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Prepared by Sarah Brody

Sarah Brody Gesamtkunstwerk* *A Gesamtkunstwerk (translated from German as total work of art, ideal work of art, universal artwork, synthesis of the arts, comprehensive artwork, all-embracing art form, or total artwork is a work of art that makes use of all or many art forms or strives to do so.

October 5, 2012

© 2010 • Confidential • Do Not Distribute


About


About Sarah Brody Executive Design Luminary Creative Director, Human Interface Designer, Product Designer, Hands-on Design Innovator, Renaissance Person.

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Education European, fluent in German, English and French. B.A. with Honors in Communication Design, Film and Interactive Media Design from Art Center College of Design, Pasadena, CA. Mentored by Paul Rand. First Preference (EB-1) Resident: international acclaim for outstanding achievements. 4


Experience More than a 15 years of “right-brain & hands-on� design leadership experience in driving innovation: founded on marrying the liberal arts with technology, business strategy, branding, and best design practices.

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Expertise


Expertise: Integrated Design Created ground-breaking user experiences for more than a two dozen award-winning products and services—for the desktop, cloud computing, and mobile devices— for companies including Apple, eBay, PayPal, HP, AT&T and many others. Several issued and pending patents with Apple. 7


Expertise: Design Advisor Design Advisor / Board Member: Guy Kawasaki (Apple Evangelist) Jesse Dylan (Wondros; Lybba.org) Dean Ornish, MD (Ornish Spectrum)

Dean Guy

Jesse

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Design Principles Simplicity, Attention to Detail, Stylistic Breath, Balanced Beauty, Consistency, Story Telling, Emotional Bandwidth, Ease of use.

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Design Philosophy “Talent hits a target no one else can hit; Genius hits a target no one else can see” —Arthur Schopenhauer

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Expertise: Managing & Design Expert in leading cross-functional teams throughout all phases of the product development cycle: business analysis, strategy, planning, usercentered design research, agile design process and design implementation, design quality assurance, marketing, merchandising creative direction, and product launch. 11


Management Philosophy Lead by example. Be credible. Be emphatic and kind. Be a good listener and communicator. Manage expectations well, and don’t make assumptions. Define roles and responsibilities clearly. Embrace change in a fast-paced environment. Foster a fun, inspiring team-driven work environment. 12


Management Philosophy “The whole is greater than the sum of its parts.” —Aristotle “If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea” —Antoine de Saint-Exupéry 13


Apple


Role at Apple •

Founding core team member and Design Lead for one of Apple’s “secret” and initial product conception and design explorations for the numerous projects at Apple, including Applications, and the original iPhone and Nike + iPod Product Partnership. Worked with executives and a small team of engineers to create new user interface concepts and a unique, look and feel for Apple’s revolutionary multi-touch device and other new products.

Contributions: •

Crystalized both ideas and new teams around new initiatives.

Hands-on lead designer creating concepts from wireframe to fit and finish.

Collaboration with executives and patent attorneys to evaluate and file patent applications.

Matured and grew design teams so that they could operate on their own.

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Apple Patents

Worked with executives, engineers and patent attorneys to evaluate and file patent applications. A dozen or more are pending or are awarded to Apple.

Issued and Pending Apple Patents: • • • • • • • • • •

Method and apparatus for user customized shading of a graphical user interface Viewing digital images with a loupe Displaying digital images using groups, stacks, and version sets Viewing digital images using a floating controller Providing audio and visual cues via a portable electronic device Rewards systems Adaptive scheduling system Systems and methods for facilitating group activities Variable I/O interface for portable media device Lifestyle companion system

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Products Shipped 2001-2011: More than two dozen new products conceived, designed, built and shipped.


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Case Studies


MobileMe: Cloud Computing


MobileMe: Cloud Computing •

MobileMe is Apple’s Internet service that delivers push email, push contacts and push calendars from the MobileMe service in the “cloud” to native applications on iPhone™, iPod® touch, Macs and PCs. MobileMe also provides a suite of elegant, ad-free web applications that deliver a desktop-like experience through any modern browser. MobileMe applications include Mail, Contacts and Calendar, as well as Gallery for viewing and sharing photos and iDisk for storing and exchanging documents online.

