I love solving problems beautifully and creatively.

I’m a web and graphic designer with a passion for creating great products. Some of my best work is below.

Memphis Ultimate Disc Association

A local sports league spun into a wearable identity

I’ve been playing with the Memphis Ultimate Disc Association (MUDA) for over 15 years. So, as a player and member of this community, I jumped at the opportunity when this beautiful group of circular plastic-chasers approached me to take on their brand identity design work.

Large group of ultimate frisbee players wearing purple jerseys showing the MUDA icon

“Grape Jelly,” shown above, is one of eight MUDA Summer League teams sporting the octogram-based insignia. They beat my Green team, “Wildfire,” on the night of my writing this. 😒

Black and white graphic showing the Memphis "M" Bridge the words "Memphis 'M' Bridge are underneath

The concept and shape of the iconic Memphis Bridge are foundational to the identity system. This and the following two images are from the rationale presentation I made to sell the big idea.

Black and white graphic showing a circular-shaped image made up of the Memphis "M" bridge rotated eight times

Historically, the league had utilized a squid as a symbol for the group. I noticed if the bridge was duplicated and rotated eight times, it created an intricate cephalopod-like shape.

Black and white graphic showing a circular-shaped image made up of the Memphis "M" bridge rotated eight times, enclosed in a circle the words "OOOOoooo" are underneath

Enclosing that shape in a circle felt right for a frisbee league. The star or “octogram” in the middle provided a unique graphic twist—paying tribute to the stars on the Tennessee state flag.

Graphic showing panels of the Memphis Ultimate Disc Association graphic style, typography, color and brand standards

Ultimately, after working through typography, color, and graphic element creation, I provided a set of standards and usage rules in document form. You can download it here.


A unique user experience on sixteen global sites

Since 2011, I’ve worked in the User Experience group at Hilton—one of the highest-regarded companies in the global hospitality and travel industry. I’ve had the honor of working on sites for some beautiful properties and leading brands.

Hilton.com shown on an iPhone, iPad and Mac Desktop monitor

Of the projects I’ve worked on over the years, the redesign of Hilton.com, including all of Hilton’s brand’s websites, has been the most challenging. I acted as design lead on the project. The redesign deployed as a minimum viable product (MVP) and its creation was taken on by an integrated team via agile design methodologies.

Two men, silhouetted, looking at a glowing orange spreadsheet on a massive screen in the background

Our team spent much time analyzing spreadsheets and pouring over backlogs—all part of the process of incremental design.

A soft-focus perspective photo of seven multi-colored and stylized cartoonish busts

One exercise we went through early on was to develop personas to guide our decision-making as we enhanced the customer journey.

Soft focus photo of pieces of paper with questions related to Hilton.com customers taped to a wall

We spent time honing “how might we’s” and brainstorming with marketing stakeholders to leverage their knowledge of our customer base.

Photo of a sheet of paper showing certain brand colors, fonts and graphic treatments for the Hilton Honors website

We used the same framework for each brand—so to give them as much of a distinct look and feel as possible, we made web standards like these.

Angled composite of all fourteen of Hilton's brand websites

The result, sixteen phase-one sites, out the door faster than you can make a bed! Progress over perfection was a driving rule. Also, it’s exciting to see how these sites are poised for test and learn evolution and growth.

Obsessive Type Workshop

A team-building event where what’s made are friendships

Obsessive Type was an afternoon typography-themed workshop I coordinated as an outing for designers in Hilton’s User Experience Group. The Stefan Sagmeister quote, “Obsessions make my life worse, but my work better” inspires the concept behind the event.

Photo: Ryan Rhea

This workshop was one of a few our group enjoyed covering design-friendly topics like typography and printmaking, tools and photography.

“Obsessions make my life worse and my work better.”
— Stefan Sagmeister

Photo of three suspended posters with creative headlines and the "Obsessive Type" logo

It’s always nice to have an opportunity to flex my headline writing and advertising muscles. These posters promote the event with a little inside typography humor.

Workshop space and “L” woodcut photo: instagram.com/luistoro

The day began with a conversation over a short slide presentation and ended by producing letter-based wood block prints (shown above).

Marks I’ve Made

About me
Hi! I’m Carl Fox—an award-winning graphic designer living and working in Memphis, Tennessee. I currently work in the User Experience group at Hilton where my focus lies in creating digital experiences that inspire people to book our world-class hospitality and travel offerings.

When I’m not being creative, I’m hanging out with my wife, three awesome kids, and my wee pup, Frankie. You can also find me after hours at Shelby Farms painting landscapes or at Overton Park dropping dimes playing the emergent game of Goaltimate.

I truly love the practice and process of design, no matter the form, need, shape or function. If you have a need, I’d love to connect. Cheers!


©2019 Carl Fox All Rights Reserved.