Branding

NorQuest Brand Refresh

  • Co-lead Designer

  • Co-led the design, brand research, and brand strategy for NorQuest's brand refresh

  • Kickstarted the innovative 'Brand Working Group', developing a pathway for Indigenous People, racialized people, people with disabilities, and other historically marginalized groups to have a voice at the Brand Advisory decision-making table

  • Led the design research and implementation of accessible design brand standards, (accessible colour combinations and fonts), working to ensure that the brand designs are inclusive and accessible to all

  • Co-created a centralized Brand Asset Library website, empowering all employees to easily access branded graphics to become brand champions

  • Project Goal: Create a brand refresh that uses a ‘brand evolution’ model of phased-in changes, rather than an overnight switch of the brand

  • This way, the workload to change over old brand materials is spread out into manageable timelines, and faculty are also not overwhelmed by the additional workload to convert over teaching materials to the refreshed brand

  • Project Success: Successfully rolled out the first two phases of the brand refresh and worked with the Accessibility Team to ensure Brand templates in MS Office were accessible

  • Acted as a brand champion, delivering brand launch presentations, informing employees of the brand values, brand style guide, brand templates, and accessible design best practices, helping to build brand presence and engagement at a grassroots level.

  • This resulted in a remarkable 15,000 visits from 82% of employees (1300 people) to our centralized brand template SharePoint site

  • RGD In-House Design Award of Merit (2024)

NorQuest Esports

  • Lead Designer, Brand Research, Identity Design

  • Project Goal: Evolve the new refreshed brand into the realm of Esports

  • Create designs that are unique and ‘on trend’ for eSports

  • Create designs that are inclusive to all players and all genders

  • Project Success: Players are excited about the new Esports designs and we received very positive feedback on the look of the designs

PhoEver Edmonton Restaurants

  • Creative Director, Marketing & Brand, and Lead Creative (Freelance work)

  • Design, Brand Strategy, Social Media and Marketing Strategy, Copywriting, Website Design, Videography, Photography, and Art Directing

  • Working with a local business entrepreneur, we have successfully launched two new restaurants in Edmonton, navigating through the pandemic with strategic marketing tactics and leveraging a loyal customer base

  • Responsibilities included: branding (design), brand presence, brand strategy and implementation, brand loyalty strategy, design and creative across all media for integrated marketing campaigns (print, digital, web, social media), marketing strategy, target market analysis and recommendations, social media advertising strategy, copywriting, web design, environmental design and interior design concepts, videography, photography, and art director of photography.

  • Project Goal: Create a modern and unique brand for this emerging Vietnamese restaurant chain in Edmonton

  • Capture exceptional food photography to showcase the restaurants delectable dishes

  • Designs included: dine-in menu, take-out menu, business card (with 14 different designs for the back), grand opening flyer, banners, interior brand presence wall murals, art direction for photography, web design, packaging design, posters, flyers, take out stickers, social media video ads, and more!

  • Project Success: The rate of return on the grand opening flyer was beyond expectation. The client was thrilled with the designs, and we got a lot of positive feedback on the food photography and the menu design. PhoEver’s first restaurant was able to survive through the pandemic, thanks in part to our increased geo-targeted marketing and increase brand presence advertising

  • The restaurant owner expanded to open PhoEver Banh Mi Subs & Cafe in fall 2024. Website design was created using SquareSpace, and SEO optimized.

  • Grand Opening social media video ads resulted in 480% increase in social media engagement, 45,000 views, 500% increase in web traffic, and CTR of 7.4% on social ads

  • Customers have acclaimed PhoEver’s modern look and food photography, and the restaurant owner now has a loyal customer base for both restaurants

It looks great! Thank you so much for these beautiful designs. Vince and I are in awe of how great they look! We are very happy with them. – PhoEver Restaurant Owner

This [NorQuest] design team has taken our brand redesign work to the next level by extensively exploring whether our brand expression aligns with our stated values around inclusion.” - Employee Culture Award nomination for: Start Small & Think Big

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