Reinforcing the brand platform of “essential to Alberta”, this campaign featured different NAIT ambassadors who are influential in their fields. Utilizing dramatic photography and clever headlines, this campaign sought to elevate these everyday ambassadors to hero status. Accompanying campaign assets included a variety of traditional and digital media, from billboards to youtube bumpers.
Role: Art Direction, Design, Copywriting, Animation Agency: In-House Client: NAIT
LRT TV Screen
This is a logo for a feminist horror film company called Atropa Films. The name Atropa is derived from the Atropa Belladona plant - also known as Deadly Nightshade, due to its extremely toxic nature.
The enlarged pupil is intended to represent the Atropa plant's historical usage in cosmetics, used by women to dilate their pupils and appear more seductive. However, the plant is also known to cause less desirable side effects, including: blurred vision, hallucinations, delirium and even death.
Role: Art Direction, Design, Animation Agency: Freelance Client: Atropa Films
Final logo for Pro-Source, an insurance company specializing in the environmental sector.
Role: Concept Development, Design, Art Direction Agency: Freelance Client: Pro-Source Insurance & Risk Management
NAIT Viewbook 2017/2018
As the target for the NAIT Viewbook had shifted from a strictly millennial audience towards recruiters and influencers (parents, high school teachers, etc), my challenge was to create a design that would appeal to both ends of this wide demographic. To appeal to the influencers, a highly readable and user-focused design with clear hierarchies of information was paramount. To connect with high school students, I looked at evolving the brand to feel more youthful and vibrant. I was able to introduce new elements, such as redesigned icons, new textures and a more authentic photography style. We also integrated an augmented reality component, which allows readers to play videos and other content seamlessly on the page.
Most recently, this Viewbook has earned a Gold in the CASE Awards for multi-page print design.
Role: Concept Development, Design, Art Direction Agency: In-House Client: NAIT
Application Process Pull-out (Outside)
Application Process Pull-out (Inside)
Application Process Icons
I designed the branding, website and related collateral for Trioova, a startup specializing in digital health solutions. The logo reflects the intersection of health (with the heart) and technology (with the cursor). To reassure both patients and healthcare professionals, the branding intentionally strikes a balance between clinical and approachable.
Role: Concept Development, Design, Art Direction Agency: Freelance Client: Trioova
Reversed Logo on Icon Pattern
Website Banner + Logomark
Animated Icons For Website
Dick Mondell's Logo
Logo design for Dick Mondell’s Burgers & Fries, based in Gainesville, Florida. This logo plays off the aesthetic of the classic burger joint but with a contemporary twist. The nostalgic feel of the wordmark is contrasted with an energetic color palette and a modern (yet friendly) sans serif typeface. It will remind customers of a simpler time — when burger ingredients were farm-fresh, locally grown and home cooked — a standard of excellence that one can still count on at Dick Mondell’s.
Role: Design, Art Direction Agency: Freelance Client: Dick Mondell’s
Leder School of Business Branding
I designed the initial branding and donor wall for a new business program at The King's University, called the Leder School of Business.
Working alongside my creative director and copywriter, we developed the positioning tagline, Ignite Brilliance. Being that King's is a faith-based university, the abstract torch icon can take on different associations depending on the viewer, such as: the torch of knowledge, the King's crown, and the fire or passion that sparks future business leaders.
Role: Concept Development, Design, Art Direction Agency: RED The Agency Client: The King's University
Campers Village Fall Campaign
This is a recent fall campaign for Campers Village, an Alberta-based retailer of camping and outdoor gear.
As the weather gets colder, most consumers naturally want to go into hibernation mode. Trail runs are replaced with the treadmill; campfire stories are replaced with Netflix. This campaign juxtaposes indoor occurrences with breathtaking outdoor experiences, reinforcing their tagline that "everything's better outside".
Role: Concept Development, Design, Art Direction Agency: The Met Agency Client: Campers Village
The Complete Universe (More or Less) of Wes Anderson
Like many designers, I can't help but be inspired by the films of Wes Anderson. As a tribute to my favourite director (and as a cure for boredom), I illustrated 76 different characters from across the Wes Anderson universe.
Interest grew through my daily postings on Instagram and I eventually designed a poster, which has been purchased and shipped around the world.