Design Direction + Branding + Store Design + Wayfinding & Signage + Package Design + Editorial + POS

Rexall was shifting gears from being
“A Pharmacy First” to becoming a daily living
destination for Canadians.

I led the design of evolving the brand’s look and feel with direction and support on store design, marketing and communication initiatives, and an updated digital presence.
 

I worked closely with Rexall to design and launch “Feel Good” magazine, dedicated to Canadians looking to experience healthy living, and reflective of the brand’s new strategy and positioning.

The new strategy also called for the development and design/redesign of six private brands, for which I was responsible. For more on these private brands, please check out the other work in my portfolio.

Design + Advertising
 

A live feed of tweeted happenings around Toronto appear over photographs and video footage of neighbourhood landmarks. The campaign extended over web, print and ambient and answered Tourism Toronto's desire to showcase all of the little things that make Toronto great. Who better to talk about Toronto than Torontonians themselves?

Logo Design + Package Design

Waterloo Brewing Co. wanted to refresh their look and feel. The beer audience needed a signal that this heritage brand had an offering that was as rich in passion and quality as it's fellow craft brewers. I was responsible for the redesign of their logo, as well as a complete redesign and rollout of their packaging.

Design + Advertising + Brochure Design + Website Design + Banner Design + Art direction

IKEA is an international brand loved for their affordable products as well as their quirky attitude. I had the pleasure of working many aspects of their brand, including online banners, print ads, online programs, and brochures. I was responsible for design and layout, as well as working with stylists to art direct photoshoots for product and covers.

Design Direction + POS + Collateral + Brochure Design + Package Design + Brand Design + Type Illustration

Virgin Mobile

I spent over 5 years working on the Virgin Mobile brand. I worked on various pieces of collateral including packaging, POS, brochures, and the material for Toronto's first ever Virginfest.

Package Design + Name Generation + Design Direction

Part of Rexall's reinvention included the launch of an exclusive private brand, Be.better. The brand encapsulates the 'Feel Good' mentality of the new Rexall, with the addition of over 100 products designed to help Canadians live, feel, and be better. I was responsible for the design direction and rollout of all packaging.

A fun cd and case designed to reflect the history of all the Molson brands, and a logo celebrating 225 years of brewing greatness.

Design + Advertising

A cheating wall that allowed you to 'have a fling' with our rival city, Montreal. Huge video screens formed an interactive portal where you could interact with Montreal residents in real time.

Logo Design + Name Generation + Package Design + Design Direction

Development of Rexall's private line of affordable, salon-quality products.

Poster design for Red Oak Learning Centre, which offers the only literacy program in Toronto designed to address the unique needs and challenges of people with special needs.

Package Design

Seagrams released a limited edition cooler in anticipation of the apocalypse of 2012. 4 Cans were designed, each one poking fun at different ways the world could end. I was responsible for the design and rollout of all packaging.

Graphic Design + Stationery +  Branding

The Elysian is a luxury hotel in Chicago. They needed a look to reflect just that. Branding was developed to highlight the hotel's exceptional attention to detail and willingness to go one step further for their guests.

To speak to shoppers during the holiday season, we created a trayliner that could be folded into a greeting card that could be given to friends and family. The card contained a coupon and a tongue-in-cheek- apology for not purchasing a 'better' gift.

The year after we followed up with trayliners that could be folded into origami trees, providing shoppers with a small distraction from the holiday bustle.

Branding + Stationery + Name generation + design direction

Building the Yelp for people.

In a world of strangers my partners and I have sought to validate people through their social networks in a fun and transparent app.

Upon beta launch YSTM was featured on Mashable, DailyMail UK, E! News US, Killer Startups, CityTV, and The National Post to name a few.

Responsible for concept, overall design look and feel, and design direction of app.

Bits and pieces of smaller projects I've worked on.