I worked with designers Shannon Maxwell and Jon Janzen to create the official catalogue of the 2012 GDMA Exposition. Here’s what we came up with.

Inspired by the increasing rate of Gluten-intolerance in North America, and the lack of options for consumers looking for a gluten-free take-out meal, Against the Grain is a Cafe and Bakeshop that offers freedom from the wheat and Gluten dominated fast food industry, and the ever-frozen Gluten-Free section of the grocery store. The cafe and bakeshop offers fresh loaves of almond bread, rice bread, sandwiches made to order, daily soups, fresh salads, and delicious desserts.

Sepsis is one of the main causes of maternal and infant deaths in Sub Saharan Africa. The disease can be prevented through immunization and careful sanitation procedures. Due to severe shortcomings in the healthcare system in the SSA region, such as lack of access, and long wait times, sepsis is often diagnosed and treated too late.

For this project I addressed the lack of access to quality health-care. I developed an advertising campaign that would target the western world to help raise awareness about the issue. This campaign is a little piece of a big puzzle. The ultimate goal is to generate political pressure and funding to help improve the quality of heath care in the Sub Saharan African region.

Print Advertisements such as posters and table toppers would appear at locations where people in the western world normally wait, such as bus stops, fast-food restaurants, and shopping malls. The audience would be directed to a sepsis information site which would quickly inform the end user about the disease and encourage them to share the information through facebook or twitter. The user would also have an option to donate to the cause, although donation is not the focus at this particular point in the campaign.

Dish Denim Ltd. is a Vancouver based company that prides itself in creating stylish, premium quality jeans. Dish jeans are well made, durable and chic. I felt Dish was a good candidate for a rebrand because there is an obvious disconnect between the company’s core values and the visual representation of the brand and there is a lack of unity among their marketing materials. A small adjustment to the wordmark and establishing brand standards would strengthen the brand and revive sales.

At the end of our final year in Kwantlen Polytechnic University’s Graphic Design for Marketing program, the program graduates put on a degree show. I was placed in charge of an element of the show that is dedicated to giving back to the community. My classmates and I took on the “Terrific and Tiny Sketchbook Project.” The sketchbooks were sold at our degree show and all proceeds went to support the Arts Umbrella outreach program.

I am proud to support the Arts Umbrella outreach program because I believe creative thinking is a life skill as fundamental as mathematics or reading. Exposure to art and design education can help children and adults develop their ability to think creatively, to solve problems and to communicate effectively.

For this project I designed one of the sketchbook covers, and was responsible for communicating with the printer and designing the display and display signage.

My design:

The Display:

Bloom is a hypothetical apparel line consisting of cotton basics for women, including underwear, socks, bras, tee-shirts, and bandeaus. My goal in developing the packaging and branding for Bloom was to add some fun and whimsey to cotton basics, and to take advantage of the gap in the underwear market between “plain-jane” and “ultra-sexy.” The brand is targeted towards women ages 14–25 and the visual elements were inspired by elements of surf culture, pastoral country sides and hand-crafted materials.

This is another assignment from my Packaging Design class. For this project we were asked to develop the packaging and visual identity for a new beverage product that would be coming to the market. I chose to target adults between the ages of 25 and 40, who are concerned with healthy living, being active, and prefer to eat organic or unprocessed foods (when convenient). Lulu Tea is pure, unsweetened iced tea, made from real tea. It would be sold in grocery store, corner stores, cafeterias, and restaurants etc. and would be positioned as a healthy alternative to pops, and other sweetened beverages.

Add some jungle to your concrete. Add some wild to your life.

Shoebox Garden is a concept I came up with for a marketing communications course. The fictional company “Catapult” will be launching a brand of eco friendly products made from repurposed waste materials. They will be sold online and in store in Vancouver, BC.

The Shoebox Garden retail store will sell plants and supplies for “window-box” or small space gardening. Products would be derived from agricultural waste. Products sold would include decorative planters, small scale irrigation systems, watering cans, gardening gloves, plants, seeds, fertilizers, and floral arrangements (both live and cut).

The primary target audience would be people who live in apartments, town-homes or condos, between the ages of 20–39. This is the age group that is likely to have the highest percentage of people living in condos and town-homes for the rest of their lives, as a result of Vancouver’s EcoDensity project. The secondary audience would be urban dwellers outside of the city of Vancouver who could purchase products through the online store.

People living in a urban neighborhood, often don’t have the space or time to manicure large gardens. We will sell them supplies to have small, contained, low-maintenance gardens, in their home. Greenery in the home will add oxygen to the room, and give a rental apartment a homier feel (without putting holes in the walls). Our products are bought from and derived from agricultural waste materials such as scrap metal, manure, plastics, wood and textiles. Farming communities will benefit from a cleaner environment and a supplementary income.

Deliverables included: Brand Strategy, Advertising Campaign, Concept Art for Storefront and Floor plan, Website, and additional Marketing Communications
(Below are just a few of the deliverables I developed)

I developed Vita Pet Nutrition as a hypothetical private-label brand for the pet supply store Tisol. I wanted to represent elements of Tisol’s current branding and to develop a product that would encompass the company’s core values. The Vita brand represents high quality and healthful pet nutrition that can be tailored to your pet’s age and lifestyle. The success of Vita Pet Nutrition would both increase Tisol’s market-share in the pet supply industry and educate pet owners about the unique nutritional needs of their pets.

The Fashion Collective was a concept developed by Shannon Maxwell, Johanna Devitt and myself for a web design project in our third year of design school. We developed the concept together, and once we had out unique selling proposition, and user value proposition complete, we split up and each created our own version of the site. The website had three main components: personal blogs, the buy and sell, and discussion boards. The idea for the site was to bring fashion enthusiasts together, engage them in discussions, and get everyone involved in the ongoing discussion that is fashion.

“Strut your stuff down the virtual catwalk and take part in the ongoing conversation that is fashion. The Fashion Collective is the the ultimate online marketplace and social network for fashion lovers, designers, photographers, editors, patternmakers, marketers, innovators and trendsetters.”