Hello, I’m Danny. I’m a creative strategist and product designer.

I work with startups and established companies to develop new products, solve business problems, and craft compelling stories.

I believe you are what they say you are.
I believe in designing products that people want to talk about.
I believe in simple, smart, and social.
I believe the evolution of technology has created consumer expectations that brands struggle to achieve.

Currently available for consulting & freelance engagements or the right full-time opportunity. Say Hello.

  • Clients Include: 4C, EyeOn, ImageBrief, American Express, MoMA, The Weizmann Institute of Science, General Mills, 19 Entertainment, Getty Images, Dyson, and TruTV
  • Co-Creator of: Date Night Is... , Beanstalk Labs, and I Wanna Nom
  • Formerly: Director of Creative Strategy at POKE NY (now known as Makeable)
  • Ten+ years experience in: Marketing & Social Strategy, Product Development, Visual Design,
    UX Strategy & Design, and Storytelling for Brands
  • Experienced presentation designer, and public speaker

Select Projects:

1AmongMany

Beanstalk Labs

Bringing a treasured childhood tradition into the digital age.

Role: Co-Creator, Product Designer, Creative Strategist
Teaser Site: BeanstalkLabs.co
(Application currently in development.)

Nearly every child today grows up with the tradition of having their height marked on the wall (or door frame, etc.) periodically. And nearly every parent today is running around snapping picture after picture of their kids on a mobile device. But those measurements that document our growth are locked on that wall. And those photos either don’t make it off the phone or they’re shared on social networks where they might reach family and loved ones. The Growth Chart, from Beanstalk Labs, is a vision for a physical-meets-digital product that will marry these two timeless traditions to capture childhood as we’ve never seen it before.

The Digital Component
This will be the first launch iteration of the product. It’s an online representation of a growth chart that serves as a collection point for all of the captured childhood moments that parents and children want to remember and share with loved ones. New photos can be added easily via our web app, email, or by using #BeanstalkLabs on Facebook and Instagram. New photos will show up on a personalized chart ordered by height first, and then date to build an ongoing timeline of a child’s life. Parents can make their child’s chart public or private and they can also subscribe loved ones to a weekly digest email to make sure that no one misses a moment. 

The Physical Component
We’ll turn our attention to this after we’ve proven the idea digitally. It will be combination of two real-world services. With the first, we’re aiming to bring some tangible joy back to captured moments by allowing parents to create a photo print subscription for loved ones. Every month, we’ll mail a physical print to each subscriber on a parent’s list (including the parents themselves if they so choose). Our second physical component gives parents a place to collect those prints at home. Designed to replace the traditional markings on the wall, our physical Growth Chart gives parents a new place to mark a child’s height as they grow up and a place to put each new photo print they receive. This allows parents to create a physical mirror of their digital growth chart on a wall at home. 

1AmongMany

4C

"We’re a newly-funded adtech company. Help us introduce ourselves to the world with a compelling brand story."

Role: Creative Strategy Consultant
Website: 4CInsights.com

Though already thoroughly established as a key player in the social marketing arena, a commanding funding round, a new name & brand, and a new product launch all set the stage for 4C to (re)introduce themselves to the world. Made up of a team of rocket scientists (literally) and marketing refugees, the company uses social data to discover key connections between people, brands, and media properties. And they’re very good at it, having already signed deals with ABC Network, Turner broadcasting, and numerous agency and brand partners. 

I was contracted by 4C to help them clarify and articulate their story and vision, both internally and to potential clients. Working directly with their CEO, COO, and EVP of Marketing, I helped to craft the following presentation intended to provide a foundation for all future communications and to serve as a manifesto for the company itself. 

View the presentation on Slideshare:

1AmongMany

ImageBrief

"Help us disrupt the stock photography market by defining product enhancements and social marketing opportunities."

Role: Product Design & Creative Strategy Consultant
Site: ImageBrief.com

Initial Engagement
I was originally hired by the ImageBrief team for a 3-day engagement. I was tasked with completing a comprehensive analysis of their existing product in order to come up with opportunities for product enhancements, possibilities for new product development, and social marketing opportunities to grow the ImageBrief userbase of both photographers and art buyers. 

Follow-up Engagement
Based on the value of the ideas put forth during my initial engagement, I was subsequently contracted to spend the last 3 months of 2013 working in-house with the ImageBrief time. My time was spent assisting in the creation of an investment pitch and designing a number of the product enhancements. I was also tasked with advising the team on their social marketing strategy.

During this time, I worked my way through many of the various use-cases for the ImageBrief product, rethinking the UX and/or visual layout for each as seen below.

