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threeseventwo creative media is the online portfolio of Nashville-based creative director and designer Franco Scaramuzza. His work includes art direction, web design, graphic design, branding and advertising.

Print & Branding

Gaylord Hotels Kicks Butts

Art Direction / Graphic Design / UX / Copywriting // Hospitality and Travel Industry

Art Direction and graphic design for a multi-piece marketing campaign announcing Gaylord Hotels' non-smoking initiative.

We utilized traditional and online marketing tools to engage the target audience. The idea was to create more than a simple press release and to use "Gaylord Hotels Kicks Butts" as a branding slogan. The overall voice was as simple and direct as the visuals. Clean design for clean air. The idea of an online auction created very positive media and clients responded with excitement. The proceeds of this auction were donated to the American Lung Association. This piece won an ADDY Award in 2008.

Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels

Plowhaus posters

Art Direction / Graphic Design / Naming / Copywriting // Non-Profit

Art direction and graphic design of a print marketing pieces in form of event posters for the Plowhaus Artists’ Cooperative that invite to a Nashville art show.

In order to reflect the entire show the design of the posters could not be a pieces of art themselves or mirror a particular artistic style. Next to the art direction and graphic design I also had the great opportunity to name the shows. The reader's attention is drawn to the posters trough an unusual typography treatment for the title. The Abstrakta poster won AIGA Case Award in 2009, Silver ADDY Award in 2010 and was recognized at the Tenn Show in 2010.

Art direction and Graphic Design for Plowhaus

Deep Dive posters

Art Direction / Marketing / Copywriting // Hospitality and Travel Industry

Art direction of a freelance designer and silkscreen printer to create a calendar.

Gaylord Hotels' sales team establishes an annual motto each year. In 2008 I was on the planning committee and created the new motto 'The Deep Dive'. The idea was to focus on the essentials of the brand. The idea was to communicate single cornerstone messages to the sales team and to give a monthly reminder. Each month's message was carefully planned and conceptualized. This calendar won an ADDY Award in 2009.

Art direction for Gaylord HotelsArt direction for Gaylord HotelsArt direction for Gaylord Hotels
Art direction for Gaylord HotelsArt direction for Gaylord HotelsArt direction for Gaylord Hotels
Art direction for Gaylord HotelsArt direction for Gaylord HotelsArt direction for Gaylord Hotels
Art direction for Gaylord HotelsArt direction for Gaylord HotelsArt direction for Gaylord Hotels

RED print ads & branding

Art Direction / Graphic Design / Copywriting // Retail - B2C

Art direction and graphic design of several print ads

RED Spirits & Wine is a local retail store in Nashville, TN. The store's atmosphere is European-contemporary yet inviting and personal. The expected rich textures associated with wine (cork, cellars, wood) are not part of the brand identity. These ads promote onsite and offsite events. The first ad targeted an audience with a strong interest in music. The headline plays off the type of event. The other two ads' secondary objective is to strengthen brand recognition.

Graphic design for RED Spirits & Wine print advertisement
Graphic design for RED Spirits & Wine print advertisement

LeanKit Case Studies

Web Design / Graphic Design / UX & UI // Software Industry

Case Study page design

LeanKit is a software firm based in Franklin, TN. LeanKit develops software for the lean and agile space. The designs of these case study pages are part of an overall website and collateral redesign, which happened in a lean process. This project included custom iconography, development of a new brand color scheme, typography and (online) footer redesign. The objective was to create and test a new design pattern to enhance the overall user-experience. The consistence in design keeps the user-experience between online and print holistic.

Web design for a LeanKit Case Study Pages
Print design for a LeanKit Case Study Pages

GroupConnect print ads & branding

Art Direction / Advertising / Copywriting // Travel Industry

Art direction, branding and graphic design for GroupConnect. The largest network of Tour & Motor Coach Operators in North America.

