Stush had an incredible product but needed a brand that reflected its quality. Inspired by the Jamaican expression "stush," meaning proper, we created a fresh identity that celebrated the product's personality and premium positioning. I helped develop the logo, designed the packaging, and created the launch posters and social assets, helping build a cohesive brand that eventually landed on the shelves of major grocery retailers across Canada.

TD Executive Experiences

Wynford

Working alongside Wynford, I led creative development for a series of executive experiences and corporate events for TD Bank. The work spanned presentation design, environmental branding, stage experiences, executive communications and live storytelling, helping transform complex business objectives into engaging experiences for internal audiences across Canada. While much of the work remains confidential, these selected pieces represent the creative thinking, design systems and experience strategy behind three flagship programs.

TD SUMMIT

TD Summit brought together senior leaders from across the organization to align around strategy, celebrate success and inspire what's next. I led the creative direction and experience design, developing the visual identity, presentation system, environmental graphics and stage experience that unified the event under one cohesive creative platform.

TD EPIC

Created to recognize innovation and outstanding achievement across the organization, TD EPIC blended business storytelling with entertainment to create a more engaging employee experience. I helped shape the creative direction, presentation design and live event experience while collaborating with acclaimed Canadian comedian Andrew Phung to develop custom scripts and comedic moments that made complex business messaging more relatable and memorable.

TD ICON

TD ICON celebrated leadership and culture through an elevated executive experience designed to feel polished, human and inspiring. I led the creative development across the event, overseeing presentation design, environmental branding and executive communications. Working alongside Andrew Phung, I helped write custom material that balanced humour with the event's broader business objectives, creating moments that connected with audiences while staying true to the TD brand.

Jack Russell needed an identity that reflected the agency's bold personality and creative ambition. We developed a visual identity that balanced confidence with simplicity, creating a flexible brand system that could live consistently across every touchpoint

I helped develop the identity, shaping the logo, visual language and supporting all brand assets.

To launch Canopy Growth's latest ready to drink CBD beverage, we built an integrated campaign inspired by the simple idea of taking a moment to pause during a busy day. I helped develop the overall art direction, designed the can packaging, and created the launch press kit, ensuring every touchpoint expressed the same calm, premium brand experience.

For many students, banking can feel intimidating and impersonal. To introduce RBC on campuses across Canada, we created a welcoming brand experience that felt approachable, optimistic and built around student life.

I helped led the creative design and art direction, developing an experience that helped students engage with the brand in a more authentic and memorable way.

To celebrate the next generation of hockey, we transformed a Toronto home into CCM Hockey House an immersive brand experience dedicated to youth hockey, community and the culture surrounding the game.

I helped led the creative design and art direction, developing the visual identity and environmental experience that turned an everyday house into a destination for players, families and fans.

To connect with consumers in the heart of Montreal, we created an immersive Coca-Cola brand experience that celebrated the energy, optimism and shared moments the brand is known for.

I led the creative design and art direction, developing the visual identity and environmental experience across every touchpoint to create a memorable destination for visitors.

Meals are one of the few moments where people can truly disconnect from their screens and reconnect with each other. Breadblox was designed to make that easier—a device that blocks phone signals during mealtime. I led the design of the Breadblox, helped develop the packaging, and created the launch press kit, ensuring the product and campaign felt like one cohesive experience.

The best way to demonstrate Samsung's Frame TV wasn't in a retail environment—it was in a beautifully designed living space. For ART Toronto, we partnered with acclaimed interior design studio Westgrove to create an immersive experience that blurred the line between technology, furniture and art. I led the creative design and art direction, shaping an environment that brought the product promise to life.

The Audi Quattro Cup is one of the brand's premier global customer experiences, bringing together golf, luxury and performance. I led the creative design and art direction for the Canadian event, developing a premium visual identity across the tournament experience, environmental graphics and supporting campaign assets.

We also created Audi Final Drive—an electrifying night golf experience that used innovation and technology to reimagine the game after dark, extending the brand's commitment to progress in an unforgettable way.

How do you create a new reason to reach for a cereal people already love? We looked to teen snacking habits and created two new consumption moments: Sn'unch for after school cravings and Sn'upper for late-night snacking. I led the concept development and packaging design, creating limited edition boxes that stood out on shelf including a glow-in-the-dark Sn'upper pack that came to life after dark.

To support Peloton's launch in Toronto, we were asked to develop a city specific identity that reflected the brand while celebrating Toronto's character.

I led the logo exploration, developing a range of identity concepts that balanced Peloton's global design language with a distinctly local point of view. While the client ultimately chose a different direction, these concepts remain some of my favourite explorations in brand identity design.

The Uber Eats US campaign of pairing unlikely superstars for their ‘Tonight I’ll Be Eating’ campaign was wildly successful and they wanted to bring it to the French Canadian market. But who would be the most unexpected pairing that would resonant with the Quebec market? Hockey players, of course. So we got two central figures in one of the most controversial moments in Quebec sports history and brought them back together again in a campaign that created buzz throughout the province and eventually broke a decades long hockey curse.

We originally wanted to work with Vince Vaughn because of his iconic role in ‘Swingers’ but Joel McCale proved that he was just as ‘money’ for the role. And even though the client insisted that he wear this ridiculous outfit, he still managed to help us deliver some nice little spots.

A simple idea: buy a chocolate bar, help build a basketball court. To support Hershey's partnership with the NBA and Boys & Girls Clubs of Canada, we transformed aging community courts into vibrant places to play. I helped shape the visual identity of the program, developing the look and feel for the redesigned courts and creating artwork that turned each space into something the community could be proud of.

Grand Marnier is a blend of cognac and orange liquor. Thus, Grand Marnier Blend Out was born. A huge U.S campaign that tapped into celebrities, DJ’s, Influencers and athletes to create everything from TV commercials, Soundcloud mixes and installations that brought to life the idea of blending out.

It’s a line we created to get people thinking about D’italiano when they’re in the bread aisle of grocery stores. And who better to ingrain that into the minds of shoppers than legendary Toronto Raptors commentator Jack Armstrong. Through fun gifs and videos on social media, Jack Armstrong helped make it a catchphrase that he still uses to this day on broadcasts.

After traveling through Tokyo, São Paulo and Milan, Audi's global House of Progress experience arrived in North America for the first time.

I led the creative design of the experience, developing the visual identity across the event while overseeing the social content and campaign assets that extended the conversation beyond the venue. The result was a cohesive brand experience that brought Audi's vision for the future of premium mobility to life.