Now that we had working materials, I was able to focus on pushing the brand forward. Aereo had already been to the Supreme Court for the hearing and we had limited time to turn things around before the announcement in June. The new identity I created was bold, colorful, in control and involved a complete overhaul of existing assets including the app, website, photography, and messaging. Finally a platform cordcutters across America could get behind.
Big steps for one small company.
When I started at Aereo, things were a mess. Don’t believe? Take a trip on the Wayback machine. The product was three years old, the UX team lead the design, and in the light of pending Supreme Court case expectations were high to make a dent in the chaos and make it fast. From Oct–March, I worked internally to create a scalable product marketing ecosystem, develop educational assets, and implement brand guidelines company wide.
The result? By April we had a landing page that was converting users at 19x the rate of the original website and I was on to a complete brand overhaul for the launch of Aereo 2.0.
For two years running, CNN descended upon Austin, TX, during SXSW and set up shop at local favorite, Max’s Wine Dive. Located steps from the Austin Convention Center, CNN converted the space into their event broadcast center and tempted crowds with enough bar fare, Wi-Fi and plug-ins (all gratis free) to keep conference attendees “powered up” throughout the weeklong event.
Civic Entertainment Group partnered with RED to develop event branding and design for the space including interior and exterior signage, wayfinding, wall wraps, banners, uniforms, tap handles, menus and various promotional collateral.
The Friday Freshmix is a curated, submission-based playlist compiled on the last Friday of every month. Conceived in late 2008, this self-initiated project is a platform for musical communication nationwide. The monthly eblast circulates among 400 members, has a 90% click-through rate, and is downloaded 75% of the time.
Design for the Freshmix explores the world of Friday—a place where regrets are unheard of and Destination: Weekend, is just around the corner.
Curious? You can find the Best of Fresh 2012 on Spotify.
From hand drawn posters, to annual reports and book jacket covers, this selection represents some of the additional clients I’ve had the pleasure of working with throughout the years. A few pieces have been published. A couple have received rewards. And despite the death of the medium, it's hard to deny:
It's nice to see your name in print.
Throughout 2012 and 2013, RED converted several street-level vacancies into a tourism campaign promoting real estate development in Lower Manhattan.
The exhibition included a three-block-long timeline around the historic Woolworth Building, and a continuous wrap of 180 Broadway that highlighted all the ticker-tape parades from 1929 to the present.
Client: The Alliance for Downtown New York
Completed at: RED-NYC
The Harlem inspired 2013 campaign expanded upon the Apollo brand (designed by Pentagram) to include "carnation" iconography and legends of Apollo past. As honorees were announced, photography was incorporated to create a buzz-worthy invitation set that literally screamed party from the first reveal.
Completed at: RED-NYC
Creative Direction, Branding, UX, Product Marketing Strategy, Naming, Packaging, Design
And all those who deserve more credit than I can possibly give 👏👏👏
Don Lehman: Industrial Design, Packaging, User Research & Testing
Daniel Bulli: App Development Lead
Christina Pitsinos: Branding & Copy
Colin Reisterer: ios Developer
Kenny Adorisio: Android Developer
Justin LaFontaine, Tina Han: Branding & Wesbite Design
Kevin Ennis, Stephen Murray, John Bjerke: Website Development
FastCompany’s Innovation by Design User Experience Finalist (2016)
Inc's Iconic Design Awards (2016)