IGEL Technology is the world’s 3rd largest thin client vendor and is market leader in its home country of Germany (2007 IDC). The company produces the industry’s widest range of thin clients, based on Linux and Microsoft Windows, giving customers access to almost any form of server-based infrastructure and application including virtual PCs from VMware®, Citrix® or Microsoft®, terminal services, mainframe terminal emulation, web, Java, SAP and VoIP. IGEL was evolving its positioning as a leader in endpoint management and cloud workspace solutions. The brand needed to modernize its visual identity, align global teams, and clearly communicate a highly technical product to enterprise audiences—while scaling its presence in the US market.

As a key designer on IGEL’s global marketing team, I partnered directly with executive leadership to refresh the brand and establish a consistent, scalable visual system across platforms. I led a full brand refresh and website overhaul to support IGEL’s expansion in the US market while supporting global campaigns across EMEA.

ROLE & SCOPE

• Global Marketing Designer

• Brand identity, web, campaigns, events, and product marketing

• Executive collaboration with CMO and VP of Marketing

• Mentorship and management of marketing interns

STRATEGY & PROCESS

• Led brand identity refresh to support clarity, credibility, and consistency

• Implemented design systems and brand standards across channels

• Partnered with external agencies to maintain quality and speed

• Supported EMEA teams to ensure global alignment

IMPACT & OUTCOMES

• Strengthened brand consistency across global markets

• Supported successful US market expansion

• Improved efficiency and quality through standardized design processes

• Mentored junior designers, strengthening team capability and output

Xfinity Games, a game streaming service created under the direction of EA's Chief Creative Officer, Rich Hilleman, gives users instant access to a wide variety of games immediately from their mobile device and Xfinity Set Top Box. Games run on high-powered cloud PCs and are piped to the players’ television through their cable STB. Players control the games with unique gesture-based controllers, built specifically for each title, and running on any Android or iOS mobile device with a browser. Xfinity Games offers a fun family-friendly experience with no downloads, no installs, low latency, and no unique hardware requirements.

I designed controller UX and interaction patterns for Xfinity Games, a streaming platform that brought console-quality gameplay to set-top boxes, mobile, and tablets. Working across EA titles and indie games, I helped translate complex game mechanics into intuitive, gesture-based experiences for a broad, family-friendly audience.

ROLE & SCOPE

• UI designer

• Cross-platform interaction (STB, mobile, tablet)

• Collaboration with game designers, producers, and engineers

STRATEGY & PROCESS

• Designed gesture-based controls tailored to different player skill levels

• Maintained visual parity with console versions while optimizing for new inputs

• Explored iconography and typography to support clarity and ease of use

KEY SOLUTIONS

• Custom controller assets for Madden 16, FIFA 16, NHL 16, Monopoly, PopCap, and indie titles

• Web-based game catalog with curated screenshots and gameplay videos

• Clear content hierarchy to support discovery and engagement

IMPACT & OUTCOMES

• Delivered intuitive controls for diverse audiences

• Improved discoverability and engagement through content-rich catalog design

• Helped create a seamless, accessible gaming experience across platforms

I led the visual design and digital experience for The Sims franchise during the launch of The Sims 4, overseeing a unified brand system, responsive web platform, and data-driven e-commerce experience. Partnering with marketing, product, and engineering teams, I helped modernize the franchise’s digital presence, drive pre-orders, and strengthen community engagement at scale.

With the launch of The Sims 4, EA needed to modernize its digital presence and unify The Sims 3 and The Sims 4 into a single destination—one that honored a deeply loyal fan base while attracting new players. The challenge was to evolve the brand without losing its personality, while also supporting new product, commerce, and community features.

ROLE & SCOPE

• Online Visual Design Lead

• Brand, UX, visual systems, and e-commerce

• Web, mobile, campaigns, and companion experiences

• Cross-functional collaboration with Marketing, Product, Engineering, and external agencies

STRATEGY & PROCESS

• Defined a cohesive digital brand system across franchise iterations

• Designed custom fonts, localized logo variants, and scalable visual assets

• Mapped multiple site iterations aligned to a broader go-to-market strategy

• Balanced creative expression with usability, accessibility, and performance standards

KEY SOLUTIONS:

• thesims.com redesign: Fully responsive, franchise-wide digital platform

• E-commerce integration: First EA studio site to support direct purchases

• Standardized product catalog: Clear discovery and streamlined path to purchase

• Campaign integrations: Academy, Rewards, and Gallery experiences embedded into the ecosystem

IMPACT & OUTCOMES

• Drove pre-orders and simplified conversion through reduced friction

• Increased engagement through interactive, shareable campaign experiences

• Enabled behavioral insights to support personalized messaging

• Recognized with Best Digital Marketing Campaign – 2015 Game Marketing Awards