I'm a Design Director and Designer with 20+ years of experience providing creative solutions in brand building and communication design. A design leader with extensive experience in digital, print, packaging, advertising, environmental graphics, presentations and project and studio management, team building and mentoring.
Conceptual thinking blended with technical expertise and creative vision for handling complex projects from development through completion. Builder of brand identities that generate positive client and user experiences with ability to successfully articulate moods, messages, concepts, and ideas into effective visual communications.
SBC Media is an independent Canadian publisher of action sport media and print magazines distributed nationwide. As an avid boarder, I was stoked for the opportunity to redesigned and relaunch all of their titles, which include; Snowboard Canada, SBC Skateboard, SBC Skier, SBC Surf, SBC Resort Guide, SBC Wakeboard, SBC Business, and SBC Women's Annual.
Collaboration with dialled-in editors and talented contributors from across the country specific to each title.
Manage that the overall design direction is on-trend for each title, all while delivering unique and visually appealing layouts for all editorial content.
Most covers incorporate into the design a spot printed clear gloss and/or die-cut effect that effectively enhanced their tactile appeal.
Coordinate and systemize the creative production of each issue from start-to-finish.
SBC Skier 15.1
Snowboard Canada 25.1
SBC Surf 10
Snowboard Canada 24.1
SBC Skateboard 18.1
SBC Wakeboard 18.1
SBC Business 19
SBC Resort Guide 2018
SBC Surf 11
Snowboard Canada 24.2
SBC Skateboard 18.2
SBC Skier 16.1
SBC Wakeboard 19.1
Nienkämper is a Canadian-based company globally recognized for producing some of the best corporate, institutional and residential furniture. Since 1968, they continue to being at the forefront of innovation; collaborating with forward-thinking designers; and pushing the boundaries of technology. Proud to have had the opportunity to create this corporate brochure for this iconic luxury brand.
Conceptualized the format and design, art directed of all non-product photography, and managed the production from inception-to delivery.
The outside of the cover incorporates a matte, rubber-like tactile treatment. The die-cut circle on the front and back shows through to select images on the inside of the double gate-folded. Both to enhance the user experience.
Continue acclaim from client and related industry on how well it connects with their international clientele.
CJ's Skatepark is a not-for-profit, and one of Canada's largest indoor, skateboard park. Not only is it a year-around facility for developing rad skaters, they coordinate events for children in the community including at-risk youth and those with special needs such as kids affected by Cancer, Autism, Down syndrome, Deafness, Aspergers, ADHD, OCD, LDs or any other challenges. Gladly volunteered my time and creative expertise to this cause :)
I'm personally an avid boardsports enthusist, so felt good to give back to the action sport community and an organization with such a positive cause.
Created the new logo and visual identity system.
Developed the creative and brand guidelines for the many marketing materials in print and digital.
The Lost Highway is a documentary film that paints an intimate portrait of life along a remote yet colourful stretch of the Trans Canada Highway in eastern Ontario. I was commissioned by the filmmakers to create a logo and website to expand upon the theme of their documentary film. The concept and site architecture developed is one which leads the visitor along a road with exits of interest. Each exit explores various stories and personalities through text, slideshows, video, infographics and audio clips. The side navigation buttons and arrows allow the user to jump between exit or one can simply scroll vertically to move between exit.
This food company specializing in Italian-inspired prepared meals for retail sales and catering, pays tribute to the proprietors grandmother, Louise Prete.
I created the logo and visual identity program to blend familial tradition with contemporary vocabulary. And continue to work closely on all aspects of design and marketing for this growing brand.
Created and maintain the website to keep up with company's growth and development.
Developed packaging design for prepared foods which are sold at over a dozen specialty food retailers throughout Ontario including Whole Foods, Sobey's and Pusateri’s.
Design of point-of-purchase, product launches, event menus, and integrated advertising campaigns in print and digital.
Worked as Art Director on Canada’s most regarded and largest monthly motorcycle magazine. Redesigned the logo and magazine layout to meet objectives of attract a new and younger audience, while revitalizing the visual experience for exist readership. For two years, singlehandedly and under tight timelines, was responsible for all design, photo editing and production of each issue.
Met marketing objectives—growth in subscription and newsstand sales.
Also rebranded Moto Journal the publisher’s French market motorcycle magazine.
Provided all creative services for house ad campaigns, promotional and event marketing.
Red Club and Red Hot Poker Tour are national poker leagues that operate online and physical tournaments championing winners through Team Canada Poker at the World Series of Poker in Las Vegas. Created the logos, brand identities and marketing materials for each business segment. Strategically integrated event sponsorship into print and interactive event campaigns. Continually consulting with client to maintain and ensure the brand’s developments keep to highest standards.
Worked with proprietor from start-up to share in the success seeing membership grow to 31,000 with over 6,000 active members playing monthly
Provided architecture and design for the Red Club website which in UX fulfilled twofold with a marketing-driven front-end and secure members-only section for players stats and league updates
Created Sponsorship Marketing materials in association with World Series of Poker and World Poker Tour
The Association of Canadian Advertisers (ACA) is a national, not-for-profit association that since 1914 exclusively serves the interests of companies that market and advertise their products and services in Canada.
Contracted to revitalize their brand image. This ensued with development of a bold brand identity—logo, identity style guide, website, stationery, templates for internal and public documents, environmental signage, committee logos, award certificates, conference and event marketing materials.
Interacted with all levels of associates and staff to ensure that brand identity was fully engaged.
Surpassed all objectives and measurement criteria for success in terms of attendance, quality of program content, format, media coverage and marketing execution.
Gained personal respect, trust and recognition through many collaborations with the associations group of professionals and committee executives.
