INTERFACE DESIGN & CREATIVE DIRECTION

INTERFACE DESIGN |
& CREATIVE DIRECTION

VALVOLINE DASH

Unifying new and existing elements into a single connected experience
Unifying new and existing elements into a single connected experience

An internal platform designed to provide Valvoline customers and their employees with a singular portal to inform, train, and conduct business with fellow franchises, with each other, and with HQ.

One of the main challenges was to merge Dash's new features and functionality with Valvoline's existing content and workflows. Building upon the research and design thinking presented in our CX strategy, we took a customer-centric lens to the navigation, features, and content. 
I focused on the development of a clear and cohesive structure with the goal of designing a branded platform that's accessible, responsive, and flexible.

An internal platform designed to provide Valvoline customers and their employees with a singular portal to inform, train, and conduct business with fellow franchises, with each other, and with HQ.

One of the main challenges was to merge Dash's new features and functionality with Valvoline's existing content and workflows. Building upon the research and design thinking presented in our CX strategy, we took a customer-centric lens to the navigation, features, and content. 
I focused on the development of a clear and cohesive structure with the goal of designing a branded platform that's accessible, responsive, and flexible.

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DESIGN FEATURES

DESIGN FEATURES

Ensuring access to useful features when they are needed most
Ensuring access to useful features when they are needed most

STRUCTURED

STRUCTURED

Creating a clear sense of structure was essential to unify the wide array of work streams. This meant simplifying navigational categories and designing more apparent filtering options to make it easier for customers to find what they are looking for. 

Creating a clear sense of structure was essential to unify the wide array of work streams. This meant simplifying navigational categories and designing more apparent filtering options to make it easier for customers to find what they are looking for. 

MODULAR

MODULAR

Designing modular components that adhered to a core content flow eased the update process and would ultimately yield a familiar narrative for repeat visitors.  

Designing modular components that adhered to a core content flow eased the update process and would ultimately yield a familiar narrative for repeat visitors.  

MOBILE

MOBILE

Employing a mobile-first approach was key as we understood users were just as likely to access Dash on the floor or with consumers as in their offices.

Employing a mobile-first approach was key as we understood users were just as likely to access Dash on the floor or with consumers as in their offices.

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DESIGN FEATURES

DESIGN FEATURES

Crafting a new digital look for a storied brand identity
Crafting a new digital look for a storied brand identity

Valvoline is proud of their brand's iconic look. I maintained the integrity of their core elements while pushing Dash's branding by pairing an element from the logo—that energetic slant—with a refined color hierarchy, new icons and infographics.

The result is a look that combines their storied can-do identity with a digital presence that feels as vibrant and accessible as it is structured and clear.

Valvoline is proud of their brand's iconic look. I maintained the integrity of their core elements while pushing Dash's branding by pairing an element from the logo—that energetic slant—with a refined color hierarchy, new icons and infographics.

The result is a look that combines their storied can-do identity with a digital presence that feels as vibrant and accessible as it is structured and clear.

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PROJECT TAKEAWAYS

PROJECT TAKEAWAYS

PROJECT TAKEAWAYS

PROJECT TAKEAWAYS

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Client Impact
Client Impact
Client Impact
Client Impact

The Dash design system and templates we successfully delivered to Valvoline's dev teams establish a global framework of cohesive design and interactive best practices set to define their evolving digital ecosystem.

The Dash design system and templates we successfully delivered to Valvoline's dev teams establish a global framework of cohesive design and interactive best practices set to define their evolving digital ecosystem.

The Dash design system and templates we successfully delivered to Valvoline's dev teams establish a global framework of cohesive design and interactive best practices set to define their evolving digital ecosystem.

The Dash design system and templates we successfully delivered to Valvoline's dev teams establish a global framework of cohesive design and interactive best practices set to define their evolving digital ecosystem.

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My Role
My Role
My Role
My Role

I owned Dash's visual style and defined the overall design system. Collaborating with our UX and the client's content liaison, I lead my small team to design templates and develop styleguides which I presented to Valvoline.

I owned Dash's visual style and defined the overall design system. Collaborating with our UX and the client's content liason, I lead my small team to design templates and develop styleguides which I presented directly to Valvoline.

I owned Dash's visual style and defined the overall design system. Collaborating with our UX and the client's content liason, I lead my small team to design templates and develop styleguides which I presented directly to Valvoline.

I owned Dash's visual style and defined the overall design system. Collaborating with our UX and the client's content liason, I lead my small team to design templates and develop styleguides which I presented directly to Valvoline.

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True Story
True Story
True Story
True Story

This project provided me the opportunity to take on more defined creative direction and mentorship responsibilities; balancing the higher-level needs of the design while overseeing my designers and guiding the wild ideas they'd come up with. 

This project provided me the opportunity to take on more defined creative direction and mentorship responsibilities; balancing the higher-level needs of the design while overseeing my designers and guiding the wild ideas they'd come up with. 

This project provided me the opportunity to take on more defined creative direction and mentorship responsibilities; balancing the higher-level needs of the design while overseeing my designers and guiding the wild ideas they'd come up with. 

This project provided me the opportunity to take on more defined creative direction and mentorship responsibilities; balancing the higher-level needs of the design while overseeing my designers and guiding the wild ideas they'd come up with. 

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ALL CONTENT PRESENTED SOLELY FOR SELF PROMOTION