The United States Air Force
2019-Present
AIM HIGH
Below are recent projects completed in the past few years at GSD&M. My role on all projects has been as Creative Director - Experience Design, meaning I’ve focused on the UX, UI and Art Direction of each project. Air Force is one of our largest clients, and I am the lead Creative Director on any digital project that comes our way, including one of their largest recruiting assets - airforce.com.
Other clients I’ve worked on while at GSD&M: U.S. Space Force, Capital One, Fruit of the Loom, Tyson Foods, Universal Parks & Recreation, People for Bikes, and Pizza Hut
air force .com | responsive website
The website for Air Force Active Duty was redesigned years ago, but in 2021 we were tasked with rolling content from the Air National Guard and Air Force Reserve’s into airforce.com. This was a huge UX challenge, involving creating 4 sitemaps and making decisions (often based on analytics) of what pages needed to be merged or removed. We then delivered wireframes and visual designs of any new or modified pages, which just went live January 2023. The entire website is component based using AEM, so this was a chance to audit all components for accessibility, mobile friendliness, and redundancies. My Role: UX Designer, UI Designer, Creative Director
air force e.c.h.o. | responsive website, activation, vr
E.C.H.O., which stands for Enhanced Cognitive Human Ops, was developed to promote the mental side of serving in the United States Air Force and to help recruits understand the cognitive abilities that being a part of the Air Force may call upon. The experience unfolds as three different games, which test the user’s reaction time, awareness and problem-solving skills.
E.C.H.O. is available on desktop, mobile and VR devices. Users at home can play the game anywhere, but for a more immersive experience, the Air Force Recruiting Service plans to roll out a mobile tour trailer experience, bringing ECHO VR to users across the country.
Awards: Cannes Silver Lion: Digital Craft: Overall Aesthetic Design, Webby: Winner, Best Use of Video or Moving Image and featured in the Crafted with Code showcase, FWA of the Month, awwwards Site of the Month, CSS Design Awards Site of the Year, ADC shortlist, One Show shortlist
air force aircade | Responsive website
GSD&M has created quite a few games for Air Force over the years, often because it’s an interesting way to demonstrate the skills required to do the job of an Airmen. We typically build a microsite for each game, but wanted to bring them all together so users can jump from game to game and see their skills in an overall leaderboard. So, the Aircade was born. Users swipe from game to game, understanding the skills required for each game and the ability to place each with a single log-in. More games are currently being added, as well as a global leaderboard. My role: Creative Director