Empowering Halo to reach the fans.
During my time working on the Halo Brand with 343i, I drove new branding, redesigned and relaunched the core brand website, introduced several key new features and drove the daily UU up significantly. I built a content team, expanded the design team and lead them through the end to end product development cycle.
This was done while supporting the announcement and launch of 5 new Halo games and the Halo Channel. I also owned halo.xbox.com for the launch of those games and new Halo IP. I refined the relationships with Marcom and managed external marketing partners which contributed to the direct success of those launches. This included key asset production for both the redesign and all user facing launch activities across several verticals in partnership with my design and development teams.
Key Contributions
Owner of concept, visual language design and direction during major overhaul of the Halo Brand Experience. Oversight of the UX/Dev teams during implementation.
New Features Designed:
Universe
User Profiles 2.0
Spartan Companies
www.halowaypoint.com redesign - an improved fan and business experience on the web
Landing Page
Halo Channel - Introduction
Games Overview
Community Base
Game Details
Encyclopedia Base
Game Service Record
xbox.com/halo
I owned visual language, interaction models, content strategy, style guides and the introduction of the new Halo Encyclopedia. Introduced the new user profiles which feature extensive customization and game tie ins and the new Spartan Companies feature which has now grown to over 50,000 unique Spartan Companies featuring up to 100 players each! That's millions of players having a totally integrated fan experience. Living the Halo lifestyle!
Below are some screens from the Halo MCC Pre-Order Augmented Reality Mobile Experience. This deliverable was produced in partnership with the external vendor, Razorfish. My role was to align the project to Halo Brand Standards, drive the UX and UI solutions. Further, it was to create a platform of content for them to pull from. This included capturing from in game, pulling from video resources and ensuring constant brand alignment throughout the development process.
The goal was to leverage the hardware on the mobile phone to create an interactive AR experience that allowed the user to deep dive into Halo related content by looking up at the sky. Doing this would provide a gateway into a Halo content experience. This gave the user the ability to look around 3D environments, link to historical story experiences and ultimately linking to in-game experience videos to drive pre-orders. This was all driven by the mobile device hardware.
Much more content is available for private review. Please reach out directly to schedule a more detailed portfolio review.
Notable quotes from internal partners & stakeholders
Getting Stakeholders on board.
“Our web greenlight was successful even given the level of investment the relaunch will require and this is primarily due to the work that you and your team did. You did good work getting stakeholders on board
Your click-through did an excellent job of quickly expressing the scope and scale of the site and also allowed you to get the right buy-in from stakeholders across the studio and externally. I very much value your focus on processes and solutions that allow for production efficiency, iteration, and scalability - this is a huge asset.”
— K.W.
Great win for the studio.
“The design effort on Waypoint 2.0 was an incredibly successful development and execution. Your collaboration cross team and disciplines was evident in the final product. The elevated user experiences, brand presences and feature sets were successful to address previous pain points. Your efforts in partnering with Consumer Products to highlight direct-to-consumer products to drive revenue was a great win for the studio as well.”
— T.H.
The best relationship we've had so far!
“The relationship between the Halo business and it's marketing partners is the best it's ever been. We are more in sync and aligned than ever before and just had a flawless announce with Halo 5: Guardians as a direct result of your efforts. Thank you so much for driving this change!"
— C.M.