Complex Systems Made Clear
- Client
- Rockwell Automation and John Deere
- Role
- Senior Designer at Rockwell. Creative and art director at John Deere.
- Team
- Aquent Studios
- Sheet
- 07 / 14
- Year
- 2022 to 2025
- Disciplines
- Technical storytelling · Presentation design · Motion · Program identity · Fact sheets
Dense engineering and business systems that have to make sense to a buyer or an employee in seconds.
For Rockwell Automation, the Digital Product Passport demo explains a new EU regulation and the ControlLogix 5590 eBook introduces a new controller. For John Deere, I led creative and art direction on identities, fact sheets and flyers that explained new quality and supplier systems to the people who had to adopt them.
A regulation, explained in motion
Built for Automation Fair 2025, the timed demo walks through the EU's Eco-design for Sustainable Products Regulation, what a Digital Product Passport has to hold and which Rockwell products carry one. Builds pace the story so a presenter can talk over it.
From spec sheet to story
Nine landscape pages built around three product pillars. A six-icon platform map, product callouts and full-bleed plant photography turn a hardware launch into a story about what the controller does on the floor.
Business systems, explained
John Deere was rolling out a new Business Operating System and a set of quality platforms to factories and suppliers. Each program needed a name people would remember and a one-page story of what was changing, why and who was responsible.
I was creative and art director: the Quality Transformation deck for the CEO staff review, program marks for ADVANCE, ADVANCE CAPA Actions, BOS and HORIZON, plus the fact sheets, flyers and infographics that introduced them.
The CEO deck took a dense working draft and gave every product line the same structure: a photo opener, one data view and three numbered takeaways. Data lakes, feature stores and warranty metrics became diagrams an executive could read in one pass.
A mark in motion
Logo concepts and a looping animation for the ROK100 Rockwell Automation Executive Program.
