What I did: Art Direction, Visual Design, Concepting, Strategy
A refocused Eddie Bauer is once again on the rise, on a mission to be the best multichannel outdoor company in the world. The ever-expanding eddiebauer.com is at the heart of the effort, featuring thousands of SKUs and millions of unique visitors monthly.
As Senior Web Designer, I spend most of my time conceptualizing and designing promotional content for the site, giving creative direction for future campaigns, and developing ads, social media content, and microsite content. With a side salad of presenting to senior management and creating daily emails.
The sampling shown here represents a small slice of what I've done, but shows the breadth of variety pretty well – sometimes I'm branding campaigns, sometimes doing full-blown UX design, sometimes art directing photography, sometimes creating static banners. All in a day's work.
What I did: Co-founder, Creative Direction, Branding, Site Design, UX design, Visual Design, Writing, Video
Tmber is the premier trail guide to the Pacific Northwest. Departing from traditional text-heavy online guides, Tmber tells the story of each trail with video, GPS routes, large images, and member-created trip reports. It's easy to use and puts everything in one place – connecting people to the right adventure for their skill level and time frame.
As creator and co-founder, I've been responsible for everything on the public-facing side of Tmber, including branding, site design, user experience, and all the content (writing, visual design, and video) that appears on the site.
In little more than a year, Tmber documented 200 local routes from scratch (thanks in part to 40 volunteers), while also offering live educational events and opening an online store. We also partnered with Eddie Bauer to develop and supply the data that powers their Adventure Guide App, which features 10,000 outdoor activities across the USA.
View more Tmber visual design examples here
What I did: Art Direction, Illustration, Visual Design, Concept
Eddie Bauer's annual Gear Event takes place in early summer, and I've been in charge of the creative direction of the online execution for the past two years. The pressure is on – this is the only time of year that EB's award-winning gear gets to take center stage on the website and emails – and everything must perform according to plan or it's quickly buried into the abyss of sub content and category pages.
To increase engagement with gear content and keep those clicks coming, I planned a series of videos hosted by EB guides to provide advice and how-tos regarding the four main gear categories (tents, sleeping bags, packs, and luggage). I also created several infographics with funny and educational illustrations to help in selecting gear, and a series of comparison charts to see the benefits of each product side-by-side. All this while putting the best gear and photography as the hero across the board on the site.
The gear events have been a hit, and each year has seen nearly a 10% YOY growth in sales.
What I did: Art Direction, Design, Concept, Strategy
In a dramatic return to its outerwear roots, Eddie Bauer launched First Ascent in 2009 from the summit of Mount Everest with a celebrated team of climbers that included Ed Viesturs, Peter Whittaker, and Melissa Arnot. Five years later, the line of technical mountain gear continues to thrive, finding success in a guide-built philosophy that enlists professional mountain guides to be involved in every step of the design and testing process.
I was the creative lead on putting together a microsite that would showcase the best of the guide-built process and award-winning gear in the five years since First Ascent launched. I acted as project manager, designer, strategist, and pitchman on this undertaking, creating everything from UX wireframes to final design and making sure the site launched on-time with everything in place.
The finished product utilizes a tablet-friendly visual interface of photos and video to tell the story of the guide-built process by showcasing how the extremely talented athletes get involved in creating each piece of award-winning gear from day one and test the products in some of the harshest environments on earth.
The campaign and microsite outperformed expectations (and planning), driving demand that completely wiped out inventory of the First Ascent technical gear within weeks of launching.
What I did: Art Direction, Design, Concepting, Strategy
With impossible deadlines and lightning-fast turnarounds, email design is its own special beast. The challenges are many, but so are the rewards, with arguably the largest touchpoint for any retailer – an email that resonates can be the difference between making that bottom line and missing it. Cha-ching.
I've created hundreds of mobile-friendly emails for Eddie Bauer that are delivered nearly every day to millions of inboxes around the world. From channel to gender segmentation, from promotional messaging to the latest cool piece of gear, I've been there and done that.
