Design and process improvements at a small software company

Speculative interface & motion design for a bespoke web gallery that brings visitors into the sparse, “zen” feeling of coffee table photography books & museum exhibits, along with the humanistic touch of Duane Michals’ work & outlook.\
\
**Duration**\
3 weeks, Feb–Mar 2017

**Roles**\
UI Design, Identity, Wireframing, Mockup animations

**Tools**\
Sketch, Keynote

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F34af9b0d-b918-45e0-ac4c-82d71b8f630b.png?alt=media&token=7e7db2a7-0020-4cc7-a03d-a645c289b1af","id":"34af9b0d-b918-45e0-ac4c-82d71b8f630b","width":2500,"height":1670,"filename":"Ondevices.png","type":"image/png","caption":"","border":false}]}
```

## Overview

Photographer Duane Michals was known for pairing photographs with written words to suggest whimsical new emotions, ideas, or circumstances.

I was fond of his humanistic intimacy, so I used his focus on image-textual relationships and the human hand to guide the design. The generous negative space creates a gallery atmosphere and allows warm colors to dominate and cast a cozy feel. Using sans-serif text helped text appear cleaner at small sizes, with small curves in the typefaces and icons also helping to suggest an organic feel.

VSCO and Instagram’s monochromatic color palettes and white spaces inspired the design’s comfortable and focused experience. *“Storyteller: The Photographs of Duane Michals”* by Allen Ellenzweig and Linda Benedict-Jones inspired the site’s expressive editorials and photo layouts.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Fb0e9c835-34ed-45c1-9c66-d8abf6943c32.png?alt=media&token=72821d1f-5f08-4ceb-b99e-a68db83d47db","id":"b0e9c835-34ed-45c1-9c66-d8abf6943c32","width":2500,"height":1441,"filename":"Duane Michals Gallery Quotes.png","type":"image/png","caption":"Excerpts from “Storyteller: The Photographs of Duane Michals” by Allen Ellenzweig & Linda Benedict-Jones","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Ffcbf397f-78a7-445c-89d5-100250ce15bd.png?alt=media&token=7081c285-f88f-456e-a889-a439fc2c9b90","id":"fcbf397f-78a7-445c-89d5-100250ce15bd","width":2500,"height":1778,"filename":"DM+Style+Plans.png","type":"image/png","caption":"Overview of colors and elements used in the design.","border":false}]}
```

## Prototypes

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Fd4b5fc6f-8686-4196-b8b8-213ad8f20c76.mp4?alt=media&token=7ea894b2-dad4-461b-bd10-c6bb4fefa995","id":"d4b5fc6f-8686-4196-b8b8-213ad8f20c76","width":1738,"height":1080,"filename":"Duane Opening Animation.m4v","type":"video/mp4","caption":"The landing page carousel demonstrates one of Michals' sequences to acquaint viewers with one of his trademarks before a general browsing area.","border":false}]}
```

### Section thumbnails

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Fd35b482a-7a9e-4d33-a45b-24522e514ad2.jpg?alt=media&token=7d3d448e-89cb-4322-873f-d236cc23ab32","id":"d35b482a-7a9e-4d33-a45b-24522e514ad2","width":3296,"height":2048,"filename":"Exhibit.jpg","type":"image/jpeg","caption":"\"Exhibit\" sections","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F9769723c-c8d7-4203-a376-c6773f7a2b25.jpg?alt=media&token=16c7453d-c8f0-47b4-8fe8-3fd046554c32","id":"9769723c-c8d7-4203-a376-c6773f7a2b25","width":3296,"height":2048,"filename":"Exhibit Hover.jpg","type":"image/jpeg","caption":"…Hover state","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F577645fd-e17c-42de-852d-01537524001b.jpg?alt=media&token=5719c320-c0ab-4ee1-8c43-ba0632da1d71","id":"577645fd-e17c-42de-852d-01537524001b","width":3296,"height":2048,"filename":"Life.jpg","type":"image/jpeg","caption":"\"Life\" sections","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Ff880c6b0-c27c-424e-ac09-a2230b0f0727.jpg?alt=media&token=8e3d7f95-d532-4993-b467-fa521d2cb240","id":"f880c6b0-c27c-424e-ac09-a2230b0f0727","width":3296,"height":2048,"filename":"Life Hover.jpg","type":"image/jpeg","caption":"…Hover state","border":false}]}
```

