At IGEL, I served as a key designer for the global marketing team, working closely with the Chief Marketing Officer and VP of Marketing to bring the company’s next-generation edge OS for cloud workspaces to life within the end-user computing (EUC) community. My role centered on translating strategic initiatives into compelling visual experiences that consistently represented IGEL’s evolving brand identity.

A highlight of my time at IGEL was leading the global rebranding effort—refreshing the logo, overhauling the website, and ensuring the brand was applied consistently across platforms. I also supported the EMEA marketing team with campaigns that reached a global audience, while helping IGEL establish a strong presence in the US market.

Beyond design execution, I mentored and managed junior designers and interns, guiding them on projects, and providing growth opportunities as they explored their next career steps. My day-to-day work spanned designing marketing collateral (logos, infographics, whitepapers, case studies, newsletters), developing social media content, creating event signage and digital displays, maintaining web and mobile app assets, and producing presentations for sales and corporate teams.

Collaboration was key—I worked across departments and managed projects with external agencies, vendors, and partners to ensure each initiative met IGEL’s high standards. This experience allowed me to strengthen design processes, influence marketing strategies, and shape visual storytelling at a global scale.

Xfinity Games, created under EA Chief Creative Officer Rich Hilleman, lets players stream a wide variety of games directly from their Xfinity Set Top Box to mobile and tablet devices—no downloads, installs, or special hardware required.

I designed controller assets for EA titles including Madden 16, FIFA 16, NHL 16, Monopoly, PopCap games, and indie titles. Each game had its own style guide, and I ensured visual parity between console and STB versions while experimenting with gesture-based controls for diverse audiences. I developed icons, typography, and visual cues that promoted intuitive, engaging gameplay.

For the web-based games catalog, I curated in-game assets—screenshots, videos, and descriptions—to encourage discovery and engagement. Collaborating closely with a team consisting of UX designers, producers, and engineers, I helped create a seamless, fun, and family-friendly experience for Xfinity Games subscribers.

Examples:
To see some sketches or high level wireframes, click on the links:
• Xfinity Games Catalog - Created iconography for the Channels carousel. Maintained internal pages to improve user flow. 
• Madden 16 - In addition to the coach glass mode, we created another version to encourage players to interact with the team. I created in-game assets as well as the controller using Madden's style guide.
• FIFA 16 - I designed the game controller using FIFA's style guide.
• NHL 16 - I created Match of the Week logo which features new teams selected weekly; also created in-game assets to indicate required action on the controller.
• Monopoly -  worked on the existing controller UI to improve functionality for players to easily build houses/hotels on their existing properties.
• M.U.L.E - I designed controller using original artwork.

The Sims has entertained players for decades with its quirky, open-ended life simulation, making it one of EA’s most beloved franchises. For the launch of The Sims 4, I led the visual design for thesims.com, partnering with Maxis Marketing and web development teams to create a site that captured the excitement of the new game. I designed, tested, and optimized multiple iterations, ensuring every page aligned with the broader digital marketing campaign. Throughout the go-to-market cycle, I helped shape a cohesive, engaging online experience that drew players in and amplified pre-launch anticipation.

Examples shown:

The Sims - Brand & E-commerce Design

I led the creation of a unified online destination for The Sims 3 and The Sims 4, designing a new brand identity, custom fonts, localized logos, and visual assets that captured the franchise’s spirit. Working with an external agency, we launched thesims.com—a fully responsive site optimized for desktop and mobile that balanced the overall franchise identity with the unique personality of each game.

For the first time, the site included an e-commerce presence, making it easy for players to browse and purchase games while reducing clicks and enhancing the brand experience. Standardized product pages showcased curated content like in-game screenshots, gameplay videos, and promotional hero images, helping fans explore all titles at a glance.

The shopping cart proved highly successful, simplifying purchases while generating behavioral insights that allowed for targeted, personalized messaging—strengthening engagement and driving revenue.

The Sims - The Academy Campaign

As part of thesims.com, The Academy campaign offered an interactive learning experience, showing players how the smarter, more dynamic Sims could lead to fun and quirky stories. To boost engagement and encourage shareable content, I collaborated with an external partner to design What Kind of Sim Are You? for both desktop and mobile. Players answered playful, personality-driven questions that highlighted the new features of The Sims 4, and could share their results via Facebook, amplifying reach and fostering a sense of community.

Strategically positioned to drive pre-orders for The Sims 4, The Academy successfully achieved its goals and earned recognition as Best Digital Marketing Campaign at the 2015 Game Marketing Awards.

The Sims 4 Rewards Campaign

The Sims 4 Rewards campaign was a loyalty program designed to engage players with The Sims 3 suite leading up to the launch of The Sims 4. Insights showed that players who interacted more with previous iterations were more likely to adopt the newest release. To reward their dedication, we offered a virtual “thank-you” by granting in-game content in The Sims 4 based on ownership of The Sims 3 expansion packs. The main incentives were colorful Plumbob trophies for their Sims’ homes, unlocked upon completing their suite of expansions.

