Design
Brand strategy & visual systems
Zoox is building one of the most ambitious autonomous ride-sharing fleet in the world today, now acquired by Amazon! Working closely with our ID, UX/UI, engineering and strategy teams, I was deeply involved in the process of adapting and scaling the production into an immersive design experience.
At Zoox I learned to create elevated visual design systems for the company at large. Visual concepts for art campaigns and marketing, Zoox brand tone and message were spearheaded by Art Directors Adelaide, Cedric and I. The creative teams for product involved members like Jannie Lai (UX lead), Divya Chembrolu (Product), Ishan Sain (Creative Tech), with Nahuel Battaglia (ID), and Andrew Rudd (ID) among many of our other talented teammates.
Concept: A ride-sharing app that conversed with you while you waited for your robot taxi.
Initial phases for designing a unique booking experience included testing the chat responses from our AI, creating an interactive, fun, and personable rider experience through wireframes, and bucketing the types of user groups that would perceive interactions as useful or interesting.
I assisted the Senior Product Designer in exploring early concepts and research into Uber and Lyft ride-sharing app design and processes, identifying key pain points surrounding Bluetooth NFC connections. Throughout development, I worked closely with our Art Directors and UX designers to create a visually compelling solution to our internal Operator Tools, from visual assets, color themes to information hierarchy.
Green Day Event for Zoox, as Global Climate Summit participantFor the 2018 Global Climate Summit in San Francisco, I created the logo design and branding for the internal viewing event. This was a pivotal moment where Zoox’s driving technology would be featured publically for the first time in the 4 years of Zoox’s founding. Collaborated with the CEO, Senior Art Director and executive team on honing the experience and animation.
Zoox Connect 2018 - 2020Role: Brand Identity, Wayfinding designs, giveaway merch, and posters
Zoox Connect is an annual cross-company internal event bringing respected industry thought leaders and speakers from the AV / Tech space to our crew, open opportunity for Zoox teams to share milestone achievements, technological findings, and experiences with one another. The event is a continued success in improving collaboration and communication across leadership and teams amid a highly fast-paced and changing industry.
Cumulus Cafe for Zoox, 2018 - presentWhen we think about ideas, where do we get them from? It’s over a beer, a colorful dish, a new sensation. Cumulus, in that way, is the creative place our crew will eat together, daydream and share ideas. They’ll think on how to change mobility’s role in society, and eventually change the roads for the better. These hours are when each guest of Cumulus will find their future friends and support. Cumulus is where you go to feel refreshed and alive too. The food made here will do that for you.
Designing Culture: Internal and External Events 2017 - 2020Design was always present at Zoox. The intentional thought put behind design was always considered: for engineering, our interactions with safety and policy and city council, to public demos and drives around Foster City and SF.
As Zoox grew, the Culture at Zoox evolved with it. From creating unique work spaces around Headquarters and Zoox’s 4 facilities to annual holidays and achievement celebrations, to personalizing anniversaries and birthdays, our designs came to life and enriched our crew’s performance as well. It was an honor to create memorable designs for Zoox culture every step of the way. The following showcase just a few of the designs I can share, which offer a glimpse at the kind of environment Zoox had. We hoped through these efforts that employees felt appreciated, relaxed (despite the crazy grind and race), and felt encouragedto work harder, collaboratively play, and stay wildly curious about our work and our teammates.
Celebratory cards for teams to congratulate promotions, birthdays and personal events.
Special Event Design | Z-Women was one of many support and educational groups hosting events like this one on International Women’s Day, with custom designs.
A snapshot of Zoox’s Style and Color Guide, created for use in our designs across the company.
Celebratory 5 Year Announcement and Quarterly All Hands design, with our CTO Jesse Levinson.
Zoox on Ice, celebrating 5 years.
FutureONE Talent
Role: Art Direction, Brand Identity, Web design
Facility minimalist design and pin pendants for contestants.
FutureOne Talent is a global talent entertainment agency. They are the first to launch a global music training center for Chinese youth, mentoring their trainees to lead the future of the Chinese music and entertainment industry. I worked closely with the founders to create a sharp, cohesive brand identity, which continued to further projects like web design, Art Direction for facilities, 2020 Launch program (for trainees to compete within), and custom designed gifts (pins) for those who made it through the training program.
My Dear Deer
Role: Brand Identity, Website Visual Design, merch and marketing materials
Siddhartha the Buddha sat in the deer park, Sarnath, upon his first steps toward his journey of enlightenment. Created by Beijing artists under the label Radio Mars, My Dear Deer is a progressive alt-rock band aiming to encapsulate the sounds and emotions of what Buddha heard in that park, that motivated him to continue his journey across the world. We wanted to create a brand that evoked enlightenment symbolically represented by the dharmic wheel.
Beyond Escape
This project consisted of branding and visual identity for one of the top escape room companies in the San Francisco bay area.
Beyond Escape is well known for their themed puzzle rooms and live theatrical performances, launching in 2015 with
"Trapped in a Room with a Zombie" which still remains the most popular fun events during the year.
Client: Keith Rajala, CEO
www.beyond-escape.com
T-Shirt Designs for crew and participants
As fans of board games, strategy puzzles and mystery…I enlisted us for an exciting Escape Room adventure this Halloween night.
Beyond Escape offered simple rooms with a story behind each escape. Race against the clock and outsmart a werewolf, witch, or zombie. In our turn, luckily within seconds to done, we outwitted the brainless and escaped with our lives!
Celebrating our victory and chatting with the owner of the business, Keith (acting as the resident zombie for the night with the crazed Dr. Ozzie). Keith and I eventually discussed the strategy for a more polished brand identity. This project took on some magic and awe even a ghost would be dazzled.
One month of exploration created the works you see here: logo identity, business cards, minor social media and website updates, and merchandise for the team.
LandingZone
Role: Design lead, Web/Mobile, Packaging
LandingZone creates custom docking stations for Apple computer users. I worked with LandingZone in 2014 - current to brand and establish their designs for all docking products. As a small B2B business, they needed thrifty, smart designs. Throughout the years I was able to collaborate with some talented folks who wanted to bring technology and design to the everyday workspace. Some of those collaborations involved IDEO’s co-founder Mike Nuttall and early-stage startup investors and technologists like Phil Baker. We were able to hone the product line and LandingZone’s brand identity, implementing a successful design line that carried Apple's core design philosophy of less is more.
