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Elo Health
Tech meets health to form personalized nutrition products that leverage health data and biomarkers for bespoke supplements.
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, paid ads, organic social, email lifecycle, and more.
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Goodland
A serious celebration of the outdoors with beautifully-designed wood-burning tubs and outdoor accessories.
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
Turning small-scale farming online courses into a big thing so they're 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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Back in Five
Once, a café that served the best breakfast sandwiches in Victoria, now an online store with outdoor space to sell plants and wellness.
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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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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Knowble
If the Knowble group know anything, it's how much course creators love what they do. So we did our best to embody this spirit.
The idea for Knowble’s visual identity aimed to show empathy for course creator business owners that may be 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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Bear’s Blooms
Flowers add colour and vibrancy to any space, so we injected these feelings into every touch point of the Bear's Blooms rebrand.
With a devout fan base and high quality product, Bear’s Blooms digital-first, online subscription model lacked one thing: a flexible brand that upheld their story, passion and attitude for beautiful bouquets. To avoid alienating their male customers, we developed a rebrand look and feel that incorporated the vibrancy of and confidence in the product while differentiating from the overly-minimal look of competitors that we often see. The goal was to capture the feeling of fresh flowers while ensuring the brand elements were scalable across all their digital and printed touch points. From the Instagram grid to the box of flowers delivered to your door, the tone is positivity, passion and playfulness, while feeling tremendously considered.
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Smoking Gun Bagels
Australians love everything toasted, so Montreal-style bagels would seem like the next big thing at Sydney's Smoking Gun Bagelry.
After seeing the success of bagels in New Zealand, kiwis Mark and Dave (who won Barista of the year in Auckland) planned to open a new café in Sydney, Australia equipped with a 14-tonne brick oven introducing locals to Montreal-style bagels. Not only did they travel to Montreal to learn the techniques, they managed to hire a Canadian designer (myself, living in Sydney at the time) who was able to eat up to 3 bagels per day throughout his teenage years (and into his twenties). Australian café’s are taken very seriously, so my intention was to build a brand that strayed away from a Canadian bagel theme park and represented a new-school bagelry that put intention behind each menu item. By the time it was up and running, Smoking Gun attracted lunch (and design) enthusiasts with expensive taste and anyone interested in drinking some of the best coffee around.
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Honest Camper
Finally, a camper rental that isn’t covered in 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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Edelson
With a 45-year-career in sales, Maria Edelson's new brand and digital platform offers world-class sales coaching by the trailblazer herself.
Maria Edelson is one of the most impressive sales leaders and people I’ve ever met. She is the Hermés-wearing, glass-ceiling-breaking sales industry executive that rose from one of the first women in sales at Procter & Gamble to lead their entire Eastern region for North America, managing $1B in revenue and a 250-person team. Supported by the team at Course Studio, I lead the brand development and website design to house her story, courses and curriculum for company executives and their employees. The outcome is inevitably clean and corporate, with contemporary twists to ensure relevancy among younger course attendees. The logo symbolizes leadership and the supporting graphic elements of hand-drawn shapes and complex, vector icons combine the analog and digital aspects of learning.
See the website for more: edelson.io
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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 surpassed a lot of expectations, my own included. 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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Sports Icon
The founders of Sports Icon want to bring fans closer to their heroes in any possible way, starting with masterclasses, NFTs and direct messaging.
The Sports Icon platform is in its infancy, with ambitious goals to sign as many athletes as possible, across all sports. With expansion in mind, we developed a flexible, simple and impactful visual identity that’s no-nonsense. With a shortened timeline approaching launch, we designed the website to be as immersive as possible while offering clarity around the offering – the brand graphic elements are an extension of the bold mission. The one thing we focused on? The icons and how they show up within the platform to inspire connection and involvement. The website launch stirred some buzz, attracting the likes of Roberto Carlos and Gianluigi Buffon to the platform.
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Project Archive
A collection of fun times, challenging times, and everything in between that didn't necessarily merit a spotlight above.
This section of work shows snippets from smaller projects that completed recently or as far back as 2016. From creating an entire look and feel for online financial business bootcamp courses and designing campaigns for Bailey Nelson in Australia to dentistry branding and catalogs for People Footwear, it’s been an amazing journey that I’m fortunate for. Thanks to those who’ve shared opportunities with me, and to anyone that’s still reading this far down.
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