Between 2014 and 2019, I solved visual design challenges for a variety of clients— startups, local restaurants, contemporary art galleries, development companies, and non-profits.

For each client and project, I would first consult with them to understand their needs. What would success look like for a project? What ideas, experiences, and feelings are they hoping to impress on their audience or customers? As I developed my design skills in my early career, I grew my discovery skills in tandem. I improved learned to explore a client’s problems through open questions, and narrow down solutions through specific questions. I took on a collaborative approach— meeting with clients, presenting research and concepts, and reviewing designs together before delivering materials.

I grew into a collaborative design process, making sure to share not just visuals, but my process and decisions. This built trust with clients, as the creative process was no longer magical or arbitrary, but a series of decisions informed by design research, principles, and trends.

Visual design solutions ranged from print to digital designs, and could be anything from a webpage redesign to a holistic visual identity. I designed billboards, trifold brochures, unique websites, bespoke socks, hand painted signs, books, dinner invitations, letterpress business cards, and holistic brand guides— each project had its own requirements.

Third Generation Homes

2014. Brand identity: logo design, typography system, brand guidelines. Print design: business/listings booklet, business cards, flyers.

3rd Generation homes is a family-run company building custom homes in Kelowna, BC. They compete in a crowded market, but stand out with elevated craftsmanship and interior design, as well as holistic follow-through with their clients. With three generations of family working for the company, they prioritize connection and trust to realize a buyer’s dream home from start to finish.

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The Alternator

2014–15. Print design: programming brochures, event posters, and invites. Merch design: promotional pins.

Founded in 1989, the Alternator Centre for Contemporary Art is a non-profit and artist-run organization. Since its inception, the Alternator has shown the work of emerging Canadian artists and helped develop the talents of local artists by providing a network of collaboration and sharing.

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Aces Stationery

2015. Logo design.

Aces Stationery was an upstart project by two young entrepreneurs developing a high-end stationery brand. At the centre of their business plan was a social impact initiative to provide free stationery to schools in developing countries.

The clients found it difficult to decide between two well-developed logo concepts, so we put them to the test by mocking them up in rich detail, using the textures and materials they would expect the mark applied to. Seeing each concept embossed into paper and leather helped them decide the paperclip mark was friendlier and felt more aligned with a philanthropic business.

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Benewealth Private Client Group

2016. Logo design.

Benewealth PCG is a financial advisory group dedicated to helping clients live out their financial dreams. Their advisors provide consulting to services to assist individuals, families, and business owners in making sound investment plans.

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Embark

Embark Properties is a property management company partnering with landlords and organizations to find office spaces for small teams. This focus on micro-leasing has proven ideal for startups and tech companies, as well as tenant-seekers without time to coordinate a hot-desk operation.

I wanted the design to feel resourceful, carving up the large E and even putting another E inside it. This made the crossbar feel lighter, making the squares read more as a letter than a stack of squares. This wasn’t all for more “E” power, but to show that Embark is resourceful and calculated. The goal was to give viewers the impression that Embark optimizes spaces to maximize affordability and flexibility.

The squares hoped to communicate strength and stability, aiming for a trustworthiness that would appeal to landlords. As well, cool colours were selected for their calming tendency.

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Express Flooring

2015. Brand identity: logo design. Print design: business cards.

Established in 2000, Express Flooring is a family-run business based in Kelowna, BC. They supply customers with carpet, hardwood, luxury vinyl, and tile, while providing design consultation and installation services to provide a high standard of work.

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FreshGrade

2016-19. Brand identity. Editorial. Print design. Social content design. Website design For product design see Projects.

FreshGrade is an education-technology tool for web and mobile devices that centres student learning. It acts as a digital portfolio for students to access media and share their progress. Built around it are tools for teachers to assess learning, deliver course material, and connect to parents. Portfolios were powerful when shared with parents— helping them to better connect with their child’s interests and learning, and encourage their development.

I worked with FreshGrade as an in-house designer. While I was integrated with the product team alongside a Sr. Designer, I was concerned with creating designs that met needs and goals across teams and departments, including customer care, marketing, sales, and product.

Brand guidelines

Brand development and maintenance. Guidelines for typography, imagery, layout, etc.

Product explainer video

Creative direction. Product visuals/storytelling.

For the production team, I provided abstracted product design assets, as well as documentation outlining my suggestions for aligning the product’s visual interfaces with the story we were trying to tell.

School marketing image photoshoot in Austin, TX

Creative direction. Shot list. On-site photoshoot facilitation.

A custom photoshoot is a chance us to achieve a degree of realism and closeness to a brand’s priorities. And stock photos could only get FreshGrade’s marketing team so far, trying to tell stories about student engagement, real learning, and real people. .

For a one-day photoshoot in Texas, I was invited on-site to take on creative direction and create/manage the shot-list. The photos were an opportunity to champion diversity in the classroom, as well as showing students sharing, collaborating, and focusing. Thanks to colorful and dynamic custom photography from Jessica Attie, FreshGrade’s flyers, blog posts, and ads could finally move on from the “child smiling at iPad” stock photos that pervaded the ed-tech industry.

Education infographics

Infographics for web and print.

Ebooks for educators

Editorial design for mobile devices and ereaders (pdf & epub). Promotional images. Cover art. Graphics. Typography.

Customer Care illustrations

Illustrations for web.

Product marketing images, graphics and mockups

Composited photos and digital renderings. Graphic design. Typography. Print design. Illustration.

Website redesign

Website design and layout. Illustration and Graphics. Content strategy.

In collaboration with Sr. Designer Nathan Karsgaard and Some Code I Wrote.

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Hauge Construction

2015. Print design: business cards, billboard, booklet.

Hauge Construction builds dream homes. The company works with home owners to develop their ideas into unique, and beautiful spaces.

The company’s founder, Matt Hauge, wanted his brand to feel bespoke, minimal, and clear. Clients would be attracted to clear and clean designs, articulating Hauge Construction’s clear and clean process.

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Hawes Court

2016. Brand identity: logo design. Print design: business cards, billboards, flyers illustration.

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Live With Moxy

2017–18. Editorial: book design. Print/merch illustration and design: posters, shirts, tags.

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Lyon’s Cyclery, 2018 Rail Trail Ramble

2018. Event identity: logo design, brand guidelines. Merch design: embroidered patch.

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Okanagan Art Review

2014. Logo design.

The Okanagan Art Review was an online arts magazine and hub for the latest on what was going on in the local arts. Run and contributed to by the artists themselves, the Okanagan Art Review was created to foster attention and excitement around the activities of the hundreds of artists practicing in the Okanagan.

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Okanagan Sun Football

2015. Print and sign design: handbook, full-color vinyl door ads.

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Okanagan Wine Club

2017. Graphic design: social media ads. Print design: product brochures.

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Simply Art

2017. Brand identity: logo design, brand guidelines for print and web. Print design: trifold brochures

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Student’s Union UBCO (formerly UBCSUO)

2016. Event identity: logo design, brand guidelines. Print design: posters, tickets. Graphic design: graphics for Facebook and Twitter.

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