The Creative Group releases an annual salary guide that creative professionals and businesses can use to reference that year’s average salaries. I thought that it would be even more useful to have a mobile application that people could download to quickly reference creative salaries. This is what became of my idea.Art Direction, Graphic Design, UI/UX2013
Redesigning the user interface of Lucky's homepage was a very important project. The Lucky homepage receives over one million views per month and is a key point in increasing conversion rates.
The previous version of the homepage was outdated and cluttered with a mess of information. I cleaned up the design and added features to simplify and shorten the steps between landing and checkout.
The overall redesign of the homepage increased conversion rates by roughly 25% which made for an ROI of 2000% or more in the first two months.
Here are some stats:
- Increased conversion rates by 25%.
- Reduced clicks to purchase by half using direct icon links to product pages.
- Cleaned up UI and made it more user friendly and aesthetically pleasing.Creative Direction, UI/UX, Web Design2012
Lucky had a goal of rebranding their entire product line to appeal more to their current and future customers and to set them apart from their competitors. In just over one month I successfully led our team to completing this goal while also increasing the level of quality associated with the brand.
In the first two months Lucky sold out of 7 of the 9 new product lines; Increasing sales from Q4 2011 to Q1 2012 by over 200% and continuing to increase quarterly by 25% or more.
Lucky has gone from being a small blip on their competitors radar to a hurricane taking the world of action sports by storm.Branding, Creative Direction, Product Design2012
AIGA Studio Tours was an event held in Capitol Hill in May. Hundreds of people showed up to tour six different popular Seattle design firms and get some insight into how the firms work. The studios that participated were:
- Tectonic (www.gotectonic.com)
- Creature (www.welcometocreature.com)
- Substantial (www.substantial.com)
- Urban Influence (www.urbaninfluence.com)
- DEI Creative (www.deicreative.com)
- Civilization (www.wearecivilized.us)
I volunteered as an event photographer and made my way around the six different studios (unfortunately missing Civilization due to time restraints) photographing people, signs, studio interiors, and more.Photography2013
Probably the most important project in my time with Lucky has been directing the visual aspects of their social media marketing campaigns.
When I began work with Lucky last year they only had around 30,000 facebook fans. Through increasing social interaction with followers, running giveaways, and finding creative ways to increase followers, I have grown the Lucky page to over 127,000 followers in under a year.
Here are a few stats:
- Grown from 30,000 to 127,000 followers in under 1 year.
- Increased user interactions; Average user interactions are now around 5000 people per post.
- Increased average shares to help with virality; average shares are now between 200-2000 per post.
- Used product giveaways to increase email lists for stronger email marketing campaigns.
- Increased Facebook to website conversions by over 200%
Lucky now has the strongest social media presence out of anyone in their industry. Their internet popularity has also led to them being featured on the websites of:
- Sports Illustrated
- Nitro Circus
The popularity from their social media also led to their products being featured in an Allegra allergy commercial that was broadcasted across the country.Advertising, Creative Direction, Graphic Design2013
Ronix Wakeboards is the world's leading watersports manufacturer. I had many large projects in my time with Ronix but the most important was the image post-production, design, and layout of the 2012 product catalog.
Over 25,000 copies of this catalog were distributed to over 100 countries on six different continents and led to the most successful year of sales since the companies opening.
Some of the elements and techniques used to make such a successful product catalog were as follows:
- Heavily marketable product technologies and correlating, easily recognizable icons to set Ronix product apart from competitors product.
- Multiple models to explain the technologies and icons associated with every product.
- Design elements in the layout for every page that correspond to the graphics on the products featured on that page.
- Extremely high quality product and action photography to ensure viewers interest.Advertising, Graphic Design, Print Design2012
Below are a few of the HTML email blasts that I designed for Lucky to promote the brand and increase site traffic. These emails were sent to a list of over 40,000 people and rated high in both opens and clicks.
- Average Open Rate: 15%
- Average Click Rate: 3%
Creative Direction, Graphic Design, Web Design2013
Homeless Holiday is a personal project that I started to provide food to those in need during the holidays. I created a branded campaign and website and used social media to promote the cause and push people toward the donation page.
Every year, we raise as much money as possible and use all of that money to purchase cheeseburgers to hand out to the homeless in Seattle. We spend our Christmas day walking around Downtown Seattle handing out food to people who might not be able to afford it.
In two months we raised enough money to distribute over 1000 warm meals to those in need throughout downtown Seattle. Check out the video below to get a glimpse at how we spent our day and some of the awesome people we met!Branding, Creative Direction, Graphic Design2012
Houston Kraft is a keynote speaker, leadership coach, and kindness advocate dedicated to increasing acceptance and kindness in schools.
