Centre for Skills: Building a New Identity

A Canadian charitable organization providing employment, skilled trades, training and newcomer services to individuals and communities.

CHALLENGE

The Centre for Skills Development and Training had outgrown its visual identity. Inconsistent branding, an outdated logo, and a fragmented colour palette created an unclear public image. Through market research and surveys with employees, clients, and the community, our team identified the need for a modern, unified brand that better reflected the organization's mission and future direction.

MY ROLE

  • Lead Designer

  • Brand Identity

  • Logo Design

  • Visual System

  • Marketing Collateral

  • Website Design Support

  • Environmental Graphics

  • Motion Graphics

SOLUTION

Working with the marketing team, we developed a complete rebrand that included a new name, logo, colour palette, signage, website, marketing collateral, and web presence. The new identity established a consistent, scalable brand system that strengthened recognition and provided a unified experience across print, digital, and environmental touchpoints.

Logo for Centre for Skills Development featuring stylized colorful human figures and text.
Four colorful banners listing workforce development services at the Centre for Skills Development, including business and employer services, employment services, ESL and immigrant services, and skilled trades programs.
Front view of a two-story brick building with a sign that reads 'Centre for Skills Development.' The building has large windows and surrounded by landscaped bushes, flowers, and trees under a partly cloudy sky.
A collection of colorful business cards for the Centre for Skills Development, featuring spaces for individual names, job titles, contact information, and appointment details.
Interior with a wall map showing various locations and routes, a reception desk with the center's logo, and a sitting area with plants.

BusPatrol: A Brand in Motion

A school bus safety technology company that partners with communities and school districts to help make roads safer for students.

CHALLENGE

With a growing organization and an evolving visual identity, BusPatrol needed a consistent way to communicate its brand strategy and ensure employees had a shared understanding of how the brand should be represented.

MY ROLE

  • Creative Direction

  • Design

  • Motion Designer

  • Video Editor

  • Brand Development

SOLUTION

Working from BusPatrol's established brand guidelines, I translated the company's brand strategy into an engaging motion graphics piece that balanced education with storytelling. Through careful sequencing, animation, and visual hierarchy, the video communicated not only what the brand looks like, but why each element exists and how they work together to create a unified brand experience.

A laptop displaying a presentation slide on a wooden desk with a coffee mug, notebooks, pens, and a plant in the background.
A digital graphic with six white icons on a blue background, representing security and support processes, followed by a message: "Our support doesn’t stop."
Map of the United States with the text 'Most trusted' across it.
An aerial view of a multi-lane highway with text overlay that reads '8 lanes of traffic.' Several vehicles, including cars and a yellow vehicle, are seen traveling in both directions.

Hopfisher: Brewing a Brand

A craft brewery based in New Brunswick’s Acadian Peninsula, producing locally inspired beers rooted in the region’s coastal culture.

CHALLENGE

Microbrasserie Houblon-Pêcheur (Hopfisher) needed a distinctive visual identity that reflected its roots in New Brunswick’s Acadian Peninsula and stood out in the growing craft beer market. Working from a creative theme inspired by fishing, waterways, boats and local wildlife, the challenge was to develop a memorable brand that felt connected to the brewery’s community while providing a flexible visual system that could grow across an entire product line.

MY ROLE

  • Creative Direction

  • Design

  • Brand Development

  • Lead Designer

  • Logo Design

  • Marketing Collateral

SOLUTION

I developed the brewery’s visual brand language from the ground up, creating the logo, colour palette, packaging system and supporting merchandise graphics. The fishing-inspired identity was carried across the full range of beer labels, with each product given its own personality while remaining clearly part of the Houblon-Pêcheur family. The result was a cohesive and recognizable brand system that could extend consistently across packaging, merchandise and other customer touchpoints.

A stylized logo of a fish with green scales, surrounded by black gear and circuit-like elements.
Cans of craft beer with colorful seafood and marine life illustrations, chilled in a cooler filled with ice, set outdoors near a lake with a dock and outdoor furniture in the background.
Display of clothing, hats, and drinks branded with the logo and text 'Microbrasserie Houlon-Pêcheur,' including gray, black, and green shirts, a gray hoodie, a black cap, a black bottle, two glasses of beer, a glass of cider, and circular coasters and stickers with the same logo.

