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Matthew Baxter
Forensic approach to the brief and understanding of client needs
Conceptual thinking and Creative Direction
Presentation and communication of ideas both in writing and in person
Design for the digital, broadcast and physical environments
Extensive experience of video production, direction and post-production
User Experience and Interaction design
Creative & technical team development & management
Mentoring and development of junior colleagues
Script and copywriting
core competencies
matthewnbaxter@gmail.com m 07785 460247 t 01932 843078 pro?le http://uk.linkedin.com/pub/matthew-baxter/16/425/574 portfolio http://baxtercreative.carbonmade.com/ blog http://matbax.wordpress.com/

Matthew Baxter experience
December 2012 to present
February 2010 to November 2012
January 2005 to November 2009
January 2003 to November 2004
April 1998 to October 2002
July 1997 to April 1998
1988 to 1997
1983 to 1988
education & training
head of ux & design, Caplin Systems
independent creative consultant
creative director & ux team leader DVA
creative director BDP
creative director Sky News
freelance designer & director
creative and managing director Baxter Hobbins Sides
designer & senior designer, BBC TV
bachelor of arts degree 2.1 in graphic design
BBC general production course
BBC studio direction course

Matthew Baxter
IVCA Clarion commendation
PepsiCo International talent sustainment award
RM Marketing Innovation award
IVCA commendation for video
2 Soho Shorts awards for animation
New York Festivals awards for interactive design and promos
Promax World Class award for virtual reality
RTS News Channel of the Year 2002 & 2003
Promax Gold award for promo campaign
4 CGI awards for computer animation
2 BDA awards for design
Promax Silver and World Awards for promos, titles, stings and design
RTS award for graphic design
Waters Technology award for best web-based development environment 2014
awards & honours

Matthew Baxter
I have been making complex information and important messages quick and simple to understand and
use for nearly 30 years, on television, in the digital environment and in print. I focus on making what I do
appropriate, intuitive, fit for purpose and a pleasure to use and look at, and I create working
environments in which my team can do the same.
I am a creative, commercial, client-facing, team-leader with a lot of experience, energy
and commitment.
My background is long-term digital, but media-neutral in outlook and training, and I am always
looking to do exciting work with good people.
summary

A website for a management consultancy
featuring specially commissioned portrait and
reportage photography
For The Berkeley Partnership
The Berkeley Partnership are not interested in
growing a corporate structure, they care about
the work and their clients.
The presentation of ��the Berkeley way�� is key to
this website, going as far as ingraining it into the
navigation. There is no corporate voice or
sign-posting, you are guided and informed by
individuals, whilst the philosophy and the
endorsements of are written in the third person,
by an engaged observer.
To show concept visually, I commissioned two
photographic projects: Clean, clear colour
portraiture to accompany the personal voices,
and grittier black and white ��reportage�� for the
observational pieces.
The content managed site was designed to allow
constant organic development without the need
for technical intervention.
The Berkeley
Partnership

An interactive guide for employers, staff and
trainers, examining diversity issues within the
workplace and demonstrating the legal,
moral and business case
For GoSkills, the sector skills council for
passenger transport
An IVCA Clarion winner
A group of actors, diverse in ability, ethnicity,
sexuality and faith, play characters in scenes
covering sexuality, gender, disability, age, race
and religion. The menu is a series of ��red
herrings��; the characters don��t represent the
stereotypical category.
I researched, wrote, cast, designed and directed
the piece. I also commissioned the specially
composed musical score.
Rebecca Harvey, Capability and Capacity
Programme Manager at Government Skills said:
��The DVD challenged my own stereotypes in an
interesting and enjoyable way. The scenarios
made the case for diversity in a sometimes
amusing, but always moving, way. Well done
GoSkills!��
Respect the Difference,
Value the Mix.

A network-based staff retention and
development resource, designed for
individual employees and line-managers
For PepsiCo International
Winner of a PepsiCo International award for
talent sustainment
This online resource was conceived using video,
interactive information matrices and
downloadable presentations and assessments
designed to let individuals and their
line-managers work together to plan rewarding,
sustainable careers.
I was lead creative, and directed the videos for
the resource. The look, style and tempo of the
piece were important to create the right
relationship between the company, the resource
and the user. It needed to be branded without
being too ��corporate�� and authoritative without
being dull or distant. Most of all, it had to be
engaging for the user.
C & B & me

A video-led microsite, to encourage PepsiCo
executives to re-locate to Russia
Winner of the PepsiCo International
communications award
This is a major internal communications
campaign to highlight the career opportunities
in emerging markets like Russia.
I felt that the most appropriate way to address
this was to use video as the information carrier,
and PepsiCo��s intranet as the delivery medium.
Shot on location in Moscow, the film showed the
working and social environments for PepsiCo
people. Employees tell their personal stories
regarding the move, the challenges and the
opportunities.
Inspire: Russia

