ROLE

principle design | ui | ux | art direction

 

CHALLENGE

How might we increase alignment of consumer touchpoints
with a fragmented brand as the foundation and continue 
to build the plane while we’re flying it.

 

RESEARCH

COMPETITIVE ANALYSIS

MIND MAPPING

 

PERSONAS

IDEATION

SKETCHING

PLANNING

MOOD BOARDS

PROJECTS

eLEARNING

lead visual design | ui | ux

This is a continued education service that was an offering to attendees of an in-classroom experience to help reinforce key learnings. The adoption rates were hovering around the 10% mark for 6+ months and preliminary research findings pointed towards an inadequate UI and visual design system.

The vendors tight constraints limited the design overhaul to a select few elements for customization.  

ROLE

OVERVIEW

PROBLEM

RESULTS

An recalibrated UI and re-work of the visual library lead to in increased adaption rate of 20% after 30 days and 42% after 60 days. 

DELIVERABLES

Multiple stakeholder pitch decks
Usability testing analysis report
Design system
Mood boards
In app image library

 

Custom designed 20’ x 20’ booth design and experience.
Photoboxx | Social Media Hashtag Printer.
Social media campaign strategy.
Print advertisements.
Promotional material strategy development.
CEO keynote presentations.

DELIVERABLES

RESULTS

PROBLEM

OVERVIEW

ROLE

CONFERENCE EXPERIENCE

ux| principle design | print 

A yearly conference is put on by ATD (Association for Talent Development) with attendees nearing 10,500. The goal of this project was to create a cohesive print, marketing, digital, social and event experience.

YOY increase of qualified leads (scanning badges at the booth) by 62%. Best in show award.

How do we curate a memorable experience that: stands out among the other 1,000 companies competing for attendees attention, connects with potential customers, informs them of our offerings, sparks curiosity, and leaves them wanting more. 

 

BRAND AUDIT

 

ROLE

ux| principle design | art direction 

OVERVIEW

For nearly a decade the company experienced a fast rate of growth and development of training materials, marketing, digital and printed pieces. After a high level analysis, I uncovered inconsistencies across a number of consumer touch-points / experiences and launched a full-scale brand audit.

PROBLEM

There were over 10 years of materials out in the wild being used by employees, facilitators, contractors, speakers and authors. I built a team to locate, collect and   systematize all the assets. Based on a scoring system of importance/impact, slated assest re-design/alignment to the brand. 

RESULTS

All company documents were revised to be in brand and up to date. A catalog of all company documents and asset management system was developed. A new cloud-based file storage/structure system was implemented along with an updated brand book and design system. 

DELIVERABLES

Roll-out of up-to-date training materials for print, digital and
presentation.

Cloud-based storage system.
New file naming convention and file folder structures.
Customer journey map.
Strategy for overhaul of sales and marketing messaging.
Updated brand book and design system.

Logo design.
Design system/brand guidelines.
Large format wall graphics ranging from 6′ to 20′.
Attendee and employee badges.
Free standing chalkboard walls used on breaks as interactive touch points.
Consulting on break space/game rooms. 
Environmental design for all interior spaces. 
Digital LCD signage.
Keynote/speaker presentations.
Front end visuals for website, social and digital marketing.
Day of print materials.

DELIVERABLES

RESULTS

PROBLEM

OVERVIEW

ROLE

ux| principal design | print/design management | art direction

Construction of a branded, cohesive visual experience for a company held conference of 100+ attendees spanning over 3 days at the W Hotel in Seattle. 

The final look took a modern/sophisticated approach that used the logo in a repeated deconstructed manner by playing the elements and shapes of the mark in different ways. The color palette allowed the visuals to fit nicely within the space and offered the feeling of belonging and welcoming to the visual experience.

 

Each touchpoint was carefully thought-out and helped lead the participants down a path that reinforced the overall messaging of the event. In addition, the environmental design and way-finding helped to ensure attendees were able to effectively navigate and find their sessions within the event space. 

Creating a brand extension and visual design system that allows for freedom and flexibility while at the core staying true to the company brand.

COMPANY SUMMIT

 

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Nicholas Nelson 2019