With Carhartt, the client needed a design that represented their core male audience while strengthening ties to their female audience, and one that could seamlessly scale across all different devices with a single CMS. So we created an agile-style working process with the client where we designed large scale elements at desktop resolutions, then created a working HTML and CSS prototype to apply that design to smaller resolutions. Using frameworks like Bootstrap meant we could actively work on solving UX problems in real-time, then apply design look-and-feel to that solution.
The end prototype looked great, and it made for a fantastic client partnership where they could see exactly what they were getting.
Roles Creative Direction: Reed Loar Art Direction: Khristine Valdez User Experience: Matt Sugihara, Jake Bernett Interactive Prototype: Keeley Carrigan
HSN - Andrew Lessman
Andrew Lessman is one of HSN's biggest brands, and also one of the deepest. There's a lot to learn about Lessman's vitamins and supplements. So for those who are first learning about the product, it can become easily overwhelming. And for the people who regularly buy, they want an experience that doesn't get in their way.
With this challenge, we developed a beautiful, easy-to-use design system to show off and expose the in-depth knowledge of the brand, and the science behind the product, and the lifestyle of it's founder. The underlying UX framework was also designed to support other HSN brands down the line.
Roles Creative Direction: Reed Loar Art Direction: Pam Tamayo, Khristine Valdez User Experience: Henry Martes
Roles Creative Direction: Reed Loar Art Direction: Jillian Fu, Khristine Valdez User Experience Design: Henry Martes
The redesign of JBL.com was a dual project for Harman Industries which saw the development of a core user experience, which was shared with Harmankardon.com (both developed simultaneously).
It was designed around exposing the brand to a new generation, and aiming straightly at the Beats By Dre product line and consumer. The experience was also built with social components featured prominently, showing off how people are using the products in their lives.
Roles Creative Direction: Reed Loar User Experience Design: Joan Winter Art Direction: Pam Tamayo, Jillian Fu Visual Design: Mira Sestan, Marty Kenney Engineering Lead: Chetan Kotak
Harman / Kardon
The redesign of Harmankardon.com was a dual project for Harman Industries which saw the development of a core user experience, which was shared with JBL.com (both developed simultaneously).
It was designed around bringing the brand experience to the same level as the hardware and sound, and ensuring all the engineering prowess wasn't lost on the information seeking audiophile.
Roles Creative Direction: Reed Loar User Experience Design: Joan Winter Art Direction: Keka Marzagao Visual Design: Eriko Takayama Engineering Lead: Chetan Kotak
Gopogo was a startup attempting to create a Yelp competitor, whose core idea was to put together places & activities into 'Strings', that people could use a mobile app to go on. Users could build Strings themselves, and even invite friends to go on Strings with them, with the mobile client keeping everyone together and on track. Unfortunatly, just before beta release, money dried up, and the builds of the web app & iOS app were left unfinished.
Roles User Experience, Creative Direction, Design : Reed LoarDesign: Celia Donnelly iOS Developer: Patrick Lynch RoR Developer: Ted Xidas
Like many large companies, Mercedes Benz had developed an infrastructure that worked for their business, and one that had worked in the past well.
And like many others, it was no struggling to connect to a younger, digital savvy audience. To do that meant understanding how they worked as a business, what were the existing pain points, and what were opportunities to change that, then to look into the future.
We spoke to stakeholders throughout MB, and saw that how they ran their business was completely different of how their customers used their product. We created a large systems chart to help convey this through the organization, building support for future vision thinking (which can't be shown here, unfortunately).
Peerview was a startup focusing on the socialization of fashion choices, where users would post some quick details about their fashion choices while shopping, getting feedback from their social circles on if to buy it or not.
Roles User Experience & Visual Design: Reed Loar Business Strategy: Henry Lihn
In re-imagaing LG.com, a big part of that was stripping away the useless bits, and giving customers what they wanted - juicy details and sexy product imagery. No more hiding behind meaningless flash experiences - we designed straight shooting editorial-style content that let users see exactly what they were looking for, and easy ways to buy it. Discover LG TVs set a new design framework and content style for all of LGs online work moving forward, and carried that into Vacuums, Connected devices like Blu-ray, and into refrigerators, Facebook and mobile pages and emails.
Roles Creative Direction: Damian Claassens, Reed Loar Art Direction: Reed Loar Copy Direction: Luke Carmody & Kyle Cavanaugh Agency: Publicis
When Sprite decided to launch it first global campaign, they turned to AKQA to make it come to life online. Tasked with creating an experience that incorporated music as the main element, and could go from North American web & smart phone and degrade gracefully to an Indian or South African mobile experience. And unlike many campaigns of this size, you can see from the pitch concept animation that we were able to carry our idea through to execution without losing a beat.
Roles Creative Direction: Mariana Bukvic, David Charles Art Direction: Reed Loar; Dana Richards User Experience: Wiley Bowen, Reed Loar, Mariana Bukvic Technical Lead: Kaare Wesnaes Flash Development: Yi Liu; Rachel Diesel; Luan-Ling Chiang; Logan Wang Agency: AKQA
Sprite Spark Music Mixer
Google Content Network
Google asked us to find a way to educate media buyers about one of their main ad platforms, the Google Content Network. We created five videos that talk about the many features of GCN in a fun, yet informative, way. We created the stories and characters in house, and the wonderful animators at Gasket Studios breathed life into them.
Roles Creative Direction: Seth Rementor, Reed Loar Art Direction: Reed Loar Copy Direction: Luke Carmody Production: Gasket Studios Agency: AKQA
Google Content Network - Overview
Google Content Network - Measurement
Google Content Network - Branding
Google Content Network - Direct Response
Google Content Network - Targeting
When Loft decided to separate itself more substantially from it's parent Ann Taylor, they approached us to help them do just that. We worked closely with Loft to capture the sense of style and relationship that their customers loved them for and translate that to the web. We also took the time to rethink their shopping flow, to give the user the best shopping experience this side of the screen.
I love typography, the details of letter forms, and how they come together to form thoughts. Type is the basis for language and the expression of ideas.
So every once in a while I find some time to dabble in creating new type. Not for anything specific, but just for fun.
I am current;y working on a commercially aimed typeface called Cirrus - a modern Sans Serif composed of 5 weights and italics for each weight, with full language support. It's been a huge learning experience for me so far, and more than ever made appreciate the pre-digital typographers.