A Redesigned ImageBrief Homepage
One of my first product-oriented tasks was the design of a new onboarding process. After evaluating the existing ImageBrief homepage, we determined that it was trying to accomplish too much, too fast by speaking to both audiences (image buyers and photographers) at the same time, resulting in a confusing experience for both parties. To remedy this issue, we designed a simple front door that would funnel the appropriate target to a page designed to speak specifically to their needs. Two variations of the page were designed to allow for multivariate testing (however, these two versions do not begin to account for all testing possibilities including copy, background image, calls to action, etc.)


Audience-Specific Landing Pages for Art Buyers & Photographers
As part of the homepage exercise described above, I worked with the ImageBrief team to create landing pages designed specifically for each of the key targets, Art Buyers and Photographers. Anyone entering through the “front door” outlined above would be filtered to the appropriate page. However, these pages are also designed to begin the onboarding process for each target type, to provide an SEO backbone allowing for discovery and landing directly on each of these pages, and lastly to provide a landing page for all marketing efforts that are directed at a specific target. 

For Photographers:

For Art Buyers:

The Brief Creation Process for Art Buyers
For Art Buyers within the ImageBrief ecosystem, the quality of work returned largely dictates the user’s happiness with the product and their likelihood of returning as a customer. The relevance and quality of images submitted to a buyer’s brief are dictated by the buyer’s ability to clearly communicate what they’re looking for in an image. However, buyers often don’t have the time to spend filling out a detailed brief for photographers to follow. 

With these issues in mind, I helped the ImageBrief team redesign their existing brief submission process to make it as painless as possible for the buyer while still capturing the necessary information to ensure that their needs are clearly communicated to potential photographers who want to submit to that brief. 

A New Communication Process for Briefs
After conducting an Immersion Day — an in-person interview and focus group session — with roughly 20 ImageBrief photographers, it became clear that one of the key issues for photographers on the ImageBrief platform (in addition to ensuring clear, concise briefs as described above) was the ability to request and receive further information from Art Buyers and from the Account Managers on the ImageBrief team. Our solution was to provide an easier and more public means to request and received feedback directly on a brief page.

 

An Updated Visual Design for Brief Pages
In addition to the enhanced communication process, described above, I also worked with the ImageBrief team to update the look and feel of brief pages in order to more clearly communicate key information to photographers and to make the photography the hero of each page — ImageBrief is, after all, a photography company.

We also worked to redesign the way past briefs are displayed. These pages provide potential Art Buyers and Photographers key insight into how the ImageBrief platform works to benefit them. The Awarded Brief page was designed to highlight the winning photographers and their work and to capture a historical snapshot of the process around any given brief. 

Brief Page Redesign:

Submitted Images Tab within a Brief:

An Awarded Brief:

Redesigned Photographer Profile & Settings Pages
Part of the future vision for ImageBrief is the creation of a platform that allows not only for the discovery of images, but also the discovery and hiring of photographers. The Photographer Profile Page plays a key role in this process and serves as the home base for any photographer looking to get hired through ImageBrief. I worked with the ImageBrief team to design the future vision of this profile page as well as an easy-to-use setup process to create a profile. Newly signed up photographers would be filtered directly to this setup process in order to create their personal page.

1AmongMany

Date Night Is…

Designed to keep couples dating after they’re a couple.

Role: Co-Creator, Product Designer (product strategy, UX & visual design), Creative Strategist (business & marketing strategy, partnerships, social media)
URL: www.DateNight.is

Date Night is a million things to a million different couples. 
But there’s one common thread we’ve discovered across couples everywhere. Once you’re dating – once you’ve reached the point in your relationship where you start talking about 
us and we – you stop going out on dates. Candle-lit dinners become take-out containers and theatre tickets become DVD mailers. Date Night gives way to the ease and simplicity of routine.

Date Night Is… designed to bring Date Night back.
We believe it’s time for an evening out that was actually planned in advance. It’s time to try something new together – something that fuels your sense of adventure and discovery. Hire a babysitter. Take a class. Party on a school night. Dress to kill, for no good reason but that you can. We believe it’s time for couples to start dating one another, again.

The Story
My girlfriend, Joni Goldbach, and I founded Date Night Is… in early 2013. The idea was born out of our own relationship. After one too many “date nights” that consisted of a movie and dinner on the sofa at home, we decided it was time to put ourselves to task and make a change. Then something interesting happened… the more couples we spoke to, the more we heard “we need that too!” With that in mind, we set out to help couples everywhere. 

We are currently self-funded, and we consider ourselves to be in public beta. The Date Night Is… experience is growing and changing on a daily basis. We’ve built multiple MVP iterations, though we still consider our product to be at the MVP stage.

The Product
Our initial product began as an email newsletter designed to remind couples every few weeks that it was time to plan a date night and to provide them with a few ideas for what they might like to do. From there we added a new feature or two in order to test user interest and growth before making the decision to redesign the product from the ground up.