What I did: Executive Direction and Strategy, Project Management, Writing, Editing
The Eddie Bauer Adventure Guide is all about getting people outside to live their adventure. Offering more than 10,000 unique routes across all 50 states, this app makes it easy to hit up a trail, go for a paddle, or charge the slopes with the detailed knowledge of a wizened local.
To get the app off the ground, Eddie Bauer partnered with Tmber to provide the information needed to power the thousands of routes across nine different outdoor activities, such as trail running, hiking, mountain biking, flat water paddling, and cross country skiing. The project required extensive research to aggregate details for each unique route – trailhead location, seasonality, skill level required, length, and an original write-up that describes how to reach the finish line without getting lost.
As co-founder of Tmber, I oversaw every step along the way, from inking the contract to the final delivery. Forming a small admin team, we scaled up our production by hiring more than 50 writers and editors, and delivered information on an aggressive timeline to prevent delaying the launch of the app. I wore many hats during this time, doing everything from writing and editing to strategizing and executing against delivery schedules.
The result is a highly regarded app that promotes Eddie Bauer's active brand while giving consumers a very useful tool to getting outside and getting it done.
What I did: Branding, Iconography, Packaging, Illustration
This is a small sampling of logos and marks and their end uses that I've created in the last few years.
What I did: Copywriting, Scriptwriting
Taking a cue from its Silicon Valley competition, Microsoft has opened up consumer-facing stores in the finest malls across America. Each Microsoft Store serves up top-notch signature PCs, a help desk, futuristic technology, how-to classes, and lots of friendly employees in an environment that would impress Charles Eames himself.
I was both writer and final eyes on brochures, posters, advertisements, barricades, billboards, radio commercials, and on and on.
Done at Parliament in Portland.
What I did: Concept, Writing, Photography
Buyers of smartphones aren't always users of smartphones. Sure, a person may sign-up for a sweet two-year contract, buy a neon protective case, and walk around looking good, but the reality is that he might not actually be using his iPhone any differently than he was using his flipping cell phone from the 90's.
One of the key overlooked features on the iPhone that AT&T wanted to promote this past holiday season was the ability to send pictures and video in a text message (MMS).
I worked with an art director to conceptualize an email campaign that went out to millions of AT&T subscribers. We used a humorous (but intentionally obscured) photo of Santa riding a moped as bait to get the audience to request an MMS video message be sent to their phone.
Although watching the video was helpful in understanding MMS (and why Santa was riding a moped), it was a secondary success: by receiving and opening an MMS, the audience had already become a user of MMS. You teach a person to fish...
Done in collaboration with Vehicle Agency in Seattle.
What I did: Art Direction, Design, Illustration, Video, Motion graphics
Bethany Community Church has quietly grown over the last decade to become the second largest church in Seattle. With thousands of people in attendance at three different campuses every Sunday, their Communications Team operates like a lean and mean (okay, nice) agency, producing projects under tight turnarounds with seemingly impossible deadlines.
During my 18-month part-time stay at Bethany, I worked as creative lead of videos and special print projects on Bethany's Communications Team. I produced and edited 15 videos, designed and illustrated five all-church booklets, and created countless other one-off brochures, handouts, posters, and bulletins. Whew.
View my favorite video projects here.
What I did: Art Direction, UX Design, Site Design
Edge is one of Seattle's finest boutique design & build firms. Although their strong reputation has clients lining up at the door for a chance to work with them, their web-presence was outdated and a poor reflection of their ever-expanding portfolio.
I worked with Edge to create a simple and modern website on a custom CMS platform that both showcases their work beautifully and allows them to upload and update projects as they please.
What I did: Concept, Story, and Writing
When Xbox first introduced Kinect, the good folks in marketing wanted to be sure that key media mavens were evangelizing the product to their audiences to buy, buy, buy.
I worked alongside a creative director and art director to conceptualize a double-punch campaign that delivered the good news of hands-free gaming to the media.
