Design Portfolio

The following is a slice of my most recent work. Please click on the link to read more.

• TRULY RETAIL BRAND: logo and system design
  
  
  

  Zellers’ brand, Truly, was introduced to a new system of product identity that is categorized as “Beautiful”. The system identifies the product line dealing with items of beauty and health care.

  The aim was to redesign a retail branding system that effectively competes with the national brands while staying true to Zellers’ core values, one being, Truly Canadian.

  The result was a fresh looking package - highlighted by vibrant colours and a strong logotype. The brand identifier, Truly, was also redesigned to fit with the new fresh packaging.

• SYNAPSE MAGAZINE: magazine direction and creative
  
  
  

  A “synapse” is actually a neurological term describing a junction between two nerve cells where an impulse if transferred by a neurotransmitter. This concept, which was explained to me from my sister who is studying Cognitive Science and has led me to draw a connection of this idea to my own field of interest.

  Within design, there is an ever growing domain of multidisciplinarity, and it is the “junction” point between the fields joining together that has captured my interest the most. In light of this, Synapse magazine has emerged as a magazine that “bridges art and design”. The magazine is aimed towards 25-45 year olds that participate in culture oriented lifestyles.

• BLUE MOUNTAIN FESTIVAL: event graphics and signage
  
  
  

  A child-friendly festival located in the heart of Blue Mountain needed a joyful spin on the design of the visual material. The project was approached with these goals in mind, and was shaped in developing hand-drawn lettering and child-like illustrations.

  The poster advertisement for the festival is 20" X 30" and the environmental markers were designed with the size of the town in mind. The brochure design, on the following slide, has been designed to be a keepsake for the children to hang on to, but has a level of sophistication and clarity for the parents, especially in the details on the large fold out map.

• WORLD WILDLIFE FOUNDATION: brochure design
  
  
  

  The goal of this brochure is to inform the pubic on the issue of endangered species in our environment. A black, green and white colour scheme was used to enhance the seriousness of this problem while relating the issue to the environment. Strong use of typography was used on select panels to stress important facts.

• PROMOTIONAL POSTER: selling a new typeface called sharona
  
  
  

  “Sharona” is the first typeface that I designed. It’s style was based on 80’s rock/pop culture, specially The Knack’s hit song, My Sharona.

  The goal of the poster design was to emulate the modern and retro roots of this typeface in order to appeal to designers who would like to buy and use this font. Only 3 colours were used: magenta, yellow, and black, as the poster was intended to be a 3-colour job.

• NEWFIE SCOFF: festival word mark
  
  
  

  The “Newfie Scoff” is a festival that takes place in Newfoundland, Canada. It’s a celebratory time where food is shared along with the company of others. To capture the essence of the culture in Newfoundland I researched lifestyle and heritage in the province.

  The colour scheme comes directly from the ocean. The lobster claw is hand rendered in pencil crayon and really pulls the whole wordmark together. A sense of playfulness is created in the lobster’s pinch. Each letter form was crafted by hand to achieve the right feeling for the festival.