Financial Services

Rebranding
Visual systems­
Art Director, Designer

_____________________

Prudential Investments contracted me to rebrand the visual systems of four departments: Day One Funds (2019); UCITS (2016); Mutual Funds (2012); Wealth Management Solutions (2011).

The rebranding included concepts, photography research, selection and photo libraries, new or updated color palettes, layout, templates and brand style guides. Items designed included infographics, interim websites, capabilities brochures, pitchbooks and presentations, factsheets, white papers, sales guides, shareholders communications and bio sheets.

(top down)
• Infographics
• Rebranding - Mutual Funds
• Rebranding - UCITS
• Rebranding - Target Funds

Health Care, Non-profit

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 24/7 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

Technology / Sustainability

Branding, Identity
Print collateral
Environment
Art Director, Designer

_____________________

I led branding efforts for this innovative company that designs award-winning cooling technology, dramatically reducing data centers’ use of energy and water.

Objective: Promote the company’s products at a time when only one data center (Telus of Canada) deployed them in the real world. 

Process: For the Data Center Dynamics trade show in Singapore, I designed, produced and supervised various vendors for: Booth, table, banner stand, 30-slide animated movie loop, PowerPoint presentation, 12-page capabilities brochure and USB give-away preloaded with a PDF of the brochure. 

In my designs, I used the hexagon motif and a cool color palette that reflected Inertech’s cooling technology.

Upshot: The marketing materials helped 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

Consulting / Training

Business Branding, Identity Development
Interactive Experience
UX, UI, Visual/Web Designer
Art Director, Designer
Content Editing

_____________________

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, ads, conference materials, workbooks, presentations, white papers 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

UX / 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

Facebook and Pinterest graphics featuring quotes for a non-profit.

Objective: Use social media to increase audience awareness of and engagement with various organizations and their mission. 

Process: 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

Financial Services

Rebranding
Visual systems­
Art Director, Senior Designer

_____________________

Concept development and design for numerous projects to support field offices and individual and institutional client relationships.

Work included banners, brochures, environments, posters, kits, logos, postcards, invitations and direct mail. 

Upshot: 
Wealth Planning at UBS client brochure: FAs ordered 17,000 copies in the first six months of publication. Combining B&W and color photos added emotional depth.

Mastercard-to-Amex direct mail campaign: Spotlighted at a 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 Campaign
• Brochure
• Brochure
• Video Shoot

Arts

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.

(top down)
• Dance Fair Kiosk
• Invitation
• Interactive PDF
• Brochure

Various clients

Business & Brand Identity Development
Art Director, Designer

_____________________

For each logo project, I: 
• Discuss positioning with key stakeholders
• Perform a comparative review
• Assemble mood boards 
• Provide 3+ design options
• Incorporate feedback

Logo Development

WDII
For this real estate investment company, I provided options that reference luxury buildings, from pure icons to logotypes. The color choices relate to the client’s Chinese heritage.

Ambrose
This provider of HR solution needed a logo refresh using its lighthouse motif.

COHME
My designs highlighted the 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.

Logo Designs

1. Fintech
2. Educational non-profit
3. Small satellite organization
4. Community center
5. Indian music festival
6. Movement studio
7. National campaign
8. Financial services 

Health Care, Non-profit

Branding, Identity
UX, UI, Visual & Web Designer
Art Director, Designer
Facebook Page Manager
Content Manager

_____________________

This UN-certified NGO provides free health care services to 420,000+ people in Israel annually. I helped the American division with marketing efforts in the U.S.

Highlights include:

 • Developed concept, copy and design of a “Story Ad Campaign” that ran in numerous publications. The tag lines 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: “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 and scheduled content, created graphics, and managed the community.

Upshot: Page "Likes” grew by 30% during my time as Page Manager.

(top down)
• Web Site
• Event Logo, T-shirts
• Color Palette
• Story Ad Campaign
• Event Posters and postcards
• Print (Brochure, Inserts)
• Online Shop Images

Financial Services

Senior Designer

_____________________

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

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.

(top down)
• Home Page
• Memoir Chapter
• Photo Pages

Arts, Publishing

Art director, Designer 
Assistant Curator

_____________________

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