BACKGROUND / CONCEPT
Role: Director, Videographer
Softwares: Premiere Pro, After Effects
Goal: Create short promotional piece announcing new collection coming soon for clothing brand.
Zanerobe is an Australian mens streetwear brand that has taken off globally. They produce high quality mens outerwear and accessories with majority of their demographic being male individuals aged 17-35. I set out a goal to shoot and edit a one minute video they can promote all over their social media channels to hype up their new upcoming collection.
I had a lot of fun filming this video. My friend had an entire wardrobe of Zanerobe clothing so the creative process also included him and I picking out different fits that we thought worked well together. Zanerobe also has a specific aesthetic, they sell their clothes with high-end retailers and tend to curate their promotional material to a trendy, hipster audience. Because of this I wanted to seek out a location for the shoot that was different, that was going to allow us to be alone and away from the public. We scouted out Fort Langley and found an overpass with train tracks below.
I envisioned the video to take place in this one location to focus on the model and clothing. I see a lot of videos for clothing brands that are engaging but don’t really focus on the actual product. I relied on a music track that had cinematic cuts and beat to help flow the video.
No copyright infringement intended.
BACKGROUND / CONCEPT
Role: Social Media Marketer
Platforms: Instagram, Facebook, Twitter
Goal: To plan, create and launch a social media presence for fictional online blog
Baked Vancouver is part food blog, part virtual recipe box, part clever excuse to scope out every new donut shop in town. We love anything baked and wanted a way to share our discoveries of recipes, bakeries, pastries and basically anything that has to do with sugar in Greater Vancouver. We decided to create a food blog on a bright and cheery website to share with everyone with a serious love of baked goods.
Our target audience is 18- to 35-year-olds living in the Lower Mainland. The content is targeted towards an audience that are interested in baking, discovering facts about food, and finding out where to get the best baked goods. They spend time in Vancouver either for work or social purposes and regard food as an experience.
The content we shared was intended to inspire our target audience to get out and explore the many bakery’s and spots that have some unknown treats and treasures they may not already be familiar with, as well as educate them (more the home bakers) to try some unique recipes simplified by us. Our main value proposition was to be unique from other baking blogs that our audience may already follow. The recipes aimed to be different, the articles were not trending on big sites, and our overall approach was to create posts that we hadn’t seen in our own feeds. The end goal was to bring baking lovers easily digestible content that would hopefully lead them to follow us enough to check out our blog posts.
The project was completed in a four-person team. One team responsible for development of site, another in charge of writing some blog posts and all the branding and graphics, and the other as a project manager with responsibility of strategy and deployment as well as helping create content for daily and weekly posts. I was responsible for strategizing types of content and managing our content calendar and daily created and curated posts as well as engaging with our community.
Because we wanted to try and focus on local eats, we searched and engaged with local bakeries/shops to help share some of their original content and sought out what we believed to be super helpful articles from recognized bloggers or magazines/publications and shows to share with our followers. We also followed trends and tried to base weeks/weekends off current events or themes, which helped generate and narrow down ideas for specific posts.
- 1 long form blog post each week
- 4 Instagram posts / week – 2-3 created and 1 curated
- 8 twitter posts / week – 4-5 created and 3 curated
- 2 facebook posts / week – 1 created (link to blog) and 1 curated
The full calendar can be viewed here
In total we produced 7 blog posts which were comprised of custom recipes, a top 4 list written by me and insights on deals around the city. As mentioned we pushed our blog posts every Friday and promoted it on each channel throughout the day posting at high volume times each platform based on third-party analysis.
We were only able to grab insights from Instagram but was acceptable as this was our primary focus platform and in the future decided we would drop Facebook. At the end of the project we noticed the themed Instagram posts and event based posts generated the most interaction and impressions due to the buzz around those times and hashtags being searched.
Moving forward, we would focus on Instagram and Twitter, try and leverage popular hashtags in the food blogging community. As with all successful social media focused businesses the team would need to be expanded to full time roles to create an plan content to remain competitive. You can view our social channels by clicking on the icon links below.
BACKGROUND / CONCEPT
Role: UI/UX Designer
Softwares: Invision, Balsamiq, Photoshop, Illustrator
Goal: Responsive site redesign and rebranding for personal trainer Joey Baran.
Vancouver has a reputation as an active city, the people that reside here aim to live well-balanced lifestyles. The personal training industry is quite competitive because of this. There are many well qualified trainers but competing with large fitness chains cuts out some potential clientele. For those indivisuals who prefer or seek out private trainers, they have quite a large basket to choose from. Joey Baran is a local personal trainer from Vancouver, BC. He specializes in one-on-one boot camps in areas such as weight-training, mobility training, calisthenics, and yoga. He is looking to revamp his new site to set himself apart from his competition. While there are many trainers that offer similar services, Joey believes his competitive advantage is his love for health and nutrition and when supplemented with consistent and quality training, people can become the best version of themselves.
I started with the entire Information Architecture and design process, taking into account user types, demographics, and tasks to be performed as well as analyzed his most direct competition. After quick evaluation I realized the best course of action going into the testing phase was to approach it with a mobile first mentality since most views on the site will be on mobile devices.
As his current site was basically non-existent, I started from the ground up gathering content and relevant information that is expected to be found on all personal trainers sites to give the navigation structure and clearly defined the goals of the site. I developed a sitemap and brainstormed key elements that would make the users experience as simple to find key information they were seeking with clear labeling.
Wireframes & Style Tile
I wanted to get familiar with a variety of wireframe and prototype tools that are popular in the industry, I designed the basic look and feel of the site and developed a style tile to give his brand a professional look that matched his personality. The gold and slate grey with black and white accents and main colors aimed to give a sense of professionalism to his business. Below is also a complete usability report of tests on the sites look and feel and functionality based on the final Invision prototype.
I suggested to Joey that having a blog in this industry would help greatly with SEO and would allow him to share his passion and knowledge about nutrition and fitness. Therefore, the focus on the usability testing and mockups were geared around the effectiveness of a user flow finding information relevant to his blog posts.
After going through whole testing environment (see usability report) the results showed that the site seemed to labeled well but a common complaint was the logo. I decided to create a new logo for Joey and decided that with the high fidelity prototype tested, the design is ready to go to development. You can view the final Invision prototype below.
Along with the live site I have created a live wordpress site that is slowly under construction. The site is missing a few pages but when the blog is complete he will be able to easily upload his own posts through the wordpress dashboard.