### Content viewers

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F8e8cbb46-c53e-422d-8187-71ce96b978b8.mp4?alt=media&token=c7af6acd-f712-4ce8-ab03-6b9ab1be95cd","id":"8e8cbb46-c53e-422d-8187-71ce96b978b8","width":1738,"height":1080,"filename":"Duane Editorial Animations.m4v","type":"video/mp4","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F32706e00-6f0f-4ea4-9998-e4bc1029a936.mp4?alt=media&token=4abb2fac-3895-41b3-bf11-2471752bc442","id":"32706e00-6f0f-4ea4-9998-e4bc1029a936","width":1738,"height":1080,"filename":"Duane Sequence Animation.m4v","type":"video/mp4","caption":"","border":false}]}
```

## Stills

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F046a6efb-1b03-404e-9611-7f839bca3215.png?alt=media&token=b9897b68-023b-4e7f-baad-649925c1cbb1","id":"046a6efb-1b03-404e-9611-7f839bca3215","width":2500,"height":1778,"filename":"Duane Michals Web Gallery.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Fff6f9f96-03f2-43e0-9b04-7990dcfa4943.jpg?alt=media&token=4ce419bd-9471-4dab-b6ac-293c7303a92a","id":"ff6f9f96-03f2-43e0-9b04-7990dcfa4943","width":3296,"height":2048,"filename":"Duane Michals Title Viewer.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F635126a1-1cce-4140-98f9-67420f29309f.jpg?alt=media&token=f88f6515-b5f4-484c-8c40-e5445976dff3","id":"635126a1-1cce-4140-98f9-67420f29309f","width":3296,"height":2048,"filename":"Editorial List Hover.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2Fe71de9df-1140-47f2-a61b-63bbc0a38811.jpg?alt=media&token=03bfa9d0-dc33-4a2c-8e4d-41bc73445561","id":"e71de9df-1140-47f2-a61b-63bbc0a38811","width":3296,"height":2048,"filename":"Duane Michals Landing Page Carousel 2.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FSjozGlk7qEHZW9o0qCrH%2F401b5f0e-e48d-43ec-9533-4d7422c0f2bf.jpg?alt=media&token=1e487959-79f9-4354-a658-6e3b250b8ca7","id":"401b5f0e-e48d-43ec-9533-4d7422c0f2bf","width":3296,"height":2048,"filename":"Grandpa Editorial.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Duane Michals Web Gallery

Slumber Video Game Prototype, 2019

I worked with [Foundation Studio](https://foundation.studio/) in 2024 to help several Techstars Atlanta startups improve their pitch decks. Sometimes this meant focusing on visual design to make their stories more engaging, other times it was a more strategic collaboration to help founders sharpen their narratives.

Before designing, I like to understand how founders think about their companies and what excites them most. While reading materials helps, informal chats often reveal opportunities missed in formal decks. A founder might emphasize technical specs when a more meaningful angle is how they're transforming industry relationships, or they might share an anecdote that better captures their passion for solving a problem. These candid moments help identify the most compelling elements to highlight in their pitch.

## **Making pain points more tangible**

Wscripted needed help conveying how their AI-powered platform accelerates script review and discovery for entertainment companies. While their existing deck touched on key points, investors were saying the problem and solution weren't clear enough.

Through conversations with founder Ellie Jamen, we identified that emails and attachments were a visceral pain point everyone in the industry could relate to. So we leaned into this by visually connecting an overflowing stack of email notifications to a mountain of scattered script pages. This change (1) made the idea more visceral that email has been an insufficient modern tool for reviewing script submissions, and (2) gave that point more room to breathe with its own slide before elaborating with specific stats in the next.

I made changes like this throughout the deck to make key points feel more obvious, tangible, and elegantly expressed than in the original deck.

