**Project:** Esalen Rebrand/Website Update

**Background:**

Esalen is a major catalyst in the transformation of humankind, working with individuals and institutions to integrate body, mind, heart, spirit, and community in a nurturing relationship with the environment. In 2020, we developed a strategy to clarify the company’s goals throughout its web presence and reshape the visual identity to connect it to its origins that began in the 60s.

**Concept:** Return the Esalen brand to its roots and clarify its positioning as a leader for exploring and realizing human potential through experience, education, and research.

**Role:** Design Lead\
Research, Brand strategy, creative direction, product design

**Additional Team:**\
Director of Marketing: Michelle Broderick\
Development: John D. Saunders @ 5Four Digital\
Copywriting: Sara Cardace Timeline: 4 months

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2Ff38b80d0-0758-429d-a8e8-bd613d31c720.jpg?alt=media&token=993a26cf-bed2-4adb-9831-aaa5730764bc","id":"f38b80d0-0758-429d-a8e8-bd613d31c720","width":2000,"height":1400,"filename":"esalen-logo-sign.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Esalen Brand Identity**

I took the letterforms from the original sign and constructed all the angles so that they were the same. Lots of dynamic and energetic sharp diagonals in this brand identity.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F98575161-4c73-40be-b54a-f13c2975eb85.jpg?alt=media&token=1b66a30a-e33a-40f4-9373-e800ecc50a8b","id":"98575161-4c73-40be-b54a-f13c2975eb85","width":2000,"height":1400,"filename":"esalen-brand-standards.jpg","type":"image/jpeg","caption":"Brand Standards","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F25763831-7290-4505-a3ef-4d9e772b6a96.jpg?alt=media&token=a9ab1445-714a-42ca-a741-e9f7c4b7f573","id":"25763831-7290-4505-a3ef-4d9e772b6a96","width":2000,"height":1400,"filename":"esalen-home-page.jpg","type":"image/jpeg","caption":"Home page","border":false}]}
```

**Esalen Web Site**

I led the design on the arduous task of redesigning the outdated Esalen website, with multiple CMS additions and deprecated pages. We breathed new life into their large photo archive and developed a formal design system.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F86aa2e4c-26c3-4179-821c-03a00a2e8463.jpg?alt=media&token=3e4dc316-3ba2-41a3-9a12-d8b6291a3ac4","id":"86aa2e4c-26c3-4179-821c-03a00a2e8463","width":2000,"height":1400,"filename":"esalen-web-pages.jpg","type":"image/jpeg","caption":"Main Sections","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F2e671a24-2051-4559-bf77-2d7ccfb18734.jpg?alt=media&token=a1f19cd3-6310-455e-8d30-7ec30fd4862d","id":"2e671a24-2051-4559-bf77-2d7ccfb18734","width":2000,"height":1400,"filename":"esalen-design-system.jpg","type":"image/jpeg","caption":"Design system","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F086f1ca1-8305-485a-902c-133b49cc8e6b.jpg?alt=media&token=57f9a816-6c82-4412-909a-a2f6e66e9fac","id":"086f1ca1-8305-485a-902c-133b49cc8e6b","width":2000,"height":1400,"filename":"esalen-type-icons.jpg","type":"image/jpeg","caption":"Type & icons","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F0d9ab961-7524-4b57-90fa-10badb60a571.jpg?alt=media&token=bbd5e214-e037-4aca-9c10-db0529523163","id":"0d9ab961-7524-4b57-90fa-10badb60a571","width":2000,"height":1400,"filename":"esalen-wireframes.jpg","type":"image/jpeg","caption":"","border":false}]}
```