GroupConnect is a networking program by the American Bus Association and the Ontario Motor Coach Association targeting tour bus operators and destinations. My assignment was to create a corporate identity based on an existing website and logo. I created the new tag line "Moving Group Travel into the Fast Lane" as well as an advertising campaign reflecting this slogan. The ad campaign is now in it's second year of use. The race car theme was well received and later also applied to the new convention booth, email marketing and other advertisement.

branding
branding

Web & UX/UI

oreck.com

Art Direction / Web Design / UX & UI / Copywriting // Ecommerce B2C

Redesign of Oreck's corporate website

The new design showcases the products in a bold way. Content is arrange in a user-friendly layout and design elements and typography treatment support this user-friendly approach. The pages are separated in vertical spaces. This eliminates the fold and gives the user relevant content even after scrolling. The site was build on a Demandware platform. The custom icons and newly developed design patterns are all part of a new UI that enhances the overall user-experience on the website.

Web design for Oreck

jnlcom.com

Art Direction / Web Design / UX & UI // Destination Marketing and Travel Industry

Art direction and web design for a Drupal-based website.

Journal Communications is a media firm with a strong print background. The logo, for example, resembles the flipping pages of a magazine. This was my inspiration. I incorporated paper foldings, perforation and layered sheet into the web design and UI. The Origami style and elegant color scheme creates a professional yet organic and authentic look and feel. The video was embedded into a "tear away" area to symbolize our intention that the message be something the user take with them. The news 'feeds' through cuts in the paper and can rotate or update, like old news tickers. This website was recognized with a Graphic Design USA Web Award in 2010.

Art direction and web design for a a media firm's Drupal website
Art direction and web design for a media firm's Drupal website

gaylordhotels.com and Gaylord Hotels rebranding

Art Direction / Branding / UX & UI / Copywriting // Hospitality and Travel Industry

Art direction, graphic design and web design for marketing materials and sales collateral for the brand Gaylord Hotels and the individual properties.

This rebranding included designing ads and campaigns, directing photoshoots, defining a brand voice and creating the concept and design of a new website as well as small sites for individual venues. The objective was to create one holistic user-experience. For the recruitment ad for the Food & Beverage department I crafted the headline "Sharp. Are You? Let's Talk." as well as the overall ad concept. The "Think Outside The Grid" campaign was created to communicate that Gaylord offers more than can fit on a spreadsheet.

Web design for Gaylord Hotels
Web design for Gaylord Hotels
Graphic design for print advertising for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels

watersportsmexico.com

Art Direction / Web Design / UX & UI / Copywriting // Travel Industry

Art direction and web design of a WordPress website for Watersports Mexico offering scuba diving, snorkeling and other travel services to visitors of Cozumel Mexico.

The warm color scheme of the web design is reflective of the friendly character of the business. Large photography and bold typography lead the visitors of the website to areas of interest. The grid layout of the web design allows for the information to be presented in a clear and easy to read way. This website was recognized with a Graphic Design USA Web Award in 2011.

Web design for Watersports Mexico

ctsacentral.org

Art Direction / Web Design / UX & UI // Science and Education

Art direction and web design for a science collaboration portal.

Clinical and Translational Science Award (CTSA) program is Drupal website powered by Vanderbilt University that allows scientist across the US to collaborate and also share information with the public. The light color scheme of the website allows for the content to stand in the foreground. The modern look and feel is reflective of the foreward thinking nature of science. This project's UI design included custom iconography, button design and logo development.

Art direction and web design for a Vanderbilt Drupal website
Art direction and web design for a Vanderbilt Drupal website

Ski Train

Art Direction / Web Design / UX / ActionScript / Illustration // Sales collateral

Flash-based microsite as invitation for a Gaylord Gotels sales event which took place during the ride of the Ski Train in Denver.

