Rich Storytelling and Impactful Creative Can Coexist with Accessibility in Digital Space.
Problem
When the original product assets of SanDisk are not compatible with Western Digital's digital media platforms.
Photographer
Yanis Ourabah & Matteo Colombo
Tool
Adobe Photoshop, Adobe XD, Adobe Analytics, Image Optimizer, WCAG contrast check, viewport reviewer
My Approach
I solve problems by blending visual design, design thinking, mobile engineering, and human-computer interaction to create impactful, user-centered experiences that drive business growth.
As an Art Director specializing in retail and eCommerce product design, I focus on crafting visually compelling, accessible, and scalable design solutions. By combining aesthetics with usability, I create high-converting experiences that enhance brand consistency, boost engagement, and drive measurable impact across digital platforms.
Final Design:
Product assets provided by the product team were originally sourced from video ads and packaging:
❌ Functional focus, but not ideal as the product's hero image.
❌ Good storytelling, but readability and accessibility issues in the website's structure
Effective Design Solution
Working efficiently within constrained resources and timelines
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Storytelling Strategy
I aimed to create a sense of wonder, excitement, and enthusiasm around the SanDisk products that I was responsible for through storytelling. To achieve this, I delved deeper into the unique features of each product, exploring how they could benefit our customers in their daily lives. With extensive understanding and creative thinking, I visualized an impression for the marketing campaign that not only highlighted the features of our products but also emphasized their relevance in contemporary culture.
The result was a series of digital campaigns that captured the imagination of our target audience, positioning SanDisk as a leader in the digital storage space and helping to drive significant growth in sales and market share.
Function First Accessibility
Collaboration with engineers led to a manual solution for image alignment and cropping across screen sizes. To ensure accessibility, I designed mobile-first and tested against two key edge cases, optimizing for all viewports in between.
Image implementation mockup with UX System developed for Western Digital StoreFront for the largest desktop viewport. The size was chosen from the majority of visitors according to Adobe analyst reports.
Image cropping and alignment mockup and specification for the smallest mobile device.
During the staging and pre-publishing phases, I double-check the text arrangement, readability, CATs, and image cropping and alignment on various mobile devices to ensure a fully responsive presentation.
Mobile viewports review
Accessibility Drives Usability & SEO
As Art Director for SanDisk’s digital spaces, I create visually compelling, accessible designs that enhance brand recognition, usability, and competitive positioning.
This example showcases digital assets I designed for Western Digital, incorporating creative accessibility strategies to improve engagement, user experience, and SEO rankings.
Why Accessibility Matters for SEO: A better user experience and increased time on site are key factors for Nielsen Net Ratings and organic growth. My designs support this by ensuring:
To help grow organic rankings and drive traffic, my design aims to ensure that:
Cohesive styling across SanDisk’s branding, product line, and Western Digital Storefront for a unified digital presence.
Visually engaging layouts that resonate with SanDisk’s audience and drive conversions.
Responsive, accessible design optimized for Adobe Experience Manager (AEM) across all platforms.
WCAG & ADA-compliant text elements (titles, taglines, and CTAs) for desktop and mobile readability.
Scalable product visuals, proportioned for various viewport sizes.
Optimized deliverables & documentation to support web engineers and maintain brand consistency.
Additional examples utilizing a similar approach:
Global Women's Empowerment Campaign:
Global Visual Identity of SanDisk:
