Brand Design, System development, Event Space Design, Motion Design, Product UI development, Presentation design, Landing Page design and direction, Swag development, Agency management

In 2024, Lattice returned to an in-person event for its annual conference. Now titled Lattiverse, the event was a day of learning from industry leaders about the future of HR.

A galactic motif was leveraged to position the company as leaping into a new frontier, both as explorer and guides. A rich, textured experience was designed to help create an ambiance of wonder, innovation and warmth.

Leading design and working designers, cross functional partners and external agencies I helped guide and execute this 4 month project acting as both a source of knowledge based on past event experience and as a guide to new team members.

Contributions included:
– Project overview and priority matrix
– A digital display system for social and email promotion
– External agency guidance
– A landing page with key updates leading up to the event
– Digital displays onsite
– Way finding and event space signage
– Motion design direction and story boarding
– Executive keynote

System building, Brand narrative, Illustration, Signage, Motion Design, Event planning, Merchandise development

Lattice sought to develop a community activation highlighting the value of pairing two product offerings – “some things work better together”. I collaborated with a focused batch of stakeholders to devise an event that would attract people unfamiliar with Lattice while also making the connect to the product clear was key to the events success.

With a tight turn around and a few variable up in the air, i worked to create a visual system that would feel inviting, allow for versatility as copy was developed and could scale in a delightful fashion across signage, swag and digital screens.

I played a large role connecting messaging to the truck’s treat activation and guiding partners along the varioys opportunities for delight.

Project highlights include:
• A multicity event activation
• Wheat pasting poster series across New York City
• Story board and motion design reinforcing key theme.
• Bespoke illustration system

Art Direction, System Building, Motion Design, Agency Management, Storyboarding, Concept Development, Landing Page Development, Promotional Collateral, Product Keynote

Resources for Humans is Lattice’s annual spotlight marketing event. It commands the biggest marketing budget, the largest design production and most complicated multi department logistics. As Design lead, I helped scope a multiphase delivery system to include concept development, promo creation, product storyboarding and agency management.

This virtual conference is a dynamic opportunity to push Lattice’s thought leadership positioning while also complementing and growing Lattice’s visual design language. Building on equity establish with the 2022 conference I was able to develop a 2023 approach that allowed us to keep internal resourcing light.

Project highlights include:
• Storyboarding and motion design partnership
• Versatile and scalable design assets that empowered partner testing
• Executive and Product keynote development

Product UI, Illustration, System thinking, Guideline Development

Lattice is a powerful and multifaceted platform. For better comprehension, product illustrations are critical in promoting product capabilities while also acting as an opportunity to delight.

I helped established and build over 90 product instances for the Lattice homepage and subsequent product pages. This required creating tiers of hierarchy to guide the translation from high fidelity product instance to digestible marketing friendly illustrations.

System building. Brand Design. Illustration. Event Design. UI Illustration. Agency Management.

Lattice is a HR Platform. As a Lead Brand Designer, my role required a breadth of skillsets and an adaptability to the unexpected. Working alongside cross-functional partners on the Exec, Events and Product teams I helped develop brand campaigns, keynote presentations and dynamic events.

The human connection on teams is important to my process and practicing empathy and curiosity have been key to my success in working with teams with a wide array of needs.

System Thinking, Storytelling, Infographics, Abstraction

Storytelling is how we connect to one another. It's crucial for expression and helps to build understanding. When devising the story of how to talk about Lattice, it became clear it would be a complicated narrative to construct.

The origins of this graphic, internally referred to as Marketecture, reflect a story of contradictions. "Be all encompassing, but digestible. Be helpful to customers who understand Lattice, but make sense to someone who has never heard of us. Fit on one slide, but add this and expand that."

This storytelling turned into a good example of how to advocate for your audience and bring stakeholders along the design process in a practical sense. It highlights the importance of keeping a consistent narrative and the tradeoffs that occur when the story keeps changing. Here, you'll see a window into that development process.

User research, Copywriting, System building, Brand narrative, Illustration

One huge endeavor Thumbtack undertook in 2019 was to better understand their customer base. After months of interviewing and tedious documentation our skilled team of researchers and copywriters distilled nuanced observations from the field into 5 distinct customer personas.

I was tasked to make this wealth of knowledge digestible, interesting and accessible for internal comprehension. By filtering these personas through the lenses of archetypes we were able to avoid getting bogged down by distracting details. A visual motif rooted in tarot cards guides the viewer through a customers hiring behaviors and motivations, before, during and after a project.

Branding, UI Illustration, System thinking

Thumbtack’s illustrations have historically been abstract, using colors, patterns and shapes to bring delight. However, past representations of UI replicate the product’s actual look and feel instead.

This set of guidelines was created after identifying a happy in-between visualization was needed to increase user comprehension while also incorporating brand delight. This overview empowers the brand team to create new assets while still maintaining the brand’s personality and the product’s function. It doesn’t replace the illustration style – it just builds upon it.