As a follow-up to the Cycle Canada magazine rebranding, its French version Moto Journal also received a full overhaul of its logo, magazine design and all collateral materials. Below is a Calendar that was used for marketing purposed to retain and attract new subscriptions. It featured repurposed images from one of the issues photo-essay entitled 'German Porn'.
Received much acclaimed feedback from subscribers on design of the calendar.
True to the motto of Ludwig Mies van der Rohe 'Less is more'.
A personal homage to a leasing brochure that I worked on years ago for the iconic minimalist Toronto-Dominion Centre.
Worked with proprietor/Fashion designer on a new concept in sportswear — one that married high quality and affordable pricing. My iconic logos for the brand spearheaded the ongoing developments of fresh business collateral along with inventive seasonal marketing campaigns.
Designed many graphics that were used in the clothing lines.
In its first season, it received an overwhelming response by media, retailers, and consumers as the new must-have label.
By only its second season, the label has quickly evolved into a Canadian retail success story.
Hired to create a brand identity for this Toronto-based retail consulting firm that offers services to enhance retail brand and consumer experience. Consulted with proprietor on design strategy and developed the logo to spearhead the brand image. A website was developed to showcase their key services, expert consultants and client projects.
Design of the brand’s identity wordmark and monogram symbol
Personally developed website architecture, design and XHTML/CSS programming
This 23,000 sq. ft. sports entertainment complex in Vaughan owned by Woodbine Entertainment offers an opportunity to celebrate sport teams in an environment that promises fans the experience of 'the next best thing to being there.' For it launch, I developed all print related marketing materials to establish the brand.
Developed a bold graphic style standard to align with the sophistication of many top-level sports entertainment brands.
Designed the press kit, booking tools for private or corporate events and wide range of promotional materials.
An instant success, becoming a stable in the sports club scene in Vaughan.
A powerful and visually engaging pitch presentation is an effective method by which to selling and idea, but also aid to visualize and define the fundamental essence of a project’s story.
This printed 16-page pitch presentation is for a documentary film about a Tuesday night photo club operating in an east-end Toronto outreach mission which caters to those on the fringe of society. The films focus is on its members whose directive was to photograph their own lives.
The presentation achieved its purpose of gaining funding to produce the documentary film.
Tveeco is a free Apple iOS Mobile App that provides users with curated listings of their favorite primetime TV shows, specifically when they are New Tonight. It’s intelligent UX design provides users with one-touch functionality and Tveeco does the rest: automatically features favorite shows when they’re new tonight, sets alerts for Premieres and Finales, and creates an Episode checklist of each users’ unique show selections.
I created the brand identity and user interface (UX) style guide for this entertainment product. Key objectives for the identity included; instant recognition, an upbeat attitude, and timeless simplicity.
The wordmark and App icon incorporate custom rendered typography and a bold graphic outline treatment to deliver a friendly and personable characterization.
For simplicity and quick recognition the logo is primarily made of three colours—Picton blue, black and white.
This colour palette was carefully selected to evoke a sense of ease and uniqueness, all while being cognizant in steering away from any existing TV related brands.
Beverley Abramson is an award winning photographer who has been documenting the celebration of dance in diverse forms and cultures.
Bawdy Language is a black and white photographic monograph/book that offers a visual expression of the erotic fantasies, ambiguities and carnal pleasures of exotic dance in Toronto’s world of adult entertainment. Published in both soft cover and limited edition box set.
In reflecting the seductive theme, I had the box set wrapped in a lush fuchsia suede, which when opened, a silk ribbon draws one to release the handcrafted hardcover book from its plush interior.
All one hundred limited edition box sets monographs were sold out.
Both the Limited and Softcover Editions and the series of photographs received numerous awards.
Provided much insight into the significance of presentation and product packaging.
A successful brand influences favourable performance. It serves two interrelated functions: impact awareness and understanding; and influence perceptions. If your target audience knows about you, they are more likely and willing to do business with you.
Great brands begin with great strategy and there is no cookie-cutter solutions to branding. When all elements of your business processes, culture and communications are aligned around a unified voice you can more effectively influence your reputation, increase your company’s reach, improve your brand’s power and ultimately improve financial performance.
I can provide analysis, solutions and brand marketing expertise to increase and enhance your brand perception throughout all your customer facing activities. Below are some key elements that I can provide as part of the branding process:
While a logo is often perceived as the most important part of a brand, it never exists in a vacuum. It is always seen within the context of other visual elements and in various environments and applications. Colour, typography, patterns, photography, illustrations — these visual cues are crucial to conveying a brand's values, attributes and personality to the world.
I specialize in developing visual programs to make your logo the cornerstone of a fully realized brand identity.
Identity guideline documents are recommended as they provide the distinctive qualities and representation of the brand identity as they are applied to a number of applications. They are useful for everyone who is directly involved in the development of marketing and communications activities and the brand. These may all be communications professionals: both internal and external.
The digital domain is of the richest, most dynamic, complex and transient platforms for communication. It growth in significance and process advances in rapid pace.
My approach to development of digital projects is pragmatic making the message is clear and presented effectively. That said, I'm always seeking and experimental in utilizing latest techniques. Technology will always change but core design principles will not.
I offer experience with all aspects of the design and development process including planning, site architecture, design, layout, and construction. My skills include;
Blocks of words can be merely a maze of information – without form, direction, or impact. Design adds the focus that directs the reader’s eye and creates the emphasis that clarifies your message.
Through my years of practising solely in print designing everything from magazines and annual reports to packaging and signage I have the experience to create effective messaging in the tangle form. Strategic purpose, creativity, graphic design and detailed production are highly developed skills I bring to any print project. My expertise includes;