Branding + Consulting Work
The Passion Co.
Jessica asked me to help re-brand Pause and Shine, an organization that helps people discover and develop their passion through community, support and accountability. The result is The Passion Company, depicted with a three-poled logo that represents a safe space for creativity, as well as a fire to ignite it.
The Toronto Women’s City Alliance asked me to help them update their 2 decade-old website and spread the message about their important work. The TWCA wanted to demonstrate that lots of diverse women contribute to their organization and the city of Toronto, but they were having trouble finding appropriate photographs. I suggested that we use icons as a visual system to help them communicate diversity without being too specific, or excluding anyone. My mission in this project was to empower the women of the TWCA to feel confident using their new WordPress admin area, share blog posts on social media, and send out branded newsletters. I was also responsible for: communications strategy, visual design, and wordpress implementation.
Eric knew they had some fascinating data on Mergers and Acquisitions that their customers would find valuable. He asked me to make it more accessible by incorporating the data to tell a story about how a young start-up might acquire their acquirer. This is a small selection of the overall piece.
Whisk is an incredible company, focused on helping you develop, define, and shake-up your company culture. I worked with Maggie to reimagine her business model and develop a fresh look for the brand.
(part of Swell Spaces)
Hannah at Swell Spaces had been offering a service called Bootstrap to her start-up clients as a more strategic, simplified offering from her usual interior design work. She asked me to help her formalize the service and the brand to fit with the Swell Spaces aesthetic, but also live on its own.
Per Vices is a hardware startup and graduate of Y-Combinator. Their product, the Noctar, is essentially a Universal Wireless Router. They knew that in order to share their vision with potential developers, customers and the media, they would need to explain exactly how it worked and why. I was brought on to tell this story through engaging copy and illustrations that are both playful and technical. In creating the series of illustrations, I also started to develop a stronger style guide for their overall brand, and helped them apply this to their site, and print materials.
Blacks Photography initially engaged me to conduct an audit of all their digital products and services. When they needed a strategy to bridge them through a transitionary time while they developed new branding, they asked me to help. With several external teams working on digital projects, they needed quick direction for visual design, interaction design, and copywriting. I developed a comprehensive but easy-to-use Style Guide that considered the possibility of a new brand, the existence of a well-known existing brand, and the need to create applications for multiple digital environments. Some highlights included the use of the triangle from the current Black’s logo for interactive elements, larger imagery, a narrowed colour and font palette, and a consistent “flat” UI. The Style Guide was received with enthusiasm and gratitude for its simplicity and applicability from the external teams, as well as the Black’s Online department.
At Community Natural Foods, my business-minded colleague Sarah and I were asked to explore the possibility of creating a private label for the store. We collaborated to research best practices, observe shoppers’ behaviour, liaise with local producers and store management, develop branding and create promotional materials, store displays, and packaging. In just 3 months, we launched a local-minded brand of 10 grocery items, including granola bars, chocolate, apple cider and flour. Community Naturals became the highest-selling brand in the store within a week of launch.
At Normative Design, I developed my skills in Design Research and Strategic Business Consulting. Because of my work with Dating by Design, I was asked to lead the research efforts for a new client, an online dating company. With the goal of understanding the future of online dating, I co-ordinated international research efforts, conducted in-depth interviews with online daters, lead data synthesis activities, and produced and presented an insights report for the client. The work has since been applied to the design and development of an innovative new web property for the company.
Lauren of San Francisco-based BEAM3STUDIO asked me to help create a strong brand that would help her move forward from her successful Kickstarter campaign for House-Lamp. The result is a playful, architecturally-inspired brand that can grow alongside the company.