2014-2015 VMware.com Refresh

In 2014, when I joined VMware, I assumed the role of Design Director and played a pivotal role in cross-functional collaboration with the Digital Marketing team. As the Design Director, my responsibilities extended beyond conceptualizing and overseeing the visual aspects of the website redesigns, encompassing both a brand strategist and designer role.

At the outset, I initiated conversations about revamping VMware.com, envisioning not just a simple facelift but a strategic reimagining of the brand's online presence. We started with a refresh of the Skin to a cleaner look.

Role: Branding, CSS Update

2014

2015 Refresh

2016-2018 VMware.com Redesign

The period from 2017 to 2018 marked a significant departure from the previous design direction. Under my guidance, the redesign embraced a more contemporary and forward-looking approach, with a strong focus on visual aesthetics that would resonate with the target audience. As a Design Director, I was instrumental in shaping the brand's visual identity, ensuring that it was cohesive and aligned with VMware's evolving mission and industry positioning.

As VMware transitioned into the cloud landscape, it became evident that the website needed a design language that could effectively convey this shift. My role involved not only managing the creative aspects but also being a brand custodian, ensuring that every design choice aligned with VMware's overarching brand strategy.This design overhaul captures the vibrant essence of VMware and its unwavering commitment to shaping the IT landscape through disruptive innovation. The design elements exude the enthusiasm of a forward-thinking, agile, and modern organization that leads the industry with unwavering confidence and an innovative spirit.

Role: Branding, High Fidelity Mockup, Design, UX, UI, Module and Component system.

2019-2020 VMware.com Redesign

In the years from 2019 to 2020, we embarked on a journey to redefine VMware's brand identity. As a Design Director, I played a central role in guiding the brand towards a cleaner and lighter-weighted identity. This transformation involved not only choosing the right color palettes, typography, and visual elements but also crafting a narrative through design that communicated VMware's commitment to the cloud in a compelling way.

Role: Branding, High Fidelity Mockup, Design, UX, UI, Module and Component system.

Modules and Components

VMware.com Evolution

In 2014, upon joining VMware, I initiated cross-functional collaboration with the Digital Marketing team, kickstarting discussions about redesigning VMware.com. Initially conceived as a refresh, the redesign from 2016 to 2018 marked a profound shift in VMware's web design approach.

As VMware transitioned into the cloud era between 2018 and 2020, we embarked on a journey toward a cleaner, lighter-weighted brand identity, necessitating a website that mirrored this transformation. Subsequently, from 2020 to the present, we conducted a comprehensive overhaul and consolidation of modules and components, resulting in a more refined, simplified, and fresher look, symbolizing our transition to a Multicloud industry leader.

Role: Branding, High Fidelity Mockup, Design, UX, UI

VMware.com Present

From 2020 to the present day, the website underwent a comprehensive transformation. We streamlined modules and components, creating a design language that was not just simple and refined but also fresh and engaging. My role as Design Director was integral in maintaining a visual Brand consistency and ensuring that the website's aesthetics mirrored VMware's evolution into a Multi-cloud leader.

Role: Branding, High Fidelity Mockup, Design, UX, UI, Module and Component system.

Enhancing Brand Story and Design:
I played a key role in implementing a new brand design system across VMware.com, ensuring a visually appealing and cohesive online presence. I collaborated with my team members to develop consistent page layouts, standardized modules, and UI/UX colors and fonts, creating a seamless brand experience.

Streamlining Navigation:
I contributed to delivering a streamlined and intuitive site navigation experience, enhancing the overall user journey on VMware.com. I worked with my team members to improve the current mega menu UX/UI and optimize content organization for easy navigation.

Solutions and Products:
I collaborated with my team members to create new solution and overview pages that effectively showcase our offerings. I contributed to the development of detailed franchise and product pages, ensuring comprehensive and engaging content.

Defining Delivery Standards:
I worked closely with my team members to establish standardized page components and a storytelling flow, ensuring a consistent and coherent user experience throughout the website. I contributed to defining a logical page flow that guides users through relevant information seamlessly.

Ecosystem:
I collaborated with my team members to update and test all approximately 80 sites with embedded .com navigation, ensuring a unified experience across our online ecosystem. I contributed to the successful integration of navigation and branding updates to ecosystem sites.

