Carl Waldron

Ria Health: Health & Wellness Company

Building trust with consistent branding

Ria Health wanted an updated brand identity representative of their future goals and aspirations for the company. Doing delivered a comprehensive brand strategy, including messaging, value updates, a logo, and a visual design system.

Results:
Ria Health saw a significant increase in B2C engagement across all media channels, along with increased user retention on their website and mobile app.

Zipari: Healthtech Company

Modernizing healthcare with better UX

Zipari began with a simple mission. Put members first. The creative behind both the branding and product design were governed by that ideal. The messaging tells persona-driven stories on how the product suite helps users find care fast, while the product design system makes navigating healthcare more intuitive and friction-free.

Results:
Thanks to the Zipari brand and advanced product suite, the company was acquired by private equity firm Thomo Bravo in 2020 for $500 mil

The Pod Hotel

Expanding tiny rooms across the country

The Pickwick Arms Hotel required a brand refresh to help attract a new, younger guest demographic. The hotel featured a variety of room sizes, including smaller-than-normal, single-bed “pods” for solo travelers. As Design Director for the agency 321 Takeoff, I designed the brand identity, hotel decor, website, and design system for the new brand direction. The system compliments the hotel’s niche “small room” aesthetic.

Results: The Pod Hotel has become a multi-location hotel chain with increased traffic and engagement

FATE OF THE SPECTRE TRADING CARD GAME

Designing Systems
for play

Fate of the Spectre is a physical and digital trade card concept. It required a design system to govern the multiple cards in the game on both physical tables and mobile interfaces.

I built a robust typographic and color-based system to classify certain types of cards and communicate their advantages and disadvantages.

HUNGIE Food Generator: IN PROGRESS

Solving dinner for the indecisive

Hungie is an internal app geared towards the hungry and indecisive. With Hungie, you can randomly generate community-curated meals for Breakfast, Lunch, Dinner, or snacks. If you’ve ever responded, “I dunno, what do you want to eat?” Hungie is your foodie salvation.

Greenbelt Conservancy Brand Design System

Leaving a trail of brand crumbs

To update the Greenbelt Conservancy brand, I focused on the trail markers that adorned the trees in the park. The minimalist stack serves as the basis for a comprehensive design system that could be implemented throughout the park. The use of Helvetica Now pairs well with the simplified logomark to create an easy-to-understand system for signage, collateral, and environmental design.

Yum Buns: Specialty Burgers

Ensuring Freelance worker rights

I operated as the company’s Senior Web Designer and front-end developer. This included designing, developing, and maintaining the company’s web portals. This includes the Freelancers Union website, Freelancers Insurance Company, all Health Republic portals, and various bespoke apps like the World’s Longest Invoice and the Freelancer’s Story Portal.

I implemented UX best practices for all new web initiatives and built responsive web apps using various tech stacks, including JQuery, Drango, Python, REST API, and Bootstrap.

Yum Buns: Specialty Burgers

Doing 5 things perfectly

The Yum Buns Specialty Burger shop sells five distinct burgers paired with freshly baked, seasoned, and spread buns. The Yum Buns brand was built to reflect the joy of eating your favorite dish, a Yum Buns burger. With only five sandwiches, the team has perfected its menu and requires a distilled, cohesive brand to accentuate it.