At Fiserv’s restaurant arm BentoBox, I oversaw the work of the creative team. Together we led the branding for marketing initiatives from paid social to the James Beard Awards.

One of my first projects was an audit of the existing brand. I refined it by paring down extraneous elements, and developed design systems for the shapes and illustrations to create a more holistic brand expression.

Illustrations were designed to be simple, geometric, and flat—ensuring a scalable style, not reliant on the idiosyncratic talents of a single individual. The aesthetic is intentionally benign enough to work in harmony with the shapes.

With the systems in place, the design team was able to apply the revised brand guidelines across all channels. Here are a few examples of paid social campaigns, which I concepted and art directed.

In addition to the brand work, I drove a lot of the UI/UX initiatives across our website, optimizing user flows that resulted in greater engagement and ease of use.

With a site architecture defined by marketing priorities rather than user experience, I created a scalable hierarchy that brought together an inconsistently-tiered navigation into a unified, intuitive experience. To engage prospects, I created a minimal landing page with as frictionless an experience as possible.

Whenever possible, animations were introduced—sometimes small and subtle—into the work.

For this direct mailer to prospects, we wanted to avoid it being immediately thrown into the trash. Hence a design that would grab their attention, ensuring they would be compelled enough to at least open it before discarding it.

Large, experiential projects—such as an enormous mural—always remained some of the best showcases for the brand work.