Creative Director, Designer, Strategist and Manager for Web and Digital initiatives.
I have over 20 YEARS experience in Web and Digital work… dating well back to the 90’s, (when the web was still a wild frontier.) I served as Director of Interactive Services for J. Walter Thompson (WPP Group) and as a Senior Designer and Communications Specialist for an award winning interactive agency.
The work on this page reflects design and development I did for Perfect Fitness.
As the 2000’s marched on to the 2010’s, and my work became more focused on consumer products and packaging… I still insisted on keeping one foot in the web world! Each company I've worked for, and most clients who’ve trusted me over the last 20 years have relied upon my web expertise in some form or fashion. Below, I offer a top level view of some of this work. Scroll down for a closer look!
First up… a quick timeline, showing various digital media in my background over the years.
Perfect Fitness - DESIGN/UI/UX for Web & Apps
I headed up the design for the first fully branded online presence for Perfect Fitness. The company had experienced RAPID growth, thanks to the success of the Perfect Pushup, which was supported by DRTV. This newly branded D2C e-commerce site had vastly more content than the earlier Perfect sites, and my team and I created a clean, easily navigable experience. This lead to significantly increased sales, with a core design that was in place for almost 10 years!
Interface design for a training app for what at the time was the newly released iPad.
Design for a Microsite, which directly supported the rollout of a brand new Perfect.Fitness product… the Perfect.Situp. This site was built in support of a heavy DRTV campaign, and was tightly integrated with the messaging in the TV spot. (You can see the TV spot here own Youtube.)
An example of designing “the whole widget” (as Steve Jobs used to say.) This was primarily a DVD project, which would come with printed assets and 1 piece of exercise equipment. Everything would be wrapped in a specially designed retail package, where all the parts of the packaging served a purpose. Almost zero waste. Mapping out the DVD schematics was tedious, but I found a way to use several dozen tracks, and “remix” them each “Day” for 30 days. Some of the most complex wire framing and asset mapping I’ve ever envisioned.
Online fitness community web design. (Partnering with a 3rd party fitness company who had no physical products, just great content.)