### Selected before/after slides

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F311af894-790b-42b0-9dff-95721fe738d1.jpg?alt=media&token=bc6703b2-f003-402d-a246-0ec9957200db","id":"311af894-790b-42b0-9dff-95721fe738d1","width":5903,"height":3320,"filename":"2024-03 Pitch Deck Wscripted - 03.jpg","type":"image/jpeg","caption":"The original opening focused on basic industry statistics without conveying the visceral pain of the problem","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fe6f797ca-7af0-43cd-8f41-ccd2ea181c19.jpg?alt=media&token=e0a5d78c-8781-4cbf-b3ca-20234af9c659","id":"e6f797ca-7af0-43cd-8f41-ccd2ea181c19","width":5903,"height":3320,"filename":"2024-03 Pitch Deck Wscripted - 09.jpg","type":"image/jpeg","caption":"Team and advisor information was presented in a way that made it difficult to quickly grasp key expertise","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Ff2eb60cf-b77c-4031-a11d-3634a2e4f0a4.jpg?alt=media&token=6f317178-8416-4759-a15f-726b7f068672","id":"f2eb60cf-b77c-4031-a11d-3634a2e4f0a4","width":3936,"height":2214,"filename":"Wscripted Deck - 03.jpg","type":"image/jpeg","caption":"Split the original statistics-heavy slide to lead with this visceral visualization of overwhelming script submissions and notifications","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F5567f5a8-ff97-477a-9cb2-52924eb26a84.jpg?alt=media&token=b0ec5a5d-df75-405f-b96a-bc700e283dc6","id":"5567f5a8-ff97-477a-9cb2-52924eb26a84","width":3936,"height":2214,"filename":"Wscripted Deck - 04.jpg","type":"image/jpeg","caption":"Following the emotional hook, backed up the problem with specific industry metrics about review time and missed opportunities","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Ffd7e567a-d0a0-445f-a7ef-ab4a8d26dedc.jpg?alt=media&token=8c87d1fc-081a-4919-9bf4-cde1241e966e","id":"fd7e567a-d0a0-445f-a7ef-ab4a8d26dedc","width":3936,"height":2214,"filename":"Wscripted Deck - 07.jpg","type":"image/jpeg","caption":"Highlighted Wscripted's commitment to ethical AI development and data security with a clean circular visual","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fc9f3eb89-053f-40d2-9164-6a84e9d6511b.jpg?alt=media&token=68f37e24-5d2a-4f48-b1c2-44ae2da4002b","id":"c9f3eb89-053f-40d2-9164-6a84e9d6511b","width":3936,"height":2214,"filename":"Wscripted Deck - 08.jpg","type":"image/jpeg","caption":"Used event photography to show the founder's active industry presence rather than relying solely on logos","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F6b29b4ff-ce21-4147-ad04-e3e955df93c7.jpg?alt=media&token=002637f6-4992-42d4-aa31-d0f31e07c955","id":"6b29b4ff-ce21-4147-ad04-e3e955df93c7","width":3936,"height":2214,"filename":"Wscripted Deck - Redacted - 09.jpg","type":"image/jpeg","caption":"Redesigned the growth trajectory with expanding circles to better show how their platform grows over time","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F83d46552-0ae7-435a-8b8d-90afc174e936.jpg?alt=media&token=6d867456-8de9-42dc-a0ed-b47251f82b6a","id":"83d46552-0ae7-435a-8b8d-90afc174e936","width":3936,"height":2214,"filename":"Wscripted Deck - Redacted - 12.jpg","type":"image/jpeg","caption":"Made Wscripted's advantage feel more obvious: how the platform replaces a patchwork of single-purpose tools with one industry-specific solution","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F905ee427-2a45-4d5e-b490-4a153102d071.jpg?alt=media&token=ac6caf26-ab78-47ee-83bc-85278f86b48d","id":"905ee427-2a45-4d5e-b490-4a153102d071","width":3936,"height":2214,"filename":"Wscripted Deck - 13.jpg","type":"image/jpeg","caption":"Improved the team and advisor presentation with clearer hierarchy and more comfortable spacing","border":false}]}
```

