Fluid Projects
Notable retail website projects I designed while at Fluid.
Type of Project
My Role
The North face, JanSport, Timberland, Reebok
Retail Website
Creative Direction, Visual Design, UI Design, Web Design

I spent 3 years at Fluid as a Visual Designer and Creative Director. During that time, I designed websites for The North Face, Timberland, RBK Custom, JanSport, Charles Schwab, and many more. I collaborated with Interaction Designers, other Visual Designers, Developers, Project Managers, and Client Stakeholders to create beautiful, end-to-end e-commerce solutions that pushed the limits of what was technically possible at the time.

My Responsibilities
I was originally hired as a freelance designer and front-end web developer. After just a few months, I moved into a full-time visual design role and spent most of my time maintaining thenorthface.com. Within a year I took over as Creative Director and played a more hands on role with the client and led the design direction for both the The North Face and JanSport websites. Later, I also took on creative direction for timberland.com and lead the design for Reebok's custom shoe designer aptly named RBK Custom.
The North Face
I took over as Creative Director for The North Face account in 2005 and was responsible for leading the visual design for the website, micro-sites, and a number of other campaigns for 2 years.

My Role:
I designed the overall look and feel for the attract state and all 5 sections of the Halo. I worked closely with the Gensler design team to incorporate the look of the physical space into the digital experience so the overall guest experience would feel seamless and completely integrated.
The North Face Website
The North Face — Endurance 50 Microsite
The North Face — In-store Kiosk
I was Creative Director and Visual Designer and was responsible for both the concept and visual design each month.
Jansport Website
Jansport — LiveWire Microsite
Online retail store for buying and eventually customizing Timberland boots and shoes. We developed several online buying innovations such as Quick View and deep filtering.
Timberland Website
Timberland — Process
Sometimes interaction design comes in sketch form instead of a fully annotated deck.
RBKCustom was a custom shoe design website that allowed users to fully customize several different models of Reebok shoes.
RBK Custom
RBK Custom
Limited Edition
Reebok worked with various celebrities to help promote RBKCustom.