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Supergut
Evolving the identity of a clinically-proven prebiotic powerhouse
Supergut’s mission is simple: make the world aware they’re not getting enough fibre. Though it seems straightforward, the biggest lift was reversing miseducation from media, beginning with great copywriting and a flexible visual identity. Over the two years supporting them, we’ve created entire email lifecycles for various products and flavour SKUs, redesigned their website landing pages and PDPs, redesigned their packaging (in conjunction with other agencies), created collateral for retailer launches, supported social media, and built a marketing framework for balancing science and deliciousness.
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Elo Health
Leveraging your blood biomarkers for the most personalized supplements and nutrition plans.
As a start-up, Elo is tackling the one-size-fits-all health approach with personalized nutrition products and supplements. In 2020, Elo launched Smart Supplements: a minimally-packaged, personalized daily pill packet with up to 7 supplements based on your blood biomarkers. Since then, the team has launched Smart Protein and Smart Gummies – both tailored to individuals that want to track and improve their nutrient gaps, pair convenient supplements with their health goals, and recover faster after exercise. Over the last two years, I’ve consolidated and evolved the brand elements and visual identity across all of their many touch points: packaging, website and landing pages, organic social, paid ads, collaborations, email lifecycle, and more.
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IDEA Grad Show
The beaches are imaginary, but the creativity at Capilano U's design program is all real
Escape to a paradise of flourishing talent, breathtaking design and unforgettable illustration that you simply have to experience to believe at this year’s IDEA Grad Show by Capilano University. Created in collaboration with my friend and fellow alumni, Aleks Jones, this project grew from a shared vision—one where post-grad life feels like stepping off the plane into something bright, bold, and a little surreal. Together, we developed multiple concept iterations, crafted several logo directions, designed a full website, social posts, grad booklet, emails, and more—all while working within a limited colour palette using only Google Fonts 😉
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Goodland
Slowing down, creating rituals and connecting with nature in modern, wood-burning tubs.
Although extremely serious about their products’ aesthetics, the Goodland product range puts value on pleasure over productivity, emphasizing quality and essentialism. The visual identity is largely simple, with a colour palette that makes up the vibrant brand personality. The brand expression is an extension of the intention: seek experience, not just the reward. A subtle, yet flexible wordmark is stamped on a minimal, rectangular tub that sits beautifully in any outdoor space or decor. The brand toolkit is bright and promising, emphasizing the entirety of the experience gathering branches, cutting wood and heating a tub full of water.
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Market Gardener Institute
A digital-first brand and learning platform for small-scale farming accessible to anyone, anywhere.
The Market Gardener Institute in Montreal offers courses, resources and community support for learning, starting and maintaining small farms across all seasons and types. The Market Gardener’s website is their platform to access and engage with the world, so we needed to build a visual identity and web platform prior to launching their courses. Following onboarding and discovery, we created a light strategy and built brand identity components including typography, colour and a visual system to live across digital and print. Since the courses and platform are 100% online and self-paced, we needed to find contemporary design solutions that worked well holistically, with the ultimate solution feeling modern, intentional and gender-neutral – a fine balance of making it distinct but not confusing or distracting. With a huge amount of content, the website design was organized to support multiple types of user journeys, student onboarding and course modules.
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Smoking Gun Bagels
Bringing Montreal-style bagels (and New Zealand-style coffee) to Sydney with a brand rooted in craft and culture
When two Kiwi coffee pros (literally) set out to bring Montreal-style bagels to Sydney—armed with a 14-tonne wood-fired oven and a deep love of craft—they tapped me to build a brand that felt as considered as their menu. The visual identity nods to the hand-rolled, wood-fired process with a bespoke script logo and rich iconography designed to feel timeless, not nostalgic. The result: a sharp, modern bagelry that speaks to discerning locals with a taste for design, food and damn good coffee.
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Aquanow
Re-evaluating and re-positioning a crypto and digital assets brand within the banking landscape.
From developing a new, contemporary visual direction, strengthening its visual storytelling, and narrowing down which components to focus on, we helped Aquanow achieve the most efficient and impactful way to create a trustworthy perception.
