Excelacom Art Direction

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My Role
Lead and directed creative strategy
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Business Outcomes
Increase awareness and organic growth
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User Impacts
global brand refresh, design management system, increase in team and client morale
Excelacom is a consulting firm for telecom enterprises. Their strengths are in building products for telecom customers. I was hired on for 60% marketing and 40% client work. I redesigned all the visual aspects of the company including the website, social media funnels, content, and sales items.

Objective - Rebrand global telecom consulting company
‍My role - Lead designer where I was responsible for all visual aspects of the company. From internal to external marketing, website, and product design.
Challenge - Creating a global brand that worked in various countries and cultures.

• Developed and executed creative projects and design production across all marketing channels and materials
• Made design decisions with a deep understanding of customer journey


I designed Excelacom's first ever style guide. In addition to logo, font, and colors, I also provided a component library of icons, illustrations and photography.

Orignal Website

Excelacom had a website that used outdoor sport stock photography, and did not drive their users down any conversion funnel. It was a static site that was not responsive or engaging.

Redesign Website

Worked with leadership to card sort the new navigation of the site, to draw users to their thought leaderships (blogs, whitepapers, webinars) and product pages. Worked with writers to layout new copy, and worked closely with developers to make sure the design was aligned with the code.

Graphics, Diagrams, Illustrations

I designed a library of components including photography, illustrations, and iconography, that allowed for faster time in building out infographics.

I worked closely with writers and the sales team to come up with good data to showcase in the infographics. Once the statistics were finalized, I would begin illustrating them using the design library I built prior. Infographics were used in blogs, whitepapers, social media, and videos to bring people to our website and contact sales. Our graphics were retrweeted, presented, and reshared by The Inc, Microsoft, marketwatch, IBM, etc..

Data Sheets and Sales Collateral

While our diagrams and infographics were playful to draw customers to our website, I designed data sheets for our sales team to be more professional and clear. I worked with writers to design 20+ different data sheets that were catered towards our products and services. This was part of “Services packages” that we provided the sales team with. Packages included videos, sheets, whitepapers, folders, success stories, powerpoints and infographic for each product and service.

Julie truly epitomizes what it means to be a team player. While self-starting and capable of working independently, she is always looking to incorporate feedback from others to ensure the best product goes forward. She is a true professional, and the quality of her work speaks volumes of her character. Julie is a pleasure to work with and will instantly add value to any team she is on.
Anthony Calamito: Chief Geospatial Officer, Boundless
I worked with Julie at Excelacom and really enjoyed her creativity, combined with her ability to get things done, on time and with great quality.She is a great graphic designer, continuously bringing to the table new ideas and helps transform storytelling of technology and data into visual and graphical interfaces.I highly recommend working with Julie!
Yossi AbrahamCMO, Excelacom
Julie is an absolute pleasure to work with. She is extremely talented and her work ethic is second to none. Her ability to gather customer requirements and ideas and distill them into a presentable, compelling media is truly impressive. It would be a privilege to work with Julie again in the future and I hope I have the opportunity to do so.

Elliott FergusonVP, Professional Services, Boundless
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