Below are some selected highlights of work I have done over the years along with descriptions of the roles I played in the development of these projects. There are plenty more examples of my work that I’d be happy to show you if you want to sit down and talk about some potential upcoming projects.
You can also click here for a copy of my resume.
Ram Trucks
Ram Trucks
The challenge: to break the Ram brand away from Dodge.
Microsites, mobile apps, OLA banner ads, dynamic ad units, web site maintenance, online partner programs -- you name it, I led multiple teams to launch Ram as its own separate make of vehicle. The teams I assembled were co-located around the world, and were made up of graphic designers, programmers, UX/UI specialists, copywriters, researchers, and more. Shown above is the home page for the redesigned RamTrucks.com.
Ram Trucks: Website Reskins
Very often, a new truck model would be released and would require a design "re-skin" of the existing site or part of the site. When the Longhorn won the "Truck of Texas" award, we were tasked with creating a new design, without breaking the back end content management system.
Ram Trucks: UX/IA User Flows
As Ram is such a major brand, many new requests needed to integrate multiple platforms - often in ways that hadn't been done before. With multiple promotional partners, the integrated Ram experience is actually a system of systems, and building a new solution into that fragile ecosystem was delicate work. Quite regularly I was tasked with figuring out how an integrated user flow would safely and effectively work before I could write a creative brief for a project.
Ram Trucks: Banner Ads (OLA)
Producing multiple versions of all creative was standard with my work on Ram. For example, banner ads needed to be modified depending upon the region of the country in which the ads were being served. Messaging had to be tailored to different customer segments and needs, even for the same products. Shown above is a banner ad for the Big Horn model, which in Texas (and only Texas) is sold as the Lone Star.
Ram Trucks: Brand Redesign
The separation of Ram from Dodge required not just a redesign of the Ram web site, but for all digital properties. A significant part of my daily load required me to find older recurring media buys and replace them with new creative.
Ram Trucks: Last-Second Delivery Flexibility
During the big automobile exhibitions, auto manufacturers are often forced to make last-minute changes to their new products. My team regularly had to make incredible last-minute changes that would normally require weeks. Featured here is the Ram C/V - a vehicle that, a mere fifteen hours before being revealed publicly at the NTEA auto show, didn't have an official name, and didn't actually exist! This is a composite image using a CGI model truck.