We set out to develop a new visual communication approach that encapsulates their offering while avoiding typical crypto clichés – one that creates memorability in an otherwise futuristic and flashy crypto marketplace.
The rebrand defined all aspects of the identity, along with animated renders and a graphic icon system to represent the various offerings and platforms within Aquanow’s digital asset offering.
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Knowble
Knowble embodies the spirit of bright, bold and ever-evolving offerings from course creators.
With a visual identity meant to empathize with course creators, Knowble was positioned as the next step for owners looking to grow or exit their passion project. By creating a visual language around fostering partnerships and understanding of course business evolution and expansion, we were able to move the spotlight away from it feeling like a business deal. To encompass all the different kinds of courses and types that Knowble is looking for, we created illustrations and symbols that represented the landscape of learning, growth and career-development. Although it’s a small website with three pages, we managed to pack it with nuanced and playful typography, a slick brand identity, graphic illustrations and lively icons. It ended up winning a spot on Typewolf’s site of the day for March 20, 2022.
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Longtide Financial Partners
Subtlety, sophistication and symmetry epitomizes a modern approach to financial support.
Based in Massachusetts, the 10-person team at Longtide know that sound wealth advice consists of long-term goals combined with contemporary customer care. They came to us needing a complete overhaul of their previous business, starting with a new name. Comprehensively applied across their website and printed collateral, we placed emphasis on connection and balance, taking opportunity to mimic the roundness of coastlines and the tide. From the warm and vibrant colour palette to the website’s use of bespoke icons, we shifted the brand’s focus to simplicity to create feelings of trust, highlighting a few elements to make the web experience as approachable as possible.
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Honest Camper
A camper rental that isn’t covered in strange graffiti with beer cans falling out the windows (ok, maybe a few).
With an authentic excitement to create an attractive camper that doesn’t feel like an advertisement on wheels, or worse, a college student’s broke-down bus, owners of Honest Camper approached me to brand their new camper experience. Included was everything we love about Westfalias and Sprinters with a touch of class and attention to detail, inside and out. The interior offers a completely new kitchen, storage, knick knacks and appliances, while the exterior exposes the essence of the brand: a contemporary, elevated look with a nod to the past of family road travel. The branding result reminds us of the beauty sleeping under the moon and stars and exploring by day in our grandparent’s van.
Design support from: Mustaali Raj
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lululemon
Some very creative work exists to support the well-known, black, stretchy pants and lululemon’s brand team is at the centre of it.
Between completely creating its own apparel category out of Vancouver B.C. to competing with the greats like Nike and Under Armour, lululemon is constantly surpassing expectations. Their brand team is consistently dropping innovative weekly product campaigns amidst longer, global campaigns like International Day of Yoga, Global Run Day and International Women’s Day, to name a few. Among a huge staff of designers and art directors, my role was to help develop and execute these campaigns successfully to new and existing audiences across digital and printed channels.
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Back in Five
A contemporary weekend shop for plant lovers, green people, and interior enthusiasts.
A longtime dream for my friend, Sean, (who works 9 to 5 as a landscape architect) opening a café to share his love for plants and food seemed impossible in 2019 until he called the number below the “For Lease” sign on Pandora Avenue. Within seven days, a new instagram account was created and friends started piling in for dinner, natural wine, plant shopping and whatever new album just dropped. This dream was based on Sean’s original intent: work all week and serve food to the public on weekends. The concept was born: “Back in Five”. Since the pandemic in March of 2020, the café closed, the lease was given up, and the brand has evolved and moved online. Although plants and wellness has become the new focus, the brand ethos remains the same: pink-and-black-everything (with a touch of green) and a great community vibe.
@b.a.c.k.i.n.f.i.v.e.
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Project Archive
A collection of project fragments, creative moments and older design pieces.
Snippets from smaller projects that were completed recently or as far back as 2015. From creating visual identities for hot rod shops in Western Australia and designing campaigns for Bailey Nelson to dentistry branding and catalogs for People Footwear. Thanks to those who’ve shared opportunities with me, and to anyone that’s still reading this far down.
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