MULTIMEDIA &
SIGNAGE UX.

Orchestrating the unified brand experience for a 750+ store retail network. I directed end-to-end multimedia ecosystems—spanning HMI touchscreens, 3D modeling, and motion media to environmental graphics—bridging the gap between legacy print and high-fidelity digital transformation.

Role

Principal Product Art Director

Focus

Multimedia & Digital Signage UX

Objective

$100K+ Annual Op Savings

Context

750+ Store Retail Network

Timeline

2011–2018

Annual Savings

$100K+

Eliminated print logistics overhead

Promo Velocity

85%

Faster promotional lifecycle

Network Scale

750+

Stores synced in real-time

Update Speed

1–3 Days

vs. 4-week "Month-in-a-Box" print cycle

Strategy & Leadership

"I killed a \$100K annual print logistics cycle and replaced it with a live CMS-driven signage network. One designer. 750+ stores. Promotions that used to take 4 weeks shipped in days."

Bridging legacy print ops to real-time digital without an engineering team.

The Influence

Eliminated $100K+
in annual print logistics overhead.

Daily Alliances

Store OpsMarketingITBrand TeamsVendors

Ownership:Retail: Tire Kingdom, NTB, Merchants · Franchise: Big O Tires CMS · Corporate: TBC Brand Site + Signage Network

New Architecture Preview

Standardized Indentation + Tokenized Typography + Consistently Badged Narrative

THE SCALE

HMI ECOSYSTEM & 750+ STORE SCALING.

The Impact

The legacy "Month-in-a-Box" print logistics model took 4 weeks to reach stores. We cut that turnaround down to 1–3 days via digital delivery.

I led the design and rollout of a localized HMI Ecosystem across 750+ stores, eliminating manual print changes and transitioning retail spaces into a dynamic, data-driven network.

System Architecture

Architected a modular system using BrightAuthor DS that synced service pricing, seasonal promotions, and real-time appointment data.

Vendor Marketing

Designed and integrated vendor-branded ad units (Michelin, Goodyear, Bridgestone) that co-funded the digital signage network rollout.

Mentorship

Transitioned from individual contributor to manager, teaching junior designers the nuances of interactive signage UX and creative ops at scale.

Principal-level oversight of end-to-end signage UX and creative ops.

Technical Discovery: Signage UX

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ARTIFACT

01 — Service Menu Board

Real-time service pricing updated via CMS, replacing costly static print boards entirely.

ARTIFACT

01 — Service Menu Board

Idle Value Capture

CREATIVE OPS: ELIMINATING THE PRINT CYCLE.

To reduce kiosk abandonment and maintain brand momentum, my team designed a suite of dynamic motion assets for in-store touchscreens, transforming dead screen time into active vendor advertising and upsell funnels.

01. Wheel Ads

Screen Saver Ad for the Wheel Visualizer Shop API — looping ambient content that drives upsell while the kiosk is idle, surfacing the wheel visualizer experience.

02. Screensaver Invite

Subtle, ambient call-to-action that invites customers to interact with the touchscreen when it's idle — reducing kiosk abandonment and increasing engagement.

03. Branded Video Bumpers

Branded intro/outro bumpers for marketing videos on YouTube — reinforcing brand identity at every content touchpoint across all TBC brand channels.

THE PLATFORM

WEBSITE DESIGN & CMS ENABLEMENT.

I executed the complete re-architecture of TBC Corp's digital presence, mapping 150+ legacy pages into a streamlined 12-section architecture enabled for marketing agility.

I executed the complete redesign of TBC Corp's digital presence. tbccorp.com ↗

Visit tbccorp.com ↗

Scope

End-to-end design lead — IA, sitemaps, SEO strategy, and WordPress development oversight across multiple brands.

Discovery & Wireframes

Lo-fi wireframes (IA + FPO copy) evolved into hi-fi prototypes for C-suite approval. Content sitemaps tracked all deliverables across brands.

Review & Sign-off

Produced copy-edit Word docs and brand sign-off PDFs with tailored imagery — ensuring multi-stakeholder alignment before build.

WordPress Build

Partnered with external WordPress developers as design lead, owning execution and quality across all brand properties.

Launch & CMS

I worked with Director, Brand Management to coordinate secure deployment with dev and IT. Led CMS training for marketing teams — updates, plugins, and ongoing maintenance.

Creative Direction

Directed storyboarding and production for the homepage hero video — brand storytelling at the highest-traffic entry point.

THE STRATEGIC WIN

INTERNAL TAKEOVER: HIGH-VELOCITY AD STRATEGY.

Delivered in 6 weeks — zero external agency spend.

In-house pitch & execution victory

The Strategy Shift

Originally pitched for external agency execution, the contract was awarded to our internal team—requiring a rapid pivot to in-house production. I owned the end-to-end delivery: from 3D modeling and Modo rendering to on-location warehouse photography and final CMYK print composites.

This was a high-stakes pivot where I led the pitch to bring a national trade campaign entirely in-house. By winning the budget back from external agencies, I repositioned the internal team as a tactical power-house capable of agency-grade creative at half the timeline.

Principal Art Direction for trade advertising and 3D Modo production.

Technical Discovery: 3D Modo Production

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ARTIFACT

National Ad — 01

Multi-segment / application tire ad for TBC Brands for national trade magazines.

ARTIFACT

National Ad — 01

National Trade Magazines

Internalized high-visibility ad campaigns for industry publications, securing budget previously allocated to external agencies and proving our internal team's capability for national-scale delivery.

The Concept

Devised the "Vending Machine" metaphor to position TBC as the ultimate turnkey partner for all tire segments.

The Execution

After winning the budget, I owned full 3D production in Modo — from modeling through final print-ready composites — without external agency support.

The Efficiency

Delivered the full multi-brand campaign in under 6 weeks, completely eliminating external agency spend.

The Long-term Win

Repositioned the internal creative team as a capable tactical partner — securing future in-house budgets and establishing a new model for national campaigns.

THE STEWARDSHIP

OPERATIONAL GOVERNANCE & MENTORSHIP.

Transitioning from individual contributor to manager, I hired and led a multimedia team of 6 designers, teaching them the nuances of Interactive Signage UX and creative ops at scale.

National Marketing

Led internal team to secure national trade advertising budget, successfully pitching against external agencies and repositioning the team as a strategic partner.

CMS & IT

Partnered with IT to securely deploy CMS-enabled websites across multiple brands, fostering efficient collaboration and executive-level alignment.

Retail Operations

Co-led the vendor selection and rollout strategy for in-store touchscreens, ensuring hardware reliability and software usability at scale.

Lessons in Operational Velocity.

Learning to move from "days to hours" in a 750-store environment shaped my focus on high-efficiency Design Ops. Transitioning from "doing" to "teaching" allowed me to multiply the team's impact, multiplying the value delivered to TBC Brand Executives.

THE ARCHIVE

DIGITAL GENESIS & OMNICHANNEL ROOTS.

Interactive Roots

Launched TBC's first iterations of Flash-based Google Ads, high-fidelity landing pages, and the initial mobile app prototypes — establishing a data-driven foundation for retail growth.

Physical Identity

Unified the store experience through vehicle graphic wraps, stanchion displays, and seasonal POP materials — ensuring brand cohesion across every physical customer touchpoint.

Strategic Pivot

Leveraged early interactive wins to reposition the internal team as a strategic bridge between creative ops and systematic product design, securing future digital signage budgets.