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  • Posted on September 01, 2010

AE experimentation

I’ve been tasked with creating a new commercial for MJ Soffe.  My storyboard draft calls for some After Effects magic combined with 3D elements. To facilitate this, I have been conducting experiments to see the limits of the hardware and software available to me. These specific experiments themselves may not be used in the final commercial result; however, it allows me to see the future challenges in making a seamless presentation.




More experiments to follow and I will be branching out, incorporating Maya. Currently, I am stepping through a tutorial acclimatizing myself to the interface. A definite change from 3DS Max but the principles of modeling and 3D space will be the same.

  • Posted on August 09, 2010

Soffe billboard designs

In preparation for an upcoming sale for the company, I was tasked with creating new billboard designs.  The tough part about these layouts is keeping the simplicity of the message.  People tend to forget that while driving the speed limit, it’s rather difficult to read excessive print.  Without being cliché, billboard design falls under KISS (i.e. Keep It Simple Stupid).  Big imagery, brief directions, add a logo and the layout is done.

  • Posted on August 09, 2010

Soffe.com web design

I was tasked with creating a new layout for Soffe.com.  This required researching other sportswear/clothing company websites.  My references consisted of:

  • Nike
  • Under Armour
  • Land’s End
  • Columbia Sportswear
  • Threadless.com
  • King Size Direct

The original Soffe.com web layout is very dark which I found unusual based on my research.  Dark color schemes were used on both Nike and Under Armour; this corresponds to the intensity factor that both sites communicate.  In the case of the Soffe product line, dark colors would work for either the Intensity athletic or Wounded Warrior Project products.  Those products do not constitute the whole Soffe clothing line.  Although the company caters to both genders, there exists more variety for female customers.  In the redesign, I chose a brighter color palette and expanded the navigation.  The new layout is also longer because of the larger picture; this mirrors the catalog look with its large pictorial cover.

Soffe.com-home page (current)

Soffe.com-home page (redesign)

The category pages require the biggest revamp for Soffe.com.  Currently, the product lines load onto gender specific pages based on “date added to database” information.  This makes scanning for a purchase rather haphazard.  By adding additional sorting criteria to the database, products can be divided into subsets like pants or shorts beneath the main category, Bottoms.  The left hand column expands upon the main header navigation giving the visitor more accessibility.  One extra that needs incorporating is Collection pages.  These represent a sub-category beyond the gender specific.

Soffe.com-category page (current)

Soffe.com-category page (redesign)

Soffe.com-collection page (redesign)

Lastly, the product page sees a small alteration.  The biggest change affects the customer review section.  All the reviews load under the product section extending the page’s length.  This is rather excessive when the item has multiple commentaries.  My proposed solution involves a text scroll section, visually condensing the reviews so visitors are not bombarded.

Soffe.com-product page (current)

Soffe.com-product page (redesign)

  • Posted on August 09, 2010