---

Project Description:

Embrace Pet Insurance is the official pet insurer of the NFL’s Cleveland Browns. Public-facing public relations and Browns employee landing pages were needed for communicating this new and exciting partnership.

Design Process:

After a kickoff meeting with the public relations team, I went to work concepting and wireframing the landing pages.

After completing the wireframes, I sent them to the PR team for review so they had an idea of copy and imagery needed for the hi-fidelity designs. While waiting for feedback and content, I asked Embrace employees to send images of their pets in Browns apparel. I used ChatGPT to write the headline and subhead for the Browns employee hero section.

After the hi-fidelity designs were approved, I built the responsive landing pages using Unbounce, which is a website builder platform.

Results:

Using design thinking, I sourced imagery from Embrace employees, utilized the Browns media kit for photos and logos, ChatGPT for copywriting and Unbounce for development, I was able to deliver landing pages that are on brand for both Embrace and the Cleveland Browns. The public-facing page was shared by the PR team to numerous media outlets to announce the official partnership. The employee page was shared with the Browns organization so employees could receive 10% off their pet insurance plan.

---

Project Description:

To celebrate the partnership with the Cleveland Browns, Embrace’s PR team brainstormed a pet contest. To promote this contest the team asked for a time-based, multi-stage landing page: pre-launch, voting open/closed, and winners.

Design Process:

After a kickoff meeting with the PR team, I reviewed the provided copy doc and began concepting and wireframing the landing page.

I completed the wireframes and had a great path forward for creating the hi-fidelity designs. After designing the first iteration of the hi-fidelity designs I shared them at the weekly UX Design Review meeting. Since the contest required submitting videos of pets, another designer suggested incorporating videos or GIFs to add more visual interest.

Building this page on the Unbounce platform, I wasn’t sure if video or GIF formats would work. After researching and testing I found that GIFs and videos were supported. I used Canva to create GIFs of videos sourced from Embrace employees to use in the ‘Categories’ section, adding animated text and graphic elements to enhance the video and the category it represented.


I reviewed the hi-fidelity design with the PR team and they asked if it was possible to add a countdown timer to the pre-launch version. Unbounce supports CSS and JavaScript so I was able to code a simple countdown timer for the pre-launch stage and a dynamic text box triggered by date and time for the voting stages.

Results:

Advertising the contest via social channels and press releases, this contest generated a lot of visibility for Embrace Pet Insurance and their partnership with the Cleveland Browns. The roughly one month contest garnered over 1000 submissions and positive engagement with Instagram and TikTok posts.

---

Project Description:

Chosen Leader Founder, Nick Anderson, was in need of a visual identity for his new leadership consulting business. After speaking with Nick, we agreed that I would create his key brand elements which included his logo, color scheme, typography, and brand styleguide. Other creative designed for Chosen Leader included a website mockup, cover art for his book, and a suite of social media templates.

Design Process:

Nick and I had a kickoff meeting where I learned about his vision for the business. We chatted about the colors he liked and emotions he wanted his brand to invoke. By the end of the meeting we agreed on this brand statement: Chosen Leader is calm, confident, authentic and trustworthy – not aggressive or bold.

I did a competitive analysis of the people in Nick's locality doing the same or similar kind of leadership consulting. I collected competitor websites and analyzed fonts, colors, design styles, writing styles, etc. With the brand statement in mind, and a good understanding of the competition, I researched fonts that embodied the brand statement and would work well in a logotype.

Understanding the psychology of colors, I decided blues and greens would be the foundational colors. Then I wanted to find an accent color. It couldn't be aggressive or bold but had to embodied confidence while working in harmony with blues and green.

With the color scheme and logo finalized I created the brand styleguide. This outlined the "do's and don'ts" for the brand elements; how to apply the color scheme, logo usage, fonts, accessibility color chart, web elements, etc. After completing the styleguide I designed additional creative assets - website mockup, bookcover art, and social media templates.

Results:

Nick purchased Canva Pro, added me as a team member, and I uploaded his Brand Kit to the platform and created all his social media templates. Nick is now empowered to create content with his new branding, and he is...I see his Chosen Leader post's on Instagram, X (formerly Twitter), YouTube and LinkedIn.