Art Direction, Branding, Environmental Design, Stage Design, Publication Design, Apparel, Presentation decks, Swag

It takes focus to build a better workplace. Culture First is a 1,300 person global conference for HR Leaders in San Francisco. For it's second year, themes of Clarity, Focus, and Perspective were developed as visual elements to help guide attendees in their experience and to expand a brand system rooted in the ambiguity of each workplaces unique culture.

Over the course of 10 months I developed the concept and executed and oversaw over 200 design touch points to create an environment attendees of the 3 day event could feel inspired and motivated to change the world of work starting within their own organizations.

Over the top (OTT), Streaming Ad, After Effects, Editing, Motion Design, Storyboarding

At the start of the COVID pandemic, Thumbtack was unable to create net new assets for linear and streaming advertising. Leaning into this limitation, new assets were created using existing footage. Storyboards were created to craft new 15 sec ads from existing 30 sec assets. In total 8 new 15 sec configurations we edited, designed and launched to great success. These streaming ads were later adapted for linear based on their performance.

Art direction, branding, templates, email, system design, illustration

While at Thumbtack, I lead design for customer and internal facing projects.

Despite setbacks to the team as a result of COVID-19 I was able to spearhead visual advancements in the evolution of the brand. As a result of working on a small but mighty team, I was able to produce, manage and design for projects ranging from 2021 vision presentations, engagement email overhaul, custom illustration and brand system expansion.

Here is a collection of illustrations, animations, social posts and general brand assets that were created.

Art Direction, Branding, Environmental Design, Stage Design, Publication Design, Apparel, Presentation decks, Swag

A retreat style event, Culture First Forum was designed for HR Executives to discuss and work through innovative ways of building a better world of work. Taking place in Sydney, London, and New York the event aimed to create an elevated environment to promote conversation and collaboration.

An offshoot of Culture Amp’s Culture First event a brand hierarchy, system and logo were developed to nurture a special demographic within Culture Amp’s burgeoning community.

Soft seating, remote locations, and branded details scattered throughout the 2 day event created an experience that over 95% of the 150 attendees found valuable and memorable.

Branding, Exterior and Interior Signage, Logo Development, Copywriting, UX/UI, Illustration, Furniture Design

The Street: A Michael Mina Social House is a chef curated food hall featuring culinary heavyweights Ken Tominaga, Adam Sobel and Ayesha Curry to name a few. Opening May 2017 in Hawaii and Spring 2018 in Los Angeles this unique gathering places will take eaters on global culinary adventure. 13 branded hawker stations were designed to give the space a strong sense of diversity in cuisine and ambience. 

Signage, hawker disposables, uniforms, menus, and and interactive kiosk were created to help visitors navigate their experience. Aiming to create a sense of community The Street is a space designed to get its audience from flavor to festive.

Work done at UNIT partners. Art Direction by Shardul Kiri and Ann Jordan.

Branding, Logo Design, Concept Development, UI/UX, Messaging, Typography, Packaging Design

An evolution of San Francisco Soup Company, Ladle & Leaf's goal has been to more accurately reflect SFSC's core belief in seasonal, complex and authentic food. They are a company that has always been doing the right thing, but never successfully letting San Francisco know what they stand for.

Aiming to be more visually and strategically contemporary SFSC has evolved their brand to 3 new locations this year and more slated to open over the next 5 years. Through a logo redesign, contemporary branding that extends beyond promotional materials and impactful messaging, Ladle and Leaf has become a thoughtful Financial District staple.  

Deliverables include quarterly cycle promotions like unique window, wall, and pull up banners, restaurant packaging, interior and exterior signage, email blasts, and a brand new website all conveying the freshly defined spirit.

Note: I am a big fan of the Classic Cob Chicken Salad.

Work done at UNIT partners. Art Direction by Ann Jordan and Shardul Kiri.

Exterior Signage, Menu Design Disposables

StripSteak is Chef Michael Mina's first entry in Hawaii. Signage was designed to address the steak house's seductive and smokey interior. Using a variety of materials the signage acts as a sophisticated first impression in Honolulu's newly opened International Market Place.

Work done at UNIT partners. Art Direction by Shardul Kiri and Ann Jordan.

Site Photography by David Murphy

Branding, Logo Design, Concept Development, UI/UX, Messaging, Exterior Signage, Mural Installation

Trestle is a contemporary American restaurant located on the border of the Financial District and North Beach in San Francisco, CA. They offer a uniquely priced prix fixed meal in an environment that harkens back to eating with your family.

Motivated to "Return to the Proper Meal" for their third restaurant, the Hi Neighbor Hospitality Group sought to develop a brand that combined a combination of homely comforts, friendly sophistication, and an emphasis on good and simple food as the foundation of a meaningful meal.

A logo, stationary system, menu, interior and exterior signage as well as a website design communicate a contemporary perspective on traditional ideals.

Blacks and greys accentuate the charred exposed brick interiors, while the gold and mint details throughout the menu and stationary system anchor the Trestle narrative with a sense of experience and wonder.

Note: Be sure to check their daily changing menu online and make your reservation at www.trestlesf.com

Work done at UNIT partners. Art Direction by Ann Jordan and Shardul Kiri.