Shagg salon has maintained a reputation for their immense experience and expertise, their longtime returning clientele, their wit and humour and their timeless sexy…
Shagg salon has maintained a reputation for their immense experience and expertise, their longtime returning clientele, their wit and humour and their timeless sexy style. When rebranding Shagg, I wanted to get at the meat of this dichotomy of a timeless establishment with a tongue-and-cheek approach to life. The motif of spring flowers is also incorporated to signify rebirth since we rebranded in the springtime at a time when they were hiring new team members. The project thus far has involved logo design, signage, a website, social media and promotions with more fun things to come! shaggtoronto.com
My rebranding of RTA Fine Art involved establishing a new look for the company and then with this look…
RTA Fine Art
My rebranding of RTA Fine Art involved establishing a new look for the company and then with this look creating a brand new set of stationary and business cards. The aim of this project was to establish a look that remained neutral, so not to own to any particular aesthetic of fine art, but also to play a balancing act between contemporary and classic. I created a logo that uses the letters R, T and A to create a crossword intersection between RTA and ART. Then, with this logo, I created a code pattern that with a metallic foil reveals RTA and ART. The entire printing process used embossing, foiling and duplexing and the deliverables were business cards, compliment slips, letterheads and envelopes.
Bespoke By Seppi is a marketing agency in Toronto and this was a renaming and rebranding of the business. The…
Bespoke By Seppi is a marketing agency in Toronto and this was a renaming and rebranding of the business. The website is built off of the idea “marketing made to measure”. An animated logo with a custom type treatment on the landing pages shows shapes and lines coming together to say “Bespoke By Seppi”. The interior pages express what Bespoke means to Seppi and showcases their portfolio.
[easingsliderlite] In reaction to our speed-obsessed society, where everything has been degraded to a quick and shallow race, Slow Poetics…
Thesis: Slow Poetics
In reaction to our speed-obsessed society, where everything has been degraded to a quick and shallow race, Slow Poetics is a reminder that there is much to be gained by taking a moment to slow down. It is also an argument that not everything is suited for speed. The principles of Slow Poetics are manifested in a designed five-step experience that consumes and slows a reader down. Each step is a platform containing the Slow Poetics Manifesto as well as carefully selected classical poetry. These poems, ranging from works by futurist Loy to Bukowski, Rimbaud, Baudelaire and Nabokov, all explore speed in a beautiful way and are assigned to forms accordingly. All forms are fashioned through close consideration of the object’s physicality, typographic landscape, and musicality. Various elements and design strategies such as the Spritz technique (a contemporary speed reading technique) to a 22.5 foot scroll that is accompanied by a magnifying glass, dictates the delivery speed. The forms get progressively slower and require more physical interaction. In contrast to Ward’s “The Crystal Goblet”, which argues that type should achieve immediacy through invisibility, Slow Poetics recognizes beauty in methods of communication that strive for organic, gradual and rich content absorption. One must get very close to the text to unearth it. Poetry is not static but is transcendent, meditative and dynamic. We must use human hands and eyes to shape the journey through reading and through life itself.
My work for Roo Parenting was a full branding and launch. The scope of work included naming the business, branding…
My work for Roo Parenting was a full branding and launch. The scope of work included naming the business, branding it, business cards, a website and more. Roo is custom parenting consulting. The name “Roo” expresses jumping forward and maternity (think a kangaroo’s pouch), and of course nostalgia (remember Roo?). The logo uses primary “bouncing” letters to evoke a playful and childish energy. Black and white photos of kids with colourful O’s around them remind the audience that with Roo, the focus is always on the kids.
Tire Biter is one of the original daycares in Toronto. The scope of work for this project included complete rebranding,…
Tire Biter is one of the original daycares in Toronto. The scope of work for this project included complete rebranding, signage, website design, business cards, ad campaigns and more. Through the branding, the business is positioned as professional and reliable. Through the use of photography, it appeals to the stylish and upscale Yorkville target market.
This project involved fully rebranding Doppio Zero (in English, Double Zero). This authentic Italian restaurant takes pride in their beautiful…
This project involved fully rebranding Doppio Zero (in English, Double Zero). This authentic Italian restaurant takes pride in their beautiful handcrafted pizzas and pasta, so it only seemed right to make a logo that spoke to their organic approach to their cuisine. As a result, the type is handwritten and sits in a “Doppio Zero” (Double Zero) of two interlocking wine rings. Why the wine rings? Not only does the restaurant have an extensive and carefully curated wine list, but Doppio Zero is one of those restaurants that makes you want to linger a little longer.