After interviewing the client I decided to focus on the fact that the event was being held in an historic train. The interactive environment lets users find clues about the event. The entire experience took place within a single compartment. My sketch was the basis for the web design with a nostalgic hand-drawn look. Subtle details such as the fully functional window, background noises and the Parallax Effect created a pleasant user-experience that lead to valuable conversion. This online invitation was accompanied by a print follow-up which had a similar look and feel. The microsite itself was also intended to be a reflection of Gaylord Hotels' creativity. This piece won an ADDY Award in 2007. View site

Art direction and web design for Gaylord Hotels
Art direction and web design for Gaylord Hotels
Art direction and web design for Gaylord Hotels
Art direction and web design for Gaylord HotelsArt direction and web design for Gaylord Hotels

Oreck email campaign

Art Direction / Web Design / Copywriting // Ecommerce B2C

Email marketing and design for Oreck's promotional email program.

These two HTML emails are part of a newly designed email system. The designs are adjustable and allow for different themes. By using the same color scheme and typography the emails create a visual connection to the over all brand look and feel. Both emails were recognized with a Graphic Design USA Web Award in 2012.

Art direction and web design for Oreck

boshierphotography.com

Art Direction / Web Design / WordPress Development / UX & UI // Portfolio

Art direction, web design and programming of photographer Antony Boshier's WordPress-based portfolio website.

The minimalist web design keeps strong emphasis on the photography. A monochromatic colour scheme lets the visitor browse the photos without being distracted by a busy website. A intelligent URL structure and relevant image titles are only a few things that support the SEO of the website. A grid-based layout lends the website a structured and organized look and feel. This website was recognized with a Graphic Design USA Web Award in 2011.

Web design for photographer Antony Boshier

priyamanistylist.com

Art Direction / Web Design / WordPress Development / UX & UI // Portfolio

Art direction, web design and programming of stylist Priya Mani's WordPress-based portfolio website.

The dark web design allows for high contrast to the photography. The wood grain look is on the one hand not to distracting from the content and lends the website on the other hand personality. The web design reminds of a closet or wardrobe which is reflective of the work environment of a stylist. A intelligent URL structure and relevant image titles are only a few things that support the SEO of the website.

Web design for photographer Priya Mani
Web design for photographer Priya Mani

Bare Your Board contest

Art Direction / Web Design / UX & UI // Software Industry

Art direction and web design for an online contest

This landing page for LeanKit served multiple purposes. It allows users to participate in a contest by submitting a real life snap shot of how they use the LeanKit software. On the other hand it functioned as a test environment for new design directions. The newly implemented flat design elements, and new colors scheme, new header as well as a UX-test for a long page were well received. The build-up throughout the long page keeps the users engaged and animated them to keep scrolling.

Web design for a LeanKit Case Study Pages

explorebrentwood.com and brentwoodcoolsprings.org

Concept / Web Design / UX & UI // Destination Marketing

Concept and web design for Drupal-based websites for the city of Brentwood, Tn and the Chamber of Commerce Brentood Cool Springs.

These two websites were conceptualized and designed as my role as Web Design Director for Journal Communications. The sites market a specific destination to a certain target audience. What initially were single projects evolved into scalable web products for Chambers of Commerce and Cities. The UI elements were created with the target audience in mind. The goal was to create an environment for a friendly and inviting user-experience.

Web design for Explore Brentwood and Chamber of Commerce Brentood Cool Springs

kitty-kiernans.com

Art Direction / Web Design / UX // Hospitality and Travel Industry

Art direction and web design for local pub in Waterford, Ireland.

This Flash-based website for a restaurant and pub in Waterford, Ireland features a photo gallery, a calendar of events and other information. The web design incorporates elements of the pub's architecture which allows the user to imagine the experience of being at the pub.

Art direction and web design for local pub in Waterford, Ireland.

Music City Bar and Grill branding

Art Direction / Web Design / UX // Hospitality and Travel Industry

Art direction and web design for Nashville Restaurant Music City Bar and Grill.

A website for a restaurant in Nashville, TN. This website gives an overview of the menu and has a calendar featuring upcoming music events. The web design uses the rich texture of the restaurant's interior as an element to communicate the Americana atmosphere of the restaurant in the UX. The projects also included logo design and art direction of a lifestyle photo shoot.

