We’ve worked inside global brands, emerging companies and complicated organizations at moments when something important needed to change.
Sometimes that meant creating a brand identity or designing and developing a digital product. Sometimes it meant creating attention and demand. Sometimes it meant connecting pieces of a business that had never been designed to work together.
The common thread is the same: understand the real problem, get close to the work and make something happen.
01
Brand identity + digital products
Red Planet Hotels
Building one scalable brand across a growing Asian hotel portfolio.
Red Planet was expanding quickly across multiple countries, but the customer experience needed to become one coherent system.
Justin created all of Red Planet’s branding, including its logo and an extensive brand system spanning architecture, signage, guest touchpoints, lobby experience, amenities and digital. He also led the website experience and handled the mobile UI/UX, product design and development, bringing search, booking and payment together.
24 hotelsrebranded across four Asian markets
3,700+ roomsacross the portfolio
Nearly 4Mguests served during the growth period
02
Communications + growth
Reserveage Nutrition
Helping an emerging wellness company become a significant national brand.
Reserveage was growing quickly in a crowded wellness category. The opportunity was bigger than publicity alone: the brand needed consumer visibility, retail momentum and a story that could travel across channels.
Diana worked across brand, communications, media, partnerships and growth during a period of significant expansion, including major exposure through QVC and national retail.
$70Mreported annual revenue
30%growth in customer base
2×retailer sales during the growth period
03
UI/UX + mobile commerce
Target
Helping define what mobile retail could become.
At the beginning of the smartphone era, mobile retail was largely an experiment. Target wanted something more useful: a mobile experience integrated with how customers actually shopped.
Justin handled the UI/UX, product design and development for Target’s early mobile experience, connecting digital commerce, stores and customer behavior.
The work helped establish Target as one of the early leaders in mobile retail.
2010Mobile Retailer of the Year
$67B+annual revenue during the period
Retail firstScannable mobile coupons nationwide
04
UI/UX + digital product development
Alaska Airlines
Putting the travel journey into the customer’s pocket.
Before airline apps became expected, Alaska Airlines was exploring how mobile could fundamentally improve travel.
Justin handled the mobile UI/UX, product design and development—from purchasing a ticket and preparing for a trip to navigating the airport and managing travel along the way.
The work was part of Alaska’s early transition toward a more connected digital customer experience.
14%operating revenue growth in 2010
12.7%additional operating revenue growth in 2011
#1customer satisfaction among traditional network carriers during the period
05
Community + regional growth
Whole Foods Market
Connecting a national brand to the communities it served.
Whole Foods was continuing to expand rapidly while maintaining a brand built around local relevance and community relationships.
Diana worked across regional marketing, store openings, partnerships, major events, television and customer communications—helping translate a national brand into locally meaningful experiences across the Pacific Northwest.
400 → 450+stores nationally during the broader period
8M+customer visits per week
50+community partnerships supported
06
UI/UX + mobile product design
TED
Taking one of the world’s most important idea platforms beyond the browser.
As smartphones and tablets changed media consumption, TED had an opportunity to make its enormous library of ideas available wherever people happened to be.
Justin handled UI/UX, product design and development for TED’s early mobile experience as the organization expanded from a conference and website into a global digital media platform.
1 billionTED video views reached during the era
1.5 millionviews per day
700+ talksOn the iPad app at launch
07
Brand + commerce
TOMS
Bringing a purpose-driven brand into the emerging mobile era.
TOMS had created an unusual business model in which buying the product and participating in the mission were inseparable.
Justin’s work on early digital and mobile experiences included mobile UI/UX, product design and development, carrying the brand story into commerce as TOMS expanded beyond its original product.
1M+pairs donated early in the growth story
$625Mreported company valuation several years later
Global expansionacross product categories and markets
08
Brand + communications
Biokleen
Growing an environmental brand before sustainability became mainstream.
Biokleen built its business around effective cleaning products with a substantially different environmental philosophy from conventional household brands.
Diana worked closely with leadership across brand, communications and growth as the company strengthened its position in the expanding natural-products market.
The company was later acquired as the eco-friendly cleaning category continued to grow.
NationwideWhole Foods and Kroger distribution, reported in 2012
$7Mreported annual sales in 2012
Acquiredas an established sustainable cleaning brand
More than a portfolio
The work changes. The way we work doesn’t.
We do not arrive with a predefined channel, campaign or methodology to sell.
We get close to the business, determine what is actually standing between the organization and the outcome it wants, and then work across whatever combination of strategy, brand identity, UI/UX, product development, communications, acquisition and measurement the problem requires.