VMware Explore Microsite

For VMware Explore 2022, we introduced three new AEM module components for the event site, that included a calendar, pricing and full bleed background image. These modules were implemented to enhance page functionality and create a more visually appealing experience. I was responsible for developing all the sites for the US, EU, APAC, and the global site. Additionally, I curated and created images for each of these modules.

Role: Branding, Design, AEM Author, Page Layout, Module Design

VMware Explore Emails

Built out HTML emails for internal communications and external delivery.

Role: Branding, HTML, Layout

VMware Explore Landing Pages

Created AEM landing page templates for the Marketing Ops team to use for registration and thank-you pages.

Role: Branding, Design, AEM Author, Page Layout

VMware Explore Banners

Built out for internal communications and external delivery.

Role: Branding, Design, Layout

Product Pages

• Top hero area featuring product gallery and downloadable lead generating gated PDF assets
• Simplified content strategy
• Embedded videos
• Get started widget
• Related social media links
• Additional tabs: Resource, Features & Benefits, and Comparisons

Role: Branding, Layout, Design

Oracle

In my leadership role at Oracle's Brand and Creative team (2003-2014), I've spearheaded online teams, shaping the visual design system for Oracle's Social Identities. This has significantly boosted brand awareness and engagement on our social media platforms. I've also led Design Creative teams, crafting visual design systems for Oracle's campaigns and events, resulting in high-quality web experiences aligned with business objectives. My achievements include driving multi-million dollar campaigns with industry-leading response rates, optimizing automation, and collaborating on creative strategies across departments.

Family Pages

• Top graphical banner—campaign or product imagery
• Interactive hierarchy navigation bar for quick drill downs
• Promo boxes w/interactive reveal to show up to nine downloadable lead generating gated assets
• Simplified content strategy
• Why Oracle messaging
• Related social media links
• Additional tabs: Resource, Features & Benefits, and Comparisons

Role: Branding, Layout, Design

Industry Pages

• Top graphical banner—campaign or lifestyle imagery
• Interactive hierarchy navigation bar for quick drill downs
• Promo boxes w/interactive reveal to show up to nine downloadable lead generating gated assets
• Simplified content strategy
• Related social media links
• Additional tabs: Resource, Features & Benefits, and Comparisons

Role: Branding, Layout, Design

Interactive Components

Adding new technology on Oracle.com
• visually rich dynamic custom components
• Using new front-end technology
• Engaging formats for messaging
• Enticing presentations for lead generating gated assets

Role: Branding, Layout, Design, Art Direction

Microsites

Highlight new products/offerings by engaging customers with a customized web experience.
• Either create a customized microsite or themeable templates
• Quickly convey the business objectives
• Utilize proven and optimized templates
• Highlight curated content for the audience

Role: Branding, Layout, Design

Email Design

Demand generating messaging presented with engaging campaign visuals.
• Engaging visually rich banners
• Quickly conveying the main call to action
• Simplified content strategy

Role: Branding, Layout, Design, HTML

Web Banners

Highlight the message with visually appealing campaign creatives and a main call to action.
• Uses standard web sizes
• Using standard web sizes

Role: Branding, Layout, Design, HTML

Integrated Campaigns

Extending your campaign across the web, from mobile to social media, for a cohesive customer experience.
• Use custom apps, including sweepstakes, available from NorthSocial
• Utilize mobile design to promote a special campaign

Role: Branding, Layout, Design

Mobile Phone Design

Utilize both native iOS applications or web platforms for campaign offerings.
• Use the new platform of choice, the mobile platforms, to reach customers
• Let users on their own time discover and browse uniquely curated content for the mobile devises

Role: Branding, Layout, Design, Art Direct

Mobile Tablet Design

Utilize both native iOS applications or web platforms for campaign offerings.
• Use a new platform, the tablet, to reach customers
• Let users on their own time discover and browse uniquely curated content for the mobile devises

Role: Branding, Layout, Design, Art Direction

Wallpaper and Screensavers

Presenting visually rich animation and desktop tools
• Use as a featured offering in online and social media campaigns
• Complement campaign messaging across desktop screens

Role: Branding, Layout, Design, Art Direction