In an effort to stand out from the competition, I was tasked with rebranding the SaaS company illumin. This required establishing a new colour palette, incorporating bold typography, redesigning our sub-brands, and outlining other rules via new brand guidelines.
One of the many touchpoints of the rebrand involved creating a new company-wide Google Slides template for presentations. This template was continuously updated as the brand evolved, and as more slides were requested.
I was asked to create marketing and branding collateral for GoodLife Fitness’ May 2021 offer. This consisted of a referral program with Apple Beats for GoodLife members and an external offer for prospective members. The overarching theme for the month was “Be All In” — a message tied throughout the pieces. Assets included internal TV spots, display ads, social media posts, and in-club posters.
This is a sampling of the many feature fitness spreads I designed for Inside Fitness magazine while working as the Assistant Art Director.
As part of rebranding illumin, I was tasked with both the production and design of our quarterly earnings report videos, which were broadcast publicly to investors. This included recording our CEO and CFO every quarter, followed by editing those recordings, merging them with report slides I had created, and sourcing music.
In 2024, I created a promotional ad showcasing the illumin platform’s (SaaS) capabilities. The ad was then cut to different lengths and languages, and used across digital platforms, including connected television spots. Created in Adobe After Effects.
I was tasked with creating a collector’s edition challenge coin for “The Buried Puppet”, an experience from The Mysterious Package Company. The process consisted of combining three designs for the three different layers of the coin.
I designed the 2019 Halloween campaign for The Mysterious Package Company. This was a month-long event which required creative direction, original branding, new photography, social assets, e-mails, and bonus content such as drink recipes and pumpkin stencils.
I was tasked with giving a new, cohesive identity to illumin’s sub-brands. One is a podcast, and two are in-person events, but all of them centre around the concept of “journey” (relative to the marketing of the illumin product). I chose to keep clean, bold typography for them, with the focus being on the “paths” surrounding the logos being symbolic of a journey. These paths could then also be used as graphic symbols on their own.
I was lucky enough to work on a “viral video” ad directly with Neil Patrick Harris for The Mysterious Package Company. This involved the creation and editing of a tongue-in-cheek video to be used across all social platforms. Multiple edits were produced, such as a 15-second version for paid ads, and a 2-minute extended cut for YouTube.
In the spring of 2014, I was able to personally redesign the ClubLink Life golf magazine, found in all ClubLink golf courses. This involved a total revamp of the look and feel of the magazine — bringing structure, a proper layout format, and a bolder emphasis on the photography.
To view the entire magazine digitally, click here.
This is a sampling of the many feature nutrition-based spreads from Inside Fitness magazine, working as the Art Director on the Women’s magazine and the Assistant Art Director on the Men’s.
