Prime Examples:

Capital One Board.jpg
 
 

It all started when…

The following is placeholder text known as “lorem ipsum,” which is scrambled Latin used by designers to mimic real copy. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Quisque congue porttitor ullamcorper. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Nulla eu pretium massa. Vivamus a ante congue, porta nunc nec, hendrerit turpis. Mauris egestas at nibh nec finibus. Sed a ligula quis sapien lacinia egestas.

 

Differentiating a Brand Through Visual Irony

 

The challenge we faced going into this campaign was how to ensure that the represented brand would stand out from its competitors instead of merely fading into the background of coffee-house tropes. In response to this, we thought about the state of coffee consumption today. The availability of coffee beverages which appear to take great steps to mask the actual taste of coffee was widespread. 

Given Second Cup's then-recent rebranding efforts, we stuck to sleek white text on a black background. Upon said background are visual jokes, each a satirical look at the modern trend towards sweetness and confectionary flavours. This would position Second Cup as a more mature, perhaps more sophisticated option, contrasting with the childish nature of their competitors.

Developed with Viktoriya Tkacheva
 
 Here, a conveniently-shaped mug takes the place of a marshmallow.

Here, a conveniently-shaped mug takes the place of a marshmallow.

 A clear cup with a green straw seemed like enough of a jab at the clients main competitor (even without a dome-shaped lid).

A clear cup with a green straw seemed like enough of a jab at the clients main competitor (even without a dome-shaped lid).

magazine cover.png

Keeping the Target Close

 

For a smaller client such as this, we knew we would have to keep our efforts within the Toronto city limits. Luckily, Wanda's Pie in the Sky is located in Kensington Market, an eclectic Toronto neighbourhood known well by both locals and visitors. This added authenticity to our client, and gave us a focus for our efforts. The neighbourhood was significant for our client, just as each neighbourhood is important to the citizens that live and work there.

We chose to assign each neighbourhood a different item from our clients menu, based on the qualities of each place. This let us connect with Toronto locals who know the area intimately, as well as visitors just getting their first impressions. To both of these groups, we hoped to demonstrate the diversity of Toronto's cultural landscape as reflected by the array of goods offered by the client, itself a home-grown Toronto small business. 

This idea grew to include interactive maps that offered routes to and from Kensington Market, and geographic snapchat filters that would change based on the user's location in the city, encouraging exploration of the city.

Developed with Viktoriya Tkacheva, Natasha Hertle, and Ellen Fitzhugh
 

Reflecting on the World Like a Fun House Mirror

Arrived on Earth in 1996. Arrived online in 2009.

scratch 2.jpg

Creative Writing

Starting in childhood, telling vivid stories came naturally to me. This passion lead me to learn how to use language to send complete and meaningful messages through my work. 

rough 2.jpg

Ideation

Well steeped in cultures around the world and across the web, I have a broad perspective with a wide base of knowledge with which to create compelling new ideas or recontextualize more commonplace ones.

Screen Shot 2017-10-03 at 2.19.23 PM.png

Design

A keen aesthetic eye helps me to design balanced visual works that effectively reflect the feelings associated with any creative project through any visual means.