Select either DESIGN or ART DIRECTION above to explore my work.
Below, you’ll find a curated selection of commercial client campaigns and personal projects.
Enjoy browsing, and feel free to get in touch with any questions.
logo design
Strategic logo design goes beyond aesthetics, it starts with research. By analyzing competitor landscapes, unique value propositions and industry nuances, I build scalable visual identities that drive brand recognition and business impact.
Kingswood
Design Centre
Corporate Stationery
Kingswood Golf Estate established a design centre for new home owners to choose every detail for their newly built homes from roof tiles to the garden pebbles. The logo illustrates this all-in-one service from start to finish.
layout design
I establish clear style frameworks for each publication, defining consistent colour, typography and shape systems upfront.
Setting rigid visual standards early avoids arbitrary design choices and ensures cohesive, efficient execution.
packaging
Originality, character, and memorability drive great packaging. In crowded markets where hundreds of products compete for attention, standing out requires authentic, differentiated design that captures consumer focus and builds lasting brand loyalty.
Crunchy comfort
One brief, three different looks for Woolworths biscuits
branding
Paycorp is a leading international payments provider. Deploying and managing ATMs and providing payment solutions to everyone. For them every transaction counts, connecting people to their money and businesses to their customers was the key focus for all the designs.
Kingswood
Design Centre
Corporate Stationery
Kingswood Golf Estate established a design centre for new home owners to choose every detail for their newly built homes from roof tiles to the garden pebbles. The logo illustrates this all-in-one service from start to finish.
art direction
Client
VERQUVO - a prescription medicine used in adults who are having symptoms of their chronic (long-lasting) heart failure
The Brief
Educating HCPs (Health Care Professional) on who may be an appropriate patient for the treatment, and for HCCs
(Health Care Consumer) to ask their doctors about an alternative treatment option.
Idea
Marketing a cardiovascular drug requires a multi-pronged approach.
For HCPs:
-
Educational materials: IVA
-
Conferences with cardiologists
-
Emails detailing efficacy, titration and patient profiles
-
Product website for HCPs
For HCC:
-
Waiting room videos
-
Social media & banner ads
-
Magazine wraps
-
Brochures & discussion guide
-
Consumer website
art direction
Client
Community Design Strategies is a mobile studio that provides facilitated design sprints and training to non-profits, community groups, and businesses empowering them to co-create their own solutions to complex problems.
Problem
An underdeveloped visual identity and disjointed messaging left the studio's purpose unclear, failing to resonate with target communities and businesses or communicate its core offerings effectively.
Solution
Developed structured visual identity systems and clear information hierarchies that brought consistency across touchpoints, driving stronger stakeholder participation and brand recognition.
art direction
Client
Volkswagen of America Inc.
The brief
Capitalize on key automotive purchase triggers where family needs drive vehicle decisions 8x more than brand image; by creating a relatable, family-focused SUV campaign that resonates emotionally while maintaining VW’s global brand standards.
Solution
Designed scalable campaign assets and interactive itouchpoints that placed family utility and emotional connection at the forefront. Applied strict typographic, layout, and color systems to deliver a seamless digital customer journey that converts family-oriented shoppers while upholding global brand integrity.
art direction
Client
Canada Goose Holding Inc.
The brief
Perform a deep-dive category and brand analysis to uncover unique market differentiators. Determine strategic positioning by contrasting fast-fashion trends with true luxury heritage to set Canada Goose apart in a competitive outerwear landscape.
Solution
Positioned the brand as a timeless luxury winter tradition for the entire family. Inspired by Toronto’s diverse population passing Canada Goose garments down through generations, the "Each to Their Own" campaign highlighted enduring quality, generational heritage, and premium craftsmanship across high-impact digital editorial layouts.
