. Mandelstam’s tragic losses and her undefeated spirit.
Process:I selected colors that speak of nostalgia and elegance, but also of spunk and spark. For a content-rich user experience, the memoir and other stories written by Lucy can be downloaded or read – enlarged – within the site. The photos can be accessed via several user interface methods.
Upshot:A number of public institutions have posted links to Lucy’s site on their sites. And another strong voice has been added to the fight against Holocaust denial.
Designed, produced and assisted in curating this 400-page art book. The book features Salomon Illouz’s artistic output form 1980 – 2016, including paintings, prints, collages and artist books.
I developed a distinct typographical treatment that adds elegance and functionality to the book without competing with the art. I varied the size and placement of the artwork to create unexpected compositions that keep the pages turning.
(top down) • Front Cover • Interior layouts • Back Cover