I envisioned a new Audi library that digitally showcases Audi collateral based on data-driven storytelling. It embraces mobile device features such as location services to create a tailored experience for the user. These concepts were created for the Audi RFP, which we won.
Designers are also storytellers, but what if the story is constantly changing based on you, the user? Data transforms the way we tell these stories. Research shows that viewers are more likely to engage with personal, targeted content. Using intelligent search data, we can incorporate popular search terms and questions to reach a broader audience.
For maximum impact, I tailored my design to the people in the room. Users would see personalized headlines and backgrounds depicting current location, time, and weather. Informational chapters are also prioritized based on user preferences. In Los Angeles, for example, users would see features such as "traffic jam" first. Dynamic design knows what consumers want to read.
For a new business project with Yamaha, I proposed designs based on cymatics, the study of visible vibration. What if sound could be visualized?
Everyone has a unique frequency that reflects their distinct personalities. My concept showcases Yamaha MusicCast’s ability to tailor high definition sound to your frequency. The cymatic patterns center the ear to symbolize vibrant, visual sound.
In the banner ads produced for multiple digital platforms, I visualized facial expressions as a cymatic representation of sound. I focused on faces that transform with each beat, symbolizing the way music inspires emotion and human connection.
I developed, designed, and directed "The A4 Launch Experience," a parallax scrolling site that explores the "soul" of the A4.
Interact with it here. (Note: The experience is much cooler than the static images; your patience with the slow server will be rewarded!).
Designed for the Audi library iOS app, the site is divided into four sections: Brilliance, which showcases the car's overall design;
Intensity, which highlights the car's performance; Intuition, explaining Driver Assistance features and ambient lighting; Intelligence, which unveils special features such as the virtual cockpit, Audi connect, and 3D sound.
Design can forge a car's soul. A basic LED becomes a piercing signature headlight that intimidates other drivers who peer into the rearview mirror. The combustion engine, when lit, becomes the car's beating heart. Intelligent programming gives a car a brilliant mind, capable of decision making, informing, and connecting.
Rotating rings, found throughout the site, represents the mapping of an object's soul.
I developed concepts, branding, logos, digital ads, and mood boards for motivational speaker RahGor. Beginning with a set of images that captured grit, force, care, hard work, and boldness, I created a distinct, cohesive brand. Sweat, a cup of black coffee, the rumbling of an incoming storm, gravity, and fireworks become the five senses of RahGor.
To celebrate 35 Years of Audi's quattro® system, I helped create 35 short digestible snippets. If seen in their entirety, the clips would give the viewer the full story of Audi's quattro system--from its inception to its functions and projected future. I stitched together files from an archive to build a cohesive narrative that could also be understood as short clips.
Before I even considered going into this field, my older brother asked me to redo his logo. I tried back then and came up with something very chrome. The failure haunted me, and I decided to attempt it again years later. Originally, he wanted the logo to be retro. I drew inspiration from cartoons and mascots of the 60's and invented a new St. Bernard. Since St. Bernards are known to be helpful dogs, I wanted Bernard's "voice" to be helpful too.
For these brochures, I produced conceptual spreads, or "brand spreads," that separate chapters. I created concepts and designs for these spreads, which creatively speak to the Audi brand. Shown is our "Driver's Assistance Spread," which is a clean and minimalist solution to show driver distraction.
The spread with the UFO showcases technologies of the present surpassing the wildest imagination of the past.
Audi wanted to do something special for one of their most dedicated customers who just had bought an R8. He happened to also be an optometrist.
Featured are a few spreads I designed for Audi's monthly magazine.
"Gravity is a Drag" introduces Audi's ability to continually shave off the pounds on vehicles by showing a common situation that we could all relate to.
"The Audi Allroad to the Off-road Returns" showcases Audi's off-road vehicle. The layout shows the ruggedness of the vehicle using a minimalist color palette and sprawling nature views.
2012 Regional Design Annual: 2012 Audi collection Catalog featured in Print Magazine
2012 Regional Design Annual: 2012 Audi magazine featured in Print Magazine
Creative Director: Ulrich Lange
Associate Creative Director: Kathy Cherico
Senior Art Director: Anashe Abraham
Jr. Art Director: Mac Katana
In today's fast-paced culture, people are constantly pressed to do more. How do you motivate people to use a little bit less energy?
By asking them to do nothing. Don't turn on your AC. Don't eat out. Don't burn energy; conserve it instead.
We developed this campaign for Southern California Edison as part of an eco-conscious initiative. We thought asking people to "do more" was an overused tactic. And in this case, a little from everyone is more powerful than a lot from a few.
The first phase of this campaign would be a mysterious phase, with the simple hashtag of #donothing. As the second phase starts, we would introduce cartoon characters, Cece "The AC," and Thomas, to capture the spirit of #donothing hashtag. In a way, shutting off your AC or having SCE shut it off for you, gives it a break to do nothing.
As a side project, I designed a series of posters for the Los Angeles Museum of Contemporary Art (MOCA).
Art is fascinating, and everyone reacts differently to it. Art can trigger a chain reaction of memories and thoughts that inspire powerful emotions in us. As we connect emotionally to an art piece, the brain processes information like a Rube Goldberg device: stream of consciousness images spark intuitive connections.
I redesigned the LA Times to make the paper more "portable" when reading; I created a newspaper that rotates. You can go through different sections of the newspaper by simply putting the category on top, and opening it up.
At Cal State Long Beach, I gave a talk about my working style and creative process. My lecture was about connection--whether you believe in fate, nature's design, or intentionally seeking connections.
The paradoxical ease and difficulty of connection is represented by more than 1000 dots that make up an extensive connect the dots map. The dots make up a carefully crafted self portrait.