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
Summer Course Guide
This is a recent design for NAIT's 2017 Continuing Education Summer Course Calendar. By photographing students on colourful backgrounds and introducing wavy, geometric patterns, I was able to emphasize the "summer fun" in summer learning.
Role: Design, Art Direction Agency: In-House Client: NAIT
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
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
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
Logos + Marks
This is a collection of logos that I designed over the past 2 years, for clients ranging from roller derby to post-secondary to technology and construction.
Role: Concept Development, Design, Art Direction Agency: RED The Agency, Cut & Paste, Freelance Client: Various
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.
90 Ways to 90% Tutorial Video
I developed the artwork and storyboards for this animated tutorial video, which walks viewers through a step-by-step process on how to upload their content to the 90 Ways to 90% website. The video can be watched here.
Role: Storyboarding, Illustration, Design Agency: RED The Agency Client: City of Edmonton