MDAAI

Strategic Creative Applications

The following works demonstrate how strategic design thinking enhances user-centered outcomes across multimedia platforms. Each project applies behavioral economics principles—considering color psychology for specific markets, audio timbre's impact on user experience, and evidence-based creative decisions—to solve complex communication challenges. Working backwards from defined objectives, I employ iterative processes that consult end users throughout development, ensuring creative solutions deliver measurable engagement and emotional resonance. This collection spans client work and strategic personal projects, showcasing the depth and breadth of creative capabilities that support comprehensive strategic communications consulting.

Strategic Multimedia Projects

This category demonstrates strategic communication through multimedia storytelling, applying behavioral psychology principles to create emotionally resonant content that drives audience engagement and social impact.

BLM Movement Anthem

Strategic Objective: Create militant anthem to mobilize BLM social movement during COVID-19 lockdown, with direct grassroots distribution to movement decision-makers

Creative Methodology: Combined metal/dubstep aggression with mid-tempo militant march (2/4 time signature), coordinated asynchronous recording with multiple artists, composed/mixed/mastered majority of musical elements

Strategic Implementation: Pitched directly to movement decision-makers at rallies to maximize grassroots adoption

Outcome: While grassroots adoption target wasn't achieved, work was independently selected for distribution by Sony Music's The Orchard (3M+ subscribers), demonstrating broader market viability of strategic genre fusion approach

View on Radial by The Orchard | View with closed captions

— Design & Redesign Solutions —

This category demonstrates strategic design thinking applied to user experience challenges, accessibility barriers, and brand consistency. Each project employs iterative methodology, user research, and evidence-based design decisions to enhance usability and engagement.

Pinterest UX Enhancement Study

Strategic Objective: Redesign Pinterest's pin and board organization functionality to address user frustration with current navigation and organization limitations

Research Methodology: Conducted independent user surveys identifying key pain points, applied golden ratio principles for optimal desktop layout, developed drag-and-drop functionality proposals with mobile/desktop parity

Design Solution: Created comprehensive multi-select states, intuitive grab-tab interface elements, and streamlined pin-to-board workflows that reduce current 4-step process to single-action drag-and-drop

Outcome: Developed competition-level UX proposal demonstrating systematic user research and strategic interface design methodology

Multi-lingual YourPeer Service Flyer

Strategic Objective: Eliminate language barriers preventing non-English speakers from accessing critical homeless support services through NYC's peer-validated resource platform YourPeer

Design Challenge: Transform text-heavy English flyer into universally comprehensible communication tool for diverse linguistic communities

Iterative Solution: Evolved from multi-language text approach to iconography-focused design using "free" in multiple languages, enabling immediate comprehension regardless of English proficiency

User Impact: Transformed blank stares into engaged reception—non-English speakers now demonstrate clear understanding and appreciation when receiving service information

Social Media Branding Framework

Strategic Objective: Develop consistent brand presence across social media platforms while accounting for platform-specific design constraints

Design Approach: Created two strategic options—elaborate version demonstrating full creative capabilities, and streamlined version optimizing for social media interface compatibility

Strategic Consideration: Positioned logo in top-left corner to avoid obstruction by platform-specific design elements in bottom-right quadrant

Executive Decision: Organization leadership selected streamlined approach, demonstrating strategic design thinking that balances creative vision with practical implementation requirements

BUXR Consulting Brand Identity

Strategic Objective: Establish cohesive visual identity for Business User Experience Research consulting firm that conveys luxury, accessibility, and analytical depth

Design Psychology: Applied behavioral economics principles through strategic color palette—chocolate brown and pale caramel evoke luxury and comfort while providing optimal eye strain reduction for extended viewing, complemented by mint accent (utilized throughout portfolio website) for strategic highlighting

Technical Innovation: Custom-designed typography in Figma incorporating Gestalt closure principles—deliberately open letterforms in "B" and "R" allow viewer's mind to complete shapes, while integrated "U/X" diagonal contains hidden "Question...Everything" tagline as discoverable Easter egg

