As Creative Director in Toronto, I led the York Capital Rebrand, refreshing the identity of this 30-year-old investment firm. Centered on the Solidus, our concept translated legacy and modern strategies into a cohesive design system and brand experience.
Category: Portfolio
HUB marketing support
Various B2C & B2B marketing support
Moderna LMS site design and Marketing support
As Creative Director, Art Director, and Designer, I led the design and support of Bench 2 Practice—Moderna’s learning management platform created to support physicians in addressing vaccine hesitancy. The goal was to empower providers with trusted, brand-neutral content and interactive tools, not to promote a product. Working with Insurgency, we developed a clear information architecture, executed responsive UX and UI design, and produced custom animations to model real-world conversations. Bench 2 Practice has driven strong early engagement through thoughtful storytelling and physician-first functionality.
Synthesis Brand development and design system
Synthesis came to me with a name—but no brand. As brand strategist, creative director, art director, and designer, I developed a modern, strategic identity that reflected the company’s focus on business transformation through data, analysis, and intuition. From crafting the brand narrative to building a scalable design system, I shaped a cohesive visual and verbal language that defined the tone, typography, logo, and colour system. The result was a distinctive brand platform and website that aligned with the company’s mission and fueled client engagement and growth.
FCA contest microsites
Create various contest microsites as part of larger integrated marketing campaigns and sales initiatives.
FCA 2016 Town & Country relaunch
An integrated campaign to announce the re launch of a Chrysler classic the all new Chrysler Town & Country for 2016.
FCA brand sites redesigned
I provided creative direction across a broad portfolio of automotive brands including Dodge, Jeep, Ram, and Chrysler. The work involved elevating brand consistency across product tiers and dealer communications while delivering marketing that reflected each brand’s personality. From campaign development to retail alignment, the goal was to ensure every touchpoint expressed a cohesive and confident brand voice.
Nike “Driven”
A brief glimpse of a boy’s determination to succeed on the basketball court and his drive to accomplish his goals.
Mercedes-Benz Dealer sites redesigned
Mercedes-Benz Canada needed a unified digital platform that could support over 120 dealerships nationwide—solving for inconsistent user experiences and backend inefficiencies. Through customer interviews, platform planning, and CMS research, we developed a scalable, centrally managed system with built-in flexibility for local dealership customization. The result: a cohesive national presence that delivers both operational efficiency and consistent, premium brand experiences.
Honda “The Power of Dreams”
The power of a dream is what permeates and inspires all the work at HONDA. Building on this idea insight and HONDA’s Racing dreams, the TV spots are meant to show how the excitement of driving can infect us all and inspire us to dream to greater heights. The spots follow 3 woman in the course of their natural day and the story of how random encounters lead to the sharing of an inspiring dream.