United Hospital Fund is an independent, nonprofit organization, who analyzes public policy to inform decision-makers, find common ground among diverse stakeholders, and develop and support innovative programs that improve the quality of health care for New York. I led the visual design and identity refresh for the project.
UHF's old website was complicated and frustrating to navigate. Although they produce high quality publications for the healthcare industry, none of it was gaining traction on their website. The new site needed to reflect the refreshed mission and themes of their organization.
With the new site, crafting a good typographic system with a color palette that was vibrant but didn't get in the way of their content was important. UHF wanted to shift towards highlighting their publications, grants, and newsletters. In the healthcare industry, their publications are referenced often, so we designed a robust system to allow for tagging, surfacing various metadata, footnotes, and interactive graphics.
Site launching in early 2019.
The MASH is an annual beer festvial. The Brooklyn Brewery needed to communicate the excitement of the festival with an impactful digital campaign. I helped to design and concept the visual language of the festival's digital experience.
Additionally, I led the animation and concepting of a series of digital ads for the launch of Brooklyn Brewery's Defender beer.
Playwrights is the birthplace of American classics like Grey Gardens and Driving Miss Daisy. In a city rich with cultural offerings, the 42-year-old institution needed a site to reflect their unique mission.
Their old website was text-heavy, with tiny images instead of their captivating show art. Playwrights Horizons needed a better showcase for their productions and a flexible CMS to support dynamic labs, residencies, and educational programs.
Playwrights went through a rebrand done by Pentagrams Michael Beirut as we were gearing up to redesign the website. I worked with Pentagram to implement their brand standards and to provide a digital home for the new identity that carried the same impact as the theatre.
Southbridge Towers is a historic co-op residential development in lower manhattan. I led the visual design of the public-facing website and the private resident portal.
For their public-facing website, Southbridge wanted a better way to present themselves to potential residents and investors. The design goal was to focus on imagery and communicate what they offer concisely.
The private resident portal is the main use-case for the website. This is where residents can pay rent, request maintenance for their apartment, keep up to date with events, and much more. Southbridge wanted a flexible way to manage content, so I designed a series of modules that could be rearranged on the page based on their content needs.
Overall, the client wanted to shift away from a text-heavy and outdated website to something that put user's needs first and functioned as the go to place for everything residents needed.