Agency: 2016 - 2019
Package Design
• Timbits Sports TimCard Design
The Timbits Sports TimCard design is a giveaway gift card for future endeavours pertaining to any non-specific sports teams sponsored by Tim Hortons. The design is meant to be fun and playful as Timbits Sports is typically represented while maintaining a non-sport-specific design.
• Happy Birthday TimCard Design
The Happy Birthday TimCard design is to convey a celebratory feeling while also maintaining a generalized design aesthetic. Free of any design appealing to a specific age, gender, race, or sexuality.
Point of Purchase (POP) Design
• Feature Product Name Bar Design
Name Bars live in the Tim Hortons bakery showcase within each retail store. Their purpose is to display the price of each specific bakery item while also advertising them. Featured products get a more playful design to advertise their promotion and limited time. Use of the item’s aesthetic and/or ingredients to create a simplified look appeals to the flavour and desire of the item.
• Feature Product Window Cling Design
Similar to the Name Bars, Window Clings live on the Tim Hortons bakery showcase within each retail store, however applied directly on the glass. Their purpose is to advertise new featured items in a louder visual tone. Use of the item’s aesthetic and/or ingredients to create a simplified look appeals to the flavour and desire of the item in this rendition as well.
• Conceptual Feature Product Window Cling Design
In order to test market appeal of potential new products Tim Hortons will request the design for advertising of these conceptual feature items. These designs differ in no way from the Feature Product Window Clings designs. If the product works in favour of the market the design is more than likely to be produced as it was created for testing when the item launches publicly.
• Holiday Backer Card Design
Backer Cards live right at the payment terminal within retail stores to advertise TimCards. Use of the approved holiday design assets to create a Backer Card that is on brand, consistent with the holiday design, and a clear message is essential. These designs are smart, simple, and playful as successful POP should be.
Agency: 2016 - 2019
Catalogue Design
The IKEA catalogue is an iconic flyer that is sent door to door advertising the sales and promotions happening at IKEA. Through the use of a library of images, several marketing documents which cross reference promo items, stock levels, and item popularity the catalogue is a hybrid of design and marketing combined. Colour consistency and image editing are useful tools to help create a theme and unity throughout that inspire each season as well as the mood of the catalogue.
Conceptual Catalogue/Editorial Design
In order to pitch alternative advertising opportunities the Inspirational Look Book was a concept that blended the existing catalogue with a modern interior design Do It Yourself (DIY) book. The intention was to exist once quarterly, themed after each season, and provide popular DIY suggestions; while maintaining the retail product advertising expected from the monthly catalogues. The outcome was a fresh take on something familiar that became collectable as a convenient guide to design for seasonal changes.
Advertising Design
• Conceptual Installation Design
During IKEA’s celebration of their 40th Anniversary in Canada an exhibit was held in Toronto at the Design Exchange. To promote and offer immersive experiences to the attendees multiple installations were conceptualized. The first being photo booths that would create social media ready posts that mimicked covers throughout the last 40 years of the iconic IKEA catalogue. The second using a giant Poang chair which was also celebrating its 40th anniversary the same year as an advertising installation.
• Street Car Wrap Advertising Design
A streetcar wrap was designed to convey the 40th Anniversary of IKEA in Canada. This design was a group effort which visualized the timeline of changes throughout the Poang chair, demonstrating IKEA changes over the years. The wrap was created in a way that made the individuals riding the streetcar look as if they were sitting in the Poang chairs to outside observers.
• Conceptual Bus Shelter Wrap Design
The bus shelter wrap was a concept that looked at advertising along multiple bus shelters en route to the 40th Anniversary event held at the Design Exchange. Each bus shelter wrap would adhere to the surrounding glass to transform the bus shelter into a living space from every different decade leading up to the Design Exchange. Through this concept commuters would be able to travel through time visualized by IKEA products throughout the years. Ultimately leading them to the space and event where they could participate in IKEA’s celebration.
Agency: 2016 - 2019
Package Design, Brand Design, Production Design
• Brand Refresh Design Rollout
Schneiders is a household brand specializing in the production of prepared meats and deli meats. Their recent brand redesign was an attempt to modernize and sophisticate the representation of the brand. By working alongside the Lead Creative Director in charge of the approved brand redesign I was able to lead in the rollout of this design across the entire family of products. This includes readapting the design to work on multiple different orientations and substrates, abiding design and applying legal assets to legal regulations, designing alternative panels and assets that are outside of the provided design that are on brand and maintain consistency, as well as preparing artwork on dielines for production.
Agency: 2016 - 2019
Package Design, Brand Design, Production Design
• Brand Refresh Design Rollout
Greenfield is a new brand specializing in the production of antibiotic and hormone free prepared meats, deli meats, and fresh meats. Their recent brand design was completed by another agency and passed over for finalization of the design and rollout across the family of products. The finalization of the design includes readapting the design to work on multiple different orientations and substrates, adapting the design to work uniquely across the Canadian and American SKUs, abiding design and applying legal assets to Canadian and American legal regulations, designing alternative panels and assets that are outside of the provided design that are on brand and maintain consistency, as well as preparing artwork on dielines for production. Upon completion of the product design rollout, environmental advertising was created for product launch, swag for giveaway and employees, as well as promotional material such as hand-painted signage. Title was given as Greenfield Brand Ambassador upon completion of the design rollout due to brand knowledge, extensive participation, and organization of brand standards and files.
