The Brief: Although TAVHealth has been around for almost a decade, the company is constantly reinventing itself, in a very lean startup-esque way. In order to keep the company relevant in an industry where our competitors were constantly gaining marketshare, I decided to push for a rebrand.
The Process: The old colors, a rich green and gold, although sophisticated, were excessively baroque and antiquated. The old logo employed serif fonts and had a very “vintage” feel to it.
In order to keep the brand fresh, modern and relevant, I made the decision to change to a non-serif font, Proxima Nova. I also changed the colors to a lighter green, complemented by a dark blue, and a brilliant orange.
I then coupled these elements with new unique and distinctive iconography. I found out later this style was copied by a competitor. Needless to say I was flattered.
As a result of this rebrand, and a coordinated marketing push, TAVHealth saw an increase in sales, as well as an eventual acquisition by Signify Health in 2019.
The Brief: Redesign the book, Modern Romance by Aziz Ansari and Eric Klinenberg.
The Process: The cover of a book is it’s most powerful marketing tool–it influences the discoverability of a book and ultimately converts browsers into readers. Modern Romance is definitely targeted at millennials and so I focused on their undying sense of nostalgia and their hopeless sense of romanticism. I also wanted to incorporate the themes of the book while not being too “literal” and so I chose the theme of “finding love”. The shapes incite feelings of a map, while your attention is focused on love, represented, in all it's complexity, by a folded heart.
The Brief: Use an existing dataset to define a problem and then provide a solution.
The process: User Interface Design II Professor, Molly McClurg, suggested picking a dataset that was related to something we, as students, were passionate about. Animal welfare has been a topic that I have been concerned about ever since my family adopted our first cat decades ago. Today, I volunteer with the Austin Animal Center, Austin Pets Alive and Austin Humane Society.
During my preliminary research I found that Austin Animal Center keeps an active database of all pets found on the City of Austin’s Open Data Portal.
Using this data I was able to glean some insights into how people in Austin search for and report lost pets. I found common pain points were that current methods were not only time consuming and counter-intuitive, but they tended to be very inaccurate. Also, the current system didn’t address the emotions that end-users were experiencing. Anyone who has lost a pet understands the fear, anxiety and overall stress that encompasses that situation. From this data I was able to define the problem.
After establishing the problem the next step was to fully understand the users. I conducted user interviews and was able to understand their goals, problems and who they were. By understanding who the end-users are, I was able to create personas – one for a user who had lost a pet and another for a user that had found a pet. I ran these personas through journey maps to figure out where they ran into hurdles, which was incredibly insightful into how I could improve the overall process and help the users achieve their goals…
Introducing Sheltr, a web-based app that provides comfort to people who have recently lost their pets by providing a centralized, efficient and accessible database of lost and found pets.
Sheltr aims to reconnect users with their four-legged friends by streamlining the process. My goal was to implement common UI patterns to guide the user through the process step by step. Sheltr is successful by asking the right questions at the right time, and providing feedback in a timely fashion. This helps put the user at ease, and gives them hope during an otherwise nightmarish experience.
The Brief: How can we help young women stay safe while drinking?
The Process: The first step was to validate our concerns by conducting interviews with women about their drinking behaviors. With these interviews we developed a persona of our user, known as Shelby. We used that persona and the data from the interviews to develop a problem statement:
"Shelby needs a way to be safe when she drinks, a support network to help her manage her risky behavior, and a way to get home safely."
We then created an "as-is" journey map for Shelby. We ran her through the journey many times, noting key pain points. We developed these points into our hills. The hill represent the individual problems we want to solve for.
From here we iterated and ideated until we came up with a prototype of an application, aptly named, Swerv! It's important to note that at every step of the way, we tested the app's functionality against our user persona. Always running Shelby through her journey. This is the crux of user-centered design.
With Swerv, Shelby can now enjoy her night safely and stay connected to her support network, while still letting loose and having a good time.
An InVision prototype of the app can be found here.
Coffee Bean & Tea Leaf Website Redesign
The brief: Take a popular website and make it more visually appealing.
The process: I'm a huge fan of the Coffee Bean & Tea Leaf brand. Maybe not some of their color-ways but I do enjoy the franchise as a whole. I picked CBTL specifically because of the current (2017) state of their online presence.
Overall the website looked dated and cluttered. I knew immediately that I wanted to streamline the site and group several of the header links together. Less is more. I wanted to draw the users attention to specific places on the screen rather than have them sort through a mess of information.
