Ellen Rockett

Butler Machinery Site Redesign

Tired of duplicating effort to update two near-identical web properties, Butler Machinery decided to merge its Butler Ag website into a redesigned corporate site with a cleaner B2B look.

Leading the team, we provided benchmarking research and design options tailored to help Butler educate their own internal stakeholders. Project involved coordinating across departments and getting client buy-in to create a full slate of mockups and module options. As the designs evolved, we continued working closely with the client to answer UI questions and explain best practices.

Thoughtful education, documentation, and support built trust across disparate business unit priorities, creating a website that could be maintained by their own team well into the future. UX, development, and project management by Snapshot Interactive.

• Team Lead, Designer
• Adobe XD
• Live site

Bass, Berry & Sims PLC Site Redesign

After long satisfaction with Snapshot Interactive’s work, business law firm Bass, Berry & Sims chose to refresh the website for their centennial. Staffing changes in the early stages made for a significant evolution in the design’s layout and look, while the predetermined color palette created accessibility challenges.

The project quickly recovered client buy-in after resetting with art direction focused on modular web design practices. As the new lead designer, I helped organize a content audit to understand existing site data, ensuring designs would support the real content needs. Ultimately this led to an extensive set of mockups and stylistic variations, allowing the client control over their own pages post launch. Development and direction by the team at Snapshot.

• Designer
• Adobe XD
• Live site

Morningstar Page Patterns Strategy

When leadership called for faster delivery of pages for their updated B2B site, the team needed a better strategy – and quick. Although a design system of components existed, each new page request stalled on negotiations over inflexible template designs.

In ideating the introduction of a completely new “patterns” approach, we wildly surpassed management expectations. By combining a focus on content strategy and marketing goals with UX and design input, we provided a flexible, strategic playbook for launching campaign pages. The internal marketing team reinvented its approach, reducing turnaround time and improving effectiveness.

Stakeholders could grasp the design reasoning, UX could delegate layout decisions, revision cycles decreased, and trust was quickly regained. Clear documentation and live examples backed the approach, making requests easier to discuss and act on. Revision feedback and content strategy was provided by the internal Marketing team at Morningstar.

• Lead
• Figjam | Contentstack

Pomona College Site Redesign

Prestigious “West Coast Ivy” Pomona College wanted a new website that reflected their open-minded California learning environment while being conscious of their top-notch rankings. Project included establishing the design direction, then creating designs for 20+ responsive pages as well as thorough style documentation for implementation. The sunny evolution of Pomona’s color palette was such a hit that it carried through to the next site design, some seven years later. Project management, art direction, and extensive user research by NewCity. Development by KWALL.

• Designer
• Photoshop

Fast Iron Logo

Heavy equipment data management startup Fast Iron had made a strong start in serving sales teams at Caterpillar dealerships around the U.S., and their tools were ready to serve sales teams in the global market. To get there, they would need a new logo that spoke to their impressive data handling within the heavy industry.

• Designer
• Adobe Illustrator

Second Unitarian Church of Chicago Rebrand

2U had great design bones in its 150+ year history, but they had become scattered over the years since Seymour Fleishman drew the iconic anvil logo. A unifying refresh was needed for the progressive faith community. The challenge was to honor the many voices and needs of the congregation: from vibrant activist events to solemn contemplative rituals, from young and scrappy to mature and historic. Key was also to build a toolkit robust enough to withstand many hands, creating a living, evolving voice without becoming a static or precious design. Work received the annual "Back Bench Award" for contributing behind the scenes.

• Art Director, Designer
• Adobe Illustrator

Cooking Fools Logo

Design a logo for Cooking Fools experiential cooking events business. The previous logo had a local-touch catering aesthetic, and the business had developed in a different direction since that time. Goal was to convey a balance between the intense professional kitchen feeling of reality cooking shows (Cooking Fools’ most popular teambuilding event) and the cool, corporate, minimalist style preferred by the client. The final solution relied on the play of Celsius degrees and Fahrenheit degrees, as on a professional stove. Project direction by Orange Propeller.

• Designer
• Adobe Illustrator

Go365 by Humana’s Video Look and Feel

The Go365 wellness program needed to level up the look of their informational videos for both Medicare and general healthcare audiences. Following clear brand guidelines and using a limited library of assets, the storyboards needed to provide a fresh visual for new videos addressing common health topics. Filming, animation, production and project management by the team at Snapshot.

• Art Director, Designer
• Adobe Illustrator

UL Verified Food Safety Practices Storyboard

With health and hygine a rising concern, UL wanted to highlight their Everclean service for consulting with the food safety industry. Partnership, rather than policing, was the most important take-away, while ensuring the stock footage itself showed proper safety practices. Script and video production by UL’s in-house marketing team.

• Designer
• Adobe Illustrator