Called Mystery on Monotony Lane, our campaign first featured a printed mailer in the form of an illustrated golden book (complete with the gold foil spine). The book weaves a spellbinding tale (which I wrote) of a boring neighborhood that is transformed by a mysterious new family that moves in down the road. The story finishes in classic cliffhanger fashion: to discover the mystery behind the new family, you must visit a website (the second act of our campaign).
The interactive website featured a narrated, choose-your-own adventure plot (which I wrote) that visited each house in the neighborhood to find clues towards solving the mystery. At each stop, a particular game or feature of Kinect is revealed, which then leads the user to conclude that purchasing an Xbox 360 + Kinect is not only a neighborhood changer, it's a game changer.
Done at Parliament in Portland.
What I did: Creative Direction, Concept, Illustration, Design, Writing
This is a small sampling of visual design projects — brochures, t-shirts, stickers, posters – that I created recently to promote Tmber to media, businesses, and consumers.
Find out more about Tmber here.
What I did: Curriculum, Writing
In barely one year's time, Microsoft released a flurry of powerful new software products: Windows 7, Office 2010, and Office for Mac 2011. To ensure that retail sales professionals (RSPs) would be well-equipped to both explain and sell the right product to their customers, Microsoft devised an online training platform called Expert Zone.
In advance of each release, an RSP could visit Expert Zone and take short informative courses about each product and learn how to best match each customer with the right solution. In other words, make the sale.
To supplement the online training, printed materials were distributed to RSPs at big box stores across the country. These handy fact sheets and pocket guides could assist an RSP in real time, on the sales floor.
Working with an art director at Parliament and an account manager at Microsoft, I wrote 17 online courses, 11 fact-sheets, 2 training booklets, and 30 flash cards for Windows 7, Office 2010, and Office for Mac 2011.
Done at Parliament in Portland.
What I did: Concept, Writing
Created during Xbox 360's More Fun Time campaign, this (fantastic) PR piece targeted magazine editors, big-time bloggers, and television personalities during the holiday season of 2009. Disguised as Dr. Seymour Funtime's top-secret report on finding the Global Cure for Boredom, this printed mailer presented the latest features of Xbox 360 and Xbox Live in three hilarious case studies, complete with a self-diagnosis kit and a fun time quiz.
Needless to say, images of the promotion were splashed across websites and magazines throughout the country in the ensuing weeks.
I worked with a creative director and art director to conceptualize the mailer, and I wrote every word. (Including "moist towelette," of which I was pretty excited.)
Done at Parliament in Portland.
What I did: Storyboard, Artwork, Motion Design, Animation
Although this was a concept project, I included it because, well, I like it. Being a fan of the latest run of Ford Truck commercials, I decided to create a 15-second spot in the same style and voice. Nailed it.
Thanks to Grant Goodeve for the voiceover talent.
View the video here.
What I did: Scriptwriting
Amazon Webstore is an all-in-one eCommerce solution that lets everyone from small start-ups to industry giants create their own branded online shop that runs on the same powerful and proven technology as Amazon itself.
Partnering with Enter The Studio, I wrote the script for the two-minute animated video that explains in everyday language how Webstore works and why it's the best eCommerce solution available.
What I did: Art Direction, Packaging, Design
The Humble Bold is the Seattle-based duet of Curtis and Grace Romjue. Using Bible scripture and classic Christmas hymns, they produced a studio album (featuring local musicians and artists) aimed at fostering a preparedness of heart during the season of advent.
I designed the CD, packaging, and accompanying pamphlet.
What I did: Creative Direction, Design, Writing, Video
Not all projects are done for the almighty dollar. This is a small sampling of recent work that I've done on the side because I wanted to, not because it paid for new tires on my bike.
– Poster for the band Jubilee
– Video trailer for Colors of Hope book
– Letterpress wedding invitation
– Music video filmed in the San Juan Islands
View video projects here.