Because Doppio Zero’s menu is a celebration of a strong Italian family heritage, I used old tongue-in-cheek photography on each menu to evoke a feeling of tradition, authenticity, cheer and nostalgia. The interiors of the menu are embellished with etchings and contain comical commentary here and there. The rest of the Doppio Zero rebranding project included creating a new website, business cards, mailers, a name-collecting bill-fold, gift cards and taking photographs to be featured on their website.
Limerick is a collection of fine new homes in a special enclave in Toronto. The brief was to create a…
Limerick is a collection of fine new homes in a special enclave in Toronto. The brief was to create a community branded identity that gave this enclave an exclusive persona. A coffee table book is currently in production phase.
The purpose of this website design is to create an impactful web presence and community for social justice advocates across rural Ontario. The website is a call to action for legal clinics across the province to come together to make a positive difference in their field. The aim of this visual direction is to evoke empathy, not sympathy. It is to communicate that this is a very real problem happening within our own home province to people just like you and I. It is also a resource. But most of all, it is a recruitment tool aimed at bringing legal professionals together to collaborate and improve social justice. From using local photos (some even taken by their clients) and powerful text, the site stays authentic to it’s cause and encourages people to act.
The Boldness Project is run by Ric Young, a social innovator in Toronto. The Boldness Project is a movement geared…
The Boldness Project
The Boldness Project is run by Ric Young, a social innovator in Toronto. The Boldness Project is a movement geared towards accomplishing real social change in the world. The visual identity includes a series of animated typography, expressing what the Boldness Project means. These animated gifs will exist at the forefront of the website which is coming soon.
This is a project I worked on for a creative studio called G+ International whose client is Yorkdale. Promdale is…
This is a project I worked on for a creative studio called G+ International whose client is Yorkdale. Promdale is an annual event for Yorkdale shopping mall that targets graduating high school students and provides prom consultations and a prom-specific shopping directory. As we all know, Prom doesn’t always have the best image in the commercial world. The aim of this campaign was to show that Yorkdale provided a more sophisticated, fashion-forward and elegant outlook towards Prom.
JANE AUSTEN SERIES What does it mean for something to be classic? It is timeless. It’s not quite in the…
Jane Austen Book Covers
JANE AUSTEN SERIES
What does it mean for something to be classic? It is timeless. It’s not quite in the past, but also not in the present. It is suspended somewhere in the middle. Classics often explore universal topics and thus, find relevance in our present day world, yet their contexts speak to more unknown and romanticized worlds. When confronted with the challenge to redesign a classic book series, I tried to tap into this idea of timelessness and the present being embedded in the past. By using oil paintings depicting women in the Georgian period in England, but using brightly coloured sans-serif typography on top, the design is neither nostalgic, nor contemporary. It is somewhere in the middle. There is modernity within an unfamiliar world.
64 is a project adapted from 265, a project Luke Bulman had his architecture students do at Yale. At the…
64 is a project adapted from 265, a project Luke Bulman had his architecture students do at Yale. At the very early stages of my thesis research process, I had realized that I wanted to somehow question and challenge our perceptions of speed and time. To open up my understanding of time and how I felt about it, I collected and indexed sixty-four images that in some way explored the visual properties of time in subtle ways. I also explored the power of pace and placement. What parallels could I draw when images were paired on the same spread and what narratives could I express? What stories could I tell about time? 64 is both a personal and universal interpretation of time-related imagery. The book starts off slow and ends up fast and eventually crashing.
TALK SHOW HOST If anyone is a fan of Radiohead, they know what it’s like to feel completely immersed in…
Talk Show Host
TALK SHOW HOST
If anyone is a fan of Radiohead, they know what it’s like to feel completely immersed in one of their songs. Their songs have a sense of fluidity, but also a strong presence of structure and geometry. My music video for Talk Show Host is not narrative-driven, but rather, an exploration on the subjective experience of music. It is a representation of how I feel listening to Radiohead’s beautiful soundscapes: completely immersed and showered with sublimity.
INTERACTIVE QUOTE Vladimir Nabokov once said: “The evolution of sense in a sense is the evolution of nonsense”. In Kevin…
Vladimir Nabokov once said: “The evolution of sense in a sense is the evolution of nonsense”. In Kevin Brainard’s Experimental Typography class at Parsons, two other students and I decided to build our project off of this quotation. We created layers upon layers of different type solutions which were then compiled into pads of tear-offs. Each type solution was designed by us with random intention. From abstract shapes to Barbie doll limbs, our custom fonts were nonsense in themselves. The quotation started off neutral and clear but as people ripped off layers of typography, the quotation became more obscured and lost clarity. Created in collaboration with Julie Hannah Chea and Iris Lee
In my Art Direction class, we were assigned to come up with a new membership campaign for the American Institute of Graphic Arts. My group, which included Cong Huynh, Patricia Encarnacion and myself, designed a typeface using a circle, triangle and square (an abstracted system established to represent the head, heart and hand). The main idea was that conversations between graphic designers should be rooted in the head, heart and hand.
