Provide an effective, engaging and social comms platform for gamers.

Overtone is a cross-platform, gaming communications app, focused on delivering a seamless user experience for the E-sports and casual gaming markets. Leveraging the parent company’s voice api, our mission was to bring the business from a B2B market straight to consumers themselves. As Creative Director, I manage a team of designers in collaborating with Product Owners, Marketing and Engineers to give our users an engaging chat app experience.

The Brand

Serious Comms for Every Gamer

That was the idea behind Overtone’s brand positioning. At the heart of it, Overtone is a social network for gamers. A place where players come to meet new friends, start parties, jump into games and build a community. We wanted to align with both competitive and casual gamers’ industry expectations, communicating a tactical and social advantage through our cutting edge technology. To do so the brand had to align with the aesthetic, voice and quality of products that gamers have come to know.

Our tone is mysterious and our visual language, cutting edge – like a secret agent’s souped-up car, embedded with classified technology and a cloaking device. Our colors – dark and high contrast as to bring focus on user and game content. Wherever possible, our marketing assets utilize imagery to re-enforce social aspects of the brand.

The Logo

Overtone’s wordmark and icon logo are layered with the corresponding morse code dashes and dots. We animate these elements to build suspense or convey loading in the UI. The logo is constructed with League Gothic while the app UI uses Roboto Condensed and Open Sans fonts.

Above: The Overtone Testers Club Marketing Graphic. Below: Social Media Creative.


As a social platform our, digital marketing and physical branded elements including t-shirts posters and banners utilize the UI’s “start a party” call to action as a way to activate the consumers curiosity in the brand.

The UX

Socially Driven Interactions

During the first year of product development, the team spent the majority of time fleshing out personas, user-flows and interaction patterns in support of our goal to help gamers meet new friends, start parties and discover teams of people with similar interests.

Visual Design

Pulling it all together with the brand, our UI components create a sense of hierarchy, placing emphasis on what a user needs when they need it.

TripAdvisor Design Vision 2016

Branding, Mobile, UI, UX

In 2016, having been embedded on the following teams: Personalization, TravelGuides, User Engagement, and Tours & Tickets, I was inspired by many of the discoveries we uncovered around our users and the travel business.

I presented the following vision document to my colleagues, outlining strategies for the future of the TripAdvisor brand and product experience.

The Problem
The product footprint was wide, yet the overall architecture – vertical. We needed a way to bring many of the existing features together across the business units, and optimize the ux for travel planning behaviors. As a company our success hinged on the ability to transform from an index of travel listings, typically discovered via google search, to a consumer’s go-to for planning an booking travel.

We’ve talked to consumers who find these features helpful. The product is extremely efficient in task based interactions like searching and receiving a list of activities in a city. Travel is more than this and by leveraging the brand’s unique roots in social and community engagement, we would be able to tell a story, page by page, keeping our users coming back, booking, discovering and sharing items in their personalized travel feed.

Project Goals

  • Streamline user experience and re-architecture the TA product hierarchy to better leverage TripAdvisor’s vast yet fragmented digital experience. Provide a consistent, contextual experience across all pillars and platforms.
  • Create a memorable and engaging user experience that assigns appropriate focus in the UX, based on the traveler lifecycle journey – planning, booking and in market experiences, all while better utilizing our existing machine learning engine.
  • Give booking higher visibility through prioritization in navigation and through the introduction of a cohesive visual language that supports a shopping marketplace vibe.
  • True to our roots, through a highly personalized contextual social layer, re-enforce booking awareness in app and through dynamic output to social media. Spawn a new era of highly targeted contextual ads, personalized CRM and sponsorship opportunity.
  • Bring our brand and mascot to life as a trusted travel sidekick able to connect with consumers through chat apps and in connected homes or automobiles.
From our user research and testing we found that travelers tend to think broadly about a destination before jumping into booking. Rather than sticking to business units in determining a UX ( hotels, restaurants, attractions, flights), the re-design provided a destination centric hierarchy where users could intuitively plan a trip around personalized criteria.

Context, Discovery, Inspiration…A user opens the app to find the home screen populated with information about the location they are currently in. The navigation is tabbed to allow a user to discover contextual or global promotions and popular offers. Lastly a user has the opportunity to create a highly personalized experience. By tagging their profile with interests or following a city, they can browse a feed of content from that location as they plan their upcoming vacation.

The app is organized by geographic locations containing hotel listings, restaurants, activities and flights.At this level in the IA, a user can click to follow the city for updates and reviews in their feed.

While working on the personalization team, I was inspired to map a “relevancy engine”. This logic would help TripAdvisor’s evolving machine learning algorithms to contextually populate users’ inspiration feeds.

Users self select interests and follow both user-generated and editorial TripAdvisor content. Engaging with the app, we build a relationship with the traveler who is then able to plan and book better at each phase of their trip: pre-, in- and post-trip.

To build trust with users and craft better ux patterns, the brand required a refreshed visual language. The concept included tweaks to the company logo, updates to our color palette, rules on color usage, a new brand font, and the introduction of branded illustrations.

Keeping users engaged. An example of a redesigned email. Clean, simple and clear.

Bringing our brand and mascot to life as a trusted travel sidekick, connecting with consumers through chat apps, connected homes and smart cars

Vivox’s voice communication technology powers the biggest game titles in the industry.

Working with key stakeholders our goal was to reposition the company identity and close the gap between existing perceived value and the brand’s proven industry success. For this project we developed a vision, mission, and brand pillars. From there, I worked with the design team to execute visual style boards and ultimately to deliver a finalized brand system across all forms of media.

After refining the brand strategy we created mood boards. The winner – Tried, True, Trusted.
The losing mood board – Bleeding Edge Technology.

RogerCPA Review – leader in test prep for the Certified Public Accounting exam, aimed to revamp both it’s brand identity and product experience on a mission to reach a new generation of students.From responsive web to IOS, my goal was to design an experience that would support the brand position -“Efficient. Effective. Enjoyable.” The apps architecture is structured to let students focus on video content and note taking.

Working with the Roger team I created a new identity and design system to be used for all marketing, websites and product UI.
Before applying the new brand system, I designed both product and marketing wireframes/flows

Little Leaf iOS App

Branding, Mobile, UI, UX

LittleLeaf is a health and wellness tracking platform for parents who want to set reminders, communicate with caretakers, and keep tabs on their kid’s development.

As designer I presented a proof of concept which included user flows for high-level requirements, app architectures, and a brand style-guide.