“...Working with Tatiana was frictionless and a wonderful experience. I’d recommend her to any company large and small.” - Nick Anderson

---

Project Description:

Samsung was launching its newest Galaxy, the Note10, and Sprint’s marketing team developed a pre-order with a “fast-follow” shop campaign, the goal being the first mobile carrier to get the phone to market.

Design Process:

As the lead designer, I was responsible for executing marketing creative for Sprint’s homepage and working with the Adobe Experience Manager producers to get the creative pixel perfect, especially for high profile launches like Samsung.

After I received all the content needed for design (imagery & copy) and reviewed the Jira ticket to see what design assets I needed to create, I had to get to work fast because these launches happen very quickly. And you want to be ready to launch as soon as the phone is officially announced. I had to design a responsive homepage hero, nav menu flyout, carousel tile, dashboard banner, and a responsive river page.

Results:

With the impeccable planning and teamwork across multiple departments, I was able to get the Galaxy Note10 on the Sprint website hours before any competitors. Sprint had a fully functioning online store which allowed for taking pre-orders which significantly increased Sprint’s post-paid sales for the Galaxy Note10.

---

Project Description:

For the first time since Google launched the Pixel in 2016, it was finally coming to Sprint! This was an exciting opportunity for Sprint’s marketing & digital teams to show Google that Sprint could deliver a world-class experience. The marketing team opted for a ‘Coming Soon’ and ‘Arrival’ campaign for the homepage.

Design Process:

As the lead designer, I attended the kick-off and subsequent creative meetings with Google to understand their brand and how the teams planned to position the Pixel 3a on Sprint’s website. The phone had to be the focus of the creative so I utilized contrast, playing with dark and light of the phone and banner background colors. The campaign creative needed were a pencil banner, homepage banners, nav menu flyout, and carousel tile.

For the ‘Coming Soon’ creative I opted for a light grey background, dark phone and using Google’s ‘G’ logo so that it was instantly recognizable as a Google product. Working with a copywriter, I asked for minimal copy so that the phone could be as large as possible for the space, especially for mobile. The ‘Learn More’ button would take the user to the Pixel 3a river page (provided by Google) that had information about the phone and the hardware specs.

To differentiate the ‘Arrival’ creative from the ‘Coming Soon’ I choose a black background and the white phone. Instead of using the Google ‘G’ I added the phone brand logos to the phone image. Keeping the creative clean and focusing on the headline, imagery and CTA was my goal.

Results:

The launch of the Google Pixel was executed flawlessly and to much fanfare for customers looking for a quality mid-tier phone. Google was very happy with the experience they had working with the marketing and digital teams, and had minimal changes to the creative I presented them for review. As a thank you, the Google team sent me branded swag that included a backpack, a phone holder and a 32oz thermal cup.

---

Project Description:

Sprint's deals webpage was almost an exact duplicate page of the old homepage – it was a page of full-width banners that overwhelmed the users with a lot of product deals with no organization or offer hierarchy.

Design Process:

During a department-wide design jam, redesigning the deals landing page was an assigned task. My team consisted of a UX Designer, a Copywriter, a Visual Designer (myself) and an AEM author. The task was to redesign the deals landing page so that users could easily identify and navigate Sprint's deals for various offers.

The concept of the new deals landing page was that full-width offer banners would lean into the different OEM products, and the page would be broken out into a 4-column grid. Offers with the most value would be a full-width banner, then a 3-column-wide tile, 2-column-wide tile, and a 1-column tile for everyday deals. By giving offers a column hierarchy it provided visual hierarchy and establish a design pattern for the user so they can quickly distinguish the best Sprint deals.

Results:

The new deals landing page was being designed in tandem with the new Sprint.com homepage. The homepage had the most visibility, therefore the new deals page was put on hold. However, some aspects of the new deals page were implemented: 1) it was changed to a grid design, 2) purple deal flags were added above the offer tile, 3) full-width banners have been incorporated into the page, and 4) lifestyle image tiles were added.

