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Digi-Key approached AspenCore to create a community site that reaches out to a Maker Pro by offering direction, guidance, and tools aiding in the process of both innovating and scaling the production of a product. Digi-Key has earned a place in nearly every engineer's workflow. Professionals and hobbyists use as their first tool in making component decisions by leveraging the site's parametric search features. Shout-out to the team: Nic Perner, Jonathan Benton, Heather Hamiltion, Laren Dubkowski, and Lane Genovese.

Services Provided
Discovery & Strategy
User Research
Competitive Analysis
Information Architecture
Product Design


Branding + Identity

Research + Discovery

As a starting point, we completed hundreds of hours of research and discovery before diving into the UI design. We performed a competitive analysis to better understand the Maker space and its players. After we understood our approach, I completed an information architecture map complete with user roles.



Nigel Sussman created some mind-blowing illustrations for each of the Roadmap steps. Not only is each step a stand-alone illustration, they all fit together to form one large "Where's Waldo-esque" illustration featuring a Space Llama. (!)


A responsive splash page to generate and track interest before the full launch.

Maker Faire

Attending both Maker Faire San Francisco and World Maker Faire New York, our team filmed over 40 interviews with Makers. Lightly guided by the roadmap steps, our interviewers and video team created incredible, unique content for the site.

Web App

Fun with Error Pages

Working again with the super-talented illustrator, Nigel Sussman, and the word wizard that is Heather Hamilton, we created some quirky error pages that are bound to put a smile on your face.

Other Branding Explorations