I've spent the past twenty years working as a hands-on designer and leader in creative direction, user experience, and product strategy. During that time I've launched businesses, grown global brands, and developed strategic initiatives to help companies adapt to changing landscapes.
My work has won international recognition for its ability to translate complex ideas into compelling experiences. Above all else, I'm driven by design that is memorable, useful, and meaningful.
Unity Technologies had a problem. Their industry-leading game development software had widespread brand recognition, but lacked an entry point for casual creators. I led the creative team tasked with conceptualizing and prototyping a solution, leading to a radical (and radically accessible!) product concept that was equal parts game play and game creation.
Ace Hotel's new boutique Sister City location was an experiment in simplicity. To meet the hotel's elevated ambitions, all guest interactions were handled by an interface that flexibly adapted to everything from booking through stay and check-out. I led the product team on this ground-up rethinking of hospitality experience design.
Hopscotch is an iOS app that teaches kids how to code by making their own games. I led product design from zero to one and branded the company, then worked closely with founders to provide hands-on creative direction as the startup's ongoing Design Advisor.
SCI-Arc, the renowned school of architecture, had a new administration intent on establishing global brand awareness. I directed a multi-year, omnichannel campaign that included a new identity, digital expressions, and idiosyncratic product launches aimed at international markets.
Verso has been publishing enormously influential books since 1968. As Verso's first design director, I guided their transformation from cloistered British publisher into international brand. This included oversight of all cover design, implementation of new production processes, and direction of dozens of commissioned designers and artists.
As design director, and later as ongoing consultant, I've overseen Verso's product strategy and digital presence, resulting in a growth in direct sales from virtually nothing to millions of pounds per year. Verso continues to innovate — Full Text, a research tool allowing access to the entire catalog, is currently in closed beta with university students and faculty.
Dia Art Foundation is the legendary curatorial organization behind Dia:Beacon, the Spiral Jetty, the Lightning Field, and other sites receiving millions of visitors per year. Dia had a remarkable reputation, but was seen as outdated and stodgy. I led teams of researchers and brand strategists in a digital-first strategic repositioning.
"A Brief Introduction to Meaning and Design for Interactive Brands," first delivered at RISD, 2022. On the unique nature of interactive design, and its capacity for storytelling and meaning-making.
"Reenvisioning the Internet," based on an article for are.na and Walker Art Center, 2019. On the opportunities and pitfalls of decentralized web protocols. Co-written with Danielle Robinson, PhD.
"What Do We Lose When it's Easy to Use?" first presented at Design Week Portland's Main Stage, 2016. An argument in favor of intelligent friction. Outlines criteria for measuring user-centric experience design, and introduces “frustration threshhold” as a practical tool for interactive designers.
An abbreviated resume can be found on linkedin, but my full portfolio and CV are available upon request at andy.pressman@gmail.com
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