## **Structuring scattered points**

Ranked came to me with a prototype that had recently been redesigned and a pitch deck containing valuable but scattered information. The founder had already locked in his copy and narrative, so my work focused on creating better visual structure, polish, and informational flow.

They wanted to include a pre-made infographic about the success of their *Black Panther: Wakanda Forever* social media campaign, which contained valuable information but was too dense for a slide. Restyling it wasn't feasible within our  timeline, so I reworked the slide and graphic to harmonize better while pulling out the key points.

I gave the deck a bolder visual style inspired by new media platforms like Spotify, which aligned it better with the modern influencer marketing landscape. Better visual anchoring and hierarchy made it easier to follow how Ranked's focus on "nano-influencers" addressed specific market opportunities.

### Selected before/after slides

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fcc8a26dd-6eb9-454c-8374-0ef1c52e7baf.jpg?alt=media&token=3c8a2896-deb4-4fb7-8298-35ad57ea746f","id":"cc8a26dd-6eb9-454c-8374-0ef1c52e7baf","width":3936,"height":2214,"filename":"2022-09-30 blogroll - 02.jpg","type":"image/jpeg","caption":"The original creator economy slide mixed statistics with interface mockups, making both harder to absorb","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F4f6b270c-04b4-4307-8c9e-ccd1c6b74e08.jpg?alt=media&token=2c5915ae-56a5-458d-8107-aeb8e41e5d12","id":"4f6b270c-04b4-4307-8c9e-ccd1c6b74e08","width":3936,"height":2214,"filename":"2022-09-30 blogroll - 11.jpg","type":"image/jpeg","caption":"Problems were presented with a dense collage of images and text that buried key points","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fc5d88a1b-80dc-4ef4-9028-03078cac7ff9.jpg?alt=media&token=22501585-cc32-4b2f-a52d-e187f4ffaeb9","id":"c5d88a1b-80dc-4ef4-9028-03078cac7ff9","width":3936,"height":2214,"filename":"2022-09-30 blogroll - 04.jpg","type":"image/jpeg","caption":"The Black Panther campaign data was presented in a busy, dropped-in infographic that made it difficult to grasp the scale of success","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fcadeb558-1ffe-4c22-928a-515b4e00b1e8.jpg?alt=media&token=a9be846d-03fc-4ffd-a41b-1bcafabf473c","id":"cadeb558-1ffe-4c22-928a-515b4e00b1e8","width":3936,"height":2214,"filename":"Ranked Deck - 02.jpg","type":"image/jpeg","caption":"Reorganized market statistics into a cleaner three-part visual that lets each number land with more impact","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F81b3bf1a-3de4-478d-951b-6674562de228.jpg?alt=media&token=cf78120b-979d-4d2b-a427-ca8f8da534c7","id":"81b3bf1a-3de4-478d-951b-6674562de228","width":3936,"height":2214,"filename":"Ranked Deck - 04.jpg","type":"image/jpeg","caption":"Simplified the presentation of creator challenges, using an imposing \"problem wall\" to emphasize key pain points","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F7a5e45e4-9e4a-412a-8708-456ef3038f03.jpg?alt=media&token=58b8d3a7-5260-4644-be9c-8869a6a290a9","id":"7a5e45e4-9e4a-412a-8708-456ef3038f03","width":3936,"height":2214,"filename":"Ranked Deck - 10.jpg","type":"image/jpeg","caption":"Integrated the Black Panther campaign more naturally into the deck's visual style while extracting key metrics","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2Fb614d5b1-0c99-480d-8b13-765eea551f53.jpg?alt=media&token=c693d193-b6ed-4d32-a960-18e74cdf8000","id":"b614d5b1-0c99-480d-8b13-765eea551f53","width":3936,"height":2214,"filename":"Ranked Deck - for portfolio - 06.jpg","type":"image/jpeg","caption":"Broke out product features into focused, individual slides—here showing just the campaign creation interface to make the entry point crystal clear","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2FZoqlrig1wtbVrwhtKN7h%2F32ad6ae1-25b5-412e-9869-0989986ae51f.jpg?alt=media&token=12497408-fc99-4719-ad6c-31674d7f418b","id":"32ad6ae1-25b5-412e-9869-0989986ae51f","width":3936,"height":2214,"filename":"Ranked Deck - 11.jpg","type":"image/jpeg","caption":"Condensed layers of market data using the deck's recurring radial motif for a sense of expanding market opportunity","border":false}]}
```

## **Distinguishing a new kind of platform**

***This case study will be updated with slide images once Callo completes their current fundraising round.***

Working on Callo's pre-seed pitch deck particularly excited me because of the startup's focus on creative [taste](https://nathancheng.fyi/02-Evergreen/Terms/Taste)—how directors, producers, and other above-the-line entertainment professionals could be matched based on their artistic sensibilities and professional goals rather than just industry connections.

People often mistakenly think of Callo's projects-oriented platform as "LinkedIn for film professionals" or other generalized productivity and networking tools. Their language also needed careful attention to avoid confusing "independent creators" with influencers or below-the-line crew roles. Our challenge was to make these distinctions clearer while showing how Callo could transform an industry that still relies heavily on word-of-mouth connections.

The redesign transformed their deck from standard tech startup slides into something that better reflected Callo's identity: a more artistically-attuned platform supporting indie productions. The deck also needed to work as a standalone pre-read before meetings, so we rethought all of the information pacing to help convey the information density with more clarity. I used interface-suggestive containers, atmospheric photography, and moody gradients to give each idea more room to resonate. 

While the deck is currently under NDA during Callo's fundraising round, the slides are available to review upon request.

Pitch decks for early stage startups

Playtests with various tools and software. *This page features motion and depth content.*

**Roles**\
Creative technologist / developer, Video editor, Director, Photographer

**Tools**\
Processing, Adobe Illustrator, Chaotica, Blender, Laser cutting machine, iPhone X LiDAR sensor + cameras

## Sunset

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2F0fecb71b-1882-4b68-8614-93fed0df6674.jpg?alt=media&token=c955683e-de1a-4f46-a1be-76b2de3a042b","id":"0fecb71b-1882-4b68-8614-93fed0df6674","width":700,"height":687,"filename":"Swan No.12 by Hilma af Klint.jpeg","type":"image/jpeg","caption":"Hilma af Klint's \"The Swan No.12\"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fmotion-experiments%2Fa2fdfffd-f6ec-4f7b-a6d4-75e535cb8121.mov?alt=media&token=ef573561-f8c2-44ae-ae45-b3b8e40bd720","id":"a2fdfffd-f6ec-4f7b-a6d4-75e535cb8121","width":1600,"height":1602,"filename":"sunset demo.mov","type":"video/quicktime","caption":"Reimagined as an interactive sunset. A prototype/experiment in Processing.","border":false}]}
```