Their brand employs a mix of purple and brown–two colors which, in theory, are aesthetically pleasing combined although here, they seem to miss the mark. I opted to stick with the earthy brown tones and replace the purple with a more modern and clean white.
Next up was my font choice, Josefin Sans. One of my favorites. It's stylish and modern without being boring or average. The round shapes resemble coffee mugs too!
Rollin Smoke BBQ
The Brief: Redesign the Rollin Smoke BBQ brand.
The Process: This project is very dear to me for two reasons. First, it's for one of my best friends, Kyle Stallings, owner of Rollin Smoke BBQ in Austin, Texas. Second, I initially designed the brand when I first started my design career. I cannot tell you how embarrassed I was with my previous design and how proud I am of the current one. I believe that the maturity of this project is a direct reflection of where I was several years ago and where I am now, both as a designer and as a person.
Rollin Smoke is a locally-owned small business. Kyle prides himself on sourcing all of his ingredients from nearby farmers and producers. You can say that about a lot of restaurants in Austin now though. What separates Rollin Smoke from other BBQ joints is Kyle. I might be biased, but Kyle's personality shines in everything that he does and it was my intention to develop a brand that was reflective of that.
Sip Wine Bar
The Brief: Art direct for a restaurant or bar of your choice.
The Process: To me, wine has always been something of a mystery. I never knew much about it and was usually too afraid to ask a sommelier out of fear that he would judge me and make me feel stupid for not knowing. Out of this misunderstanding I developed the idea for Sip Wine Bar. Sip is a place where you can go to learn about wine at your own pace. There's no dress code and it's all about having a good time.
The basic concept of Sip revolves around enomatic wine dispensers. These wine dispensers keep open bottles of wine fresh for up to a month. More about that in just a bit, though...
The first thing a guest does when they come to Sip is purchase a reloadable purchase card. This gift card can be loaded with any amount. After purchasing the gift card the guest will see that the main area of the bar is filled with giant enomatic wine machines. They then insert their card into the machine above the wine they wish to drink. These machines have been set up so that each one can pour a glass, a half glass or a "sip". A sip is a 1 oz pour of the wine intended to give that guest a taste of the wine for a fraction of the cost. This system of sampling wines allows our guests to try wines that are usually out of their price range.
Sip Wine Bar intends to be a bar that removes the economic barriers that people face when drinking wine. We want to bring people together over a glass of wine.
To further extend the concept, I developed the idea for an application which allows users to learn about wine merely by scanning the label or bottle, similar to Amazon's product scanner. Although our staff would include trained sommeliers we would like to encourage people to discover the wine and it's depths through the application at their own pace.
The Brief: Create packaging for a bottle.
The Proecess: I don't drink milk. But in all honestly, I LOVE it. Some people think it's gross. I am not one of those people, however I do believe in treating animals fairly and ethically. Anyone who has done any research would know that dairy is a terrible industry. The cows are methodically impregnated, over and over, just so that they can produce milk for human consumption. This process has devastating effects on a cow's body.
What's even more sad is the blatant lies and deceit some dairy manufactures commit by advertising their milk as "fair" or "ethical" when this could not be further from the truth.
That's why I wanted to develop a milk line that actually treats the cows humanely. WowCow Milk Co. represents a collective of small farms with milk producing cows. Each batch of WowCow Milk is very small and local. Whenever you drink WowCow Milk you know that the cow that produced the milk was never forced into pregnancy and that it will never be over-milked. You can also take solace in the fact that each batch is sourced from the closest ethical dairy farm to your location.
The Brief: Brand a local lawyer's start-up law firm.
The Process: Brandon Barnes is a recent graduate of St. Mary's Law school in San Antonio. He just recently moved back to Austin to set up his own practice. He had actually already designed his own using a D.I.Y. web service but was unhappy with the results. He felt that he could have just created the same logo in a word document.
That's when Brandon approached me to design a logo for his firm. I started by probing into how he wanted to be perceived and who he wanted to attract. Some of the key traits Brandon spoke to me about were, integrity, honesty and being approachable.
This logo was intended to be simple in design. The open-ended letters that form the Barnes surname imply a degree of transparency. The logo accurately represents Brandon's honest and friendly nature.
The Brief: Intern at a local company for the art department.
The Process: My internship experience was a little different than most i'm sure. I actually started my internship when I first started school for graphic design. At the time my knowledge of the graphic design process and methodologies was limited.
Much of my work as an intern was production work. Although this did not give me a lot of room for creativity it did give me the chance to work on some really great projects. I have created posters, badges, buttons web graphics and menus for the Alamo Drafthouse.