WHAT’S OLD IS NEW

Scripps Networks Interactive engaged me to lead cross-platform product design and brand identity development for Genius Kitchen, a new digital network and millennial minded foodie community. One unique challenge of the project was taking Food.com, a dated UGC recipe site attracting a boomer and gen X audience, and dramatically reskinning much of it to create the foundation for the new millennial-focused brand. The rapidly approaching launch date and lacking built-in video capabilities were the main obstacles I had to transcend in order to make an impactful visual storytelling evolution possible.  Heavily utilizing my team leadership, creative direction, and art direction skillset, together with the Scripps team, I was able to successfully hit my target of manifesting a digital ecosystem that is fun, modern, and unrecognizable compared to its predecessor.

WHAT’S OLD IS NEW

Scripps Networks Interactive engaged me to lead cross-platform product design and brand identity development for Genius Kitchen, a new digital network and millennial minded foodie community. One unique challenge of the project was taking Food.com, a dated UGC recipe site attracting a boomer and gen X audience, and dramatically reskinning much of it to create the foundation for the new millennial-focused brand. The rapidly approaching launch date and lacking built-in video capabilities were the main obstacles I had to transcend in order to make an impactful visual storytelling evolution possible.  Heavily utilizing my team leadership, creative direction, and art direction skillset, together with the Scripps team, I was able to successfully hit my target of manifesting a digital ecosystem that is fun, modern, and unrecognizable compared to its predecessor.

FOOD.COM HOME PAGE

NEW GENIUS KITCHEN HOME PAGE

FOOD.COM TOPIC PAGE

NEW GENIUS KITCHEN TOPIC PAGE

FOOD.COM SEARCH RESULTS

NEW GENIUS KITCHEN SEARCH RESULTS

FOOD.COM RECIPE PAGE

NEW GENIUS KITCHEN RECIPE PAGE