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.
Aviva AutoCare was developed to make vehicle ownership smarter and more transparent for Canadian drivers. As Creative Director, I led the campaign strategy, messaging, and design—helping position AutoCare not just as a product, but as a trusted digital companion. We focused on a clean, modern aesthetic and value-driven storytelling to highlight the app’s ability to simplify maintenance, save money, and provide peace of mind.
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.
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.
American Express faced an unusual challenge: customers were earning points but not redeeming them, creating financial pressure and underperformance on their rewards platform. As Creative Director, I led the redesign of the Global Membership Rewards site, resolving UX friction and restoring brand elegance. The responsive overhaul prioritized conversion clarity, visual consistency, and customization across 19 global markets—empowering local teams while maintaining the premium Amex identity. The result: a smarter, more engaging redemption experience for users worldwide.