Contributions: •

Founding Core Design Lead for initial product conception for both .Mac (2002) and MobileMe (2008). Reporting to executive management.

Creative Director and Hiring Design Manager for crossfunctional team of Editors, Design Leads and Production Artists and User Interface Engineers.

User Experience and Interaction Design, Visual Interface Design, User Interface “Language, Look & Feel”, Icon Design and Branding (Logo, Application Icon Design).

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Aperture: Professional Photo Post Production


Aperture: Software Application Design •

When Aperture was unveiled, it was the first all-in-one post production tool that revolutionized the pro photo workflow. Aperture provides everything photographers need after the shoot. Aperture offers an advanced and incredibly fast RAW workflow that makes working with a camera’s RAW images as easy as JPEG. Built from the ground up for pros, Aperture features powerful compare and select tools, nondestructive image processing, color managed printing and custom web and book publishing.

Contributions: •

Founding Core Design Lead of patent pending core features. Reporting to executive management.

Creative Director and Hiring Design Manager for crossfunctional team of Design Leads, Print Designers and Production Artists, User Interface Engineers and Professional Photographers.

User Experience and Interaction Design, Visual Interface Design, User Interface “Language, Look & Feel”, Application Icon Design and Branding. Book and Website “Theme” Design Art Direction.

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Aperture: Book and Web Theme Design •

Aperture offers 11 professional customizable themed book templates to design books in small, medium, large, and extra-large 13x10-inch formats. It offers six corresponding web themes for both Web layouts: Web page and Web journal.

Contributions: •

Creative Director for Aperture’s Book and Website “Theme” Design Art Direction: theme-design, layout, typography, color schemes and design quality assurance.

Managed a cross-functional team of art directors and production designers, producers, web, print and graphic designers, design engineers and photographers.

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Aperture: Book Themes (Examples)


Aperture: Web Themes (Examples)


Theme Design Tool: Mood board (Example)


Theme Design Tool: Mood board (Example)


Theme Design Tool: Mood board (Example)


Theme Design Tool: Mood board (Example)


Theme Design Tool: Mood board (Example)


Aperture: Behind the scenes


Aperture: Behind the scenes

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Final Cut Studio: Professional Post Production


Final Cut X and Studio: Software Application •

Final Cut Studio® tightly integrates Final Cut Pro®, Motion, Soundtrack® Pro, Color and Compressor. Final Cut Studio features Final Cut Pro 7 which expands Apple’s ProRes codec family to support virtually any workflow and includes Easy Export for one step output to a variety of formats and iChat® Theater support for real-time collaboration.

Contributions: •

Design Lead of patent pending core features. Reporting to executive management.

Creative Director and Hiring Design Manager for crossfunctional team of Design Leads, Print Designers and Production Artists, User Interface Engineers and Post Production Professionals.

User Experience and Interaction Design, Visual Interface Design, User Interface “Language, Look & Feel”, Application Icon Design and Branding. Creative Direction for Asset Libraries and Templates for Motion, DVD Studio Pro and other FCS products. 56


FinalCut X is the result of meticulous design for every single detail


FinalCut X: Attention to every detail


Final Cut Studio was the precursor to FinalCut X sporting a “classic” gray look

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Logic Studio: Sound and Music Studio


Logic Studio: Software Application Design •

Logic Studio is a complete set of professional applications that lets you write, record, edit, mix, and perform. It’s also the largest collection of modeled instruments, sampler instruments, effect plug-ins, and audio loops ever put in a single box. So it’s easy to get amazing sounds and amazing-sounding recordings. Now you can tackle any stage of your project yourself — without losing your inspiration along the way.

Contributions: •

Design Lead to rebrand and redesign acquired product. Reporting to executive management.

Creative Director and Hiring Design Manager for crossfunctional team of Design Leads, Print Designers and Production Artists, User Interface Engineers, Writers and Post Production Professionals.

