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work: 2012 – 2013

logo_ringcentral
PROJECT
RingCentral brand refresh
ROLE
Creative direction, art direction, design
NOTES
Brand and visual identity development. After an audit revealed an uneven and misaligned brand and visual language landscape, I was brought in to lead a team through a full brand refresh. We developed entirely new guidelines, asset library, patterns, typography, palette, and more, applying these elements companywide. Our efforts led to an expertly designed, well-crafted refresh that was aligned, engaging, and effective, leading to a 67% lift in website conversion and a successful IPO.

RingCentral_Homepage_2
RingCentral_Product2
RingCentral_Email
RingCentral_Banner

PROJECT
RingCentral Cloud PBX video
ROLE
Creative direction, art direction, illustration, 3D imagery
NOTES
Product promotional video. We developed this video to highlight the feature set traditional PBX customers were looking for but delivered through the cloud, eliminating the need for hardware and vastly simplifying setup and operation. My team developed the script, storyboards, illustrations, motion graphics, 3D elements, and more. It’s the highest-viewed RingCentral video to date with over 340,000 views and drove expanded interest in the product and company, resulting in a major sales increase.

rc_sb_01rc_sb_02rc_sb_03

PROJECT
RingCentral asset library
ROLE
Art direction, design, illustration, 3D imagery
NOTES
Collection of visual assets enhancing the RingCentral brand. During the RingCentral rebranding process, we realized the need for new hero and supporting visual asset platforms. I led the team through research and exploration, landing on new directions for both. Our hero imagery comprised composite images leveraging stock photography and custom 3D imagery, while supporting images were illustrated in a fun, trendy visual style.

RingCentral_block_05
RingCentral_block_06
rc_icon_voicemail
rc_icon_sms
rc_icon_pbx
rc_icon_fax