Creative Direction & Visual Strategy: Sprint.com
Following the homepage launch, I helped establish a visual content strategy that shifted Sprint.com away from product-first merchandising and toward a more human, approachable brand experience.
The goal was not simply to improve the photography. It was to create a system for how imagery, copy, illustration, interaction, and brand could work together to make the experience more relevant, authentic, and scalable.
Lead With People, Not Products
We moved away from treating devices as the default hero of every experience. Instead, photography focused on authentic, everyday moments and the “moment within the moment.”
The direction was natural, fun, and aspirational without feeling overly polished or staged. Products remained important, but they became part of a larger human story rather than the entire story.
Create a Dialogue Between Imagery and Copy
I established a closer relationship between visual and verbal content. Photography and copy should be considered together during planning, with each reinforcing or extending the other.
This shifted content development from a model where copy and imagery were produced independently to one where both were intentionally designed to communicate a larger idea.
Design for Change
The homepage needed to evolve without requiring a redesign every time the business or customer moment changed.
I advocated for imagery and messaging to be planned seasonally and around campaigns, giving the team a flexible framework for keeping the experience fresh while maintaining consistency across the broader design system.
Make Photography a Strategic Asset
Photography became a more intentional part of the UX strategy. Rather than relying primarily on available stock imagery, I pushed for art direction that allowed the team to capture the specific people, products, environments, and moments needed for the experience.
This also meant being more deliberate about how real devices were incorporated, avoiding the disconnect that can happen when current products are represented through dated stock photography.
Use Illustration to Build Approachability
Illustration gave us another tool for making the brand feel more human and approachable. It could reinforce the personality established through the copy while adding distinctive Sprint visual language to the experience.
Used alongside yellow UI elements, illustration helped create recognizable brand moments without relying on product imagery to carry the entire visual identity.
Make Interaction Part of the Experience
I also pushed the team to think beyond static content. Motion and interaction could create moments of discovery and delight while reinforcing hierarchy and guiding users through the experience.
Near-term opportunities included subtle image scaling on hover. Longer term, I identified opportunities for animated text and CTA transitions tied to scrolling.
The intent was to use motion purposefully, not decoratively.
Build a System That Scales
Ultimately, the strategy was about establishing a repeatable visual language, not creating a one-off homepage.
By defining how photography, illustration, copy, brand, and interaction should work together, we created a foundation that could flex across campaigns and customer moments while maintaining a consistent experience.
For me, this was an important shift in the role of design: moving from designing individual pages to establishing the principles and systems that enable teams to create better experiences consistently. View the presented strategy deck below.