## Image-to-object remix

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Feb31006d-8970-4834-a036-09a0fa98b210.jpg?alt=media&token=4486f0e0-06b6-4a2d-9892-6b9ab6159e9c","id":"eb31006d-8970-4834-a036-09a0fa98b210","width":1550,"height":2048,"filename":"original_Yusaku Kamekura.jpg","type":"image/jpeg","caption":"Original poster by Yusaku Kamekura…","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2F24bd1ea1-47ee-4308-98f8-1cf17598d1cd.png?alt=media&token=66ae3bd9-e724-46ed-8090-aaa2e176e353","id":"24bd1ea1-47ee-4308-98f8-1cf17598d1cd","width":2101,"height":3001,"filename":"Cheng_Exercise3_Pointy.png","type":"image/png","caption":"→ Digital recreation in Adobe Illustrator…","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Fc0d2b753-88e7-4590-a8e9-1ac02e393bcb.mov?alt=media&token=74f5b25a-0b98-4493-a4dd-9271412acfeb","id":"c0d2b753-88e7-4590-a8e9-1ac02e393bcb","width":980,"height":1104,"filename":"Poster into Object.mov","type":"video/quicktime","caption":"→ Laser-cut layers of paper and acrylic","border":false}]}
```

## 2D image to 3D installation experiments

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Fad4ec778-817d-47b5-ba4f-32de32927111.jpg?alt=media&token=ac2d89bd-67e7-45de-98d6-9924069f7b14","id":"ad4ec778-817d-47b5-ba4f-32de32927111","width":3024,"height":4032,"filename":"Straight.jpeg","type":"image/jpeg","caption":"Stairwell photograph taken on iPhone X…","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Fb2e4b092-5853-4b2a-845c-dd18036ac64c.jpg?alt=media&token=84937ce4-a40c-4850-b54b-d53beb393f4d","id":"b2e4b092-5853-4b2a-845c-dd18036ac64c","width":576,"height":768,"filename":"Straight Map.jpeg","type":"image/jpeg","caption":"→ Depth map pulled from image metadata…","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2F5b654ce1-90ad-412f-a38c-9383ab631a32.gif?alt=media&token=3b8bbf78-f83b-4ae9-8472-64ab700fa050","id":"5b654ce1-90ad-412f-a38c-9383ab631a32","width":1080,"height":1440,"filename":"StraightTest.gif","type":"image/gif","caption":"→ “Scanning” animation using tone-based image masking.","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2F5d013179-1229-4d2c-b9b0-ff71ee5e4d8f.jpg?alt=media&token=7bda226e-97ca-4740-ade6-a670746bbf44","id":"5d013179-1229-4d2c-b9b0-ff71ee5e4d8f","width":3024,"height":4032,"filename":"Canted.jpeg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Ff446ac4e-abdf-497d-aff3-d4646a7b6bf7.jpg?alt=media&token=c5a214c8-e493-43ed-98dc-54bd7df25f5c","id":"f446ac4e-abdf-497d-aff3-d4646a7b6bf7","width":576,"height":768,"filename":"Canted Map.jpeg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Fb86f81b0-28d1-47a4-9c4e-cbeaddafdead.gif?alt=media&token=7df9cd39-4ce3-4bea-b2dc-07224d101bf8","id":"b86f81b0-28d1-47a4-9c4e-cbeaddafdead","width":1080,"height":1440,"filename":"CantedTest.gif","type":"image/gif","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Ff451650f-258e-42e1-a967-c73c0238b945.mp4?alt=media&token=72e13ed4-88c4-4b6c-86b7-8a3884f61863","id":"f451650f-258e-42e1-a967-c73c0238b945","width":1920,"height":1080,"filename":"Motion Project.mp4","type":"video/mp4","caption":"Video scanning animation from above, projection-mapped onto congruent layers of laser-cut cardstock.","border":false}]}
```

