In collaboration with the Fitbit team, I designed a series of watchfaces to complement the design of their latest smartwatch, Versa. The goal was to create engaging, modern and elegant interfaces that are in harmony with the Industrial Design and product color palette. Layer is pre-loaded on the new device and featured on the product packaging, POS, marketing materials and advertising. Light and Nelson are available in the Fitbit app.
Role — Art Direction, Graphic Design, UI Design
Client — Fitbit
Studio — level
Ad — Fitbit
Below are a selection of Logos & Wordmarks created for a wide range of organizations. Each work has been designed to express the identity and soul of each brand.
Murmmr is a luxury cannabis accessories start-up with a vision to elevate the industry with beautifully crafted objects, reducing stigma and providing safety and security to inspire a new generation of consumers. I created the brand identity while the Industrial Design team at level created the language for their product line.
Role — Creative Direction, Art Direction, Design, Strategy
Studio — level
Client — Murmmr
The dream-like photography in Il Sogno transports you into the world of Italian Cinema, rich with family drama, passion and murder. The photographer’s compelling work, printed on impactful newsprint format, is highlighted by darkly poetic text that creates a distinct blend of beauty, bleakness, and a jolt of madness.
Role — Creative Direction, Art Direction, Design, Story Development, Strategy
Agency — GRIP
Client — Lorella Zanetti
Brand design for a young Industrial Design Studio in San Francisco.
Role — Creative Direction, Visual Identity, Print Design, Web Design, Strategy
Studio — level
The driving experience is something that is multi-sensory, these brochures aim to capture this notion through pleasurable tactility, exhilarating imagery and informative illustration —highlighting the engineering for which Acura’s exceptional reputation of performance, luxury craftsmanship and dependability is built upon.
Agency — GRIP
Client — Acura
TLX Photography — Todd McLellan
A newspaper was created as a recruitment tool to attract highly skilled students to GRIP's apprenticeship program. Stories and advice from Alumni of the program were featured as well as agency leadership. The Juicer Press success was it attracted in an overwhelming volume of applicants to the program.
Role — Creative Direction, Print Design, Web Design, Illustration, Strategy
Agency — GRIP
Client — GRIP
Brand Design for a sustainable methods farm in Northumberland County, Ontario. The owners, a city-turned-country farming couple, are passionate about growing in an ethical fashion, selling at farmers markets and through the CSA delivery program.
Role — Creative Direction, Print Design, Packaging Design, Illustration, Strategy
Client — Black Tractor Farms
Celebratory, Diverse and Iconic. These words are the building blocks for this Canada 150 logo. The vibrant colours symbolize the diversity of Canada’s many cultures. The multi-coloured lines represent fireworks celebrating the joyous occasion and collectively form the iconic maple leaf.
Role — Creative Direction, Design
Exhibited — the150logo.ca
A book made to introduce and generate excitement for Acura's flagship vehicle, the RLX. The story of this premium vehicle is brought to life with original photography and a luxurious feel using the finest papers, premium print finishes and innovative binding.
Role — Art Direction, Print Design, Strategy
Agency — GRIP
Design Partner — Nancy Ng
RLX Photography — Chris Gordaneer
When the new Audi A8 launched, we created these beautiful book sets to educate dealers about the vehicle’s many features—notably an innovative touch pad that recognizes finger-traced letters. This feature inspired us to create a whimsical A to Z alphabet book, case bound, with pages of thick card stock. COnstructed with matte black cloth covers and a glossy black foil emboss, embodying the refinement of Audi’s new flagship luxury sedan.
Role — Art Direction, Print Design
Agency — Lowe Roche
Client — Audi
Inspired by a quote of Charles Eames, this piece exhibits typography set in a 3D format, physically constructed of small details but as the quote describes, it is about the entirety of the object’s design which makes it whole.
Role — Creative Direction, Design
Exhibited — Creative Type Four, Cooper Cole Gallery, Toronto, 2012
Industrial Design — Brian Paschke
Switch Light is an object with no defined top or bottom in a traditional sense. This is because it has two functional sides, one to receive light and one to emit light. The button-less device is turned over and a tilt switch—hidden in the object—turns the light on. The result is a liberated experience where light is free to move around the home or outdoors. The size is large enough to cast a pleasing amount of light while being small enough for a child to turn over with their hands.
Role — Art Direction, Print Design, Packaging Design
Industrial Design — Brian Paschke
The direction for the this campaign was inspired by the work of artist Barbara Kruger, particularly her photo collage work that comments on modern day consumerism. A cheeky, yet bold approach to launch this expensive super car.
Role — Art Direction, Design
Agency — Lowe Roche