Beau’s Oktoberfest: A Festival Reimagined

An independent Canadian craft brewery known for its distinctive beers, bold visual identity and community-focused events.

CHALLENGE

With COVID restrictions changing the scale of Beau’s annual Oktoberfest celebration, the event needed a fresh campaign identity that could capture the energy and personality of the festival in a new scaled down format. The challenge was to create a distinctive visual language that felt unmistakably Beau’s while working cohesively across everything from event signage and social media to merchandise, menus, tickets and promotional materials.

MY ROLE

  • Art Direction

  • Campaign Identity

  • Event Design

  • Logo Design

  • Illustration

SOLUTION

I developed a complete campaign identity inspired by vintage European food posters, using stylized characters, oversized props, bold typography, a limited colour palette and distressed textures to create a playful Oktoberfest world. The visual system was carried across the event logo, signage, apparel, beer menus, social content, postcards, lanyards, tickets and a custom collector stein, creating a cohesive experience across every festival touchpoint.

Table with promotional materials and beverages for event, including posters, stickers, beer mugs, and a T-shirt.
Table with promotional materials and beverages for event, including posters, stickers, beer mugs, and a T-shirt.
Entrance with two large illustrated banners on either side, featuring a woman and a man in traditional German attire, welcoming guests. A crowd is lined up outside a building with a tractor illustration and signs indicating age restrictions and no outside alcohol.
Food voucher inside a gray envelope with a tractor illustration, placed on a wooden table with a beer glass on a coaster nearby.
Hand holding a smartphone displaying an Instagram post with a background of a beer glass, a plate, and a potted plant on a wooden table.
Smartphone screen displaying an event poster for featured acts Hangtime from Toronto, Audio Visceral from VHK, and Conditions Apply from MTL.

BusPatrol: Stories in Motion

CHALLENGE

BusPatrol's fast-moving marketing and communications team requires a steady stream of video content for different audiences, platforms and business needs. From quick-turn social content and PR coverage to customer stories, executive communications and brand campaigns, each project needs to communicate clearly while maintaining a consistent visual identity.

MY ROLE

  • Creative Direction

  • Video Editor

  • Motion Designer

  • Animator

  • Visual Storytelling

SOLUTION

I produce and edit video content across BusPatrol's marketing ecosystem, adapting the approach, pacing and visual style to suit each audience and platform. By combining video editing, motion graphics, animation, typography, sound and branded storytelling, I turn raw footage and complex ideas into polished content that feels consistent with the BusPatrol brand.

VIDEO CONTENT AT A GLANCE

Brand & Corporate

Events & PR

Customer Stories

Social Content

Campaign & Awareness

Sales Enablement

SinkMeat: Turning Local Landmarks into a Brand

An independent art brand creating vintage-inspired illustrated prints that celebrate landmarks, architecture and destinations across Canada and beyond.

CHALLENGE

Create a distinctive art brand that transforms familiar landmarks and local destinations into collectible artwork, while developing a visual style recognizable enough to connect an expanding collection of locations and subjects.

MY ROLE

  • Brand Development

  • Illustration

  • Art Direction

  • Product Design

  • E-Commerce

  • Social Media

  • Marketing

  • Packaging & Fulfillment

SOLUTION

I developed The SinkMeat Company around a distinctive illustration style inspired by vintage tourism and travel posters. From researching landmarks and developing each illustration to building the brand, online store, social content and product experience, I created a cohesive visual identity that could grow across an expanding collection while giving each location its own personality.

Visit SinkMeat.com
Series of framed posters of iconic Toronto landmarks and scenes on a brick wall in a cafe or gallery, with a small table and chairs in the foreground.
Series of framed posters of iconic Toronto landmarks and scenes on a brick wall in a cafe or gallery, with a small table and chairs in the foreground.
Laptop on a wooden desk displaying an art prints online store, with potted plants and books on either side, and a Toronto skyline picture on the wall behind.
Laptop on a wooden desk displaying an art prints online store, with potted plants and books on either side, and a Toronto skyline picture on the wall behind.
Wrapped gift with a logo sticker, two cards titled 'Canadian Warplane Heritage Museum,' a thank you card, and small black cards for 'The Sink Meat Company,' all on a wooden surface near a potted plant and spool of twine.
An illustrated poster of a couple on a boat sailing in the water, with the city of Hamilton, Ontario, in the background. The poster has a stylized artistic style with vibrant colors.