Main Street Pops Identity & Website
Tag: launch
Activu
Entering an exciting, new phase of product and industry leadership, Activu was eager to promote a new software release on their website. We developed new, succinct, energetic messaging, and completely rebuilt the focus of the company branding to focus on Activu’s core competencies and trustworthy record of solving big problems for their clients.
Messaging was streamlined, placing customer stories at the forefront of the discussion, highlighting benefits Activu delivers through their solutions. Product messaging was overhauled to enhance readability and market differentiation in Activu’s solution compared to the industry.
kite+key / Apple Store
Working with Rutgers and Apple to lead development of brand name, messaging, ID, integrated marketing, environmental design elements, apparel, and other brand applications for the first tech store on the Rutgers campus.
C6 Capital Branding
C6 required a brand to launch.
weCraft branding & UI/UX
WeCraft required branding, material design, and UX/UI (after initially launching as CrafterMania).
As a community focused on makers, it’s only fitting that the business card encouraged making too! It was designed with fold lines and instructions to turn it into an earbud winder. Now, you kids may not know, but earbuds used to have long dangly cords. And this card was designed to turn into a device that helped one to manage them for a quick toss into a pocket or bag.
The weCraft website was also the product—a crafter community and daily deals site. I worked as the lead UI/UX designer/architect, collaborating and directing several developers who initially stood up a product in WordPress, then rebuilt in Ruby on Rails. As a team, over 1-2 years, we iterated many versions of the user journey, interface elements, patterns, calls-to-action, and marketing/sales funnels.
I designed the brand, created and documented the standards, and implemented it across product and integrated marketing channels.
PieLab
PieLab was a backwards business, an outgrowth of the Free Pie! event I co-created with a team of young designers, while at the Project M workshop in Belfast, Maine.
PieLab’s goal was to bring together one of the poorest communities in America, and provide job opportunities, through affordable, delicious, homemade pie. We collaborated with a local aid organization to extend the reach of our efforts, and the restaurant opened to rave reviews in the New York Times, Bon Apetit, and Southern Living. The restaurant space, a repurposed storefront, was nominated for a James Beard award in restaurant design, and the store was named one of the ten best places to eat pie by Bon Apetit magazine.
Locals came to the restaurant to eat good pie, and some came to make their own family recipes for the customers. With the space functioning as a social hub for the community, there were music events and entrepreneurial initiatives, like the one that helped a local group of kids launch their pecan brittle business out of PieLab’s kitchen.
