CSR Website
Bringing the World of Difference Promise to Life
Web Design
2022
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—Leading creative direction on the CSR website for the most iconic entertainment brand in the world was a once-in-a-career opportunity. Tasked with translating a new campaign brand into a digital experience, our team at Owen Jones honored the company’s global reach while making its impact easy to understand and explore. From strategy and IA to UX, interaction, and motion, I guided the team to push what was possible in storytelling, pairing clarity with moments of wonder.
CONCEPT DEVELOPMENT
We set out to translate the campaign brand into three distinct digital expressions—each exploring a different balance between immersiveness, client goals, and the realities of budget and timeline. My role focused on guiding the team through concept development, visual narrative ideation,
and pushing interaction and motion design to show how far the brand could stretch while staying true to its core, while managing designers day-to-day, leading reviews, collaborating with UX, presenting to stakeholders, and ensuring quality from concept to delivery.
Responsibilities
CREATIVE DIRECTION (COPY + ART) | CONCEPT DEVELOPMENT | PRESENTATIONS
DESIGN SYSTEM
Translating a campaign brand built for print into a fully digital experience meant rethinking how every element functioned on screen. I guided the team in establishing a clear hierarchy from homepage to deep-tier content, giving each of the three core pillars its own distinct presence while maintaining a unified brand voice. We explored modular layouts, intuitive navigation, and interactive motion patterns that made the data and stories engaging without overwhelming the user. The resulting system was flexible, scalable, and brought the campaign brand to life in a way that felt immersive and intentional.
BEHIND THE SCENES
My approach on this project was to use the design process as a platform for growth for the entire team. I guided my designers in pushing Figma to its limits, establishing rigorous standards for layers, components, and responsive spacing, while creating opportunities for them to develop new skills, including authoring a custom spacer plugin. At the same time, I advocated for the team with leadership, showing that investing in quality pays off in real results. The outcome? Fewer headaches, smoother handoffs, happier teams, and a project that set a new standard for efficiency and collaboration on complex digital experiences.
IMPACT
