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Free on the app store

After five great months designing from head to toe the app and website, the beautiful amazingly built app Snapguide is now live. Thanks to Daniel Raffel for bringing me on board and amazing job Snapguide team on the implementation. It was great to come on and become the creative lead and designer of Snapguide.

Feel free to click through the images above, but the best way to experience the app is to download it and try it out for yourself. The content is great, but the process of creating a guide is brilliant. Try it out!

Thanks to Nick Slater for collaborating with me on the Logo.

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Watch the Video

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Snapguide is a gorgeous little app for your iPhone

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The new

Beautiful big image browsing. Great simple navigation and organization. Sexy and slick guide viewer. Really great design and build by a great team.

This project was a long time in the making, but very worth it. Creative Direction was my main role on this site. Art Direction from Brian Brooks was very helpful on this project. Besides direction, I designed key areas of the site such as the One Rod microsite.
And last but not least, say hi to Josh who was key in the design of the site. Josh Ashton

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Creative Direction, Lead Design & Concept

Design collaboration with Drew Cone.
Great job Neal Mckinney & Jeremy Bueler on the development side.

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Recently launched this simple but beautiful site. Parallax Scrolling site with purpose, to reveal a product. One of my last projects at Summit. Great job Neal Mckinney on the development and bringing it to life. Based on Nemo's Print campaign.

Creative Direction, Design & Concept Design collaboration with Brian Brooks. Special thanks to Crispin Young for the design support.
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Sometimes I find it interesting to know where a project started and where it ended. Take a look at some of the initial thinking behind

At this stage in the game you can see the beginnings of a great site. The architecture of the site was far along and the creative portion was beginning.

Creative Direction, Design & Concept Design collaboration with Brian Brooks.
Special thanks to Crispin Young for the design support.

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Why Icebreaker Merino?
About Icebreaker

Although the final design strayed a bit after being taken over and developed, the initial concept to completion came through pretty well. Such a great Portland store with a popular online presence, now with a sweet website.

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Honestly, I just got sick of looking at's outdated site. On a whim and a few 5 hour energy drink, 8 hours later I created what you see above. This mainly was an exercise for fun to create a better organized, easier to use and visually appealing version what currently offers on their homepage. An in depth discovery would be needed with the client moving forward if I were to tackle a true redesign.

Here are the Hi-Res versions

Homepage Version One

Homepage Version Two

What it would look like in an iPad

What it would look like in an iPad Horizontal

My inspiration really came from ESPN the Magazine. I really believe the merging of magazine layout and website content will continue to blur the lines. I especially believe if I were to tackle this as a real project, it would have to be designed, and built to scale and spider to any platform, in any form. This would allow a specialized iPad version of their site that would mimic a powerful interactive magazine.

Anyway, hope you enjoy what you see, it really was just for fun.

Oh.... I forgot to mention. I am currently doing a next gen version. Throwing all out the window and going straight up future of ESPN. New usability, touch interaction, new content suggestions and groupings... the works.
A realistic redesign attempt

Larger Images (description of each below)
Homepage Condensed
Homepage Condensed Menu
Classified Page
Classified Page Preview
Classified Page Traditional View

The holy grail of redesign lore would have to be Craigslist. Trying to redesign a site that has been a part of millions of users lives throughout the past decade is not an easy task.

Changing where things are laid out or how things are organized in a drastic way can spell death if not done in small steps over many years for a site like this.

I have noticed over the years that for some reason, maybe it's our human nature to gravitate toward clutter, or the tendency to become pack rats, but for whatever reason, websites with lists of links in a tight space in organized rows or columns tend to perform really well and generates loyalists for life.

Sites like Drudge, Reddit, Craigslist all have this type of feel. Lots of data, simplified into what first seems a cluttered grouping of tons of content that can set a designer's brain on fire, but for some reason, users find it easy to navigate, scan, use and fall in love with.

When I went forward with designing a new, I had to keep this at the forefront of my mind. How can I keep things the same, yet make them different and better. How can I organize things in a way that improves the ease of use, but does not scare away the loyalists... which by now is pretty much everyone. How can I redesign the style to be clean and modern yet classic and timeless.

It was not an easy task, but I believe I came up with a pretty good, yet realistic solution.

Image One [full size]. The Homepage centered on a 1280 or greater monitor.

Colors, hierarchy, organization are king in this direction. Organizing the content into buckets such as account actions, search actions, title and location buckets, classified and location classified buckets was paramount. Then based on the buckets, how do they relate to each other to provide a natural connection, not only on the homepage, but also when you dive into the sub-pages.

The subtle classic yellow, blue and light blue mixed with a dark gray gives the site a timeless yet modern feel. The mix of default solid link colors and new clean over-sized headers and search boxes give the user a sense of what is important, but also balances out the massive amounts of content that they border. Balance and hierarchy are key.

The change location column is separate yet integrated. In the next frame you will also see that it is responsive.

Image Two [full size]. The Homepage on a 1024 monitor.

in a condensed browser the change location column is packaged into a drop down and disappears from the right side. This allows for a clean page without loss of functionality on smaller resolution computers.

Image Three [full size]. The Homepage on a 1024 monitor with drop down.

A simple click will give the user the ability to find any other location in the world.

Image Four [full size]. Expandable yet responsive classifieds page with added features.

If it aint broke, don't fix it. But that doesn't mean we can't improve on it.

The organization created on the homepage carries through into the subpages. Title, headers, location, account and search function stay in the same area, yet are tailored to the needs of the page.

An updated Sub Location tab system not only sets off nicely against the yellow but since the tab system is in the yellow, it lets us tie the idea of searching to a specific tab.

Simple tweaks such as adding a new preview mode and save for later mode gives users the features they have been craving for. Putting the important links area to the side, yet high on the page, lets us bring the classifieds up higher, while still giving the important or related info a prominent place on the page.

Image Five [full size]. Here we can see what the new preview options will look like when images are turned on.

Slightly larger images with the ability to get an overview of the listing allows users to browse more, in less time. The save for later function will add the listing to their custom favorite page (seen in the account area) for easy access later. If the listing is deleted, it will also delete from their favorites with a simple notification.

Image Six [full size]. Lastly, this is the traditional view with no images of a classified listing, but updated with the same features.

That is pretty much it. This is only a concept, but through it, I hope it can help with how you tackle your projects that might have similar problems.


Have recently been working with StatSheet to redesign their network of automated sports websites. Statsheet currently powers 375 MLB and NCAA teams and their individual sites with over 2 billion stats at your finger tips. One of the brilliant things StatSheet brings to the table is automated article writing. Robot Writers!

Check out a sampling of the sites here:
Creative Direction, Design & Concept Support design by Brian Brooks
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Creative Direction & Design. Lead Mobile Design. Website design collaboration with Brian Brooks

The relaunch of has been 2 years in the making. Thank you team for creating an amazing site.

Creative Direction: Edwin Tofslie
Motion and 3D: Stephen Fitzgerald
Writing: Simon Robins

Creative Direction. Design collaboration with Justin Freiler

Creative used in the SQ MACHSPEED website

Creative Direction. Concept. Created with Left Channel.

Creative Direction. Video Direction. Design collaboration with Moosesyrup

Creative Direction. Design by Brian Brooks
Creative Direction. Design by Mike Hansen
Creative Direction. Design Collaboration with Mike Hansen