The campaign promoted a smooth transition from The Sims 3 to The Sims 4, sparking curiosity and excitement while strengthening player loyalty and engagement ahead of the launch.

The Sims – The Gallery Companion App

The Gallery is a companion app for The Sims 4 designed to showcase and share user-generated content, fostering community interaction and creativity. I played a key role in developing both the online and mobile versions of the in-game community gallery, ensuring a seamless experience across platforms. My work involved designing an intuitive user interface and optimizing the presentation of player content so that users could easily discover, share, and engage with creations from the broader Sims community. By making community content more accessible and interactive, the app strengthened player engagement, encouraged sharing, and amplified the sense of connection among fans of the franchise.

The latest SimCity website redesign went live in March 2013. The site was optimized to introduce the launch of the base game and showcase its new and improved features, which included a new multiplayer mode, enhanced depth of simulation, true multi-city scale, and city specialization. The Online Marketing team also introduced e-commerce on the site, so I designed a shopping section which featured promotional content and game highlights. 

The Community section was an integral part of the site. My task was to showcase beautifully rendered key art across social media channels such as Facebook, Twitter, and YouTube. There were weekly challenges which encouraged fans to upload unique content, and allowed game developers not only to interact but also share engaging game mechanics. I also designed an infographic to showcase new city sets and city specialization, and collaborated with the Marketing team, the studio art director and game UI designers to create a dynamic, visually exciting site.

This was a freelance project for LeapFrog. A new product launch prompted a need to design a microsite for the Leapster Explorer and showcase its cool features through animation and videos. I designed the user interface containing links to trailers, sweepstakes, and the Explorer library. The library was designed to filter the content (games, e-books, videos, etc.), customized to every parent’s needs. After numerous iterations, a video wall was added at the top in order to showcase trailers of the latest games and videos. Another microsite exploration I designed was for Learning Toys, products designed for toddlers. This included all the popular Scout toys, Learn & Groove as well as Fridge Phonics.

Another project I had to tackle was to create new marketing and promotional email templates. At that time, LeapFrog was in the process of overhauling its website. They wanted to implement the new look and feel across all channels.

Lastly, I designed an online brand style guide. I compiled all the specs for the website, email and brand elements.

As the Lucas companies were preparing to move to their new home at the Letterman Digital Art Center in Presidio back in 2004, I was part of a team that created new corporate identities for 12 Lucasfilm companies. In response to George Lucas’s request for a more cohesive, uniform branding system, our team took on the challenge to modernize existing brands, such as ILM, LucasArts and Skywalker Sound, as well as create new ones for more recently added entities.

George’s vision was to have these companies share a commonality by infusing the iconic Lucasfilm arch into each brand. Our team ensured that every brand had its own unique personality but still shared that one common visual element. To differentiate them, we also modernized existing “glyphs” to create visual harmony across the board. The result was a family of brands which collectively represented a spectrum of entertainment. The team carried out this branding system digitally across the company’s various websites and portals as well as through print collateral and business systems. In addition, I designed the Lucasfilm style guide which is still being used by the Lucas companies today.

In collaboration with Visual Effects Supervisors (John Knoll and Denis Muren) and the ILM Publicist, I produced Academy Awards promotional materials for Harry Potter and the Prisoner from Akzaban, Harry Potter and The Goblet of Fire, Lemony Snickett, and A Series of Unfortunate Events. These sheets, which depicted before and after visual effects snippets from these movies, were sent to Academy members to showcase ILM’s visual effects magic. Members reviewed the sheets prior to casting their votes for the Best Visual Effects award recipient.

It was an incredible honor and wonderful learning experience to have worked alongside notable giants in the visual effects arena. Dennis Muren, the artist behind the famous 1982 movie moment of E.T.’s flying bicycle, and John Knoll, one of the original creators of Photoshop, are both superstars in the visual effects industry. I consider myself extremely fortunate to have had this opportunity. 

Another fun print project was designing the Lucasfilm yearbook. With the goal of creating a style and format reminiscent of a high school yearbook, I teamed with a company photographer to choose memorable images which best showcased each division and conveyed their day-to-day activities. 

I was approached to design a recruiting website for Lucasfilm Recruiting, the Human Resources division of Lucasfilm, Ltd. This was a tool used to recruit undergraduates, or anyone else interested in launching a career in the entertainment industry. The site also served as an educational resource where interested individuals could learn more about the history of Lucasfilm and its many ancillary companies.

In addition to this task, I was asked to create several branded collateral including the HR Employee Benefits brochure, newspaper ads, and marketing brochure. I worked closely with recruitment teams within the Lucas companies and collaborated with the internal development team which handled the backend database management.

