Tag Archives: Freelance

Pure Vacations – Websites, Brand Strategy and Indentity

Pure Kauai

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Pure Vacations is a custom luxury spa vacation service that provides discriminating clients with same experience you would expect from a five-star resort but in a private luxury home. I have had the originally called Pure Kauai, they were one of my first, and favorite freelance clients that I worked with directly. They were referred to me in 2003 as they were struggling to find a means to transform their fitness vacation business into a luxury brand. They had already had a design firm re-do their logo, and knew their website was a crucial sales tool considering their geography. By carefully listening to what their business goals were, and working through the process with open minds on both sides, I was able to architect, design and build a website that suited their purpose.  Over the following year or so I would support them with email newsletter design and delivery as well as regular site updates.

In late 2004 they approached me again, not only to update their website, but also to work with them in developing their brand strategy and refreshing their identity.  Working with a copywriter, who is now my wife, we did a thorough breakdown of the fundamentals and intangibles of their business.  Once all involved had a complete understanding we created a new identity, all new copy, a brand hierarchy that could accommodate new franchises and a new website architecture and refreshed design.  The end result has been a doubling of revenues year over year.  Being a trusted luxury brand on one of the most beautiful developed islands in the world has brought them Hollywood stars and key real estate partnerships that have driven the business beyond the owner’s imagination.  The client could not be happier. Aloha.

In 2006, due to the volume of changes and adding of two more franchises, I referred Pure Vacations to old time collaborator Pinacol to migrate their site(s) to a cms/template powered system based on the original design.  The sites are now maintained by the client themselves.

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Credits

Copywriting: Alyssa McCornock Reponen

Current Site System Backend: Pinacol

The 7th Letter – TheSeventhLetter.com

Home Page

Home Page

Client: The 7th Letter
Project: Flash Website Design and Art Direction for the launch of the underground apparel/lifestyle brand

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Credits

Flash and DB Development: Kremsa Design

Bodega – BodegaWinebar.com

Bodega Santa Monica

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Client: Bodega Winebar

Project: Architecture, Art Direction, Flash Development and HTML, as well as menus, business cards and other print extras.

Quickly approaching the launch of their Santa Monica location the owners of Bodega Wine Bar, former Chiat Day employees, came to me to help them develop their web presence.  Being a multi-year winner of Citysearch’s Wine Bar of the Year, their website had become a top priority.

After multiple discussions with the client and long-time collaborator Peter Reid, I created a strategy and user experience architecture that would work best for the goals we had laid out.  Then we delivered a selection of design directions that were inspired by their laid back way of serving wine and food.   The client was so pleased with the results they not only wanted us to develop the site but to create their menus and related print collateral based on that chosen direction.

I’m a huge fan of simplicity and design that effectively communicates the unspoken qualities of the client.  This little project does just that.

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Credits

Design Direction: Peter Reid

Dreamworks Records – Various R&B Album Websites

Johnson Sisters, "Ice Cream" - Home

Pushing my own envelope with Bling, Pink, and Logo Patterns.

Agency : DNA Studios
Client: Dreamworks Records
Project: Art Direction, Design, Flash Animation and HTML/PHP coding for a variety of R&B websites.  The summer of 2003 kicked off some real smoove (yes, with a “v”) work.  While these sites are not my best work, I surprised myself with the flexibility to work with bling and gilded corners.

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