Photography
Role: Creative Director
Branding: In 2008, I led an awareness campaign that ran throughout New York. The objective was to clarify the About.com brand and target media planners as they traveled to work. The messaging I developed called "Here to help you" attempted to introduce succinct consumer benefits of the website.
Homepage Redesign: Part of About.com's homepage redesign was rethinking a way to communicate breadth and depth of original content. Knowing a tendency to fill up a web page, I decided to start with a simplified foundation instead. Since users could arrive from in or outside the network, I imagined having easy, clear navigation without clutter. You may also visit About.com's Visual System Design I created as a result of the 2008 redesign.
First Campaign: This was the first main campaign I created with the marketing group at About.com. Each advertisement poked fun at the passionate lifestyle behind About.com's Guides. The series below, with several additional ads, ran as half page spreads in the New York Times.
Branding: In 2008, I led an awareness campaign that ran throughout New York. The objective was to clarify the About.com brand and target media planners as they traveled to work. The messaging I developed called "Here to help you" attempted to introduce succinct consumer benefits of the website.
Homepage Redesign: Part of About.com's homepage redesign was rethinking a way to communicate breadth and depth of original content. Knowing a tendency to fill up a web page, I decided to start with a simplified foundation instead. Since users could arrive from in or outside the network, I imagined having easy, clear navigation without clutter. You may also visit About.com's Visual System Design I created as a result of the 2008 redesign.
First Campaign: This was the first main campaign I created with the marketing group at About.com. Each advertisement poked fun at the passionate lifestyle behind About.com's Guides. The series below, with several additional ads, ran as half page spreads in the New York Times.