• Costco Brand Interpretation Design & Rollout
Costco’s inheritance of sale items within their retail spaces demand approval from Costco of product design. Costco’s request was to interpret Greenfield in a simple manner that differed from its appearance in regular retail stores. The goal was to create a design that was reminiscent of the existing retail look while also catering to Costco’s requests. Using existing design assets and minimizing the use of illustration, I was able to successfully adapt the design in a way that still speaks to Greenfield’s brand while fulfilling Costco’s desires.
Agency: 2018
Package Design, Brand Design, Production Design
• Brand Refresh Design Rollout
Woolwich is a brand specializing in the production of goat dairy products. Their recent brand redesign was an attempt to modernize and lighten the representation of the brand. By working alongside the Lead Creative Director in charge of the approved brand redesign I was able to lead the rollout of this design across the entire family of products. This includes readapting the design to work on multiple different orientations and substrates, abiding design and applying legal assets to legal regulations, designing alternative panels and assets that are outside of the provided design that are on brand and maintain consistency, as well as preparing artwork on dielines for production.
Agency: 2016 - 2019
Brand Design
• Promotional Flash Design
Kraft is a household name brand specializing in the production of family food products which was looking to advertise the popularity of their peanut butter family among the Canadian market. This was accomplished through the design of a promotional Flash which would populate a space on the front label of the Canadian distributed peanut butters. The flash uses the iconic maple leaf to successfully visualize the information without disturbing the existing design.
Package Design, Brand Design, Custom Typeface Design
• Conceptual Brand Extension & Package Design
In order to test market appeal of potential new products Kraft had requested the design of conceptual packages and products. These designs differ minimally from existing products and are typically just an extension, a flavour variant, or product variant. If the product works in favour of the market the design is more than likely to be produced with some design changes when the item launches publicly. KD Bold was created as an extension of the KD family which would introduce bolder flavour options. The design still follows the existing KD look and feel with custom “bold” lettering and design changes to visualize a bolder flavoured product. KD Bold Shakers was a KD family product extension of the Bold family. The product was a powdered multi-use topping. The Design was meant to advertise the flexibility of the product and maintain an easy yet simple design aesthetic that felt familiar with the KD family.
Agency: 2016 - 2019
Package Design
• Conceptual Package Design
In order to test market appeal of potential new products McDonalds will request the design of these conceptual items. These designs differ in no way from existing product designs, typically just incorporating new imagery and copy. If the product works in favour of the market the design is more than likely to be produced with minimal changes from how it was created for testing when the item launches publicly.
Agency: 2016 - 2019
Package Design, Brand Design, Illustration
• Conceptual Brand Design
In order to test market appeal of potential new products Canada Bread will request the design for conceptual brands and packages. Wholesome Harvest is conceptual high-tier bread brand. The design is meant to convey the quality and uniqueness of the product to allow it to stand out in the grocery store aisles. Using specific design assets such as hand drawn illustrations for imagery of ingredients and process, textures, windows, and colour choices the concept was able to visualize the brand in a way that also reflected the price point of the product.
Agency: 2016 - 2019
Package Design
• Conceptual Package Design
In order to test market appeal of potential new products Heinz will request the design of conceptual items. These designs differ in no way from existing product designs, typically just incorporating new imagery and copy. If the product works in favour of the market the design is more than likely to be produced with minimal changes from how it was created for testing when the item launches publicly.
Agency: 2019
Brand Design, Collateral Design, Poster Design
• Corporate Collateral Design
DCM is a brand that helps companies represent themselves by supporting their branding. DCM’s brand is very corporate and is very professional in its appearance. Maintaining the brands values through the application of its brand standards onto all design pieces was the foundation of every project. Collateral had to be produced with DCM’s colours, fonts, bullets, and spacing to maintain this standard across all designs. Produced collaterals include posters, internal and external communications, sales books, promotional material, PowerPoint documents and other presentations.
Brand Design
• Logo Design
Older departments within DCM needed to update their identity to match the recent DCM refresh. Using updated department logo as reference I was able to redesign the “Return on Ideas” logo to reflect DCM’s branding in a way that visualized the words.
Agency: 2016 - 2019
Package Design
• Conceptual Retail Package Design
Original Joe’s is a popular restaurant franchise based out of Western Canada. Looking to expand their products into grocery stores, the request was for a conceptual package design which reflects the current design of the brand. Using Original Joe’s existing assets, colours, and typefaces to create the package I was able to design a product appropriate for testing. If the product works in favour of the market the design is more than likely to be produced with minimal changes from how it was created for testing when the item launches publicly.