That version is what you see live today and was launched in mid-December, 2013. It was a ground-up rebuild designed to focus on a discovery-first mechanism of providing date ideas. We share content across five categories: dining, experiences, places, things, and articles. The more a user/couple interacts with the site, the smarter we get about which category and type of date idea get served up on a user-by-user basis.

Our Approach
Existing couples-oriented products tend to focus on either communication or on a curation-first approach to date discovery. We don’t believe that yet another communication platform is necessary (we already call, txt, Instagram, Facebook, etc. one another). And while curation has its place, we believe that curation ahead of personalization is a problem. 

Date Night Is… designed to focus on a discovery-first, personalized curation next mentality. We source date ideas and experiences from across the web and then filter them to a user’s location. Then, as the user interacts with the app, we get smarter about which date ideas to bring to the forefront. This helps us to ensure that every couple is seeing dates that are unique to their interests and location, not dates that we’ve chosen or designed for them. 

1AmongMany

The Weizmann Institute of Science

"How can we make philanthropy relevant to the masses?"

Role: Creative Director & Lead Creative Strategist

Redefining Science.
The Weizmann Institute of Science in Rehovot, Israel, is one of the world’s leading scientific research organizations. For more than 60 years, the scientists at the Weizmann Institute have made breakthrough discoveries in pursuit of Science for the Benefit of Humanity. Their achievements – instant messaging, a “doctor in a cell,” self-tinting glass, and amniocentesis to name a few – impact the lives of people around the world on a daily basis.

Redefining Philanthropy.
The American Committee for the Weizmann Institute of Science (ACWIS) exists to support the pursuit of Science for the Benefit of Humanity through philanthropic efforts that are as innovative as the research they help to sustain.

ACWIS approached our team at POKE NY to help redefine philanthropy for their organization. Traditionally a major gifts organization (think “checks with lots of zeroes”), ACWIS was struggling to maintain it’s fundraising momentum with a younger, tech-native audience. Our goal: to help ACWIS reach a new generation of supporters by making science bite-sized, emotional, digestible, and – most importantly – personal.

Introducing Tomorrow Lab.
We believe that science is cool. We believe that people want to understand science. And, we believe that science can change lives. That’s why we created Tomorrow Lab, a platform designed to provide an engaging exploration of Weizmann’s six key pillars of research. Part philanthropy engine for the everyman and part learning library, Tomorrow Lab allows any visitor to the ACWIS site to create a “dedication” — a personal video statement describing the importance of science in their life — that would then live as part of the learning library and serve as a Kickstarter-style personal fundraising platform championed by that individual. 

Brand/Visual Exploratory:

View our original strategy here:
image 

1AmongMany

The Museum of Modern Art

Can we create a museum experience that lives on after you’ve left the museum?

Role: Creative Director & Lead Creative Strategist
URL: http://www.moma.org/iwent/

I Went to MoMA and…
What began as an impromptu experiment to see what would happen if MoMA visitors were given an opportunity to share their experiences at the Museum – whatever those might be – has now been given new life. The amazing range of beautiful, clever, and heartfelt hand-written – and hand-drawn – responses that once graced the walls of the Museum lobby in pencil and paper have returned in an ever-growing stream of responses based on a collaboration between the MoMA and POKE New York. 

Getting it onto the museum’s walls…
Together we developed a new digital and social platform to make it easier for MoMA visitors to share their stories about their visit to the museum and to discover other people’s stories. To submit their cards, visitors input their card into one of two custom-built scanning stations (one in the Lobby and another in Cafe 2). At the push of a button, their card is scanned & returned seconds later and then put into a queue where the card is projected onto MoMA’s walls alongside all of the other submissions.

Sharing your MoMA story
Using the unique URL printed on their card, visitors can easily find their story on moma.org/iwent where they can also claim it, tag it, and then share it via Twitter, Facebook, or embed. Their card is also added to the virtual wall, which visitors can browse the entire collection of experiences or search for cards by keyword

Iterative Design Process
Following the launch of the original I Went to MoMA and… installation (as seen above), the POKE team continued development of the project alongside the MoMA team in an effort to fine-tune the experience to better fit the needs of their staff and available resources. Visitors to the museum today will encounter the revised 2.0 edition of the installation including entirely rebuilt hardware to avoid jams and minimize time and attention required of the MoMA workforce.

A Foundation for Sharing
Not only do each of these experiences provide an opportunity for sharing on an individual experience, but they also provide the MoMA with a foundation for an ongoing, evergreen marketing campaign that highlights the personal discovery a visit to the museum can provide. “I Went” cards have been used in major and national advertising campaigns for the museum and have seen “viral” uptake in the digital space.

Capturing individual experiences also provide the museum with key data and insights about their visitors. Cards can be tagged by mood, exhibit, and sentiment and then compared based on their timestamp to the local weather, current events, etc. to gain unprecedented insight into the impact the MoMA has on its visitors.

- @AmongMany