Citrix

Creative Direction
UI/UX
Brand Identity
Design
Animation
Video Production
Web Design

In 2020, amid the global pandemic, Citrix brought me in as a Senior UI Designer and Digital Producer to help them launch and translate their new brand onto all of their web properties and marketing materials. I established creative direction and oversaw the application of the Citrix style guide, ensuring all content adhered to brand guidelines across the sites, Sales and Marketing initiatives, and internal-facing employee-related creative work.

I conceptualized and designed over 200 master pages as well as produced custom animations and modernized over 1,000 icons and all product diagrams. Additionally, I created 250 web font icons, product and partner logo lockups, and product mockups. I also developed innovative designs and iconography to expand the brand application for personalized ads resulting in a 200% increase in customer click-through.

Below are just a few key selected examples of my ongoing work.

→ Visit site

Most recently, we are focusing on exploring ideas on how to tell a story about what the Citrix products are and how their features help their users.

In the example above, I designed and animated both the homepage hero and the banner below that promotes the viewer to visit a brand-new interactive page experience. This experience shows the benefits of using Citrix Workspace through fun custom-made character animations and short-form storytelling techniques.

Below is a video of the full Citrix Workspace animated experience. I designed the experience and animated these beautiful illustrations created by Matt Blease.

→ Visit the Citrix Workspace experience

Here are some of the character animations I created.

Citrix - Resource Library

Citrix has a vast library of assets for its diverse portfolio of products. Before I redesigned the new Resource Library, users had to navigate to each individual product page to find resources related to that product only.

I was tasked with creating a new experience that allows users to find all the vast resources Citrix offers in one convenient place. The new Resource Library includes features like a premium content area on the top designed to promote the latest and greatest, personalized content rows, and an advanced filtering system that lets users find exactly what they need.

You can view it using the link below:

→ Visit site

Citrix - Resource Library Icon Design

Citrix - Product in Action Tours

I was tasked with creating a series of over 50 animated product tours videos for 6 products. These video tours were designed to highlight top-level product features for all of the products.

Together with the UI team, we designed a completely new page layout and page features such as left sticky navigation and other interactive tools that had never existed before on the website. I also worked with multiple teams from strategists, product managers, developers, and executives to bring these demos together.

→ See a Tour in Action

Citrix - Summit Series

The biggest virtual event hosted by Citrix is where they highlight the latest updates to their products. The Citrix Summit Series will show you how a more flexible way of working helps everyone do their best work.

I was tasked with updating the design of the past Summit Series event page with the new brand look. I designed the pages to feature large visual areas to call out attention to the viewer to specific calls-to-action.

→ Visit site

Before

After

Citrix - Cloud.com

Another key page I designed was for Cloud.com. This page was designed to be a landing page that allows the viewer to sign in to their Citrix Cloud account and learn more about Citrix Workspace.

→ Visit site

Before

After

Citrix - About Us

I was tasked to design all the pages in the About/Company section of the site. The Citrix About page was one of my favorite pages to design. I had full liberty to add as many creative and engaging pieces of content as I wanted.

I designed the page to be an inviting experience for the user to learn more about the Company, featuring large portraits and lifestyle images, a looping video of all the major cities where Citrix has offices, animated texts and stats, and finally, an interactive map showcasing where Citrix offices are located around the world.

→ Visit site

Before

After

Citrix - Other About Pages

Here are some additional key pages I designed.

→ Visit Sustainability site
→ Visit Diversity & Inclusion site

Sustainability

Diversity & Inclusion

Citrix - Landing Pages

With the new landing page designs I created, Citrix has had a significant increase in form engagement over the past year.

I added animation, statistics, and customer quotes to bring the landing page to life.

→ Visit landing page example

Before

After

Citrix - Custom Asset Icon Types

I was tasked with updating over 1,000 icons, all product diagrams, 250 web font icons, and creating a new and custom icon set to represent all the resource asset types Citrix offers.

These icons are meant to illustrate different types of content for our personalization material. I designed and curated a set of different icons to help identify the type of content they should be attached to.