From conception
to creation —
visual narratives that
Branding
I specialize in leading stakeholders through visual identity and brand development, fostering a sense of ownership and pride. I am committed to crafting engaging narratives that resonate with my target audience. I enjoy the challenge of translating a brand's vision into impactful messaging and creative strategies that set it apart in a competitive landscape.
Digital
Innovative and eager to adopt cutting-edge technologies that enhance digital experiences and improve workflow, including leveraging AI. My strategy for addressing digital challenges focuses on achieving measurable outcomes, whether by creating sales-optimized websites, boosting brand visibility, or generating high-quality leads.
Communications
I have experience in applying design principles and visual assets to enhance brand presence and effectively promote products and services. I am skilled at creating impactful advertising campaigns and marketing materials, ensuring consistent branding across all channels. I have a proven track record of producing visually engaging content that captures attention and drives consumer action.
Apparel
I have a background in designing apparel that connects with target audiences. My first business involved manufacturing and selling snowboard apparel and hard goods. Over the years, I have enhanced my skills in creating graphics, prints, and patterns, while also developing detailed product finishings and tech packs for manufacturing.
Art Direction
Extensive experience in guiding creative teams in art direction, ensuring all visual elements—whether in video, photoshoots, or game UI/UX—align with the project's narrative and uphold brand consistency.
Profile
A conceptual creative strategist with a strong background in developing innovative, award-winning brand experiences. Skilled in digital environments, leading teams, managing complex projects, and collaborating effectively with clients and industry partners.
Experience
Freelance
I provide a curated experience that emphasizes research and stakeholder participation, fostering a sense of ownership and pride. I have received multiple awards for branding, including "Best Cannabis Branding" from Leafly. I often subcontract with agencies to provide logo, branding, digital and product design support.
The REX Agency
Oversee and drive creative projects for branding and digital initiatives, effectively communicate and advocate for agency creativity, and relay client feedback to both stakeholders and the creative team.
One Net Agency
Lead branding projects, including name generation, logo design, mood boards, stylescapes, and brand guides. Plus, mentor junior and intermediate designers, helping them feel ownership in the creative.
The Original FARM
Collaborating with the founder and CEO, I helped shape the company’s strategic direction, establishing The Original FARM as the top cannabis retailer in BC in terms of both sales volume and professionalism.
Echosec
Working closely with the founder to grow a SaaS tech startup from concept to successful sale. My contributions included brand design, sales and investor presentations, tradeshow design, and UI/UX design for the Enterprise app and its onboarding experience.
CloverPoint
Rebranded the company, including its enterprise and mobile applications. Collaborated with the CTO and developers to wireframe and design the enterprise UI/UX and mobile app interface built in Unity. Collaborated with Wet'suwet'en and Squamish Nations on developing effective communication tools to support the health of their communities, preservation of history, and growth of their businesses.
Trapeze Communications
Participated in project discovery and collaborated on briefs, guiding work from concept to final deliverable. I art directed and designed campaigns and marketing collateral for clients, including the Art Gallery of Greater Victoria.
Cavana
Collaborated with the City of Victoria on seasonal campaigns and public art. Provided in-house creative services for Ecologyst (formerly Sitka). Created, and sold licensed artwork, patterns, and prints. Twice selected as a participant in the Greater Victoria Art Gallery Paint-In event.
Personal
When I’m not working, I spend time with my family. I am passionate about photography, mountain biking, gardening, and caring for my chickens. I enjoy learning new things, whether a new sport or a skill set. Recently, I obtained Transport Canada’s Cruising Standard certification to captain and charter sailing vessels up to 32 ft.