The goal was to make the UI function in a more open, carefree way. Let your mouse bounce around and explore different areas of the site. This way one could have more of a UI journey than regimented flows. It was a departure from the previous, text dense site and allowed for more exploration of the rich photography. Our site map was extensive and well-organized by the team at 5Four Digital.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2Fb4abfc8f-0896-4b65-82b4-6232d78b63f3.jpg?alt=media&token=d4d33d50-80da-4759-a90d-1971e542f367","id":"b4abfc8f-0896-4b65-82b4-6232d78b63f3","width":2000,"height":750,"filename":"esalen-sitemap.jpg","type":"image/jpeg","caption":"Sitemap developed by 5Four Digital","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F451e4ffa-aeea-4d9a-b4d5-46c75b604af8.jpg?alt=media&token=13d3a1ac-66ff-46d7-81ef-fa2dabfc2aa2","id":"451e4ffa-aeea-4d9a-b4d5-46c75b604af8","width":2000,"height":1400,"filename":"esalen-grid.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Grid system for the Esalen site.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F83b83a49-c229-4653-a59d-c5eefc935403.jpg?alt=media&token=5ba9ad5c-1074-4284-b873-dae766166fb2","id":"83b83a49-c229-4653-a59d-c5eefc935403","width":2000,"height":1400,"filename":"esalen-posters.jpg","type":"image/jpeg","caption":"Mission & Values Posters","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F93322bd6-292b-45e1-a8d2-567b9014443e.jpg?alt=media&token=01a3d2de-123f-408c-a6cd-f6ff3b70739a","id":"93322bd6-292b-45e1-a8d2-567b9014443e","width":2000,"height":1400,"filename":"esalen-social.jpg","type":"image/jpeg","caption":"Social sub brands","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F3e8f1852-84d4-4161-8841-c043264b4c5a.jpg?alt=media&token=4040bc08-ae56-4434-8a59-b9613d80ec8d","id":"3e8f1852-84d4-4161-8841-c043264b4c5a","width":1200,"height":900,"filename":"esalen-box.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F93db51d9-f351-4cca-a795-6ace7b6f58c6.jpg?alt=media&token=08d7a356-b2f0-496a-9f6a-9d0473e8aef3","id":"93db51d9-f351-4cca-a795-6ace7b6f58c6","width":2000,"height":1400,"filename":"esalen-bandana-sweatshirt.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2Fea271a1a-1a6b-48fd-9677-136df4419add.jpg?alt=media&token=80efa491-c303-4417-9cc3-9cabacc5ef92","id":"ea271a1a-1a6b-48fd-9677-136df4419add","width":2000,"height":1400,"filename":"esalen-collateral.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FXaZwmKqaxfgHzYGkmeoM%2F29f563a2-e40e-4aaf-853e-35887e6bd79f.jpg?alt=media&token=03759986-ff08-4c44-9727-71f4d04686bc","id":"29f563a2-e40e-4aaf-853e-35887e6bd79f","width":2000,"height":1543,"filename":"esalen-rituals-deck-real.jpg","type":"image/jpeg","caption":"Rituals of Esalen Intentions Card Deck","border":false}]}
```

Wide range of collateral produced for the Esalen Institute.

Esalen Website Update

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F9c26b13f-02e4-40be-85a9-3077cc310817.jpg?alt=media&token=ff34e3ed-b8a9-4844-8762-6916f73681e1","id":"9c26b13f-02e4-40be-85a9-3077cc310817","width":2000,"height":1543,"filename":"yelp-window-sticker.jpeg","type":"image/jpeg","caption":"People Love Us on Yelp","border":false}]}
```

The ubiquitous Yelp sticker.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F323ad7e1-837c-42d3-af7d-c02e20c73367.jpg?alt=media&token=c858965a-add5-4548-8ca5-d714df751b4a","id":"323ad7e1-837c-42d3-af7d-c02e20c73367","width":2000,"height":1543,"filename":"yelp-brand-standards.jpeg","type":"image/jpeg","caption":"Brand guidelines","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F46a1de9c-1fda-4615-b4b7-e9e73f7377e8.jpg?alt=media&token=569dbdea-905d-4d16-90d1-0c590bdc6cc4","id":"46a1de9c-1fda-4615-b4b7-e9e73f7377e8","width":2000,"height":1500,"filename":"yelp-logo-concepts-new.jpg","type":"image/jpeg","caption":"Logo concept sketches","border":false}]}
```

**Yelp Brand Standards**

By far my most robust set of design work to date, and some of the most fun. As Creative Director at Yelp for 4.5 years I developed the logo and mark that would become known as the Burst. In lieu of an exclamation point that seemed to be in logos everywhere, I went with an asterisk like shape, that was a pop of discovery. The tech world was awash in blue and yellow at the time (hello, Citysearch!), so we chose red to set us apart as a bold, new brand.

*\*Did you know? The color red incites appetite, that’s why so many fast food chains use it. Seemed to be a natural color choice with restaurant reviews being our most prominent.*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F654618c2-d40c-4829-89fe-68e80252b5d9.jpg?alt=media&token=cae9394a-30ad-48fc-b2ae-03c32ffaf294","id":"654618c2-d40c-4829-89fe-68e80252b5d9","width":2000,"height":1400,"filename":"yelp-collateral-1.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2Fa5fa0399-8f97-4b4c-a2c2-342661811d1a.jpg?alt=media&token=91d7b54d-e2cc-4328-8ca7-7ec6979c8f92","id":"a5fa0399-8f97-4b4c-a2c2-342661811d1a","width":2000,"height":1400,"filename":"yelp-swag.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F92b9f448-c8ae-4b39-99b4-8282463d7c2c.jpg?alt=media&token=b89309c6-1f87-4420-89d0-1398cf960934","id":"92b9f448-c8ae-4b39-99b4-8282463d7c2c","width":2000,"height":1400,"filename":"yelp-collateral4.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2Fe0e9818d-6c9f-41e8-be97-0f731cb49e78.jpg?alt=media&token=770fefb2-42af-4d53-94ff-b609a0a37cc0","id":"e0e9818d-6c9f-41e8-be97-0f731cb49e78","width":2000,"height":1400,"filename":"yelp-collateral-2.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F8b1aeb64-1bf2-4182-acb7-96ef0c899a50.jpg?alt=media&token=3ac3f6b4-2557-48cf-924e-b7e24630e42e","id":"8b1aeb64-1bf2-4182-acb7-96ef0c899a50","width":2000,"height":1400,"filename":"yelp-collateral-3.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Yelp Swag**

We attempted to make all of the promotional giveaways at Yelp remarkable and memorable. Everything had to be fun & unique, but still feel like it was all tied into the Yelp brand. From tote bags to retro metal lunchboxes, we tried to come up with something for the Yelp Elite to hang onto.

Maybe you even have a Yelpstick or three.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F9dd636bc-2f87-462a-9546-81520adf673d.jpg?alt=media&token=efc82c8a-c50e-415d-b421-aa4862cb7813","id":"9dd636bc-2f87-462a-9546-81520adf673d","width":2000,"height":1400,"filename":"yelp-mailer.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Yelp Window Cling Mailer**

Brad Porteus and I developed the People Love Us on Yelp campaign as a mailer with variable data sent out to thousands of local businesses around the country (eventually the world!) with a high Yelp rating. Yearly award concepts were tried, but ultimately this evergreen design won out.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2Fecbff276-1c65-418f-acb8-d69999d5fef0.jpg?alt=media&token=0846aa49-6603-49f4-a4d9-5998f2d8d6d0","id":"ecbff276-1c65-418f-acb8-d69999d5fef0","width":1200,"height":809,"filename":"yelp-shirts.jpeg","type":"image/jpeg","caption":"Yelp gear","border":false}]}
```