A division of Gap Inc., Piperlime was an online retailer which offered selected clothing and accessories from multiple designer brands for men, women and children. It was curated to represent the best of new trends and classic styles.

Working closely with the Marketing team’s Creative Director, designers, and copywriters, I designed site content for division pages geared towards women, men, and kids. Each division had its own signature look-and-feel which reflected the corresponding client base. The team explored new typography, seasonal color palettes, and photography to consistently refresh the site and keep it on trend. I was also involved in designing brand elements for private labels exclusive to Piperlime (see my explorations for Pim & Larkin). Additionally, I was involved in seasonal campaigns featuring Project Runway, The Rachel Zoe Report, Refinery29, and PopSugar.

To generate more brand awareness, I designed weekly Piperlime emails, interactive billboards, promos, affiliate banners and rich media for popular guest fashion designers, editors, media personalities and celebrities including Rachel Zoe, Rachel Bilson, Byrdie Bell and Olivia Palermo. I was also involved in designing the social media section of the site and refreshing its bi-weekly mobile assets. Occasionally, I designed some print pieces, such as lobby posters and promotional pieces for The Gap, Banana Republic, Old Navy and Athleta, Piperlime’s well-known sister companies.

I had great fun being involved with a fashion site. One aspect of my job that I particularly looked forward to was developing photography concepts for upcoming seasons. To maintain a competitive edge, I performed considerable competitive research and analysis on market trends and studied competitor positioning. I brainstormed using color schemes, props, mood boards and to explore visually or emotionally appealing content. The work contributed to the team’s overall success.

bebe is an L.A. fashion brand that celebrates the confident, sensual woman who isn’t afraid to embrace the very best of what life has to offer. I supported the Online Marketing Team at bebe headquarters by managing a creative team of junior designers, production artists and copywriters with the goal of elevating the bebe brand and strengthening its online presence. We were charged with establishing and developing corporate visual design standards that truly reflected this fashion-forward apparel line.

My initial task was to establish design guidelines and processes to streamline the workflow. Once these were in place, we were able to begin communicating a new, clearly defined corporate identity through newly designed spotlights, seasonal catalogues, emails and newsletters. We applied interactivity and animation in our various campaigns, which included celebrities such as Eva Longoria, Mischa Barton and Rebecca Romijn, to speak to the personality of the brand. I also partnered with Amazon developers not only to optimize the bebe site and its functionality, but to also revamp the shopping cart by introducing new features which enhanced user experience. Last, I ensured that our improvements were aligned with the company’s vision of brand elevation. 

Levis Fall 2010 Lookbook - worked along with the Licensing and Design team with photo styling, signage and printed pieces.

Interior elements explorations for Dockers Mens' Khakis. This included designs for waistband, pockets and utilitarian details. Everything was designed in Adobe Illustrator.

Interior details for khakis and outerwear. The Khaki manifesto was printed on Tyvec material and was sewn on the inside pocket of khakis and outerwear.

Graphic embellishments and internal waistband details on women’s khakis. I collaborated with apparel designers on the women’s team to update their SureFit Innovation (elastic sewn within the waistband). I picked a font that was modern yet feminine, staying close to the brand. They implemented my design on their Metro trouser, one of their newer products.

Dockers Spring 2011 Lookbook. The inspiration came from the surroundings of Marfa, Texas, mixed with modern art. Pops of color like red, blue and yellow had to be integrated within the book. I art directed the photography maintaining a consistent look and feel on each category. I also made the signage for the tables, keeping the same vintage look and feel as the lookbook.

Prior to coming on board as a Senior Interactive Designer at Silverlign Agency, I was first hired as a freelance designer to work on an electronic magazine on the website of fashion designer and lifestyle icon Vera Wang. Utilizing my layout and typography skills, I designed content for her microsite which aimed to reflect the Vera Wang brand of elegance and refinement. Known for her sumptuous approach to fashion – in particular, wedding gowns – and modern, upscale events, my priority was to infuse the same elements of glamour which define her brand into the e-zine’s content.    

When I joined the Silverlign team full time, my task was to optimize Dockers.com, which included designing landing pages for men’s and women’s departments, and microsites for fit guides, khaki styles, gift guides and seasonal lookbooks. For each season, we brainstormed ideas for new and exciting themes. Once we produced a style guide, our team then collaborated with the Dockers’ apparel team to refresh the site with updated color palettes, new font accents, and interactive elements. The seasonal details were then carried out across different campaigns and projects such as emails, social media, sizzle videos, and in-store and online promotions.

Some of my other special projects were designing collateral for The GEM Hotel Chelsea in New York City’s stylish Chelsea section. I aimed to reflect the character and charm of this boutique hotel as well as its prime location in the city.