User Experience and Interaction Design, Visual Interface Design, User Interface “Language, Look & Feel”, Application Icon Design and Branding.

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R&D: iPhone 1 (Design Concepts)


R&D: Concept Design •

Founding core team member and Design Lead for one of Apple’s “secret” and initial product conception and design explorations for the original iPhone and Nike + iPod Product Partnership. Worked with executives and a small team of engineers to create new user interface concepts and a unique, look and feel for Apple’s revolutionary multi-touch device. Provided Creative Direction for User Experience and Interaction Design, Look and Feel, User Interface Controls, and Icon Design. Sarah Brody has pending patents for the concepts and designs that she and her team conceived for the iPhone’s and iPod’s ecosystem.

Contributions: •

Founding Core Design Lead of patent pending core features. Reporting to executive management.

Creative Director and Hiring Design Manager for crossfunctional team of Design Leads, Print Designers and Production Artists, User Interface Engineers and Professional Photographers.

User Experience and Interaction Design, Visual Interface Design, User Interface “Language, Look & Feel” for the iPhone, iPod Nano and ProKit

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Brand Design Tool: Mood board (Example)


iPhone: Explorations


Nike +: iPod Integration


PayPal


Role at PayPal •

PayPal: Branding, Web and mobile application design: all work has been done in-house

PayPal Here: Mobile payment is changing commerce and creating new and easy social interactions around commerce. When PayPal planned to facilitate real world payments, the prospect of creating a physical product and new brand for the e-commerce pioneer was a tantalizing design challenge. PayPal’s design team partnered on the expression of this new experience through all interaction points, with no other than Yves Béhar (fuseproject).

Contributions: •

Executive Creative Decision maker / Vice President

Hiring Design Manager for cross-functional team of Design Leads, Industrial Designers and Packaging Designers, and User Interface Designers.

Strategy, Identity, Product, Packaging, User interface, Communication.

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Case Studies


PayPal Rebranding


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Brand personality: we are‌ +Simple.

+Reliable.

+Delightful.

= Peace of mind. +Ubiquitous & Seamless.

+Fast. +Relevant.

+Scalable.

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+Innovative.


Brand personality: we are‌ +Approachable .+Conversational.

+Diverse.

= Smart. +Intimate.

+Global. +Engaging.

+Warm.

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+Fun.


Simple. 78


Brand personality: we are… …Optimistic …Human PayPal is friendly, not aloof. We are aware and perceptive. We are good listeners and know that our customer’s time is valuable

We know that we can deliver the very best for our customers today, to delight them, to make them feel, to make them feel valued, and make real their visions for the future.

…Helpful We anticipate customer needs and often provide solutions proactively. When our customers do come to us, we resolve issues swiftly and effectively. CONFIDENTIAL & PROPRIETARY

…Charismatic People are drawn to us because we make them feel valued and secure, and we make their life much easier. But we never take this pull for granted, and we constantly work to keep their trust and belief in us.

…Authentic We are approachable and accessible – never arrogant or boastful. We are inclusive, welcoming customers from all walks of life and all income strata, with respect and dignity. We also admit we’re not perfect, but when there is an issue we “own” it and respond with compassion, understanding and clarity. 79


Moodboard as tool to explore visual attributes 80


PayPal Press Books reflect future PayPal brand.


PayPal.com Homepage


A clean and simple fresh look with “a touch of blue”


PayPal Here Industrial Design and iApp


PayPal Here: Integrated Design Strategy 213 ideas later‌


PayPal Here: Card reader color study

We decided to go with “a touch of blue” as this reflects PayPal’s existing brandcolors of the logo.


PayPal iApp App of the week at iTunes


PayPal: Download App

PayPal was app of the week on the Apple appstore and ranks


PayPal: Get the App


PayPal: Receive Payment


PayPal: Offer Detail


PayPal: Account Overview


PayPal: Money at PayPal


PayPal: Send Money


PayPal: Send Money


PayPal: Payment Sent


One more thing‌


Creative Interests I love to photograph, paint (plein air) and draw, to write my WordPress blog and to play the piano.

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Thank You!


Sah Brody Design