A smattering of Yelp gear for the Elites.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FgwLgDfRQ9Efrn4KJXjW4hDjcbWM2%2FbvEcvOLDYwh9YZE3n0iw%2F17a2de08-ba51-4e67-aa67-2498411ea71a.jpg?alt=media&token=0c3133d0-7aa4-47e2-8461-b30cf43ab546","id":"17a2de08-ba51-4e67-aa67-2498411ea71a","width":1200,"height":900,"filename":"yelp-lunchbox.jpeg","type":"image/jpeg","caption":"Yelp 2525 Lunchbox","border":false}]}
```

**Yelp Lunchbox**

Yelp was all about remarkability in all of the swag we gave away. So we pushed the Elite giveaway envelope and we decided to develop a retro lunchbox like the kind you had when you were a kid (I had PacMan). I did all the illustration and design for this piece. Concept by Michelle Broderick & Nish Nadaraja. Oh, and for those of you confused by Yelp 2525, I recommend you check out Zagar & Evan's song "In the Year 2525." Creepy '60s ditty.

Yelp Brand Identity

Product + Brand Design

Slow Growth Lessons in a Hack-Assed World

The 7 Things We Learned in the Early Days of Yelp

My Own User Experience (or The Importance of Being Ernst)

This is a story about my journey into design and user experience. It’s a story about finding clarity, stumbling along the way, and ultimately realizing my own potential.

Esalen Rebrand & Website

Led design on wireframes, UI/UX and visual design for iOS and Android mobile apps (Client & Provider), and web

Developed IA for the web, low & high fidelity designs, developed prototypes, conducted usability tests

Managed Junior Designer

Lead UX

Visual & UX/UI design for mobile and web on the Consumer Product Team

Senior Product Designer

Leading designs for MVP of Accelerator Console, Participant Experience to internally track forestry projects in existing Terraware software.\
\
Spearheading improvements to overall UX of Terraware, including UI, visual design, and user research.

Senior Lead Designer

Led design on wireframes, UI/UX and visual design for iOS mobile app and web (SEO), marketing content, and promotional items

Collaborated with the CEO on end-to-end product management

Lead Designer

Design at Microsoft for Startups, Founders Hub

Designed core user experience for Founders Hub, developed new information architecture, built out design system, and UI + visual design

Led visionary designs for launch of Copilot AI within Founders Hub, integration with Azure OpenAI and Microsoft 365.

UX Design Consultant

Set the brand identity and overall look and feel of Yelp; scaled the product to 20M page views and 6M reviews in three years

Lead UX Designer for the Yelp website, spearheaded the design of all communication materials including marketing, PR, local and brand sales, and promotional items for the Yelp community

Cross-functional design manager for Product (Consumer & Business), Marketing, National, and Local Sales

Designed UX/UI of key features and onboarding for Payroll, Driver Portal, Tags, Filters & Statements

Collaborated on developing AtoB’s design system

Set brand guidelines, designed ad & digital design templates for marketing, was design lead with agency for AtoB’s marketing site

Led design on wireframes, UI/UX, and visual design for iOS app & web

Led design on wireframes, UI/UX and visual components of the website and mobile web, marketing materials, and promotional items

Michael Ernst

2021