Welcome to my Portfolio

I have over ten years experience designing and creating engaging user experiences for interactive media and the Web. I started my career in San Francisco where I experienced the dot com boom & bust - and survived. I've continued to be involved in the ever changing digital landscape ever since.

With a desire to travel, I eventually made my way to China. For the past seven years I've been living in Beijing and Shanghai, where I've had the opportunity to work with a number of established multinational companies as well as local and foreign start-ups. I've also managed to study a little Mandarin along the way.

My recent stint in advertising and integrated marketing has helped me discover that I also have an affinity for brand identity in addition to digital marketing. What I enjoy most is collaborating with a team of talented, creative people to explore new ideas, solve design challenges, and create meaningful experiences.

Thanks for stopping by.

rachael@rachaelwsmolen.com

Absolut Vodka

Pitch Ideas: Using the Website as the centerpiece, with shopping as the main attraction, users can purchase their favorite bottle of Absolut, collect limited edition bottles, design their own label, and plan a party with the Home Party Planner. Basic shopping functionality could be extended to an iPhone App.

TEDx Shanghai

Redesign and restructure original TEDx Shanghai Website so users will know, at first glance, what TEDx is about and easily access favorite TED talks from the home page. Users can select talks based on factors such as popularity, date, etc. and toggle blocks of content between English and Chinese.

Screampoint

Designed look and feel of Website for a global leader in visualization technology for the real estate industry. Clean layout and intuitive information architecture was essential to effectively introduce the company, 5D SMART technology and the wide variety of 5D SMART products.

GE

Conceptualized and designed Website, banner ads, and games to showcase Imagination at Work Webisodes. The characters, Wang & Bang, bring awareness to GE's breakthrough technology and how it can help alleviate global environmental issues.

Olay

Pitch Ideas: Introduction to the Olay Moments campaign. Intended to communicate that Olay can be a partner for all of life's moments, from day-to-day activities to major life changes -- a product for every life stage.

JEEP

Pitch Ideas: Conceptualized and designed integrated campaign where the Website is the centerpice in which users can take a test drive through the history of JEEP Rubicon and can become a part of JEEP history by posting photos, videos and personal experiences with JEEP.

Identity

LUXXE

Designed logo for the LUXXE Loyalty Program in China. The goal was to make drinkers of high-end liquor feel as though they belong to an exclusive club where they can meet other like-minded individuals and make business and personal connections.

Axion

Designed logo for Bay Area based venture capital firm. In scientific terms, an axion is a hypothetical neutral particle. The two arrows that create the "X" act as an opposing force, enhancing the idea of neutral -- where objective market analysis meets the interest of the client.

Huge Unlimited, LLC

Designed logo for Shanghai based marketing consulting firm. The bold colors and the high-impact "H" and "U" reinforce the concept of "HUGE" and "UNLIMITED", meaning major results for your business.

Skandinavisk Antik

Designed corporate identity for Japanese importer of Scandinavian antiques. Color palette and design reminiscent of 1960's era Swedish ceramics and textiles.

MusicSpork

Designed logotype for online music magazine. Bold, simple design intended to work well on various backgrounds for use on Website, stickers and T-shirts. Stylized graphic of utensil enhances the idea of hunger for new music.

Ejsen

Designed logotype for Danish metal engineering firm. Sharp contrast and the reversed-out "E" communicates concept of metallurgy and manufacturing while the simplicity of the design ties back to Ejsen's Scandinavian origins.

boca2boca

Designed corporate identity for marketing service provider targeting the multicultural marketplace. Bold, expressive colors emphasize the company's forward-thinking approach while the stylized graphic conveys a sense of communication and word-of-mouth.

Pointilliste

Designed logotype for Silicon Valley-based Biotech start-up, Pointilliste. The stylized graphic represents the company's patented microfilm technology, which is loosely associated with the late 19th century art movement, Pointillism.

Miscellaneous

Poster

Designed poster for typography assignment. Intended to be a visual representation of Maya Angelou's poem "Phenomenal Woman", it celebrates women of all backgrounds. This idea is enhanced by using a spectrum of colors representing diversity.

Client List

Air New Zealand
All Media Count
Arreon Carbon
Aspexa
Aspect Education Group

Axion
Beijing River Garden Villas
Beingmate
Biotech Insight Management
boca2boca
Center for Citizen's Initiatives
Chang & Biörck
Clearworld Energy
DoughNET

Ejsen

FedEx
GE
Harrow International School
Hertz International
Hilton Hotel Beijing

Huge Unlimited, LLC
Kaplan K12 Learning Services
NCC Education

New Balance
OAG Worldwide
OGourmet
Pointlilliste

PepsiCo

Pernod Ricard

RB Series

Rotary International

Scandinavian Airlines

Screampoint
SharpDog
Sierra Online
Skandinavisk Antik
Super 8 Hotels

TEDx Shanghai
Vintara
Women.com
Zurich Insurance

Additional Work

For a more detailed discussion and additional samples of my work, click on the link below to download a supplemental PDF portfolio.

Download Portfolio (9mb)

Resume

Click the link below to download a PDF version of my resume. Please contact me directly if you would like more detailed information about my role working with the clients listed above.

Download Resume (100kb)