Brand Implementation: Scalable design functions across all business materials while maintaining readability at various sizes, with hidden messaging creating surprise discovery moments that reinforce brand's investigative positioning

Streetlives One-Pager Accessibility Enhancement

Strategic Objective: Improve accessibility compliance and visual hierarchy for homeless services organization marketing materials

Technical Assessment: Identified WCAG contrast ratio deficiencies requiring minimum 4.5:1 contrast standards for meaningful text and imagery

Design Implementation: Enhanced contrast ratios to meet accessibility standards while improving overall visual aesthetic and consistency

Outcome: Guided organization toward compliant, professional marketing materials that serve diverse user needs effectively

— Motion Graphics & Animation —

This category demonstrates strategic motion design thinking applied to brand identity development and user experience transitions, combining visual storytelling with audio design to create emotionally resonant brand experiences.

YP Animation w_Cover.mov

YourPeer Logo Animation and Jingle Concepts

Strategic Objective: Create brand identity that connects with young people experiencing housing instability by balancing accessibility with appeal for NYC-based homelessness prevention platform

Research Foundation: User testing revealed need for youthful, vibrant visuals that build trust without corporate intimidation for community-centered platform serving young New Yorkers

Design Solution: Split-screen animation showcasing logo concepts with paint splashes in colors complementing NYC-inspired yellow (evoking iconic taxi imagery), paired with three-note semi-crescendo jingle following 3-5-1 musical progression

Audio Strategy: Upward-building musical progression represents hope and support, resolving to root note for stability and grounding—translating emotional user needs into sonic brand identity

Strategic Impact: Demonstrates systematic approach to translating user insights into integrated visual and audio elements that serve both functional and emotional community needs

Portfolio Loading Animation

Strategic Objective: Create seamless brand transition from Snapshot Sound audio production identity to BUXR consulting brand through strategic motion design

Technical Implementation: Sine wave animation utilizing branded brown and caramel color palette, designed as bridge element for first portfolio website launch

Brand Continuity: Visual connector linking audio production heritage with strategic consulting evolution, maintaining brand equity while signaling professional development

User Experience Function: Loading animation serves dual purpose of brand storytelling and functional user interface element during site initialization

— Audio Production & Engineering —

Strategic Objective

Transform abstract artistic visions into commercially viable, globally distributed music productions while developing innovative production methodologies that enhance creative authenticity and market appeal.

Design Challenge

Navigate the complex intersection of artistic integrity and commercial viability across diverse musical genres and artist development stages, from legacy acts to emerging talent, while establishing sustainable revenue streams through strategic platform distribution.

Iterative Solution

Signature Production Methodology: "Remix as Original"

Developed proprietary approach treating initial mix as source material for creative manipulation, incorporating:

Multi-layer processing: Recording processed audio as samples for further manipulation
Dynamic texture integration: Chops, stutters, glitches, and environmental sound effects
Multi-pass enhancement: Successive processing layers building complex sonic landscapes
Authenticity preservation: Maintaining artist vision while enhancing commercial appeal

Current Active Productions

Chey de Los | Creative Director & Primary Producer

"On My Mind" & "Brain" (Premier Entertainment Group)
International streaming presence across US, UK, Italy, and emerging markets
Multi-platform distribution strategy (Spotify, Apple Music, YouTube, Amazon Music)
65-75% creative ownership reflecting primary production role

Miss Vicky | Collaborative Producer & Artist Developer

"Still Your Best" (Midtown Radio & Records Inc.)
Female artist empowerment messaging and sonic branding
Consistent streaming performance with sustained audience engagement
Cross-demographic appeal and motivational content positioning

Rachid | Producer & Creative Consultant

Multi-track EP production: "Pride," "Prodigal Pete," "Zöe's World"
Label partnership through Midtown Radio & Records Inc.
Consistent cross-platform streaming growth
International distribution and audience development

