Creative Direction · Web Design · UX/UI
Role: Creative Director, Art Director, UI/UX Designer
Hipcricket needed a website that could tell a clear story about ADLIFE, its mobile engagement platform. The offering spanned messaging, mobile sites, advertising, social media, and branded apps, so the challenge was to make that breadth feel like one connected system.
I led the creative direction, art direction, and UI/UX from concept through completion. Working with an incredibly talented development team gave me the freedom to push ideas further and turn experimental concepts into a working experience. That collaboration was one of the most rewarding parts of the project.
CHALLENGES
The site had to introduce a complex platform, show its practical value, and help visitors navigate long pages of content. I worked closely with the developers to balance visual ambition with technical feasibility, refining how the sections, navigation, and interactions fit together.
GOALS
Make the platform understandable: Connect ADLIFE’s range of tools with clear examples and meaningful content groupings.
Keep navigation within reach: Use slide-out subsection menus and deep-linking anchors to give visitors direct routes through long pages.
Design across screen sizes: Create a consistent experience from desktop to mobile while preserving the site’s bold visual character.
ACCOMPLISHMENTS
Led the design from concept to completion: Owned the creative direction and design while collaborating closely with the development team.
Delivered a responsive experience: Combined a clear page structure with subsection navigation and direct links into deeper content.
Earned recognition at launch: The site received company-wide praise, and I was awarded additional compensation for my creative contribution.
INTRODUCING THE ADLIFE PLATFORM
I used a bold opening message and examples of mobile experiences to show the platform’s breadth at a glance. The homepage connected those individual tools with ADLIFE’s larger story of mobile engagement.
LONG-SCROLL STRUCTURE & NAVIGATION
I organized the homepage into distinct sections for the platform, solutions, case studies, and company story. Color-coded edges helped distinguish those sections, while slide-out navigation and deep-linking anchors gave visitors a way to move directly to the content they needed.
ADVERTISING FORMATS
The advertising page needed to explain several very different formats without becoming a wall of specifications. I gave each format its own visual section and used concise explanations and recognizable campaign examples to make display, video, rich media, and other ad experiences easier to compare.
EXPLAINING TARGETING CAPABILITIES
I translated the platform’s targeting options into a sequence of clear visual topics. Weather, carrier, audience, device, location, and time-of-day examples each had a distinct illustration and supporting explanation, helping marketing teams understand the range without losing their place on the page.
MARKETING & CRM
For Marketing & CRM, I connected each capability with a concrete use: a message, a mobile coupon, a QR code, a commerce experience, or an app. Alternating imagery and text made the long page easier to follow, while a consistent structure kept the different offerings part of one platform story.
Interested in working together?