## Other experiments

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2F6cfbeded-2844-41b0-a1b7-7421fba24db5.mp4?alt=media&token=913c1201-83a3-457e-be6c-5f7cca099fcb","id":"6cfbeded-2844-41b0-a1b7-7421fba24db5","width":1920,"height":1080,"filename":"Cheng_Project1-appletv4.mp4","type":"video/mp4","caption":"Video of a nighttime drive wrapped in a pulsating and color-matched environment, meant as a room-scale projection meant for viewers to experience in close proximity.  An installation exercise in Prof. Christopher Chenier's Digital Art Intensive, created with Blender 3D.","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FuQVc3mNj1kZAu8Pxxg4jrclvzKt1%2Fi8L57CbmEahSTyCYVXQK%2Fcd26ab9f-c474-4b1a-a12e-5310e952326f.mp4?alt=media&token=e293b0b1-6fbf-4312-9dc2-7b731325473a","id":"cd26ab9f-c474-4b1a-a12e-5310e952326f","width":1920,"height":1080,"filename":"Green Test 1080p.mp4","type":"video/mp4","caption":"A playtest with Chaotica VFX software","border":false}]}
```

Miscellaneous motion and depth experiments, 2018

Design/Front-end

Style *as* Substance: Aesthetic Spectacle & Chaos in The CW's "Riverdale"

Midterm paper for AMST / FILM308: "Television Storytelling: The Conditions of Narrative Complexity.

Riverdale, the CW's unhinged take on Archie Comics, is a fever dream of 30-year old actors playing teens in cringe-inducing, surreal plots with absurd dialogue. This paper digs into how the series' commitment to chaos has spawned a singular and standout aesthetic spectacle.

Digital Garden

A [digital garden](https://nathancheng.fyi/02-Evergreen/Digital+gardens) (not a blog) where you can peruse my notes and explore their links.

First Place

Best concept & execution in competition for an videogame demo teaching a STEM concept to children.

Frank Capra Prize

Best film among 21 to exemplify the legendary film director’s blend of pathos + humor, and for “using the tools of filmmaking at the highest level.” Awarded on an ad hoc basis.

Judge Pick and Crowd Favorite awards

See Work Experience entry for "Fellowship at Venture for America" for details.

* Major: Film Studies (production + theory, history, business, and aesthetics)
* Minor: "I.D.E.A.S." (aka Integrated Design, Engineering, and Applied Science concentrated in Digital Design)
* Side courses in Film, English, American Studies, Linguistics, Computer Science, Integrated Sciences, Studio Art, and Theater

Proof of concept demo & pitch presentation for an immersive 3D videogame world introducing kids to sleep science. Inside a sleeping brain, players maintain brain function and fix neurons as they progress through the stages of sleep.

Slumber Game Development

Worked with several early-stage startups including Wscripted, Ranked, and Callo to improve their pitch decks, focusing on making complex information more accessible and compelling. Created clearer narrative flows & visual hierarchies while helping founders better distinguish their companies from misconceptions and competitors.

See [case study](https://read.cv/nathancheng/pitch-decks-2024) for details.

I joined TALtech in 2021 as the sole employee to help maintain and improve its software and platforms. My role there grew from Sales and Admin Assistant into an amorphous “everything-else” role juggling sales, support, design, and web dev. This position gave me a comprehensive view of their operations and revealed many opportunities for improvement.

See [full case study](https://read.cv/nathancheng/tt-improvements) for details.

Design improvements, web & product

Simple website design & brand refresh for a family friend’s small business making it easier for administrators to provide for teachers and students. They provide supplies to Philadelphia schools that aren’t otherwise obtainable through standard processes.

Rices Mill prides itself as a "mom-and-pop," family-owned business emphasizing speed and personability. The owner had minimal needs: core business information, a contact button, and a rotating collection of featured items. She also felt inadequate about her ability to manage a website herself. With that in mind, I made the website approachable and maintainable by offloading the site’s dynamic content to an Airtable embed instead of a CMS, allowing her to easily customize through a familiar spreadsheet interface without having to learn a complex tool like Webflow CMS.

Mini informational site and visual language

Interface & motion design for a bespoke web gallery that brings visitors into the sparse, “zen” feeling of coffee table photography books & museum exhibits, along with the humanistic touch of Duane Michals’ work & outlook.