Legacy Artist Collaborations

Billboard-charting productions for Chubby Checker, Skee-Lo, Rick Springfield, Doctor Ice
DRT-certified releases demonstrating commercial success
Heritage artist modernization through contemporary production techniques

Film & Media Compositions

"Stand Up!" (2020) - Original music composition and production
"Under the Pink Carpet" (2000) - Audio production and musical direction
"Bunnies on Deck" (2013) - Sound design and musical composition
Cross-platform creative versatility spanning music, film, and digital media

User Impact

Commercial Performance

Active streaming revenue across 15+ international markets
Multi-platform presence ensuring maximum audience reach
Sustainable royalty generation through strategic ownership positioning
Cross-demographic appeal spanning legacy and contemporary audiences

Creative Innovation

Proprietary production methodology setting industry differentiation
Technical excellence in mixing, mastering, and sound design
Artist development success from concept to commercial release
Global distribution network through strategic label partnerships

Industry Recognition

Billboard chart performance validating commercial appeal
DRT certification confirming technical and artistic standards
International streaming presence demonstrating global market viability
Sustained creative output with current active releases across multiple artists

— UX Sound Design Notifications —

This personal project explores the intersection of musical composition and user experience psychology, developing a comprehensive notification sound library that prioritizes emotional resonance and contextual appropriateness. Each sound is strategically crafted using musical principles rather than traditional alert tones, with the philosophy that musical elements enhance user enjoyment and create stronger emotional bonds between users and their devices. The collection demonstrates behavioral psychology applications in audio design, featuring volume gradation techniques (Jolly Ringer's gradual increase to minimize disturbance), frequency-based prioritization (softer Reminder sounds for recurring notifications versus clearer Text alerts for immediate attention), and genre-specific emotional cueing (dubstep-rooted elements for Critical/Error states to convey urgency without harsh disruption). The musical approach to traditionally utilitarian sounds represents a user-centered design methodology where notification audio becomes an extension of personal identity rather than generic system interruption, creating unique auditory signatures that eliminate cross-user confusion while maintaining functional clarity.

Confirmation

Disconnect

Jolly Ringer

Connect

Reminder/Alert

Text

Critical

Error/Failure

Soft Reminder

— Technical Enhancement Services —

Strategic Objective

Transform raw video content into polished, accessible promotional material that effectively communicates organizational mission while ensuring optimal audience engagement through professional post-production enhancement.

Design Challenge

Elevate grassroots nonprofit promotional content to professional standards suitable for diverse stakeholder audiences, while maintaining authentic community voice and ensuring accessibility compliance for underrepresented populations.

Iterative Solution

Streetlives/YourPeer Promotional Video Enhancement

Client: Streetlives (NYC-based nonprofit empowering unhoused individuals through digital products)

Project: "Introducing, YourPeer!" promotional video for mobile-first web application

Technical Implementation:

Title Card Design & Integration - Professional branded overlay graphics aligned with organizational identity
Closed Captioning & Subtitling - Comprehensive accessibility compliance ensuring inclusive content delivery
Audio Post-Production Suite:
- Noise Reduction - Environmental sound cleanup for professional audio quality
- Sound Sweetening - Enhanced dialogue clarity and musical elements
- Level Balancing - Consistent audio levels between dialogue and background music
- Dynamic Range Optimization - Improved overall audio experience across playback devices

Quality Assurance:

Cross-platform compatibility testing for optimal viewing experience
Accessibility standards compliance for diverse user needs
Brand consistency maintenance throughout post-production process

User Impact

Accessibility & Reach

Inclusive content delivery through comprehensive closed captioning
Professional presentation elevating nonprofit credibility and donor confidence
Multi-device optimization ensuring consistent experience across platforms

Technical Excellence

Broadcast-quality audio from raw interview footage
Seamless integration of graphic elements with existing content
Enhanced viewer retention through improved audio clarity and visual presentation

Strategic Communication

Mission amplification through polished promotional content
Stakeholder engagement optimization for diverse audiences (donors, users, partners)
Resource accessibility promotion for underrepresented communities

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