Paul Ulloa




VMWare is one of the leaders in virtualization software and cloud computing. With the vast amount of content VMWare publishes about their field, they were in need of a new blog platform. At Weber Shandwick, I helped pitch “The Foundry”, an all encompassing blog that could house video, social media, and corporate news under one roof.


Pitch designs

We designed the "The Foundry" with a responsive layout that could hold a variety of content. We created categories to organize the page and added social elements like tweets. "Leadership Perspectives" gave snapshots to personal blog entries from top executives at VMWare. A side menu gave quick access to special categories and could be expanded to reveal search functions and corporate links.

"The Foundry" was designed to be content-first and we accomplished that with large imagery, short captions and a scrolling layout. Aesthetically, we wanted the blog to look easily accessible to anyone regardless of how tech savvy they were. Brand colors and elements, like their diamond texture, were used as visual cues that added to the VMWare look without feeling overly "techie".


Article Page

When visiting an article page, users were presented with buttons to share links on social platforms. We made pull-quotes big to draw users in and designed interactive charts that came to life as you scroll. When a user finished their current article, they were able to scroll right into the next one without having to click a button.



Agency - Weber Shandwick
Director of UX - Brent Brooks
Sr. Art Director - Paul Ulloa
Copywriter - Chris Baker
Year - 2015



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