In the thick of the dotcom bubble, I was hired as a consultant into the newly formed Interactive Department of Interbrand’s San Francisco office. Interbrand is one of the world’s most prominant identity consultants, yet as a branding firm, they lacked procedures for dealing with the business of interactive, interface, and infomation design.

While designing a project for American Express (left), my responsibility was to develop company-wide interactive and information design methodologies. We used the design of American Express’ (a high-end travelsite) to ‘discover’ procedures for interactive and information design.

The site was made up of hundreds of unique pages that took months to internally design and develop. We created comps for hundreds of pages. As a lengthy project, it was an ideal to use as a platform to create company wide interactive design procedures. Interaction was a relatively new field and I was happy to create the systems that Interbrand would use for all interactive design projects.

Interestingly, the brand “” was sold by American Express to a stock photography house and the original site and business model were disbanded.