Velina Ilieva
Senior Experience Designer | Leo Burnett, Chicago
I specialize in human-centered design, interaction design, art direction, motion and branding.
CLIENT: CUNA MUTUAL GROUP | TRUSTAGE | AGENCY: DIGITAS © 2019
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TruStage is dedicated to helping middle-income families reach financial security. Digitas stepped in to create a digital experience and a component library which enable the content creators to deliver a personalized message to each consumer.
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We know digital experiences evolve, so we thought about the future. Here is how the navigation might look in a future relase.
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Typography Throughout the layouts we must maintain a system of typographic consistency in order to clearly communicate hierarchy and structure. Employ this system of headers, subheads, and body styles across all desktop pages to ensure the site remain clear and concise. This hierarchy of sizes are ADA compliant as well.
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Interactive Elements ADA Compliancy adds more depth to the challenge, as there are color restrictions for which buttons can display over which backgrounds. This grid outlines our new, contextual button hierarchy. The buttons and links also rely on motion to indicate they are interactive.
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CUNA Mutual Group was founded in 1935 by credit union leaders who were looking for an insurance and investment partner they could trust. We designed a clean and friendly experience across the entire journey to help them empower hard working people to build financial security.
My Role: Art Direction, Design, Motion
Tools Used: Sketch, Principle, After Effects
CLIENT: CUNA MUTUAL GROUP | AGENCY: DIGITAS © 2018
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Our Goal We want to empower middle income people to build financial security for their families.
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Business Goal The experience will move users online and will give the agents the necessary tools to service them.
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Guiding Principles We aimed to create a simple, approachable and transparent experience of multiple brands in one ecosystem.
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Building Trust We want someone interacting with this experience to feel confident when making financial decisions.
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CUNA Mutual Group was founded in 1935 by credit union leaders who were looking for an insurance and investment partner they could trust. We designed a clean and friendly experience across the entire journey to help them empower hard working people to build financial security.
My Role: Concept, Art Direction, Design, Illustration, Motion
Tools Used: Sketch, Principle, After Effects
CLIENT: LENOVO | AGENCY: DIGITAS © 2018
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Our Goal Lenovo is an industry leader at building and maintaining data centers at scale.
We designed a versatile design system to help Lenovo communicate their expertise and deliver a personalized experience focusing on the features that are important to their customer set.
We designed a versatile design system to help Lenovo communicate their expertise and deliver a personalized experience focusing on the features that are important to their customer set.
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Our Solution We designed a component-based template which can scale to accomodate diverse content. Using AI to learn, adapt and deliver relevant information to each customer. ![]()
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Key Features We included a portfolio feature to the site, which allows the decision makers to collect supporting case studies and materials while evaluating options for their project. Customers can save, export and share the collected information. ![]()
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We saw a need to cater an experience to the needs of the people who would trust Lenovo to provide technical expertise and thought leadership for their business.
My Role: Art Direction, Design, Motion
Tools Used: Sketch, Principle, After Effects
CLIENT: CUNA MUTUAL GROUP | AGENCY: DIGITAS © 2018
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The Minimal This concept has clean and minimal aesthetic which aims to explain in simple terms insurance and make it accessible to people. ![]()
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The Minimal Dashboard The place where existing customers would go to manage their accounts, learn about options and plan their next steps. ![]()
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The Editorial This concept explains the complicated insurance products through compelling stories and personalized content. ![]()
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The Editorial Dashboard The signed-in experience provides insights and personalized materials to help the customer make confident decisions. ![]()
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Curated Insurance This concept offers a guided step-by-step walk through the insurance products and their application process.
A streamlined component-based design with bold art direction focusing on the features that are important to this customer set.
A streamlined component-based design with bold art direction focusing on the features that are important to this customer set.
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These concepts are part of a design exploration for the new TruStage website. TruStage is a CUNA Mutual Group insurance company.
My Role: Concept, Art Direction, Design, Illustration, Motion
Tools Used: Sketch, Principle, After Effects
CLIENT: DIJI-TOUCH | MONDELEZ | COCA-COLA | AGENCY: DIGITAS © 2018
Diji-Touch Diji-Touch are vending machines equipped with a touch display of their products. When idle, they also rotate full screen interactive ads and banners.
The Space Invaders ad is a short interactive experience we designed to promote the partnership between Coca-Cola and Mondelez products.
Our goal was to design a bright, colorful and exciting game to attract attention in the busy places where the vending machines are located. We focused on short descriptions and easy interactions to reach a wide audience.![]()
The Space Invaders ad is a short interactive experience we designed to promote the partnership between Coca-Cola and Mondelez products.
