While working as a Senior Graphic Designer at Guru Studio, I was tasked with rebranding their marketing assets, including business cards. Their previous business cards felt too stoic and serious, and didn't reflect the company. Guru Studio is a fun, playful, inspiring, family-friendly company, and I wanted that to shine. I placed an emphasis on oversized logos, shapes, and Guru's four brand colours. After many rounds of revisions, this was the final design - I'm so happy the finished product accurately reflects Guru's personality, tone, branding, and creativity.
While at Guru Studio, I had the opportunity to work on many fun, whimsical projects, including designing an activity book for preschoolers. This particular activity book, meant to promote True and the Rainbow Kingdom's "Wild Wild Yetis" Netflix special, incorporated many different activities, including a yeti face mask (to be cut out at home), connect-the-dots, and colouring pages.
I was tasked with designing an end-of-year branded gift for Guru Studio's employees. After some brainstorming, a fanny pack was decided upon as the gift. My wonderful Art Director, Brandon Scott, encouraged me to play with Guru's branding - allowing me to base my prospective designs loosely around the existing branding, also reminding me to ensure it didn't feel "too corporate." The end goal was to achieve an eye-catching fanny pack that employees would enjoy wearing, without it feeling overtly connected to their workplace. They were seeking a more abstract design. After an inspiring creative process that involved developing many different concepts, the marketing department, studio operations department, and CEO narrowed them down to four. From there, we printed the four concepts on paper and passed them around the office, asking every employee to mark their favourite option. After tallying up the results, the "G U R U" letter design won overall. I really enjoyed this project and thought the creative process was fun, freeing, and fulfilling.
Genuine Health, an all-natural supplements company, often collaborates with Joy McCarthy, Certified Holistic Nutritionist and CEO of Joyous Health. While working at Genuine Health, I routinely developed creative for their collaborations, including a poster advertising a pumpkin pie smoothie that was being sold at a local health/fitness event. I was instructed to adhere to Joyous Health's branding guidelines while also taking influence from Genuine Health's branding. On the smoothie poster, I was asked to include both company logos, the smoothie ingredients, the sizes and respective prices, and charity donation information. I determined a natural flow, hierarchy, and structure, displaying the name and ingredients first, and the pricing and charity information second. In keeping with Genuine Health's and Joyous Health's friendly, approachable branding tones, I incorporated some illustrations of the key ingredients and bright bubbles to highlight the pricing details.
This Coupgon app promotional sign was featured in grocery stores nationwide. The sign predominately featured Coupgon's brand fonts and colours (blue and yellow), with a central focus on saving money, simple food photography, and a CTA at the base. I enjoyed incorporating lines and shapes in Coupgon's marketing materials for added dynamic interest.
I had the pleasure of working with the Instagram-based streetwear company, Love Toronto. After seeing a few of their available apparel designs on their site, I reached out and asked if they'd be interested in collaborating. After reviewing my portfolio, they responded with enthusiasm. I developed four different typography concepts, and Love Toronto chose their favourite: a "tic tac toe"-esque design intended to catch the eye of passerby's. The thought process was as follows: if you were passing by someone on the sidewalk and saw this large design on their t-shirt (specifically arranged to take up the majority of the shirt), you'd likely pause, let your eyes naturally flow through the words, and appreciate the message. I wanted the design to feel large, bold, and uplifting. A heart symbol separates the two words ("love" and "Toronto"), adding readability, and driving home the "love" theme.
I had the opportunity to work as a freelance designer for Milk & Heels, North America's # 1 Fashion Family Lifestyle Magazine. I designed their fitness spread, sourcing royalty free images, colour correcting them, and laying out the article copy in a legible and engaging manner. I decided to add yellow bars to highlight each exercise move, demonstrating the key components of the workout.
I had the opportunity to work as a freelance designer for Milk & Heels, North America's # 1 Fashion Family Lifestyle Magazine. I designed their food spread, sourcing royalty free images, colour correcting them, compositing them together (e.g. the salad, side dressing, plate, napkin, and wooden table were all separate images I sourced and composited), and laying out the article copy in a legible and engaging manner. I utilized two columns for this spread, dedicating one column to the ingredients, and the other to directions. With some negative space left at the bottom, I added a few isolated images of some key ingredients as a visual demonstration.
