Project Role
Art Director and Graphic Designer

Project Details
Branding Update, Brochure, Tradeshow Booth, Stationary Package, Case Study Templates, Custom Photoshoot

Project Background
Fluid Life was an existing company that needed a brand update. There was confusion with their audience as to what exactly they did. They often got confused with a water company. To combat this confusion, I collaborated with my team to come up with a solution for this. We knew a new logo wasn’t an option, so we incorporated a company descriptor that was a permanent part of the logo — "Equipment Reliability Services". This immediately combatted any belief amongst the public that they were a water company. Along with this, I made slight modifications to the logo to bring more balance and allow for easier legibility of the company name paired with the new company descriptor. 

To further support the company's message, I brainstormed with my team to create a tagline that would address their key benefits to the consumer. Once the logo was finalized, I updated their entire corporate identity with a more structured and consistent look. This included coordinating a custom photoshoot for a professional library of images, which would be used on a variety of their materials. Because Fluid Life had clients across the country, I provided all of this in English as well as French. 

As a result of this refined branding system and consistent materials, there was improved communication both internally and externally. 

Created while working at g[squared].

Design Role
Creative Director, Art Director and Graphic Designer

Project Details
Brand Development and Ad Campaign

Project Background
Initial meetings with the client revealed they needed to stand out among their competitors. They didn't have a well recognized brand within the marketplace. The client liked the idea of a retro look and I suggested carrying this through their entire brand by pairing it with a modern twist. This was in line with their values as they referenced their business practices were that of the 1950’s when a handshake was all that was needed to move forward with a business deal. I proposed updating their logo and marketing materials to reflect this as well as incorporating a modern/retro style of decor in their showhomes.

The tagline “Modern Homes. Classic Values.” was created to immediately explain the relationship to the retro look. Although the logo shown here was not implemented, the rest of the proposed changes were. I directed the custom photoshoot for the advertising campaign to represent this pairing of modern and retro. As well, the headlines and copy were created in collaboration with the writer to reflect this time period and infuse a bit of humour. This campaign was quite successful for the client — they sold 90% of the homes that were part of this campaign.

Created while working at g[squared]. 

Project Role
Art Director and Graphic Designer

Project Details
Branding, Folder, Brochure, Business Cards and Case Studies Template.

Project Background
With the logo already created, I evolved and maintained the integrity of the brand by creating a unique folder system. This incorporated all the necessary elements in one cohesive package. The custom folder contained a slot for the brochure amidst a pattern of W's from the icon of the logo. This created a focal point for the brochure and also ensured it stayed in place. A pocket housed any loose paperwork with a business card slit and closed securely with a hidden magnet. 

The client was thrilled with the end result and happy to have a professional looking package that was easy to use and give to potential customers. 

Created while working at g[squared].

Project Role
Art Director and Graphic Designer

Project Details
Print ads, Bus Murals, Radio and Television. 

Project Background
Little Warriors is a non-profit organization dedicated to preventing child sexual abuse. Recently, the Be Brave Ranch was created as a facility for victims to go and receive treatment. Every year, a campaign is created to support selected objectives and educate the public. This campaigns focus was to evoke a positive image of children after receiving treatment at the Be Brave Ranch. 

Parents of children who have been sexually abused often feel their kids won't be happy again. To give hope, we highlighted the art, music and play therapies to show parents that their kids can smile and laugh again. 

The creative focused on the facial expressions of each child, incorporated with a headline hinting at the specific therapy. This required a custom photoshoot and talent search to ensure the message was clear in every detail of the campaign. 

This campaign resulted in a tremendous amount of excitement from the public and increased funding for the Be Brave Ranch. 

Created while working at g[squared].

Project Role
Art Director and Graphic Designer

Project Details
Branding, Folder, Business Cards, Cut Sheets, Brochure and Custom Photoshoot.

Project Background
I collaborated with my team in the development of this logo. I then took the lead on the execution and expansion of the brand into various materials including corporate identity, brochures and a custom photoshoot. The vision of this brand update was to incorporate a vibrant and positive energy to the subject of diabetes. The foundations mission is about funding innovative research for the prevention, treatment and cure of diabetes. I wanted to showcase this excitement through the brands various materials. By incorporating the colour palette from the logo and unique shapes, I created custom die-cut business cards with a variety of colours from the palette on the back of the cards. As well, a unique die-cut was used to create the corporate folder and house the business cards and informational sheets 

Overall, the client loved the new look and was able to use the new materials for donation and sponsorship initiatives. 

Created while working at g[squared].

Project Role
Art Director and Graphic Designer

Project Details
Branding, Corporate Folder, Business Cards, Sell Sheets and Website

Project Background
TAG Developments was previously known as Transamerica Group. There was confusion with the public as to where they were located with the incorporation of“America” in the name. I collaborated with my team and the client to rename the company. They are located in the Edmonton area and have a lot of land for sale and properties for rent. They wanted their name to be recognizable at each property so the public would begin to correlate their name with their respected business practices. 

After the logo was created, I expanded the brand by incorporating a supporting icon which spoke to the tagline — “Marked for Success Since 1971”. To further support the branding system I developed a colour palette to help identify each TAG property by the area in which it was located.  This was incorporated into signage, sell sheets and the website. I created maps, diagrams and floor plans of all the properties available which were used in the sell sheets. This consistency in design helped to foster brand recognition and awareness. 

Created while working at g[squared].

Project Role
Art Director and Graphic Designer

Project Details
Branding, Signage, Cut Sheets, Folder, Business Cards, Direct Mail and Custom Photoshoot.

Project Background
Align Orthodontics needed an updated and consistent look to their brand. With a recognition that the company's biggest asset is their customers smile, I suggested a custom photoshoot of their patients. I wanted to show a range of ages and stages in the treatment process. These photos would be used for marketing collateral, advertising and as a “Smile Gallery” in their office. This “Smile Gallery” was strategically placed as patients walked through the office for their treatment. The patient could see the potential outcome of their treatment. After the patient entered the treatment room, they would be welcomed by a branded wall containing the company’s tagline and mission statement. 

As a result of the updated branding and consistent messaging, the company’s patient referrals increased. As well, there was now time for the busy staff to foster relationships with referring dentists which helped increase business. 

Created while working at g[squared].

Project Role
Art Director and Graphic Designer

Project Details
Brand Development and Ad Campaign

Project Background
In the initial meetings with the owner of Celebration Homes, it was clear that he loved to build houses that brought joy to people’s lives. He speaks with his customers in-depth about how they live their lives so he can customize the home specifically to fit their needs. I knew instantly, the previous logo and materials didn’t support his mission and didn’t communicate what he wanted to potential customers. I directed the creation of the new logo and then created the rest of the brands materials. The logo incorporated organic burst-like shapes into the dot of the i. This represented the joy that was brought to each home. This icon was then incorporated into the brand treatment by giving it an organic wind-blown treatment across the page. A customized colour palette was created for each season, so materials would change accordingly. 

To further support this idea, I proposed a advertising campaign that would use uplifting messages from the owner along with a custom photoshoot in the showhome. Showcasing people enjoying life inside the homes rather than an empty room better supported the owners mission. The ads shown here are mockups as the client decided to not move forward with an advertising campaign. The overall brand shift was a success with the client and has been well received by their customers. 

Created while working at g[squared].