As the Lead Sr. Designer and Art Director, this project centered on transforming the Njoie wellness brand's presence on Amazon. The strategic goal was to shift perception away from specialized athletic use toward an accessible, everyday wellness routine. I designed the listing's visual hierarchy and content to emphasize simplicity and approachability, using clear, human-focused messaging (e.g., "Easy Controls"). This E-commerce Conversion strategy optimized the listing to expand the target market and maximize acquisition among non-athlete users.
Premium Conversion Path Strategy: Elite's New To-of-Line Head Unit
User Acquisition & Conversion Paths showcase how creative strategy directly translates into measurable business growth. This work involves engineering high-performance landing pages and optimizing the user journey flow, often based on site data review. By rigorously focusing on visual hierarchy, clear calls-to-action, and data-informed UX, I minimize friction and maximize sales conversion rates.
UX Strategy & Conversion Flow Optimization: JBL PRO User Journey Exploration
E-commerce Conversion Strategy:
Njoie Wellness for the Everyday User
This campaign was a Cross-Channel Activation, translating the dark, premium luxury aesthetic of the ELITE brand identity from a print concept into high-performing animated banner ads. As the Lead Sr. Designer and Art Director, the strategic goal was to maintain the brand’s cinematic feel and complex lighting across digital channels, which required meticulous motion graphic execution. I engineered these dynamic media assets to ensure they retained their high visual fidelity while remaining optimized for performance, ultimately maximizing engagement and reinforcing ELITE's premium positioning among sophisticated tech consumers.
As the Lead Designer and Art Director, I managed the Cross-Channel Activation for Martin Lighting, translating the core "Larger Than Life" print concept into a performance-driven suite of digital media. The strategic focus was precise B2B targeting (DJs and equipment rental companies). I engineered dynamic banner ads across industry digital ecosystems, optimizing the motion graphics for high visual impact and fast load times, which successfully positioned Martin as the premium partner for event producers.
Cross-Channel Activation:
Elite – Rethink Elite
Creating meaningful stories in the digital space demands more than visuals, it requires audience insight, a clear message, and a strong brand voice. By blending data-driven strategy with engaging, human-centric design, digital content can do more than capture attention. It can spark emotion, inspire action, and build lasting, impactful connections between brands and people.
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Cross-Channel Activation:
Martin Lighting – Thrill Your Audience
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Magazine Ad
This work demonstrates technical versatility in translating complex brand identities into kinetic, performance-optimized media. I specialize in engineering dynamic visuals, from animated GIFs to banner campaigns, ensuring rapid brand communication and maximizing user engagement across all digital touchpoints.
This landing page was a crucial User Acquisition & Conversion Path for the new BOSS Audio Systems RZR kit. As the Lead Sr. Designer and Art Director, the strategic goal was to penetrate the UTV outdoor community using the "Amplify the Trails" campaign. I engineered the page to create an immediate lifestyle connection, utilizing custom, high-impact in-use imagery and a clear benefits hierarchy, allowing the user to visualize themselves in the scene and maximizing conversion within this niche market.
UTV Market Acquisition: BOSS Audio Systems – Amplify the Trails
Digital Activation & Performance Media demands a strategic pivot from static communication to conversion-focused, measurable design. I develop comprehensive digital ecosystems where dynamic ads and optimized e-commerce listings that also include critical channels like Amazon and other market places, function as high-speed pathways for user acquisition. This approach ensures every creative impression translates the strategic brand narrative into a verifiable business outcome.
This landing page was designed as a crucial User Acquisition & Conversion Path for the new ELITE head unit. As the Lead Sr. Designer and Art Director, my strategic goal was to leverage the brand's premium luxury aesthetic to drive immediate purchase conversion. I engineered the page for rapid attention by utilizing large, cinematic product imagery and a focused visual hierarchy, ensuring the Call-to-Action (CTA) button was easy to locate and attention-grabbing. This deployment prioritized visual appeal and clarity to convert high-value traffic directly into sales.
This project involved a strategic exploration into UX Strategy & Conversion Flow Optimization for the JBL PRO website, initiated after reviewing website data on the existing user journey. As the Lead Sr. Designer and UI UX Designerr, the goal was to simplify and minimize steps to reach core product information, ensuring happy users through fewer clicks. The redesigned layout leverages a grand, cinematic visual language and strategic color blocking to create seamless sectional navigation without forcing new pages. This approach was highly successful because it demonstrated my ability to combine data-driven process with visual sophistication, earning positive reception from the brand manager and director.
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George Maraun