Duane Michaels Gallery Web UI

SPCC is a small, Discord-grown chess club that meets weekly in South Philly. The style reflects the eccentric and jagged look of the mosaic tiles seen throughout South Philly—most memorably in the South Philly Magic Gardens. The icon and background treatments blend this with a distorted chess board pattern, and the mark itself styles the club's initials into a knight piece.

Further treatments could take the checkerboard abstractions and geometric logo further with animations that represent calculated, mathematical thinking (e.g., the animations of @beesandbombs on Twitter).

SPCC Logo

A prototype for a drawing tool allowing users to "paint" with color-filtered selections of a pre-defined image. The original image remains hidden to encourage an improvisational approach to painting and remixing. Featured on the front page of CV in December 2021.

How might shaders and 3D layering allow users to reimagine the original images in more expressive ways? What opportunities are there to intersect this kind of image remixing with video frames and motion blending?

Photo Painter Tool Prototype

Miscellaneous photography

A streamlined version of Quotebacks that transforms blockquotes into nice little cards.

Quotebacks Lite

Organic Machines

Student films for “Sight & Sound” led by Steve Collins; \~1 week per film. Roles—Directing, Concept, 16mm film editing. Tools—16mm Bolex film camera, Steinbeck flatbed film editor

16mm Atmospheric shorts

Misc. motion & depth experiments

Export your Kindle highlights, notes, and bookmarks as HTML, then use this web tool to convert them into Markdown format - ideal for Obsidian notes or markdown-based websites.

Web converter for Kindle Notebook HTMLs

I was one of 21 film majors at Wesleyan who each created a short film for their thesis, despite the program's theoretical focus.

I love movies where stylistic flairs accentuate characters' inner struggles. In "Krisha," swirling camerawork transforms Thanksgiving into chaos, while "Punch-Drunk Love" uses abstract visuals and disorienting sound to channel its protagonist's anxiety. I aimed to bring similar artistic elements here.

The films screened to a jury of 5 unaffiliated professors, including AFI board emeritus Jeanine Basinger, as well as 3 anonymous industry professionals. I received honors and the [Frank Capra Prize](https://files.cargocollective.com/c984503/Film-Honors-Capra-Prize-Receipient-Letter.pdf) “for creating a senior film that is fully cinematic and uses the tools of filmmaking at the highest level,” and for “exemplifying Capra's skill in telling a human story that contains both humor and pathos.”

Robin Goes Outside Short Film

Misc. Posters & Flyers

Mockups, visual language, and UI design for a founder's exploratory phase emphasizing luxury aesthetics and high-end materials. The hexagonal motifs represent a gift box, gemstone, and message bubble, while contrasting the typical dainty, ornate designs often seen in jewelry marketing.

Shine proof-of-concept iOS screens

Made these because I didn't want to wait for third-party developers to update to Apple's new app icon style. Shared on [macosicons.com](http://macosicons.com), where they've garnered over 3,000 downloads.

macOS App Icons

Led class discussions for a semester based on a syllabus I co-designed. We examined the history of the teen soap opera and its changes since the 90's, focusing on evolutions of contemporary societal values and business practices, and how their asethetic systems create a unique kind of entertainment despite viewers' tendency to "hate-watch" this nano-genre.

Teenage Television: Aesthetics, History, and "Hate-Watching"

Proposed a new brand and graphic identity to express a startup's health and ethics approach in the snack industry. Designed signs, sell sheets, and other merchandising materials that promoted key brand values and product selling points.

Graphic Design Intern

Salvaged scrappy footage and audio into a coherent narrative, 40-min pilot episode for web series "And We're Live," making savvy changes to the tone, pacing, and dialogue of scenes as needed to solve production-related errors and technical issues.

Video Editor

* Orchestrated Philly Phormal, an annual flagship Venture for America community event, leveraging a 500-capacity venue and securing in-kind sponsorships. Implemented a Notion knowledge base for coordination among our 4-member team.

* Facilitated a panel with Philadelphia ecosystem leaders including Tempest Carter from the Department of Commerce, Julie Zeglen from Technical.ly, and Chuck Sacco from Drexel's School of Entrepreneurship.

