Ongoing in-house, hands on support

Ring started as a client in my last role as Executive Creative Director at Five by Five which later turned into an ongoing creative leadership role, with a hands-on approach. Below is a top line summary of my work plan.

RING

Reducing Crime
in Neighborhoods

ROLE: 

Creative Direction

Mentoring/Coaching

UX Design

UI Design

Art Direction

Writing

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Brand

Brand Ecosystem Audit and Ownership of Channels of Communication  

Product

Lead on eCom, Digital Media and Launch Campaigns.

Team

Staffing Plan, Workflow, Process and Hands-on Design Production

BRAND AUDIT

Uncovered 186 different implementations of brand: visually, messaging, packaging, product, UX, UI.
"When you're going so fast, you can't stop and think about a 'brand'."
"It's good enough, just get it out the door."
"We don't have a large world-class marketing team yet, so we need brand police."

OLD POSITIONING

Ring's mission is to reduce crime in neighborhoods and empower consumers by creating a Ring of Security around homes and communities with its suite of smart home security products: Ring Video Doorbell, Ring Video Doorbell Pro, Ring Stick Up Cam and the new Ring Floodlight Cam.

With these security devices, Ring has created the neighborhood watch for the digital age and continues to keep homes around the world safe.

With Ring, you're always home.

STEP ONE

Update Brand Positioning

Ring is a product innovation company who wants to reduce crime and make neighborhoods safer by bringing easy to use, affordable, effective security to everyone.

STEP TWO

Create Consistency with a Scalable Atomic Design System

Flexible Grid for all Design Applications

Branding Grid

Simplified Identity Guidelines

Ring Logo

Simplified Typescale Across Products and Devices

ring Typescale

Simplified Color Palette

Clarity and Consistency in Iconography

R

Simple Interactions, Unified UI

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Consistent Product Photography

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STEP THREE

Implement a Creative Process and Workflow.

Environment included Sketch, Zeplin, Abstract, PaintCode, Adobe, Axure, Principle, Marvel and InVision.

STEP FOUR

Launch Products into the Marketplace
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Ring Neighbors App
See Launch
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Identity and Iconography of Ring + Amazon Acquisition Comms

Stick Up Cam Layout
Alarm
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Shop FacetedNav
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Social Ads that helped neighbors understand how to use Ring Products.

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Marketing, Creative & Design Support
(Spotlight Cam Content posted across digital ads and social feeds)