An A/B test proved that the grid-style page converted better than the “banner” style.

---

Project Description:

A client requested a website that would appeal to parents of children ages 5-10; related to seasonal allergies and asthma; for it to be “conversational,” “non-threatening,” and “colorful,” and appeal to parents whose children may be experiencing allergy or asthma symptoms for the first time.

Design Process:

I began this project by establishing a color palette that would resonate with the 5-10 age range. User research showed that children are attracted to bright colors, specifically primary and secondary colors. Once the color palette was finalized, I sourced bright, fun, non-threatening illustrations, and illustrations that I thought conveyed "allergies."

Next, I designed the key art. I created four child personas, each one representing an allergy or asthma. Each child had an intro graphic, and a symptom graphic. Once I had the child personas designed, I created a hero image with all four children.

I assembled all the graphics into a homepage concept. The homepage design was targeted for mobile/tablet devices, with the thought that parents could sit with their child to discuss allergies and asthma in a comfortable setting. Being mindful of a child’s attention span, simple and short descriptions of allergies and asthma were provided. Large icons of each child’s symptoms are displayed, with the intention that the user taps/clicks it to get more information about that symptom, and how it relates to allergies or asthma.

Retrospective:

If I were to design this creative again, I would be mindful of accessibility. Working with ADA and A11y guidelines in more recent projects, I know the white text on the neon green would not pass for contrast. I would also make the landing page background white instead of grey to increase the text contrast on the page.

---

Project Description:

Reckitt Benckiser Group purchased a Kindle Special Offer ad to promote their consumer product, Mucinex•DM.

Design Process:

Amazon has limitations regarding imagery that can be used on Kindle lockscreens and those limitations include any imagery that is deemed offensive or provides a poor customer experience. "Mr. Mucus" fell into a grey area, it could be deemed "gross" because it’s mucus BUT it’s also a cartoony image.

I didn't find "Mr. Mucus" offensive or gross, so I decided to build out the creative using the ad the client supplied. Iteration 1 was the artwork I submitted for a design review.

The lead Kindle designer and I reviewed the ad with our Creative Director and that's when the "Mr. Mucus" debate began. After many revisions, and trying to make "Mr. Mucus" work, it was canned. The Creative Director based the decision on providing the best customer experience.

After brainstorming ideas, I decided to focus on the Mucinex•DM box. Since the box in the provided assets was curved I had to create a new box. Then I used the product color palette and design elements to create the background imagery.

Comparing the final Kindle design to the first iteration, I agree with the Creative Director, simplifying the ad made for a more elegant design and better customer experience.

Results:

Carefully considering the customer experience, while meeting the Kindle beauty bar standard, this creative performed 59% better that other Kindle ads served in the same placement with a CTR of 2.98%. It also had a much higher consideration rate at 2.65% versus the average 1.46% for the same placement.

---

Project Description:

Killzone Shadow Fall, published by Sony Computer Entertainment, was the launch title for the highly anticipated Playstation 4 console. This was a full-scale digital media campaign with ad placements across many Amazon properties and devices.

Design Process:

When a campaign has a Kindle ad, I begin with that design because it has the strictest requirements for assets. After reviewing the assets provided by the client, I immediately saw a red flag. The battlefield images supplied weren't going to pass Kindle policy because of all the dead bodies in the scene.

I needed new assets. I quickly searched Amazon's database to see if any other assets existed for Killzone Shadow Fall. Fortunately, I found the most ethereal artwork with pinks, purple and blues, and it was absolutely stunning. I sent the image to the account manager, asking to please get these assets from the client in high resolution.

After receiving the high resolution assets, I designed a beautiful Kindle ad and got it approved by the client. Then I designed the collection of digital ads for various placements on Amazon.com.

Results:

The Sony PlayStation 4 was the most anticipated console release of the year and Killzone Shadow Fall was the launch title. The campaign for Killzone Shadow Fall, and the PS4 which I also designed, launched during the holiday season and were Amazon’s highest performing digital ad campaigns for Q4.

Monthly CTR Data: Nov – 3.86%, Dec. – 1.81%, Jan. – 2.24%