* Designed and published all marketing materials, flyers, and social media posts through Instagram, GroupMe, Slack, and a custom-designed mmm.page hub website.

* Promoted participation from VFA RISE groups to strengthen community ties among diverse fellows and alumni

Event coordinator & Designer

Led a team of 4 students to develop and pitch an alpha demo based on my concept for an educational video game and immersive 3D world introducing kids to sleep science.

Received First Place for best concept & execution against three other teams by engaging a jury of 6 business, film, and game industry professionals from AFI, Harmonix, Warner Brothers Games, Demiurge Studios, and Wesleyan’s I.D.E.A.S. Program.

Project Manager / Producer / Pitch Speaker

Assisting as a sole part-time employee:

* Drove UX improvements across digital touchpoints: collaborated on website redesign, conceptualized WinWedge software interface overhaul, and produced tutorial videos, resulting in reduced support calls and increased user engagement
* Bridged design and development with external contractors, providing UX guidance, creating mockups, and implementing design refinements using WordPress, Elementor, and custom CSS
* Streamlined internal processes by creating a centralized Notion wiki and improving documentation
* Aiding backend modernization efforts: evaluating e-commerce platforms, defining requirements for integrated license management and customer data systems, and assisting in technical hiring
* Notable customers include NASA, Eli Lilly, Nestle, EPA, 3M

Design & Operations Assistant

VFA was a national nonprofit organization founded by Andrew Yang that operated a selective, admission-based two-year fellowship program designed to empower recent college grads with the community and skills to make an impact in young, growing companies.

* Honed skills in rigorous, two-week training program featuring workshops from Frog, IDEO, and other business leaders

* Led a 5-member team in a 3-day design sprint and pitch presentation for a motivating city exploration mobile app: I conceptualized and designed the mockups, and served as one of 3 pitch presenters. We received both the Crowd Favorite and Judge Pick awards over 4 other teams, with a panel of visiting VC and business executives.

Fellowship

Created video graphics for a critical virtual event of a new Sign Language play attended by dozens of stakeholders. Enriched the viewing experience with FaceTime-inspired floating cards for cast/team asides and subtitles, transitioning between documentary clips and play excerpts and integrating multiple interpreter feeds. Consulted with 6 sign language consultants to research and plan digital solutions in Zoom to make the event more accessible for both Deaf attendees.

Producer's Assistant / Video Editor

Served as a tech/design consultant and sole administrative support for a non-profit theatre/arts organization, where I refreshed the branding, organized records, and provided technical advice. Created assets for their virtual events and designed a new website that doubled online traffic.

Admin / Design / Multimedia Assistant

Oversaw all stages of production for an 11-minute comedy film, including directing a 16-person crew over 4 days. The film stood out from 21 film theses and earned me the non-annual Frank Capra Prize for achievements in cinematic storytelling and combining humor with pathos. I also organized and edited a media library of over 400 assets, and researched and self-taught new equipment & production software as needed.

Writer / Director / Editor

Designed and developed a simple website & brand refresh for a local business.

Web Designer (Webflow)

* Worked 1:1 with founders of 3 early stage tech startups, including 2 from the Techstars Atlanta Accelerator program, to tell their stories better: sharpening their unique value proposition, competitive differentiation, and growth trajectory in both narrative framing and visual design.

* Redesigned existing web designs and slide decks to optimize for visual polish, information hierarchy, stakeholder clarity, and brand consistency.

* Developed an internal form-building tool for an AI startup using Next.js/React and Tailwind.

Designer

Helped 2 high school students improve their scores for ACT tests over one-on-one virtual tutoring sessions. Tailored study plans & feedback for students based on individual learning styles & personalities. Distilled complex concepts and motivated students to stay on track.

Nathan Cheng

2024

2019

2018

2017