Phyllis Melhado

The former Vice President of Public Relations for the Estee Lauder Companies, Phyllis has been published in TOWN & COUNTRY and several international editions of COSMOPOLITAN. She has ghosted a best-selling beauty book as well as a syndicated fashion and beauty column and has written two film scripts. In addition, she consulted on the award-winning indie film Hurricane Bianca.

The Rockwell Group

Based in downtown New York with a satellite office in Madrid, Rockwell Group specializes in a wide array of work from luxury hospitality, cultural, and healthcare projects, to educational, product, and set design.

We have had two successful engagements with Rockwell Group. On our first engagement, we were asked to audit their intranet, a Human Resources site for their employees, which was having problems rendering employee data. We performed an exhaustive audit and uncovered several root causes and delivered our results in a series of reports and spreadsheets. Due to our acute attention to detail and troubleshooting skills, we were contacted for our second engagement to completely rebuild the site.

The new site is built on top of a BuddyPress framework and the WordPress backend is entirely customized. There is an Employee Knowledge Base, an Employee Directory with names and phone numbers, a Library of book titles, links to external Architectural magazines, a Public Relations Media slideshow, customized keyword searches using Ajax, a custom Admin interface, custom post types, a mega menu, customized User Roles, and a custom Font Set to match Rockwell Group’s corporate identity.

This is where Westside Virtual’s process shines: between holidays, meetings and fast iteration times, Westside Virtual was able to stay focused and deliver the intranet website Rockwell Group wanted.

And that problem Rockwell Group’s intranet had when they came to Westside Virtual? About not being able to see any HR data?

No longer an issue. Rockwell Group’s intranet is much more agile thanks to their new website.

Do you want a corporate website like this one? We can help with that. Call (646) 445-9450 to schedule your free consultation.


Fred Reffsin has over 20 years of experience building high-profile global brands. From launching start-ups and driving turnarounds, to building $100 million+ global businesses, Fred has built a career reigniting underperforming businesses and transforming out-of-favor brands into relevant, dynamic players in categories including luxury goods, home furnishings; fashion; health & beauty; and CPG.

Fred has helped numerous leaders as the President of Brandgrowth to disrupt their status quo in strategic planning, sales management, and business development and re-ignite stagnant organizations.

Fred has a long, successful history in the corporate world. He has served as President/CEO for world-renowned luxury brands such as TAG Heuer, Montblanc and Concord. Early in his career, Fred was a senior executive for a number of major NY advertising agencies creating award winning advertising campaigns (for clients such as TAG Heuer, Seagram, Cadbury, Schweppes, Unilever, MCI, IBM, Hasbro & Fisher Price), until recruited by one of his clients to run its US operations.

In addition, Fred has served on the boards of directors of brands such as Thomas Moser, Sharps, and Waterworks, and for not-for-profit organizations such as the I Have a Dream Foundation, and the National Multiple Sclerosis Society. Fred holds a BBA and MBA in Marketing from Pace University.

Fred Reffsin approached Westside Virtual to design a website that captures Fred’s disruptive and urban approach to branding and marketing through a series of punctuating images, captivating typography and energizing colors.

Our design for Brandgrowth, makes you sit up and listen.

Have a look: Brandgrowth

America Hairstyle International

America Hairstyle International is a unisex Hair and Beauty Salon located in Hell’s Kitchen, NYC. The owner wanted to completely redo her website. The original website was boxed, not modern looking, difficult to update, and was not responsive on mobile devices. We completely revamped the site. We added a bold Homepage Slider, dramatic color combinations,…