My process:

Products are in our lives and there is a large variety to choose from and constant noise from digital media and even facebook friends selling to consumers. My strategy and positioning pinpoint the psychological factors that customers face when making a purchasing decision. My research of current brand perception and competitive analysis help me drive brand distinction and change while emerging out of market trends helps inform certain outcomes. 

DeltaDental - 2019:

DeltaDental of California had very strict guidelines and a very antiquated homepage. The website redesign actually became a conversation about brand strategy and style. By utilizing their current guidelines and illustrating how tone and photography could help their brand reach the insurance buying customers of today.

The examples highlight a ‘visual web toolkit’ that combines brand strategy and style.

Benjamin Moore - 2010:

The two examples shown here illustrate how a strategic thinking can impact a visual system. Both Coppertone and Benjamin Moore's customers had new emotional and functional needs. Coppertone wasn't just about the beach and avoiding a sunburn, while Benjamin Moore's consumer needs shifted from functional and simple to personality and expression.