See all
Art

Yellow Cab Dreams

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I...

Media

Digital

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I made my own.

What started as a one-off tee turned into something bigger—kids and adults alike wanted one. But as I worked on the design, I started thinking about what NYC taxis really represent.

NYC isn’t just a city. It’s a magnet. A force. A place that welcomes people from everywhere.

That’s why I included Bad Bunny, J. Cole, and Rihanna—three global icons from different backgrounds, different cultures, different worlds. All from different places, yet all connected by their love for this city. That mix—the blend of diversity, voices, and stories—is exactly what makes NYC what it is.

And that’s the thing about this city:

You don’t have to be born here to belong here.

You don’t have to have roots here to have love for it.

NYC taxis aren’t just cars. They’re movement. They’re culture. They’re a symbol of the dreams that ride through these streets every day.

This is Yellow Cab Dreams.

See all
Art

Yellow Cab Dreams

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I...

Media

Digital

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I made my own.

What started as a one-off tee turned into something bigger—kids and adults alike wanted one. But as I worked on the design, I started thinking about what NYC taxis really represent.

NYC isn’t just a city. It’s a magnet. A force. A place that welcomes people from everywhere.

That’s why I included Bad Bunny, J. Cole, and Rihanna—three global icons from different backgrounds, different cultures, different worlds. All from different places, yet all connected by their love for this city. That mix—the blend of diversity, voices, and stories—is exactly what makes NYC what it is.

And that’s the thing about this city:

You don’t have to be born here to belong here.

You don’t have to have roots here to have love for it.

NYC taxis aren’t just cars. They’re movement. They’re culture. They’re a symbol of the dreams that ride through these streets every day.

This is Yellow Cab Dreams.

See all
Art

Yellow Cab Dreams

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I...

Media

Digital

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I made my own.

What started as a one-off tee turned into something bigger—kids and adults alike wanted one. But as I worked on the design, I started thinking about what NYC taxis really represent.

NYC isn’t just a city. It’s a magnet. A force. A place that welcomes people from everywhere.

That’s why I included Bad Bunny, J. Cole, and Rihanna—three global icons from different backgrounds, different cultures, different worlds. All from different places, yet all connected by their love for this city. That mix—the blend of diversity, voices, and stories—is exactly what makes NYC what it is.

And that’s the thing about this city:

You don’t have to be born here to belong here.

You don’t have to have roots here to have love for it.

NYC taxis aren’t just cars. They’re movement. They’re culture. They’re a symbol of the dreams that ride through these streets every day.

This is Yellow Cab Dreams.

Jason Nocito via GQ Sports
See all
Art

Yellow Cab Dreams

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I...

Media

Digital

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I made my own.

What started as a one-off tee turned into something bigger—kids and adults alike wanted one. But as I worked on the design, I started thinking about what NYC taxis really represent.

NYC isn’t just a city. It’s a magnet. A force. A place that welcomes people from everywhere.

That’s why I included Bad Bunny, J. Cole, and Rihanna—three global icons from different backgrounds, different cultures, different worlds. All from different places, yet all connected by their love for this city. That mix—the blend of diversity, voices, and stories—is exactly what makes NYC what it is.

And that’s the thing about this city:

You don’t have to be born here to belong here.

You don’t have to have roots here to have love for it.

NYC taxis aren’t just cars. They’re movement. They’re culture. They’re a symbol of the dreams that ride through these streets every day.

This is Yellow Cab Dreams.


Redirecting at the point of engagement led to user drop-off and lost value.
‍


Grounded design in real viewer behaviors—using personas built from social insights across key markets.
‍

‍


Translated viewing patterns into a full-screen, schedule-integrated layout tailored for long sessions.

‍


2. Realistic prototyping + testing

Typical prototyping tools weren’t enough to simulate the login flow. I used a more advanced tool to model provider search, authentication, and stream start. Tested and iterated across internal departments.

‍


Built and tested for real-world behavior—like users entering the wrong credentials.

‍


3. Branding meets usability

Worked with marketing and on-air teams to transform heavy broadcast assets into scalable, mobile-friendly visuals. Used universal icons and clear language to support both English and Spanish-speaking users.

‍


Original on-air graphics were built for broadcast—not optimized for digital or mobile environments.

‍


Redesigned visual elements to strike a balance—preserving brand identity while improving scalability and usability across digital platforms.
‍


Extended the system to Telemundo using inclusive iconography and a layout that worked seamlessly across both languages and audiences.

‍


Tested lightweight header CTAs across screen sizes to promote Live TV without disrupting content flow.


‍


Designed contextual CTAs that blended with the platform’s UI—resulting in higher visibility without being mistaken for ads.


‍


Optimized provider selection with quick-tap defaults and predictive search to streamline the login experience.


‍


Designed around third-party login flows to set user expectations before handing off to external systems.


‍


During commercial breaks, the schedule automatically expanded—using shadow and scroll cues to keep users engaged without manual interaction.


‍


Introduced a theater-style layout post-authentication to shift users into a dedicated streaming mode, designed for long-form content.


‍


Balanced business needs by clearly separating third-party on-demand content from our in-app clips—using layout and iconography to set user expectations.

‍

"Can’t share the numbers—but let’s just say streams, impressions, and revenue all moved in the right direction.”

‍


We didn’t get hard numbers—but the feedback was clear: streams, impressions, and revenue all went up.

‍

We also elevated our design maturity:
• Brought user testing into the team’s process
• Created reusable personas
• Improved cross-team collaboration
‍


Initial mobile layout didn’t account for live TV ad conflicts—leaving a blank space where an ad would’ve been. This was later addressed in the tablet phase with a more adaptive layout.

See all
Art

Yellow Cab Dreams

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I...

Media

Digital

It started with a kid’s birthday party. A five-year-old obsessed with NYC taxis. His parents planned a Taxi-themed celebration, but the shirts out there? Wack. Generic. No soul. So, I made my own.

What started as a one-off tee turned into something bigger—kids and adults alike wanted one. But as I worked on the design, I started thinking about what NYC taxis really represent.

NYC isn’t just a city. It’s a magnet. A force. A place that welcomes people from everywhere.

That’s why I included Bad Bunny, J. Cole, and Rihanna—three global icons from different backgrounds, different cultures, different worlds. All from different places, yet all connected by their love for this city. That mix—the blend of diversity, voices, and stories—is exactly what makes NYC what it is.

And that’s the thing about this city:

You don’t have to be born here to belong here.

You don’t have to have roots here to have love for it.

NYC taxis aren’t just cars. They’re movement. They’re culture. They’re a symbol of the dreams that ride through these streets every day.

This is Yellow Cab Dreams.