University: 2015
Brand Design, Campaign Design, Poster Design, UX/UI Design
University: 2013
Brand Design, Illustration
Pasta Romanzo - which translates to Novel Pasta, is a of fictional brand of Pasta. Nero - which translates to Black, would be the premium line or black label version of the family. This line would encompass specialty flavours and colours which present a premium dish, so naturally the branding and packaging should follow suit. The logo and assets such as the ingredient images were hand drawn to depict the hand-crafted quality of the product and also the traditional nature of the brand. Careful considerations were made when selecting fonts to maintain the traditional and premium feeling.
Package Design
When considering the package design for the product many things were observed and resolved. Typically, the way pasta is stored is either thrown in a basket in a pantry or scattered on a shelf. The idea with Pasta Romanzo was to provide a way where it could be displayed to enhance the aesthetic of the pantry and easily display the contents. Bookshelfs are often adored for their beauty so this became the starting point for the design inspiration. The spine became an optimal panel to display the information pertaining to the product. Imagery was used on the spine for additional ease of selection, such as hand drawings of tomatoes and spinach on the rotini pasta that contained those ingredients, as well as an image of rotini itself. Within the package considerations were made to assist the chef in understanding how much a single portion would be precooked to prevent overproducing and waste - a common issue when making pasta. Lastly textures and materials were used to complete the look create a rich package that complimented and elevated the package to the tier it deserves.
University: 2013
Typeface Design
Sickle Script is a script display typeface that can only be described as sinister in appearance. It’s beautiful yet menacing. With varying thick and thin strokes and sharp swashes. Hand drawn for organic curves and transitions, then vectorized for clean lines. Sickle Script is unique and in a realm of its own combining good and evil into one personality.
Poster Design
To advertise the typeface, multiple posters were created to enhance the appearance and display the usability of the font. Using dark and dreamy elements to support the copy and a choice of light and dark words.
University: 2014
2015 Applied Arts Magazine
Student Awards Contest Winner
Conceptual Design
The concept behind Celestial was to take three things I felt passionate about; Roman mythology, Greek mythology and Space and combine them in an original and creative manner. By connecting each planet in our solar system with the gods and goddesses of both Roman and Greek mythology that share their names I was able to create a book of contrast. The book depicts the characteristics of the gods as well as the planets that bare their names and allows the reader to understand the reasoning behind the names. It is the first of any kind like it and does a beautiful job displaying the beauty and individuality of each planet.
Book Design, Package Design, Illustration
The outer box which holds the contents of Celestial is a light, durable casing, that simply lists hand-drawn planetary glyphs down the centre of the cover. The inside cover displays a silhouette of the sun juxtaposed against the planets to show scale. An interior sleeve provides explanation on each planetary glyph. Each spread contains a digital drawing of the god, their symbol, their planetary glyph, against a texture of the planet’s surface, as well as a brief on each god, the planet, and the symbol. The spreads are loose-leaf and are held together with a black rope loop that may be removed for full examination.
University: 2015
Conceptual Design
The idea for Elixir started with the acknowledgement of available options within the alcohol market of coolers. Currently a trend throughout all current popular cooler brands is the marketing towards a youthful demographic. Utilizing edgy, bold, colourful, and playful design which relates to a young audience. This was the starting point of my research into developing a cooler brand which will be designed to grasp the attention of a sophisticated, enriched audience. An audience that finds the package design of their products as important as the contents it carries.
Brand Design, Package Design, Illustration
Elixir is a cooler brand that utilizes fine detail to convey its identity. Using hand-drawn elements and specific attention to typography it unifies a unique aesthetic. The coloured contents of the beverage within the bottle contrasted with the black and gold hand-drawn labelling give the bottles an elevated distinction that speak to the craft of the brand. The brand and the package work hand in hand to create a sophisticated aesthetic that is playful enough that it shouldn’t be taken too seriously.
University: 2015
Brand Design
Parabola is a Corporate Identity Guidelines for a hypothetical smartphone application. The app utilizes user input measurements to filter a shopping guide of clothing tailored specifically for their bodies by high fashion houses. The brand's identity emulates the handcrafted precision expected from the fashions it offers and the Guidelines Book spares no detail towards that notion. The objective for Parabola was to create a brand that could be represented the same way the high fashion houses are. The brand was created by being selective with the elements which reinstated it. Colours, textures, design elements, typefaces, materials were all taken into consideration. The outcome is a brand consistent in design, as perceived and embodied in the Parabola Identity Guidelines Book.
Identity Standards Design, Book Design, Package Design
The Parabola Corporate Identity Guidelines Book is built on the benchmark of quality materials and compelling design. The intricate and attractive spine is laser cut directly into a single sheet of oak allowing the book to maintain the strength and endurance expected of the wood, but still easily foldable. Subtle details such as screwposts, an oak page support, and an elastic which keeps the book closed, streamlined into the binding reinforce the design. Each page is designed as if solely for the book’s interior. Using delicate and intricate textures, a fine choice of typography and visuals that stimulate the reader. The Parabola Identity Guidelines Book is immersed in the brand, maintaining the professionalism expected from an identity guidelines without sacrificing the enticement expected from high fashion book.
