Aino Horsma is a senior design professional living in Oakland, CA. With both BFA and MFA in design, she’s worked in key roles for in-house studios and agencies since 2005.
Project: Conceptual ideation for an app that helps educators to learn the names of their newly enrolled students every semester.
The presentation includes some background discovery, journey mapping, wireframing, UI layer for the app, as well as the resource planning.
Company: Autodesk
Roles in the project: Platform and development Strategy, UX, UI, Visual systems development
Autodesk Design Academy is Autodesk Education Experiences (AEX) group's primary content and community platform. Design Academy platform was redesigned and rebuilt during 2015 to accommodate the needs of the growing user base. Since it's launch in May 2015, the platform has experiences exponential growth from less than 2000 registered users to over 30,000 registered users (as of Feb 17, 2016).
As the design lead for the Autodesk Design Academy, I developed the visual language for the platform and related communication needs. In addition, I helped to built the platform strategy and development plan together with the Senior Manager of Learning Strategy, Jamie Perkins.
Agency: Salt Branding
Client: ASU Online
Role in the project: Illustrations, UX
Arizona State University is a national space-grant institution and public metropolitan research university located in the Phoenix Metropolitan Area of the U.S. state of Arizona.
ASU Online had ongoing campaigns for their new bachelor's degree programs. With the support of Creative Director Chris Inclenrock, I was responsible for the UX and UI of the campaign sites as well as creating new illustrations for the campaigns.
Agency: Salt Branding
Client: Pearson OpenClass
Role in the project: UX, UI
Pearson is an education publishing and assessment service to schools and corporations, as well as directly to students and OpenClass is Pearson's online learning platform.
earson OpenClass supported the OpenClass LMS with a marketing site. Together with Creative Director Chris Inclenrock, I created concepts and supporting UX and UI for the promotion of the LMS.
Agency: Self-employed
Client: Autodesk
Roles in the project: UX, UI
Autodesk Digital STEAM Workshop was Autodesk Education group's content sharing site primarily targeted for secondary school teachers. The website needed new visuals back in 2014 when the site prepared to welcome a new audience segment of post-secondary school teachers.
I was brought on to build wireframes and the interface design based on the content and platform strategy created by the learning content team at Autodesk Education.
The site has since retired and replaced by Autodesk Design Academy.
Agency: Salt Branding
Client: Hortonworks
Roles in the project: Design (branding), Concepts
Hortonworks is a business computer software company that focuses on the development and support of Apache Hadoop, a framework that allows for the distributed processing of large data sets across clusters of computers.
In collaboration with the talented Creative Director and Principal Designer Cesar Chin, I created three different identity concepts for Hortonworks. Beyond the concepts, I built suggestions for icon styles after the design direction and concept was selected.
Agency: Salt Branding
Client: Friend of Stevens Creek Trail (pro bono)
Roles in the project: UX, UI, Concepts
The Friends of Stevens Creek Trail is a Silicon Valley community group whose goal is to raise community awareness and support for the completion of a trail in the Stevens Creek Corridor.
As the primary designer for the pro bono project, I lead the visual design process and concept creation in collaboration with copywriter Charles Strauss.
Agency: Salt Branding
Client: Sling Media
Role in the project: Packaging, Concepts
The Slingbox is a TV streaming media device made by Sling Media. It allows users to remotely view and control their cable, satellite, or DVR system at home from a remote Internet-connected PC, smartphone or tablet as if they were at home.
With Creative Director and Design Principal Cesar Chin, I created concepts to support the new product identity and packaging of Slingbox streaming device.
Project: MFA thesis project
School: Academy or Art University
Roles in the project: Author, Designer (identity, print, campaigns, visual systems), Concepts
XX is a cause-related marketing brand that will enable women to shift the focus of their power from purses to polls. XX offers tools to stay on top of political events and a community of political participation and activity. By collaborating with brands XX will provide women a chance to invest in products and services that participate in changing the history.
With the support of the amazing thesis advisors Michele Ronsen and Carolina de Bartolo I built the concept for a co-branding opportunity and organization that helps politically like-minded companies allocate parts of their revenue to women's political education.
Project: Conceptual
School: Academy of Art University
Roles in the project: Design (UX, UI, print, motion graphics), Building the concept from scratch
The Odyssey Within is a fictional film festival in honor of French film director Jean-Pierre Jeunet. Design deliverables included posters and ads, movie trailer with flying logo (link follows), a VIP ticket package that includes festival entrance, festival catalog, 4 DVDs, and little souvenirs.
With the guidance of the talented Hunter Wimmer, Associate Director/Graphic Design (BFA+MFA), and Christopher Morlan, Associate Creative Director (Oracle), I created the concept of fictional film festival and designed as well as built all the assets that come with it.
The poster for the movie festival was awarded in CMYK Magazine’s Top 100 New Creatives competition (issue #54, fall 2012)
Project: Conceptual
School: Academy of Art University
Roles in the project: Design (Print, UI)
The jewelery company Kalevala Koru was founded in 1935 on the 100th anniversary of the publication of The Old Kalevala. It specialises in the production of unique and culturally important items of jewellery. It is co-owned by the Kalevala Women's League and offers artistic scholarships to a certain number of organizations and individuals every year
I wanted to re-imagine what Kalevala Jewelry brand could look like with a little brand refresh and modern mythical touch.
Agency: Salt Branding
Client: Microsoft
Role in the project: Design (icons)
OneDrive (previously SkyDrive, Windows Live SkyDrive, and Windows Live Folders) is a file hosting service that allows users to sync files and later access them from a web browser or mobile device.
With Creative Director and Design Principal Cesar Chin, I created a variety of icon suggestions for Microsoft's OneDrive.
Agency: Salt Branding
Client: Kabam
Role in the project: Design (identity), Concepts
Kabam is an interactive entertainment company founded in 2006 and headquartered in San Francisco, CA. Salt Branding was hired to develop identity concepts for Kabam in the wake of collaboration with UC Berkeley. With Creative Director and Design Principal Cesar Chin, I created one of the identity concepts. The core idea of the concept presented below was that the logo symbol can work as a container and can be repurposed to work in the context of each of the games produced by Kabam.
Agency: Salt Branding
Client: Ericsson Mediaroom
Role in the project: Campaign design
Ericsson Mediaroom is an end-to-end video platform for operators to deliver Internet Protocol television IPTV subscription services, including content-protected, live, Digital video recorder, video on demand, multiscreen, and applications.
With the support of Paul Parkin, the founding partner of Salt Branding, I created a campaign wrapper for Mediaroom (formerly a Microsoft product) to ease the transition during the corporate acquisition to Ericsson.
