THE SECRET SOURCE
I led this in-house design team to extend their capabilities and reach with a brand strategy devised to emote creativity. The “secret agent” motif reflected the light-hearted, casual ethos of the agency. This brand stance allowed them to extend their reach past the in-house model and into the competitive agency world with a fresh look and feel.
SEO HITS THE MARK
Trulia is a real estate aggregate site that combines Google Maps with search results. The User Interface needed to be built so search engines like Yahoo! And Google could spider through the entire inventory of properties. This was so effective that Trulia became the #1 real estate Google Search result immediately after launch.
The Trulia mark was designed with extensibility in mind. It is used in the map interface, as a highlighted feature of the UI and as an integral part of the identity system.
COMMUNITY AND NOSTALGIA
The challenge was to convey meaning to an undermined legacy brand. The solution needed to be distinguishable and resonate with its 42 million customers while not risking $70 million in user generated revenue. The new design focused strictly on school and nostalgia, while introducing a more contemporary and extensible system.
To increase consumer awareness, a new, distinguishable system of promotional material, icons, buttons, and graphics were introduced. The consistent use of these graphic systems significantly increased click-through.
EXPERIENCE PRIOR TO PPMG
INTO THE BLUE
Now, American Express is one of the most respected brands in the world, but in 1998, it needed new products that would excite an upcoming generation of young professionals.
While at Siegel ↦ Gale, Jason Levine and David O’Higgins helped to elevate the American Express card design to an art form by recommending a transparent, minimalist design that was stylistically in tune with the aesthetics of the target audience. It brought the brand into the 21st century by incorporating innovative security technologies and account management options with a smart chip.
Amex Blue from American Express was a dramatic example of design innovation and a clear departure from other cards. Its design and functionality created an iconic brand. First year application rates were up 20-30% above expectations.