Website for Nashville Restaurant Music City Bar and Grill
Website for Nashville Restaurant Music City Bar and Grill
Website for Nashville Restaurant Music City Bar and Grill
Website for Nashville Restaurant Music City Bar and Grill

Art Direction

Gaylord Hotels Brand Shoot

Art Direction // Hospitality and Travel Industry

Art direction for a liefestyle photoshoot for Gaylord Hotels to capture the atmosphere of hotels' restaurants, bars, clubs, spas and other venues.

The photographs identify Gaylord Hotels' venues by showing subtle details such as restaurant names in the background or logos on uniforms. The shots are currently being used on websites and in marketing material.

Restaurant Volare at Gaylord Hotels
Meeting at Gaylord Hotels
Inroom dining at Gaylord Hotels
Restaurant and Nighclub at Gaylord Hotels
Restaurant at Gaylord Hotels

Nashville Air

Art Direction / Video Shoot / Copywriting // Consumer Goods B2C

Art direction and concept for a Social Media short for the Oreck Corporation.

This video creates an emotional reaction and shows details of the community. The message is sutbtle and the product takes a secondary position. By doing this the video feels less commercial and more welcoming which is reflective of its core message. The video was only distributed on youtube and generated over 56,000 hits. This video won an ADDY Award in 2012.

Marke DeLong photo shoot

Art Direction // Portfolio work

This Black & White photo shoot tells a 1950s espionage story in a cinematographic style.

As Art Director I wanted to lend this conceptual shoot an elegant and dynamic look and feel. This series of seven images tells a spy story with an unexpected ending. The turning point is unveiled in shot number six.

Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels
Art direction for Gaylord Hotels

Radisson Hotels Brand Shoot

Art Direction // Hospitality and Travel Industry

Art direction for a liefestyle photoshoot for Radisson Hotels.

The photographs showcase the rooms, amenities and meeting space of the Radisson Hotel at Opryland. The shots are being used on advertising and in marketing material as well as on websites.

Art direction for Radisson Hotel
Art direction for Radisson Hotel
Art direction for Radisson Hotel
Art direction for Radisson Hotel

Tennessee Pewter Shoot

Art Direction // Retail - B2C

Art direction for a product photoshoot for Tennessee Pewter.

The photos show the various Tennessee Pewter products in different scenarios. This showcases the versatility of pewter items which can be used in real life to elevate the ambiance of an event. The 'stage' is juxtaposed against the pewter either in color, contrast or texture. This allows the product to stand out. The light reflecting on the pewter also naturally highlights the single items.

Art direction for Tennessee Pewter
Art direction for Tennessee Pewter
Art direction for Tennessee Pewter
Art direction for Tennessee Pewter
Art direction for Tennessee Pewter
Art direction for Tennessee Pewter

Feel free to contact Franco Scaramuzza for further information.

Awards and Recognition

2013 Graphic Design USA Web Design Award

2013 Graphic Design USA Web Design Award

2012 Silver Addy Award for Art Direction

2012 Graphic Design USA Web Design Award

2012 Graphic Design USA Web Design Award

2012 Graphic Design USA Web Design Award

2012 Graphic Design USA Web Design Award

2011 Graphic Design USA Web Design Award

2011 Graphic Design USA Web Design Award

2010 American Design Award Silver

2010 Silver Addy Award for Poster Design

2010 TennShow Award

2009 AIGA Case Award for Art Direction/Poster Design

2009 Silver Addy Award for Art Direction

2008 Silver Addy Award for Print Direct Mail

2007 Silver Addy Award for Microsite

2007 Silver Addy Award for Online Invitation

2006 Graphic Design USA

2005 Golden Web Design Award

2005 Bestflashdesigns.com Bronze Award

2004 Astralaward Bronze Award

2004 finestzone Golden Web Design Award

2003 pageg.think

2003 Internet Vibes