Aviva’s global rebrand aimed to modernize its presence across all markets—but Canada couldn’t wait for the full playbook. As Creative Director, I led the development of a comprehensive, flexible identity system that respected the global vision while meeting local market needs. We delivered everything from category-level sub-branding to toolkits for internal, B2B, and B2C communications—helping Aviva Canada reintroduce itself with clarity, confidence, and relevance.
As part of Medcan’s internal marketing team, I provided art direction and design support across a range of brand and campaign initiatives. My role focused on creating cohesive, brand-aligned visuals that enhanced customer engagement and delivered a polished experience across channels—from digital assets and social media to print collateral and client communications. This hands-on partnership helped streamline creative execution and reinforced Medcan’s premium positioning in the healthcare and wellness market.
Various B2C & B2B marketing support
Provide the BB user with a completely bespoke user experience. Target key markets in the U.S. and Canada and provide BB users with offers, events and experiences that only BlackBerry can offer. Integrated campaign involving print, OOH, digital, social media and XM. The whole campaign revolved around “friending” other BB devices. The unique BB bar code was leveraged in all communications in order to “friend” users on BBM (BlackBerry Messenger). Once acquired, users would receive an immediate BBM with a welcome, thanks and an offer. Over time BB would develop real-time relationships over BBM, provide special offers and pick winners for ultimate bespoke BB experiences. Relationships with major airlines, boutique hotels, the NBA and market specific venues were developed and leveraged to provide users with 1-off experiences. Associate Creative Director for Miami launch, supporting co-ACD New York launch.
For Bell’s Winter campaign, we set out to remind consumers of the magic and anticipation that comes with unboxing a new device—especially when it runs on Canada’s fastest network. As Creative Director, I helped develop a visual world anchored in the snowglobe—a playful yet elegant winter icon that evoked childlike wonder. The concept paired the latest smartphones with Bell’s network superiority, making emotional resonance and performance the hero of the season.
Faced with widespread political disillusionment during the 2020 U.S. election, Jones Soda turned protest into participation. As Creative Director, I led the brand’s “Stick It to the Man!” campaign—an unapologetic call for voters to reclaim their voice through an irreverent, user-led mock election. With its grassroots following and transparent personality, Jones challenged fans to nominate their own “wild card” candidates and vote alongside the real election. The campaign was built around rebellion, community, and freedom of thought—perfectly aligning with the spirit of the brand and its fiercely independent audience.
