Branding
NorQuest Brand Refresh
Lead Accessibility and Inclusive Designer, and Co-lead Designer
Founded the innovative ‘Brand Working Group’, forging a pathway for Indigenous People, racialized people, people with disabilities, and other historically oppressed and marginalized groups to have a voice in the Brand evolution.
Led the design research and implementation of accessible design brand standards, (accessible colour combinations and fonts), working to ensure that the brand designs are inclusive and accessible to all.
Co-created a centralized Brand Asset Library website, empowering all employees to easily access branded graphics to become brand champions.
Co-led the design, brand research, and brand strategy for NorQuest’s brand refresh.
Acted as a Brand Champion, delivering brand launch presentations, informing employees of the brand values, brand style guide, brand templates, and accessible design best practices, helping to build brand presence and engagement at a grassroots level.
Project Goal: Create a brand refresh that uses a ‘brand evolution’ model of phased-in changes, rather than an overnight switch of the brand.
This way, the workload to change over old brand materials is spread out into manageable timelines, and employees are also not overwhelmed by the additional workload to convert over teaching materials to the refreshed brand.
Project Success: Successfully rolled out the first two phases of the brand refresh and worked with the Accessibility Team and IT Team to ensure brand templates in Microsoft Office and the new accessible brand font were pre-loaded on to all employees’ laptops.
This resulted in a remarkable 15,000 visits from 82% of employees (1,300 people) to the centralized brand template SharePoint site.
And an RGD In-House Design Award of Merit (2024).
NorQuest Esports
Lead Designer, Brand Research, Identity Design
Project Goal: Evolve the new refreshed brand into the realm of Esports.
Create designs that are unique and ‘on trend’ for eSports so that NorQuest can show up authentically in the Esports realm.
Create designs that are inclusive to all players and genders.
Project Success: Players are excited about the new Esports designs and we received very positive feedback on the look of the designs.
PhoEver Edmonton Restaurants
Creative Director, Marketing & Brand, and Lead Creative (Freelance)
Working with an awesome local business entrepreneur, we have successfully launched two new restaurants in Edmonton, navigating through the pandemic with strategic marketing tactics, such as using geo-targeted digital ads, and creating and leveraging a loyal customer base.
Responsibilities included: full branding identity, brand presence, strategy, and implementation, brand loyalty strategy, design and creative across all media for omnichannel marketing campaigns (print, digital, web, social media), social media and marketing strategy, target market analysis, copywriting, web design, environmental design and interior design concepts, packaging design, UX design, videography, photography, and art director of photography.
Project Goal: Create a modern and unique brand for this emerging Vietnamese restaurant chain in Edmonton.
Art Direct to capture exceptional food photography to showcase the restaurants delectable dishes.
Designs included: dine-in menu, take-out menu, grand opening collateral, banners, interior brand wall murals, art direction for photography, web design, packaging design, posters, flyers, take out stickers, geo-targeted social media video ads, and more!
Project Success: The rate of return on the grand opening flyer was beyond expectation. The client was thrilled with the designs, and they received positive feedback on the food photography and the menu design. PhoEver’s first restaurant was able to survive through the pandemic, thanks in part to our increased geo-targeted marketing and increased brand presence advertising.
The restaurant owner expanded to open PhoEver Banh Mi Subs & Cafe in fall 2024. Website design was created using SquareSpace, and SEO optimized.
Grand Opening social media video ads resulted in 480% increase in social media engagement, 45,000 views, 500% increase in web traffic, and CTR of 7.4% on social ads.
Customers have acclaimed PhoEver’s modern look and food photography, and the restaurant owner now has a loyal customer base for both restaurants.