How to launch an established Global brand into a major market?
In a market already saturated with consumer appliance brands, how do you introduce a recognized global leader that has no presence? How do you launch a digital presence, with categories that they are not known in, educate users and make meaningful connections to build brand awareness that can be measured as conversion into sales?
I led the creative and art direction for Toshiba’s brand site redesign, with the objective of elevating their digital presence and aligning the platform with their evolving brand identity. The project focused on delivering a clean, intuitive user experience that reflected Toshiba’s innovation-first positioning. By translating brand values into a cohesive visual language, the new site reinforced credibility with enterprise and consumer audiences alike.
I provided creative direction for a high-impact brand campaign for Midea, one of the world’s largest appliance manufacturers. The goal was to elevate the brand’s presence in the Canadian market with a bold, modern campaign that communicated performance, reliability, and innovation. I led the development of integrated creative assets that spanned digital, social, and retail, all anchored in a refreshed visual identity and strategic messaging.
How do you promote a partnership and build long lasting value?
We created targeted LinkedIn content, landing pages, and a video series to tell ISA’s story. Campaigns focused on audience segmentation, lead conversion, and performance tracking.
The initial LinkedIn campaign delivered strong results, prompting two more campaigns with new videos, CPL-specific landing pages, and partner pages on the client’s main site. We’ve refined our messaging based on previous insights to boost engagement and drive more qualified leads.
I led the creative and art direction for ISA Cybersecurity’s B2B awareness campaign, designed to boost brand visibility and trust within enterprise IT and security circles. The campaign aimed to position ISA as a leading cybersecurity partner through digital-first messaging, sharp visual storytelling, and a professional tone suited for C-suite and technical audiences. Our integrated approach helped convey complex offerings with clarity and credibility across web, social, and thought leadership channels.
Brand site redesign and awareness campaign.
As Creative Director, I led the B2B awareness campaigns for MDBriefCase, focused on rebuilding platform trust, improving visibility, and re-engaging healthcare professionals. Our discovery process revealed critical issues with audience segmentation and user insight. Through a highly targeted approach—including SEO, LinkedIn, and retargeting—we launched sequential storytelling to reach doctors, pharmacists, and nurses. The result: over 6,000 new sign-ups, increased content completion rates, and strong YoY growth.
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.
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.
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 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.