Our goal was to design a bright, colorful and exciting game to attract attention in the busy places where the vending machines are located. We focused on short descriptions and easy interactions to reach a wide audience.
Space Invaders Friends from outer space arrive and abduct a delicious snack and a drink.
"This one might be our best yet." – Client
My Role: Art Direction, Experience Design, Storyboard
Tools Used: Photoshop, After Effects
CLIENT: DIJITOUCH | MONDELEZ | AGENCY: DIGITAS © 2017
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Diji-Touch Diji-Touch are vending machines equipped with a touch display of their products. When idle, they also rotate full screen interactive ads and banners.
The Milka Oreo ad is a short interactive experience we designed to promote the launch the Milka Oreo chocolate bars as a product and on the Diji-Touch vending machines. If a customer interacts with the ad during the promo period, they will receive a free chocolate bar.
Our goal was to design a bright, colorful and exciting game to attract attention in the busy places where the vending machines are located. We focused on short descriptions and easy interactions to reach a wide audience.![]()
The Milka Oreo ad is a short interactive experience we designed to promote the launch the Milka Oreo chocolate bars as a product and on the Diji-Touch vending machines. If a customer interacts with the ad during the promo period, they will receive a free chocolate bar.
Our goal was to design a bright, colorful and exciting game to attract attention in the busy places where the vending machines are located. We focused on short descriptions and easy interactions to reach a wide audience.
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Space Travel Inspired by the Oreo Wonder Vault ads, the experience is taking the customer on a journey through Milka-Oreo space.
An Oreo vault door shutters to reveal space where the Oreo cookie crumbs have become asteroids. When tapped, the asteroids travel to the Milka star where chocolate bars are made.
An Oreo vault door shutters to reveal space where the Oreo cookie crumbs have become asteroids. When tapped, the asteroids travel to the Milka star where chocolate bars are made.
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The Milka Oreo chocolate candy bars are out of this world.
My Role: Art Direction, Experience Design, Illustration, Storyboard, Motion
Tools Used: Sketch, Photoshop, After Effects, Principle
CLIENT: DMC | AGENCY: ALLAUTONETWORK © 2014
My Role: UI/UX Design, Art Direction
Tools Used: Photoshop
CONCEPT | PERSONAL PROJECT © 2016
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Endurance Training 101 Judi wants to be able to run a marathon but is not sure where to begin. A friend recommends her a new app called Runner and she decides to try it out.
When Judi signs in for the first time, Runner asks her a few questions. Then it prepares a training schedule based on Judi’s current fitness level, and her goal – to compete at a marathon.
Runner keep track of time, Judi’s speed and only interferes to provide advice, for example, when it detects change in speed or uneven pace. Runner then provides summary of the day and overall progress. It will adjust the schedule based on Judi’s progress.
When Judi signs in for the first time, Runner asks her a few questions. Then it prepares a training schedule based on Judi’s current fitness level, and her goal – to compete at a marathon.
Runner keep track of time, Judi’s speed and only interferes to provide advice, for example, when it detects change in speed or uneven pace. Runner then provides summary of the day and overall progress. It will adjust the schedule based on Judi’s progress.
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CLIENT: CHICAGO TRIBUNE | AGENCY: TRIBUNE INTERACTIVE © 2015
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Discover Chicago Tribune is part of the promo campaign of the launch of the redesigned news site. In 2015, Los Angeles Times, Chicago Tribune, The Balitmore Sun, Orlando Sentinel, Sun Sentinel, Daily Press and Hartford Courant launched their redesigned news sites. Together with the news sites, the team at Tribune Interactive designed and launched a Discover tour site for each of them.
My Role: UI Design, Motion
Tools Used: Photoshop, After Effects
CLIENT: CHICAGO TRIBUNE | AGENCY: TRIBUNE INTERACTIVE © 2015
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Dynamic Layout The layout changes depending on the device's orientation. Portrait serves a scrollable article view – easy to scan when in a hurry. Landscape provides a visual view for when you have time to browse. ![]()
Read now Or save for later. Read offline. Pick the topics that matter. Tell everyone. ![]()
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Chicago Tribune News apps for iOS and Android launched in 2014, together with the apps of Los Angeles Times, The Balitmore Sun, Orlando Sentinel, Sun Sentinel, Daily Press and Hartford Courant.
My Role: UX/UI Design, Branding, Motion
Tools Used: InDesign, Photoshop, Illustrator, Axure, After Effects
CLIENT: SUNTRUST BANK | AGENCY: SOLSTICE © 2016
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With the SunTrust mobile banking app running a business just became easier.
My Role: Art Direction, UI Design, Motion
Tools Used: Photoshop, After Effects
CLIENT: RAWONE | VELINA ILIEVA © 2015
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/