Daniel Alegria

  • TheoryTree Daniel Alegria
  • Location Los Angeles, California
  • Phone 310-536-0166
  • Email daniel@theorytree.com
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SunTrust Redesign

  • Initial Concept

    SunTrust is a comprehensive financial institution focused on developing an array of personal financial solutions, providing expert advice and support for its diverse clients.

    To facilitate extending the brand, servicing a multitude of user segments, and address subsidiary content fragmentation, a holistic creative strategy focused on developing a flexible modular design was required to tackle the redesign.

    SunTrust
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KOA Redesign

  • Exploration

    Role: Designer, Art Director
    Design Support: Peiter Hergert, Jen Tank

    KOA KOA KOA
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TBS Media Center Portal

  • Pitch Concept

    Genex was approached to re-imagine TBS.com and to generate forward thinking ideas on how to translate TBS to other mediums. I designed a layout for a prototype TV experience to work with Windows Vista's Media Center.

    Taking advantage of Windows Presentation Foundation allowed for the possibility of designing a rich high-definition experience that could be navigated with a simple remote.

    Role: Designer, Art Director

    TBS TBS TBS TBS
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Wells Fargo Mosaic

  • Pitch Concept

    Mosaic was a concept created for Wells Fargo to assist women in preparing for retirement by engaging them with advice and stories from a community of real women. The project included a "mosaic" of panels featuring articles, info graphics, and videos about planning and living through retirement.

    Role: Designer, Art Director

    Wells Fargo Wells Fargo
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Gerber Visual Guide to Nutrition

  • Initial Pitch

    I pitched an engaging interactive guide for Gerber that aggregated the nutritional value and benefits of ingredients and products selected to help parents make informed decisions about nutrition, while giving the brand a modern spin. The concept was to guide any parent visually through nutritional insights and benefits highlighting their connections starting from a common point of view — food.

    I merged the impact of an infographic design language to distill and present information in unique bite size ways, merged with the user engagement strength of a light casual gaming platform.

    Gerber Gerber Gerber Gerber

  • Pitch Exploration

    A contemporary interpretation of the Gerber brand gave the "drawn-by-hand" execution a kid inspired appeal. The guide allowed a parent to visualize their selections to see if they promoted a healthy dietary balance, refraining from a laundered list of clinical facts, transforming statistics into easy-to-understand guides.

    Role: Creative Lead, Senior Art Director

    Gerber Gerber Gerber Gerber Gerber
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Kraft Food & Family Digital

  • Initial Concept

    Kraft reached out to Genex to expand its Food & Family magazine online, a free publication reaching millions of subscribers. The idea was to create a distinct presentation format to demonstrate how print could translate into a rich interactive engagement.

    Kraft Kraft Kraft Kraft Kraft

  • Final Version

    I worked with a team to create an online platform delivering seasonal recipes, editorials, and videos all presented in rich detail, expanding content beyond the limitations of print.

    Role: Creative Lead, Senior Art Director
    Design Support: Crispin Bixler, Peiter Hergert

    Kraft Kraft Kraft Kraft Kraft Kraft Kraft Kraft
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Acura Interactive Showrooms

  • Final Version

    Building on the success of the previous award winning showrooms, the 2006-2007 redesign allowed users to connect and explore the complete Acura vehicle line-up, placing users in control of the engagement seeing car features in action.

    A clean minimalistic user-interface allowed photography, illustrated digital matte environments, and animation to provoke a visceral affinity for the brand giving the user an uncompromising view of Acura’s products.

    Role: Senior Designer, Art Director, 3D Animator/Modeler
    Creative Lead: Wilson Yin

    Acura Acura Acura Acura Acura Acura Acura Acura Acura Acura Acura Acura Acura Acura
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Clear Channel Airport Kiosk

  • Pitch Concept

    Genex was approached to create a series
    of large-scale interactive kiosks that would provide travelers with useful information, supported by Clear Channel and their advertisers.

    Role: Senior Designer
    Creative Lead: Ian Burns
    Animation: Peiter Hergert

    Clear Channel Clear Channel Clear Channel Clear Channel
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Blizzard Redesign

  • Exploration

    During my time at Activision/Blizzard I was tasked to put my spin on the redesign effort, focusing on rich imagery and content modularity.

    Role: Senior Designer

    Blizzard Blizzard Blizzard
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MBA Seafood Watch Rebrand

  • Pitch Concept

    Role: Creative Lead, Senior Art Director

    MBA

  • Final Version

    Design Support: Crispin Bixler

    MBA
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RJ Reynolds Redesign

  • Initial Concept

    Role: Creative Lead, Senior Art Director

    RJ Reynolds RJ Reynolds RJ Reynolds RJ Reynolds
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Lexus Build & Price Redesign

  • Pitch Concept

    Role: Senior Designer

    Lexus Lexus Lexus Lexus Lexus
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