An interactive microsite, featuring an
information matrix and ��drag and drop�� game
for PepsiCo International
This is a tool for self and supervisor assessment
of manager potential. Although it was important
that the activities were fun to do, there was
always an underlying serious function to this
interactive programme.
We designed, developed and created an
interactive information matrix in ��flash�� that
allows the user to follow potential career paths
and get information about what they will need to
achieve their goal in each case. It tests
knowledge and understanding at the end of the
process.
The visual theme ��rising stars�� is complemented
by a sound-based ��pointer�� system that helps
guide the user.
The piece, originally intended only for use in the
UK, is now in use across PepsiCo internationally.
The Leadership
Model

A international staff intake and initiation
resource, allowing new starters to receive all
appropriate information about their job and
workplace
The front end of the piece is the ��new-starter
pack�� consisting of generic printed and video
materials, and an interactive application linking
to an intranet based resource.
The back end allows HR departments to compile
totally personalised online information modules
for each new employee, to accompany the pack.
What��s in Store?

Online branding and design for a ��boutique��
department store
For Living in Store
Living in Store

Branding, design and development of an
online community for pet owners featuring
forums and ecommerce
For The Blue Cross
My team created branding that keyed on the
relationships between pet and owner, with a
family of icons rather than a single symbol or
image. The branding has a fresh and friendly
feel with clean typography and strong colours.
The complex, content-managed website
features videos, blogs and forums and free
downloads.
Awareness of the Blue Cross is up, and visits to
the All About Pets site are up 40% over the
previous version, and has gained over 2000 new
members in the first month live.
All About Pets

Interactive brochure and information
resource, featuring a multi-menu DVD and
combining live action and CGi for architects
and contractors
For Sto
Sto, the market-leading supplier of high quality
renders and external wall insulation systems,
wanted an interactive DVD to present the brand
and it��s products.
The DVD opens with a 3D animated sequence in
which text and panels of case study imagery -
representing art and technology, corner stones
of the Sto philosophy - interact in a white vitual
environment. Clean lines and classic imagery
reflect the brand, and the final frame is the
interface for the main DVD menu.
Case studies were filmed over 18 months on
construction sites across the UK, capturing the
construction process and visual changes.
The result was a stylish menu of assets and
showcase for products, services and the
prestigious client list.
Sto

Hit the Numbers
A real-time data-streaming test-bed designed to
provide visual ergonomic data to guide design
decisions
For Caplin Systems
We are looking to take the next step and obtain
objective data on how interface and visual
design decisions can take a good product and
make it the perfect tool; increasing speed and
accuracy, minimising error and fatigue.
Hit the Numbers is a series of tests created by
Caplin Design to replicate the basic actions and
stresses of trading, without allowing the
candidate to fall back on their domain
knowledge to overcome the issues caused by
bad typographic, colour, contrast and layout
choices, so we know what works and what
doesn��t in every context. In this way we make
sure we create interfaces that perfectly meet the
needs of the users, whilst respecting our clients
branding.
matthewnbaxter@gmail.com m 077855460247 t 01932 843078 pro?le http://uk.linkedin.com/pub/matthew-baxter/16/425/574 portfolio http://baxtercreative.carbonmade.com/ blog http://matbax.wordpress.com/

Caplin vision
The Caplin Design ethos
For Caplin Systems
The Caplin Design ethos was an initiative I
started as team principal, to guide decision
making by our designers and architects. When
working closely with developer teams, or
embedded on-site with clients, it is easy to lose
site of the big picture. This codification of our
approach is helpful for us, our colleagues and
clients; helping us to guage our progress and
providing success metrics for our work.
For Caplin Design, optimal user experience
means excellent ergonomics matched with a
superb feel. Our approach will always have the
user as its focus, but we balance this with
business objectives and the facilitating
technology. In practical terms any Caplin
solution is designed around the user with the
following objectives....
Maximize speed & accuracy
Minimize error and fatigue
Create a pleasing & practical interface
Uphold the client��s brand values
To create effective user experiences you have to
balance the demands of the user, the needs of the
business and the capabilities of the technology.
business
psychology
user
task
technology
physiology
UI
UX
To design successful user interfaces,
you have to understand the drivers,
needs, capabilities and pressure points
of the end user.

Video exemplar persona for marketing
concept work
For Realise Consulting and Heineken
International
In UX I have used personas as a user proxy and
focus for design work. This fake ��selfie�� movie
supposedly found by the senior marketeers on
��You Tube�� is designed to do the same thing;
helping marketing teams speak in the right voice
and use the correct media for different target
customers.
A Day in the Life

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Matthew Baxter ux ui visual design

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