Design Direction


Askari Bank

Askari Bank is an Android-only banking app. Askari Bank is Pakistan’s main financial institution serving primarily military customers.

With over 100k users and a 4.6 out of 5 with over 8k reviews, the redesign was a resounding success for the client and its customers.

JS Bank

JS Bank, a leading Pakistani financial institution, needed a redesign of its mobile banking app. With over 750k customers, only a small fraction used the existing app due to poor UX and very limited functionality.

The redesigned Android-only app incorporated the most used and needed functions based on analytics. The design modernized the look and feel of the app positioning JS Bank as a leader in the Pakistani fintech segment.

Goonj

Telenor, the second largest mobile operator in Pakistan with over 45mm customers, wanted to launch a stand-alone video streaming app targeted at a more upscale, savvy user. The app would feature clips as well as live streaming of news and cricket, helping to digitally transform Telenor from mobile operator to media giant.

A clickable prototype, driven by a user testing script, was used in the field to gather feedback from the target persona. The qualitative feedback was used to iterate the UX before applying the UI design.

The final Android-only app was a massive success with over 2.5mm users at its peak, and winning a Bronze Effie for software and applications.

Doculife

Doculife is a cloud-based application available via web, iOS and Android application. Doculife was purposefully built to be highly visual, removing the need to remember complicated filenames found in all other storage applications that emulate the tired file system look and feel.

The app is targeted at users tired of subscriptions and data tiers of other cloud storage applications with the added functionality of productivity tools to push the user to achieve goals and projects, and go beyond simply storing files and documents.

Redesign for Honda Powersports

I lead the $3mm redesign of Honda Powersports’ responsive web presence. The year and a half project incorporated over 1600 pages, supporting 9mm+ monthly unique users.

Redesign for iTech Entertainment

The world’s top amusement developer needed a redesign that matched the impact and immersive nature of the rides and attractions they develop and produce for properties from Florida to China.

The Blake Hotel
Website Design

The Blake Hotel in new Haven, Connecticut is a new hotel construction located near Yale University and its arts district. The hotel caters to longer term stays, with a Michelin-starred chef in its Hamilton Park restaurant.

The website’s look and feel was based on The Blake’s mission of irreverence, comfort and customer first service. It captures the area’s diversity and support of the arts bu using non-standard typography and layering, straying as far from symmetry as possible while remaining highly functional.

Smile Brands Complete Brand Redesign and Relaunch

Smile Brands, the second largest dental chain in the nation with over 400 brick and mortar offices, needed a complete brand refresh.

After extensive creative experimentation and validation through qualitative focus groups, we relaunched with a fresh new direct mail, website and office POP look that resonated well with its various personas.


Motion & Creative Direction Samples

Doculife Explainer video
I edited / animated the entire video, wrote the script and oversaw voiceover.
Quickbooks Product Onboarding Overview
I was Creative Director for this project, developing the key concepts and detailed storyboards for the shoot. This was only 1 of 6 onboarding videos I created for Quickbooks SaaS launch.
I oversaw the shoot, editing and animation for all 6.
“Roll Call: Odell” for the NFL
This was one of 2 videos promoting NFL Fantasy Football. I developed the concept, oversaw the shoot, editing and animation. Rich Eisen voiceover.
“The Essential Superbike” CBR1000RR spot for Honda Powersports
I was creative director for this spot launching the CBR1000RR. The shoot was done in secret way out in the desert in California. I oversaw editing and voiceover, music and audio production. Michael Miller wrote the script.
“The Boardwalk” overview spot, Silver Telly award winner for real estate branding.
I was creative director for the developer of this multi-pronged project aimed at landing high quality tenants for this exclusive office space in Irvine, CA. I oversaw the editing for this project.

UI Design, Prototypes and Artifacts

VR UI Design

Game Selection VR UI design for DIrecTV

Prototype

VR UI test in Unity 3D
Sam Jolly, Unity Developer

55inch Touchscreen UI Design

55 inch touchscreen experience for The Boardwalk, a 500,000 sq ft, 10 figure development project in the heart of Orange County.
After going endless rounds with the brand video, I was tasked with making the touchscreen a “$20k home run”. It was approved by the client during the first review, no changes. It featured a scrubbable video with interactive hot spots (shown), slide show component featuring renderings and floor plans, as well as an interactive POI map of the area.

Prototype

Game selection VR UI Prototype test in Unity 3D
Sam Jolly Unity Dev.

Animation Sample

Animation direction leveraging Material Design choreography for offsite dev team. I created this in After Effects and oversaw and managed the dev team.

Prototype

Tappable prototype used to test with persona in the field and gather feedback. I created this in proto.io.


Art Direction Samples

The work created below was designed wholly by me using a variety of tools.

F3 & F4 Series launch liveries for Honda Performance Development, used during the press announcement events.

Rebrand and website redesign for specialty fabric company Garmatex.
Rebrand and website redesign for specialty fabric company Garmatex.
Brand Extension for Clean Power Finance
Brand Extension for Clean Power Finance

Identity Design Samples

A curated selection of logos I’ve done over the years for a wide variety of verticals.
Created using Adobe Illustrator & Photoshop.

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