I created these design concepts for Houston's new campaigns "Get Your Shirt Dirty" and "Choose Love" which are dedicated to inspiring kids to get out and not be afraid to help others. These designs were to be used on apparel at his daily speeches at high schools and colleges in order to increase interest in his campaigns.
You can learn more about Houston and the amazing work that he does at www.HoustonKraft.com.Creative Direction, Graphic Design, Illustration2012
This purely online commercial was created to subtly feature Lucky's 2012 product line and give viewers a clear view of what the brand is all about. It was viewed over 30,000 times in the first month and over 60,000 times in the last five months.
The key things that were necessary to convey in the video were as follows:
- High quality products.
- Family-friendly brand environment (aka a brand that parents can trust).
- The friendliness and high level of skill that the professional riders on the team possess.
- An overall warm and inviting feel to make all viewers feel welcome and feel like they are a part of the brand.
Consumer interaction in the brand is what has made Lucky so successful so quickly, and this video is a perfect example of the tactics used to grow the brand.Advertising, Creative Direction, Film2012
The Lucky Scooters apparel line was created with the goal of being the highest quality pro scooter apparel on the market. At the same time it had to be kept inexpensive enough to manufacture that the apparel could still be used for giveaways and promotions for Lucky.
I accomplished this goal by using a few simple techniques:
- Simple one and two color prints that utilized the color of the shirt as part of the design.
- Printing with water based inks to have a softer hand which lessened ink costs.
- Creating designs that looked good with a distressed look so that the ink could be laid down lightly, which also saved in ink costs.
- All shirts were made from a 60/40 cotton poly blend but only 32 singles which gave a "California" style, high quality feel, but also saved money.
The Lucky apparel line has sold over 2000 units at an average $30 (MSRP) since it's launch last November.Creative Direction, Graphic Design, Illustration2012
A very important project during my time with Lucky was the product review videos. Studies have shown that having videos that describe or review your product on the purchase page can help increase the chance that someone will purchase a product.
The psychology behind it makes a lot of sense. The more people believe that other people like the same product, the more likely that person is to like that product also.
It was nearly impossible to measure the direct effect of the videos alone, but since the implementation of the product review videos and a few other features, conversion rates have increased by over 15%.
ROI on the videos in the first month was well over 1000% or more due to their low cost and heavy effectiveness.Advertising, Creative Direction, Film2012
This is a short intro animation created to brand all of Lucky's videos. They had a need for a short and simple introduction that would catch people's interest but not waste any time getting to the actual content of the video.
Since its creation the intro has been featured in a huge amount of videos that together have over one million views, on a channel with just under 7 million views.Animation, Creative Direction, Graphic Design2012
This is a personal film project I created a few months ago. I spent over eight hours in Downtown Seattle filming interesting and beautiful scenes. My goal was to show a different and unique perspective of the city as well as just exploring places I hadn't been before. I set it to the music of Dustin O'Halloran to give a serene and beautiful feel.Film2012
Royaltee Threads is an up and coming lifestyle brand that will be selling to local boutique stores in Seattle. Their love of simplicity and one or two color design led to a clothing line focused on the creativity in the art and design rather than through color.
Royaltee Threads is said to be launching their clothing line Fall of 2014.Graphic Design, Illustration2012
These images are from a photoshoot that I directed and shot for Lucky. The images were used in everything from social media to print catalogs to web ads.
Incidentally, the images from this shoot were so popular that they were featured in multiple worldwide print magazines including Dialled, Scoot Mag, and more.
This increased the popularity of Lucky professional riders and in turn, the popularity of the company, resulting in increased sales and media presence for the following months.Photography2012
I recently decided to update my professional image across all of my social media profiles and my website. I shot multiple self portraits and decided on this image because it conveys a sense of professionalism and warmth. The natural backdrop gives the image a more relaxing and warming tone which is how I want potential employers and clients to feel about me. This image will now be used for all of my social media profile photos and on the about me section of my website.Photography2013
Shooting on location for a video at Dirtfish Rally School in Snoqualmie, Washington, I had the opportunity to mess around a little bit inside of one of their warehouses. The industrial look of the warehouse and it's dim lighting was perfect to photograph my car. A line of high windows angled light perfectly into the warehouse and made for some really interesting, naturally lit shots.Photography2013
This project really has no explanation. A friend of mine came to me in search of putting together a modeling portfolio. Hundreds of people apply to modeling agencies every day so we needed to come up with a way to make him stand out. The concept we came up with was to make the agencies laugh. They probably look through thousands of serious photographs all day long so a portfolio full of incredibly ridiculous photos was bound to stand out.Photography2013
All works © Nicholas Kelly 2012.
Please do not reproduce without the expressed written consent of Nicholas Kelly.
Please do not reproduce without the expressed written consent of Nicholas Kelly.