ART DIRECTOR
ART DIRECTOR
I was hired by Traction, an advertising agency in San Francisco, to work exclusively on their Apple account. The team consisted of designers, developers, and producers working on direct mail. Tasks ranged from providing layout options for the client to pixel perfecting documents, and assessing their integrity through the development phase all the way through their lauch.
Primary tasks included updating and rearranging layouts with new products and screens, and pixel-perfecting files. Attention to detail was crucial.
Within four years the brand evolved with frequency. This meant the design team had to constantly examine brand standards, templates, and visual trends on the Apple Online Store to reflect these visual changes on our DMs.
The iPhone 6 Accessories DM (desktop and mobile) was an opportunity to think outside the two column grid. The challenge was to showcase products in a dynamic format with interesting angles and crops but still remain on brand.
Apple Camp was part of the web portion of Apple design Traction was involved in. The program consisted of a few pages that allowed customers to enroll their kids in Apple Camp.
The page's functionality consisted of a fluid layout and had to be built in three sizes to accommodate for different browser widths, as well as mobile devices. The project also involved image selection for the U.S. and several GEO locations.
Part of our task also involved spending time down at Apple working on launch material. I created a case study in Keynote to illustrate to co-workers outside the Apple team, and higher-ups, what the experience was usually like for us.
Above is an image catalog I created, and continuously added to the latest trends on the Apple Online Store.