In my Experimental Typography class we were assigned words and had to come up with experimental typographic solutions expressing the word. Below is an example of a word I illustrated. More to come.
Making cards has always been a great pleasure to me. I had the opportunity to sell an item at a…
Making cards has always been a great pleasure to me. I had the opportunity to sell an item at a Christmas pop-up shop and I decided to sell hand-illustrated sets of cards. I combined old-fashioned watercolour and ink illustrations with humorous copy.
The 365 Queen Street West package is designed to attract high-end retail brands. It is anchored by a custom box…
Advertising Real Estate: Hop On 365 Queen West
The 365 Queen Street West package is designed to attract high-end retail brands. It is anchored by a custom box containing the project brochure, building renderings, floor plates, fact sheet and a miniature die-cast Vespa. The building will be a unique fusion of modern architecture and historic charm.
A Midsummer Night’s Dream is a classic and fantastical Shakespeare play that takes place in a forest on midsummer’s night.…
A Midsummer Night’s Dream
A Midsummer Night’s Dream is a classic and fantastical Shakespeare play that takes place in a forest on midsummer’s night. It is about love potions, illusions and love triangles. Carrying out the idea of the illusion, I decided to create a poster that seduced the eye with artificiality. I created paper branches and weaved string between them to great a tangled cobweb, foreshadowing the tangled mess of the plot. The letters are dipped in glitter to further seduce the viewer and play on the idea of fantasy.
Somerville Auto is a car and truck leasing company I regularly freelance for. The scope of work includes everything…
Somerville Auto is a car and truck leasing company I regularly freelance for. The scope of work includes everything from campaigns and brand activation areas to all print and digital collateral. A few programs I have worked on include:
Motion Ball Photo Contest
Somerville sponsored an event for young professionals called Motion Ball. I was hired to create all graphics for their brand activation area and also design print and digital collateral for their photo contest. Deliverables included a large step-and-repeat backdrop, two popups, car spec cards, discount card, branded Facebook photo contest, Facebook ads, instagram ads and more.
Minimum Downtime | Maximum Potential
This campaign was created to shed light on extended services hours at Somerville Hino, a truck leasing company. For companies transporting materials and goods, downtime is everything. On the road, time equals success and efficiency. I came up with a slogan “Minimal Downtime, Maximum Potential” and overlayed it on a road lit up at nighttime. The campaign outputs include mailers, e-blasts, a website banner and other digital assets.
The Elements Collection is a new jewellery line that lets each woman create her own signature style by mixing and…
The Elements Collection is a new jewellery line that lets each woman create her own signature style by mixing and matching stones. The website is targeted towards potential retailers and is inspired by the four elements. This website was created with G+ International, a creative agency I work with.
A unique condominium project on the St Lawrence River. Target audiences were identified as drawing from a wide, surrounding area.…
A unique condominium project on the St Lawrence River. Target audiences were identified as drawing from a wide, surrounding area. Although the demographic was 60+, the buyers were sophisticated and affluent. They connected with the upscale, contemporary style and innovative design of the residence. To make this project stand out from the crowd even more, we created an actual ‘persona’ that the potential purchaser could identify with.
Stephen Zeifman is a contemporary artist located in Toronto and Newfoundland. His work often derives from nature and therefore has quite an organic quality to it. The logo I designed for him is based on his signature, since we all know a signature is an artist’s stamp. The landing page sets the context of his work in a pure and non-abstract way: the rugged Newfoundland coastal landscape. This iceberg photo was taken just minutes from his studio. The rest of the website showcases his artwork and many mediums, on a grid that prevents any cropping or distortion of artwork. The ultimate aim of this website design was to be pure and transparent and provide structure to showcase a very organic scheme of work.
CHILDHOOD CLASSICS SERIES As technology progresses, children barely have to use their imaginations anymore. One of the greatest pleasures of…
Childhood Classics Series
CHILDHOOD CLASSICS SERIES
As technology progresses, children barely have to use their imaginations anymore. One of the greatest pleasures of reading is the part the imagination plays in the process. I decided to create a series of classic children’s stories with the intention of leaving more to the imagination. By using simple and organic patterns from original illustrations, I wanted each book’s to not take away from the imagination process, but rather, be stripped down and leave more to the imagination. My patterns hint at motifs in the novels but only give a taste of what the book is like so the reading experience is less biased and more personal.